LinkedIn is bringing creator discovery and brand partnerships under one roof. The company has launched Creator Marketplace, a new hub that lets brands find and work with creators.
Brand partnerships with creators are becoming an increasingly important part of B2B marketing because they drive measurable business outcomes. According to LinkedIn, 70% of marketers say B2B buyers rely more on peer voices and industry experts than on content produced directly by brands. Despite that shift, discovering, vetting, and managing credible creators often remains a manual and fragmented process spread across multiple platforms, agencies, and tools.
LinkedIn's Creator Marketplace aims to address that friction by bringing creator discovery and brand collaboration into a single workflow. The platform lets B2B marketers find creators directly within Campaign Manager while creators opt in to be discoverable without leaving the platform.
How Brands Use Creator Marketplace
The new marketplace functions as a discovery tool. Instead of manually searching for potential creator partners, brands can browse creator profiles and identify people whose content already reaches relevant professional communities.
Marketers can search for creators by topic and expertise within Campaign Manager. They can view audience demographics, performance metrics, and past content before reaching out.
Brands can also 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
The Creator Marketplace gives creators a dedicated way to be discovered by brands looking for industry experts and thought leaders. By opting into the marketplace, creators can showcase their expertise, audience, and content directly to marketers inside LinkedIn's Campaign Manager. Instead of relying on inbound messages, agencies, or off-platform networking, creators can position themselves where B2B marketers are already planning and running campaigns.
Eligible creators receive an invite to opt-in through a new Monetization tab on their profile. Once they opt-in, they can 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
B2B marketing is increasingly shifting toward trust and credibility over polished brand messaging. According to LinkedIn’s 2026 Global B2B Marketing Outlook, 83% of marketers now say credibility matters more than traditional brand content, and 82% say creator partnerships help build trust with decision-makers.
This shift is already influencing buying behavior. More than half of B2B buyers (56%) now rely on creator or peer input at the final stage of a purchase decision, when trust is most critical.
At the same time, marketers themselves are adapting, with 81% of CMOs saying their organizations need to change how they deliver marketing to stay relevant.
For creators, this creates a clearer role in the B2B ecosystem. LinkedIn’s Creator Marketplace could provide a way to turn expertise into discoverability and partnerships, connecting directly with brands at the point where influence actually shapes purchase decisions.
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 lets 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.
The platform has been increasing its focus on creators as it expands its role beyond a traditional professional networking platform. In April last year, LinkedIn began testing ‘The Wire Program,’ a new short-form video update for advertisers. The program lets advertisers place in-stream video ads ahead of content from trusted publishers.
Marketplaces Are Now the Norm
LinkedIn is not the first platform to move into this space. The creator marketplace model has already become common across major social and consumer platforms over the past few years.
In 2019, TikTok launched its Creator Marketplace, helping brands and creators connect directly at scale and setting an early blueprint for structured partnerships. In 2020, YouTube introduced BrandConnect, later revamped in 2026, allowing brands and agencies to discover, connect, and collaborate with creators on the app. Snapchat rolled out its own creator marketplace tools a year after.
Meta also expanded Instagram’s creator marketplace globally, further formalizing how brands access creator talent. Across each of these moves, the direction is consistent: reducing friction in how brands find, vet, and manage creator partnerships within the platform itself.
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.
