LinkedIn launches Creator Marketplace for B2B brand partnerships

LinkedIn has officially launched Creator Marketplace, a tool designed to help brands discover and partner with creators directly through the platform.

Announcing the rollout, LinkedIn vice president of BrandWorks Alex Josephson said the company was responding to growing demand from marketers looking to identify credible voices and experts within their industries.

"I've heard this a lot from customers and partners. Why is it so hard to find the right B2B creators, and who are the voices and experts I should be partnering with?" he said in a video announcement.

Creator Marketplace allows creators to showcase their work and signal that they are open to brand partnerships. Advertisers can search and contact creators inside LinkedIn's Campaign Manager and manage collaborations through the platform. LinkedIn said the tool is designed to help brands identify creators based on expertise and audience relevance rather than follower counts alone.

The launch follows an alpha testing period first reported by The Daily Influence in April. Alongside Creator Marketplace, LinkedIn has launched BrandWorks, a dedicated team focused on helping marketers develop creator-led campaigns.

According to LinkedIn, 77% of B2B marketers say buyers expect to know and trust a brand before engaging with it.  It sees creators as a way for brands to build that trust with professional audiences.

The launch is the latest sign of LinkedIn's growing investment in creator-led marketing. 

Last month, The Daily Influence reported that the company was exploring subscriptions and paid events as it looks to attract more professional creators to the platform.