Observed Signal · Jun 16, 2026 · Product Launch · Source: Hello Partner · Impact: 4/5 · Sentiment: Positive
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.
Major social platform (LinkedIn) launched an integrated creator marketplace inside its ad manager and new brand-facing services, affecting B2B creator partnerships, brand planning and walled‑garden influencer capabilities.
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Key Takeaways & Evidence Grounding
- LinkedIn launched Creator Marketplace integrated into Campaign Manager.
- Creator Marketplace is in alpha, available to select brands and creators in North America (English-only).
- LinkedIn introduced BrandWorks, a team of brand, creative, content and events experts with hires from TikTok, Meta and X.
- Organic content discovery and self-serve BrandLink video inventory are available globally.
- LinkedIn cites research that 83% of B2B marketers say credibility matters more (platform research referenced).
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LinkedIn launches B2B creator marketplace (alpha)
LinkedIn has launched its first creator marketplace in alpha, embedded inside Campaign Manager to help marketers discover and vet B2B creators at scale. The marketplace offers searchable creator cards (followers, post volume, engagement, content samples) and deeper “creator insights” (impressions, engagement, bio, audience demographics by industry, job title and location). Creators must opt in to share data and can be contacted via email or their LinkedIn profile. The alpha is available to select brands and creators in North America and supports English content only; LinkedIn said additional regions will be added in coming months. LinkedIn already offers related tools such as BrandLink, TopVoice360 and Advice Sessions.
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.
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.
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