• by Colin Kirkland , Yesterday

With a new beta program, LinkedIn is building on its current Creator Marketplace offerings in an effort to better help brands discover credible creators and relevant content for their on-app campaigns.

Expected to become globally available in early 2027, LinkedIn's "Creator Discovery" beta program introduces "new search filters, including content type, creator industry and job function, audience demographics, and Top Voices"[chosen platform ambassadors] for brands looking to forge creator partnerships.

The program is designed as a more efficient, detailed version of LinkedIn's Creator Marketplace.

Originally launched in June, the marketplace invites marketers to find vetted creators by topic and content expertise, then evaluate their profile for a specific audience, performance and overall fit.

In pushing the potential of partnering with a LinkedIn creator ahead of the holiday season, the Microsoft-owned company has found that 82% of B2B marketers state that working with creators increases trust and credibility among consumers.

Furthermore, 63% of B2B buyers rely on creators early in their buying process for research and insights, while over half of buyers turn to creators at later stages to help them validate decisions.

In addition to its Creator Discovery beta, LinkedIn is continuing to promote creator-specific ad formats, including Thought Leader Ads, which link directly to promoted events on the app, as well as BrandLink, a feature that allows brands to run in-stream ads ahead of relevant video content posted by LinkedIn's leading creators and publishers.