LinkedIn is bringing creator discovery and brand partnerships under one roof. The Creator Marketplace, rolling out this month, lets B2B marketers find creators directly within Campaign Manager while creators opt in to be discoverable without leaving the platform.
The move addresses a friction point in B2B marketing. Brand partnerships with creators drive measurable outcomes. 70% of marketers report that B2B buyers rely more on peer voices and experts than brand-produced content, yet finding and vetting credible creators remains manual and fragmented across platforms. LinkedIn is consolidating that workflow.
How Brands Use Creator Marketplace
Marketers search for creators by topic and expertise within Campaign Manager. They view audience demographics, performance metrics, and past content before reaching out. Brands can identify creators who influence buying decisions in their industry, assess fit, and contact the creator directly to discuss partnership details. The conversation then moves between the brand and creator to negotiate terms, fees, and deliverables, spanning everything from Thought Leader Ads and speaking engagements to branded content collaborations and sponsored posts.
How Creators Benefit
Eligible creators receive an invite to opt-in via a new Monetization tab on their profile. Once they opt-in, they share select information with brands (such as their preferred contact email) while keeping full control of which partnerships they accept. Creators set their own preferences and decide how and when to work with brands, rather than receiving unsolicited outreach. The marketplace funnels inbound partnership opportunities directly to them, surfacing brands actively looking to collaborate.
Eligibility and Access
Creator Marketplace access is currently invite-only, rolling out this month to select creators in North America with English-language content. LinkedIn bases invitations on factors like expertise, content quality, platform presence, and alignment with advertiser demand. Global expansion is planned. Creators who qualify receive an invite and can opt-in at their own pace through the Monetization tab.
Why This Matters
The market signals are clear. According to LinkedIn's 2026 Global B2B Marketing Outlook, 83% of B2B marketers say credibility matters more than traditional brand messaging, and 82% report that creator partnerships increase trust with decision-makers. Yet 81% of B2B CMOs say their organization needs to deliver in new ways, and 78% say they must change how they show up to stay relevant. The research reveals that 56% of B2B buyers depend on creator input during the final stage of the buying decision, a moment where trusted voices matter most.
For creators, the marketplace unlocks a clear path to monetizing expertise and influence on a professional platform without jumping to consumer-focused networks.
BrandWorks: Managed Creator Campaigns
LinkedIn also expanded BrandWorks, a managed service for brands running creator campaigns. BrandWorks pairs brands with LinkedIn experts who provide hands-on strategy, creative production, and campaign optimization for B2B audiences. The service helps marketers turn audience insights into strategy, co-create content designed for professional audiences, adapt creative specifically for LinkedIn, and connect campaigns to broader LinkedIn opportunities like creator collaborations, publisher partnerships, and events.
BrandWorks is available globally for select customers and has worked with brands including SAP and Webflow to shape higher-performing creator campaigns.
Competitive Context
Creator marketplaces are standard across consumer platforms (Meta's Instagram, TikTok, YouTube BrandConnect, Snapchat), but B2B creator discovery has remained largely manual. Brands seeking professional voices to influence enterprise buying decisions have lacked a native discovery tool with audience data integration. LinkedIn's entry closes that gap for the B2B creator economy, positioning creator partnerships as a credibility mechanism rather than reach play.
Recap
What is LinkedIn Creator Marketplace?
Creator Marketplace is a discovery platform built into Campaign Manager that helps brands find and partner with creators directly on LinkedIn. Brands can search creators by topic and expertise, review audience data, and contact creators about collaboration opportunities. Creators who opt in make themselves discoverable to brands while retaining full control over which partnerships they accept.
How does it work from a brand's perspective?
Brands log into Campaign Manager and search for creators by topic, content expertise, and audience demographics. They can review a creator's profile, engagement metrics, and past work before reaching out directly to discuss partnership terms, including fees and payment arrangements. All negotiations happen directly between the brand and creator.
How does it work from a creator's perspective?
Eligible creators receive an invite to opt-in through the new Monetization tab on their profile. Once they opt-in, they share select information with brands (like their preferred email), set their partnership preferences, and choose which brand opportunities to pursue. Creators maintain full control over how and when they collaborate with brands.
