LinkedIn’s new playbook taps creators as the future of B2B marketing

LinkedIn’s new guide shows how B2B creator content is changing how people make buying choices – and why we should take action now to stay trusted and relevant. More B2B buyers are now looking at creator content in every step of their buying journey – from learning about new products to understanding pricing.

A new study shows that this kind of content helps build trust and speeds up decisions.
To stay relevant, brands are now using creator strategies that mix real, honest voices with wide reach. That’s what LinkedIn’s new report, Collaborate with Confidence: Your Guide to B2B Creator
Marketing, is all about.

Let’s look at the numbers, as shared by LinkedIn:

• 82% of B2B buyers say they are influenced by creator content.
• 87% prefer learning from experts in the field over regular brand ads.
• 59% use LinkedIn as their trusted place to find creator content.
• Video uploads on LinkedIn grew by 34% last year.
• 63% of buyers say videos help them make buying decisions.
• Thought Leader Ads get 252% more clicks than standard ads.

Why this matters:

In B2B, trust is everything. People want to hear real stories, not just ads. Creator content feels more personal and cuts through the noise. LinkedIn now offers tools like Thought Leader Ads and BrandLink to help us use this kind of content in smart ways.

Top strategies to try:

• Use video. Videos get more attention and help people take action. BrandLink lets us put our message next to top video content, leading to 130% more completed views and 23% more people watching.
• Share employee voices. Our team members can become strong creators too. Their posts can reach 12 times more people than our main brand page.
• Run Thought Leader Ads. These help us show real voices – from inside or outside our company – right in people’s feeds, which builds trust and engagement.
• Let creators be themselves. Instead of telling them what to say, we should let them use their own voice. That’s how we keep it real.

The big idea

Influencer marketing isn’t just for B2C anymore. More B2B brands are working with creators on LinkedIn to sound more human, earn trust, and close more sales.

Final point

B2B creator marketing is still growing. If we start now, we can stay ahead of others. It’s a smart way to stand out and get real business results.