LinkedIn wants to own B2B creator discovery with new creator marketplace
6 hours ago
- #Creator Economy
- #B2B Marketing
- LinkedIn launched its first creator marketplace in alpha, targeting B2B creator discovery and facilitating partnerships between brands and creators.
- Marketers can search for creators by topic, view creator cards with follower stats and engagement, and access deeper insights including audience demographics.
- The marketplace is integrated into LinkedIn's campaign manager and currently available for select brands and creators in North America, with plans to expand regions.
- Creators must opt-in to share data and maintain control over interactions; eligible creators will gain access to monetization tools via a dedicated profile tab.
- Unlike consumer-focused platforms, LinkedIn's marketplace aims to address fragmentation in B2B creator discovery, but challenges remain in converting busy professionals into active creators.
- Early feedback highlights potential value in seamless integration with ad products, though some skepticism exists about the scale and motivation of B2B creators.