Observed Signal · Sep 2, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
LinkedIn study: Creator Content beats AI for B2B trust
LinkedIn commissioned a July 2025 study of 7,000 marketers across 14 countries (including 500 German respondents) to understand trust in B2B marketing. The results show Creator Content and authentic voices outperform AI when building credibility amid rapidly scalable AI-generated content. In Germany, 77% of marketing leaders invest in community content, and 81% view video as the new language of the internet, signaling a strong shift toward video-driven trust. LinkedIn notes that its platform strategy supports this trend with formats like First Impression Ads, Reserved Ads, and extended CTV Ads, alongside BrandLink and new sponsor-backed shows. BrandLink is expanding with partners such as BBC Studios, BNR, TED, The Economist, and Vox Media, and new shows include Small Business Builders, Founder’s Blueprint, AI in Action, and The CEO Playbook. The ecosystem emphasizes that video content, authenticity, and creator partnerships are central to reaching and engaging B2B audiences, with LinkedIn reporting approximately 154 billion video views per year.
Highlights shift to Creator Content and video as trust drivers in B2B marketing; expansion of LinkedIn ad formats and monetization features.
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Key Takeaways & Evidence Grounding
- July 2025 survey of 7,000 marketers across 14 countries, including 500 from Germany, conducted by Censuswide for LinkedIn.
- In Germany, 77% of marketing leaders invest in community content (creators, employees, and industry experts).
- 81% of German marketers see video as the new language of the internet.
- LinkedIn BrandLink expanded to BBC Studios, BNR, TED, The Economist, and Vox Media, alongside new sponsor-backed shows.
- LinkedIn reports around 154 billion video views per year on the platform.
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B2B brands boost creator video to counter AI slop and enhance AI search
B2B brands are increasingly using creator video to differentiate themselves from AI-generated marketing content and to build credibility with buyers who rely on AI recommendations. According to creator marketing platform Billo, B2B creator video usage surged 55% year-over-year and nearly quadrupled since 2023. IAB research indicates that credible creator reviews boost consumer confidence in AI recommendations for 65% of consumers. Expertise and track record matter more than audience size; consumers prioritize proven track records (46%), consistency (40%), and demonstrated expertise (36%) over follower count (21%). Creator content is most valuable during the research phase, helping buyers discover, compare, and evaluate products. B2B marketers are advised to focus on trials, signups, and pipeline rather than just views and clicks, as B2B buying cycles are longer and involve multiple stakeholders.
LinkedIn Goes All-In on Video for B2B
LinkedIn’s VP Marketing, Davang Shah, argues video is becoming the default format for B2B marketing because long purchase cycles require trust-building and sustained attention. Shah cites a typical B2B purchase journey of about 272 days, involving 22 people, with only 5% of buyers in-market at any time, and notes 71% of B2B buyers are Gen Z or Millennials—groups that consume large amounts of video. LinkedIn promotes video through products and partnerships: video has been on the platform since 2017 (ads from 2018), BrandLink (pre-roll placements with premium publishers and creators), and a CTV offering integrated with The Trade Desk and Amazon DSP. LinkedIn is also prioritising measurement (conversions API, company intelligence), expanded targeting, and simpler buying workflows for advertisers.
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.
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