LinkedIn courts B2B advertisers with creator-led ad push

LinkedIn is expanding its advertising business with the launch of 'Creator Marketplace' and 'BrandWorks', as the platform looks to capture more spend from B2B marketers investing in creator-led content.

The move comes as B2B brands place more emphasis on credibility and peer influence. According to LinkedIn’s "2026 global B2B marketing outlook", 77% of B2B marketers said buyers need to know and trust a brand before they are willing to engage with it.

Creator Marketplace allows marketers to search for creators based on topics and areas of expertise. It also provides information such as audience demographics, content performance and brand fit. 

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Furthermore, brands will also be able to identify organic and sponsored creator content that mentions their company and amplify those posts. 

For creators, the marketplace provides a way to make their profiles discoverable to brands, showcase selected content and manage partnership requests.

Additionally, LinkedIn has introduced BrandWorks, a dedicated team focused on brand strategy, content, creative and events for selected advertisers on the platform.

The unit’s remit includes audience analysis, content development, creative adaptation for LinkedIn’s feed, and access to platform-specific advertising formats such as creator collaborations, BrandLink integrations, LinkedIn News sponsorships and events.

The launches come as LinkedIn continues to build out its advertising products beyond traditional sponsored posts. Its research found that 83% of marketers believe credibility is becoming more important than traditional brand messaging, while 70% said buyers increasingly rely on peer voices and subject matter experts over brand-produced content.

Creator Marketplace is currently in alpha testing, with creator discovery available to select brands and creators in North America for English-language content. Organic content discovery and self-service BrandLink capabilities are available globally. 'BrandWorks' is available globally for selected managed customers.

In a video announcing the launch, Alex Josephson, vice president at LinkedIn, said marketers are increasingly asking how to identify relevant B2B creators and experts to work with.

LinkedIn's latest creator-focused push builds on its broader efforts to strengthen marketing capabilities on the platform. Last year, the company expanded its video advertising offerings with the launch of First Impression Ads, Reserved Ads and enhanced Connected TV (CTV) placements, aimed at helping B2B marketers capture attention and drive business outcomes.

The announcement came as LinkedIn pointed to growing demand for video content and creator partnerships among marketers competing for increasingly fragmented audience attention.

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