The future of B2B influencing? LinkedIn gives creators new ways to earn

LinkedIn is giving creators new ways to make money from the audiences they build on the platform, as it solidifies its presence in the growing market for B2B influence.

The work platform will let eligible creators earn advertising revenue from their videos, while also allowing people to sell one-to-one consultations directly through their profiles.

Called Advice Sessions, the latter lets Business Premium subscribers sell one-to-one consultations through their profiles, with LinkedIn handling the booking and payment before the session takes place on the platform. It is initially available in the US, with more markets expected to follow.

Other changes include a new creator dashboard, rolling out globally in the coming weeks, which brings LinkedIn’s creator and monetisation tools into one place. LinkedIn is also testing In-Stream Ads with select US creators and advertisers, paying participants when pre-roll advertising runs alongside eligible videos.

It is the latest sign of money moving into B2B influence, with platforms building more ways for professional creators to earn while acquisitions are giving agencies greater exposure to the market.

Just this week, Billion Dollar Boy made its first swoop, snapping up specialist B2B creator agency Creator Authority in a multi-million dollar deal.

Creator Authority co-founder Brendan Gahan said the business had been founded on the belief that the shift towards creators in consumer advertising would eventually extend into B2B.

Meanwhile, LinkedIn's own investments have included Creator Marketplace, which launched in June and allows brands to find and contact creators for partnerships through Campaign Manager, and BrandWorks, a team focused on helping marketers develop creator-led campaigns.

The platform has also explored subscriptions and paid events as potential ways for professional creators to make money from their audiences.

LinkedIn said more than 80% of its creators produce content alongside another role. The number of members identifying as founders has also risen 70%, while the share reporting more than one ongoing position has increased 26% since 2019.