Brands can now connect with vetted creators directly on LinkedIn. The new Creator Marketplace offers tools for discovering and collaborating on both organic and sponsored content. Early access is limited to select users in North America.
LinkedIn is rolling out its first native Creator Marketplace, aiming to make it easier for brands to identify and collaborate with creators who align with their business goals. This move is designed to help marketers discover both organic and sponsored content that features their brand, streamlining the process of finding relevant partners within the platform.
According to a recent YouGov report cited by LinkedIn, 82% of business-to-business marketers believe that working with creators enhances brand credibility among consumers. The Creator Marketplace allows marketers to search for vetted creators by topic and content expertise, review their profiles for audience fit and performance, and access contact information for direct outreach regarding potential collaborations.
Within the Marketplace, marketers can find existing organic and sponsored content that already features their brand, with the option to amplify this content using LinkedIn's “Thought Leader Ads” feature. The platform also builds on its “BrandLink” tool, which lets brands run in-stream ads before videos from top creators and publishers. Now, campaigns can be extended by placing promotional messages alongside curated creator video content within the Marketplace's inventory.
LinkedIn stated that creators who opt in to the Marketplace retain control over their collaborations. They can select which original content to feature, decide how brands can contact them, and approve the use of their sponsored content by brands.
In addition to the Creator Marketplace, LinkedIn introduced “BrandWorks,” a team of experts offering hands-on strategy and support for in-app campaigns. While the Creator Marketplace is currently in alpha and available only to select brands and creators in North America with English-language content, BrandWorks is accessible globally for select managed customers.
LinkedIn, owned by Microsoft, reported over 1 billion members worldwide as of 2024. The platform has increasingly focused on tools and features for creators and marketers, aiming to expand its role in the business-to-business content and advertising ecosystem.
