LinkedIn’s new playbook taps creators as the future of B2B marketing

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LinkedIn advertising- A comprehensive guide

B2B buyers are turning to creator content at every stage of the purchasing process, from discovering new products to justifying pricing. New research shows that this type of content plays a key role in building trust and accelerating decision-making.

Brands looking to stay relevant are investing in creator strategies that combine authenticity with scalable distribution, according to Collaborate with Confidence: Your Guide to B2B Creator Marketing, a new report from LinkedIn.

By the numbers. According to LinkedIn:

  • 82% of B2B buyers say creator content influences them.
  • 87% prefer insights from industry influencers over traditional brand messaging.
  • 59% rely on LinkedIn as their go-to source for credible creator content.
  • Video uploads on LinkedIn surged 34% last year, with 63% of buyers saying video drives their decisions.
  • Thought Leader Ads on LinkedIn see a 252% boost in click-through rates compared to traditional ads.

Why we care. B2B buying decisions increasingly hinge on trust and authenticity. Creator content that is personal and relatable cuts through the noise – becoming the modern word-of-mouth. LinkedIn’s new tools, like Thought Leader Ads and BrandLink, help marketers tap into that influence and drive real results.

Key strategies:

  • Video. Video content drives higher engagement and conversions. LinkedIn’s BrandLink enables brands to place their message alongside premium video content, driving 130% higher completion rates and 23% higher view rates.
  • Employee voices. Employees can be some of your most effective creators, extending your reach 12x beyond your corporate page.
  • Thought Leader Ads. These amplify authentic voices – internal or external – directly in buyers’ feeds, boosting engagement and trust.
  • Co-create, don’t dictate: Let creators shape the message in their own voice to maintain authenticity.

The big picture. Influencer marketing is no longer just for B2C. B2B marketers are increasingly turning to creators on LinkedIn to humanize their brands, build trust, and close deals.

Bottom line. B2B creator marketing is still evolving. Brands that invest now have the chance to lead before others figure it out. The opportunity to stand out and drive real business outcomes is within reach.