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LinkedIn expands Creator Discovery for B2B campaigns

LinkedIn is testing new creator discovery filters by content type, industry, job function and target audience. The expanded search is meant to make B2B creator campaigns in Campaign Manager more scalable.

From Social Rocket editorial team

This text was created with AI assistance and reviewed editorially before publication. All sources are linked below.

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Photo: SumUp / Unsplash

LinkedIn is expanding its Creator Marketplace for B2B campaigns. The new Creator Discovery Beta adds search filters by the creator's content type, industry and job function, audience demographics, and Top Voices status. LinkedIn is aiming for general availability in early 2027.

Creator search moves closer to media buying

The Creator Marketplace sits inside Campaign Manager. Brands can use it to find relevant subject-matter voices, initiate partnerships and then amplify creator content through Thought Leader Ads or BrandLink.

According to LinkedIn, 63 % of B2B buyers use creators early in the purchase process for research and orientation. More than half also turn to creators later on to validate decisions.

LinkedIn reports strong figures for Creator Ads

LinkedIn reports that Thought Leader Ads achieve a 252 % higher click-through rate than classic single-image ads among B2B audiences. BrandLink campaigns reportedly have an average 130 % higher video completion rate than in-feed ads. These are LinkedIn's own benchmarks, not independent market figures.

The development fits a broader shift in B2B marketing. Our analysis of the LinkedIn B2B buyer journey shows how early platform contact can begin well before a later CRM deal. At the same time, creator marketing as a measurable channel is coming into sharper focus.

Germany remains restricted for now

LinkedIn notes in its current help documentation that Creator Marketplace does not currently support content from creators in DMA countries for discovery and sponsorship. The new search logic is therefore strategically relevant for German marketers, but not yet fully usable for them.

We previously explained why Germany initially remained excluded from the LinkedIn Creator Marketplace. The new Discovery Beta nonetheless clearly points in a direction: creator search, partnership and paid amplification are being bundled more tightly within Campaign Manager.

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