LinkedIn Launches Its Own Creator Marketplace

LinkedIn introduced its Creator Marketplace last week, opening a new way for brands to find and partner with creators inside the platform. The launch is invite-only and in alpha, available to select brands and creators in North America with English-only content. The companion pieces, organic content discovery and self-serve BrandLink, are already available globally.

What the New LinkedIn Creator Marketplace Includes

The Marketplace lives inside Campaign Manager, under a new “Content and Assets” section. From there, marketers can search vetted creators by topic, expertise, audience, and content performance. They can also find organic and sponsored creator content that mentions their brand, then amplify it through Thought Leader Ads.

For creators, eligibility is invite-only and based on factors like expertise, content quality, platform presence, and how their topics line up with advertiser demand. Once invited, creators opt in through a new Monetization tab on their profile, which works as a hub for managing partnerships and seeing monetization opportunities as they become available.

LinkedIn handles discovery and connection, but partnership terms, including fees and payments, are negotiated directly between brand and creator. LinkedIn isn’t taking a cut or processing payments.

LinkedIn’s framing here is worth noting. According to Sam Corrao Clanon, Director of Product at LinkedIn, the Marketplace is built around subject matter experts and practitioners, not just creators with the biggest reach. The pitch to brands is credibility on niche topics, not the cheapest CPMs.

That positioning lines up with the data. Metricool’s 2026 LinkedIn study found that below 10K followers, Personal Profiles outperform Company Pages on impressions, comments, and engagement. In other words, a niche expert with a few thousand followers can drive more meaningful interaction than a brand page many times that size.

BrandWorks: LinkedIn’s New Team for B2B Campaigns

Alongside the Marketplace, LinkedIn is launching BrandWorks, a team of in-house specialists across brand, creative, content, and events, with hires from TikTok, Meta, and X. BrandWorks works directly with brands and agency partners on strategy and creative for B2B campaigns. SAP and Webflow are among the customers already working with the team.

BrandWorks is available globally, but only to select managed customers for now. Together with the Marketplace, it forms LinkedIn’s hub for content partnership programs.

Why LinkedIn Is Pushing This Now

LinkedIn’s own research, published as part of its 2026 Global B2B Marketing Outlook, paints a clear picture of why this is happening now:

• Creators Are Becoming a Credibility Engine: 82% of B2B marketers say creators increase credibility with decision-makers.
• Credibility Is Outranking Brand Polish: 83% say credibility matters more than traditional brand messaging.
• Peer Voices Are Winning Trust: 70% of marketers report that buyers weigh peer voices and experts more than brand-produced content.
• Creators Influence the Final Decision: 56% of B2B buyers rely on creator input in the final stage of the buying process to validate their choice.
• Personal Profiles Outperform Company Pages: Metricool’s 2026 LinkedIn study found Personal Profiles generate 63% higher engagement and 238% more comments per post than Company Pages.

LinkedIn also named the main bottleneck the Marketplace is built to solve: for brands running or considering creator campaigns, the biggest hurdle is finding credible, relevant voices.

More Ways for Creators to Monetize on LinkedIn

The Marketplace is part of a wider set of monetization programs LinkedIn is rolling out for creators:

• BrandLink: Creators earn a share of ad revenue from pre-roll ads running alongside their content.
• Top Voices 360: An integrated brand partnership that includes an exclusive editorial show, co-branded assets, in-feed videos, and live event appearances.
• Advice Sessions: Paid one-on-one consultations that entrepreneurs and experts can offer directly from their LinkedIn profile.
• LinkedIn Learning: Course creation with options for royalties, licensing, or affiliate commissions.

What This Means for Social Media Managers

If you’re running B2B campaigns on LinkedIn, the way you find and vet creator partners is about to change. Instead of cold-messaging people who might or might not be a fit, you can filter by topic, audience, and performance from inside Campaign Manager, then amplify what’s working through Thought Leader Ads.

For creators (or anyone managing a personal brand on LinkedIn), the Monetization tab opens a more direct path to brand work, though access is invite-only for now. Even if you’re not invited or you’re outside North America, the rollout pattern across other LinkedIn products suggests broader access will follow.