LinkedIn has released a new guide on influencer marketing for B2B brands.

Creator content is the new B2B word-of-mouth

Buyers are leaning on creators to navigate every stage of the journey, from early discovery to final purchase. They’re using this content to validate beliefs, assess credibility, justify pricing and even spark conversations with sales teams.

• 59% of B2B buyers say they consume creator content on LinkedIn
• 82% say that content directly influences their decisions
• 87% of B2B buyers say they prefer credible content from industry influencers
• 79% engage with creator content at least once a month

Why LinkedIn is the right platform, right now

The rise of creator content on LinkedIn has been matched by a surge in short-form video, the format that B2B buyers say influences them most. Video uploads have grown 45% year-over-year, and 63% of buyers say video helps drive their decisions.

With BrandLink, brands can now place their message in pre-roll of premium video content from top publishers and respected creators, reaching audiences when their attention is already focused.

• 130% higher video completion rate
• 23% higher view rate compared to standard video ads
• Viewers are up to 18% more likely to become leads

Thought leader ads: A new way to amplify what works

This is an ad format purpose-built for this moment. Thought Leader Ads elevate real people with real perspectives, shared in their own words, directly into the feeds of the audiences that matter most.

What makes Thought Leader Ads especially powerful is that they don’t sit squarely in the “paid” or “organic” camp. They fill a key gap in the marketing mix: amplifying credible content that already performs well organically, and delivering it to a defined audience with measurable impact. 

• 252% increase in click-through rates compared to single image ads
• 62% lower cost-per-click (CPC)
• 48% higher completion rates on lead gen forms

For more information, visit linkedin.com.