Observed Signal · Aug 26, 2026 · Analysis · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Are LinkedIn Creators the Next Big Thing?
This Hands On column (published August 26, 2026) argues that LinkedIn is increasingly functioning as a creator platform with particular relevance for B2B collaborations. Anastasia Barner — founder of FeMentor and a LinkedIn Business Creator — outlines how brands and influencers can leverage LinkedIn profitably. The piece is part of HORIZONT's 'Hands On' format, which offers practical tips for using AI tools and related technologies. The article frames LinkedIn's creator growth as an opportunity for B2B influencer strategies rather than a platform policy or product change.
Signals the growing role of LinkedIn as a creator platform for B2B influencer marketing—relevant for brands, agencies, and paid social strategies but not a platform policy or product change.
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Key Takeaways & Evidence Grounding
- Article published on August 26, 2026 on HORIZONT.
- The article states that LinkedIn is increasingly becoming a creator platform and is especially relevant for B2B collaborations.
- Author is Anastasia Barner, founder of FeMentor and a LinkedIn Business Creator.
- The piece is part of HORIZONT's 'Hands On' format, offering practical tips for using AI tools and related technologies.
- © dfv Mediengruppe is listed as the publisher group.
Connected Companies & Entities
3 Entities mapped“LinkedIn is increasingly becoming a creator platform and is particularly relevant for B2B collaborations....”
“HORIZONT — In our 'Hands On' format we provide practical tips for the use of AI tools & co....”
“© dfv Mediengruppe (publisher listed on the page)....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LinkedIn Launches Creator Marketplace for B2B
LinkedIn has launched a Creator Marketplace inside Campaign Manager to help brands discover, vet and partner with B2B creators. The marketplace combines discovery, insights and partnership tools to pair subject-matter experts with brands; creators must opt in and will retain control over collaborations, with a monetisation tab coming to profiles. LinkedIn also introduced BrandWorks — a team of brand, creative and content experts (with hires from TikTok, Meta and X) — and a self-serve BrandLink video inventory product. Creator Marketplace is in alpha for select brands and creators in North America (English-only); organic content discovery and BrandLink are available globally. LinkedIn positions the move as supporting the growing B2B creator economy and emphasises trust and credibility as drivers of creator-led marketing.
LinkedIn Plans Paid Creator Events in 2026
LinkedIn is preparing to launch creator-focused events to capture a larger share of the creator economy. Company documents seen by Business Insider indicate LinkedIn plans to run gated events with up to 50 creators in the second half of 2026, with paid events rolling out later in the year and a longer-term goal of hosting up to 4,000 creator events annually. LinkedIn estimates paid virtual creator-led events could be a ~$5 billion market this year and potentially grow to $25 billion annually by the end of the decade. Early pilot sessions involved creators including Cassie Kozyrkov, Codie Sanchez, Chris Do and Lorraine Lee. The initiative complements LinkedIn Learning and aims to add discovery, payments and monetisation features for creators while competing with platforms like Patreon, YouTube, TikTok, Instagram and Spotify.
Creator Authority Joins LinkedIn Marketing Partner Program
Creator Authority, a B2B-focused influencer marketing agency, has joined the LinkedIn Marketing Partner Program to help brands launch creator-led campaigns on LinkedIn. The agency offers full-service capabilities — including strategy, creative direction, creator sourcing, paid amplification, compliance, and reporting — and lists clients such as SAP, Notion, Dropbox, HubSpot, Webflow, Upwork, Amazon, and Canva. The announcement cites industry momentum for creator marketing (a 171% year-over-year increase in investment) and LinkedIn research showing high buyer reliance on thought leaders (87%) and direct influence from creator content (82%). Brendan Gahan, Creator Authority’s CEO and founder, and Jonathan Hunt, VP of HubSpot Media, are quoted on the partnership and the agency’s role in amplifying creator voices for B2B buyers.
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