LinkedIn tests tool to help brands partner with professional creators

LinkedIn is testing a new creator discovery tool to help brands find and partner with professional voices, as it expands its push into B2B influencer marketing.

The feature, currently in alpha, will sit inside LinkedIn’s Campaign Manager and allow advertisers to identify and work with “brand-safe” thought leaders and experts without leaving the platform.

According to LinkedIn, the tool is designed to move beyond traditional metrics like follower count, instead using signals such as industry relevance and engagement to identify creators who can influence specific buying audiences.

Brands will also be able to contact creators directly through LinkedIn messaging or email, manage approvals on-platform, and amplify content through existing advertising tools such as Thought Leader Ads.

The move reflects a broader shift on the platform, where creator-led content is increasingly shaping how B2B buyers research and evaluate products.

“Eighty-two percent of buyers say creator content influences them, and 59% consume this content on LinkedIn,” said Dany El Zein, video solutions lead at LinkedIn, who presented the product at an event.*

The company said the tool is part of a wider investment in video and creator-led content amid a shift in buying behaviour. That includes a rise in video consumption on the platform, with 154 billion video views recorded in 2025 and viewership up 36% year on year.

The change is being driven in part by an increase in millennial and Gen Z users, who now account for 71% of B2B buyers. These users are increasingly relying on content, particularly video, to explore and compare solutions before engaging with sales teams.

The creator discovery tool sits alongside a broader set of updates aimed at embedding creators into LinkedIn’s advertising ecosystem, including partnerships with publishers, event sponsorships and “Top Voices” collaborations with high-profile industry figures.

*Creators in Action: the LinkedIn landscape, LinkedIn HQ, London, 28 April