LinkedIn set to push into creator events and subscriptions

LinkedIn is preparing a major new push into the creator economy, with plans to host thousands of paid events centred around professional voices and industry experts in the coming years.

The platform is exploring ways for users to pay for access to creator-led sessions, newsletters, podcasts and other content, according to Business Insider. The report said LinkedIn could eventually host up to 4,000 events annually.

The move marks another sign that LinkedIn is becoming increasingly serious about attracting professional creators and building new monetisation tools around them.

“We're seeing strong demand for tools that help creators build sustainable businesses and for members to have direct access to trusted experts,” a LinkedIn spokesperson said.

Last month, The Daily Influence exclusively reported that LinkedIn was testing a creator discovery tool designed to make it easier for brands to connect directly with professional creators and thought leaders on the platform.

The feature, currently being trialled inside Campaign Manager, allows advertisers to search for creators using signals such as industry relevance and engagement rather than simply follower count. Brands can also contact creators directly and promote their posts through LinkedIn’s existing ad tools, including Thought Leader Ads.

At the time, LinkedIn said 82% of buyers say creator content influences them, while 59% consume that content on the platform.

The company has also been investing more heavily in video as younger users increasingly turn to creator-led content. Eventually, LinkedIn plans to introduce subscriptions tied to creator events – placing it in more direct competition with platforms such as Patreon and Substack.

The move also comes after LinkedIn previously explored a potential acquisition of newsletter and podcast platform Beehiiv, though no deal was confirmed.

The latest plans underline how competitive the battle for creators has become. Meta recently launched a programme offering guaranteed monthly payments to attract creators from rival platforms, while Snapchat has expanded creator subscriptions and revenue-sharing tools. 

TikTok and YouTube have also continued investing heavily in longer-form as platforms race to keep top talent inside their ecosystems.