How it works: LinkedIn has launched a “Creator Discovery” beta within Campaign Manager and the Creator Marketplace. This helps marketers find industry creators by content format, job function, audience demographics and Top Voices status. It follows research showing that 63% of B2B buyers now turn to creators early in their buying process.
What’s the benefit? While company pages remain essential, the algorithm increasingly favours personal profiles – with Thought Leader Ads driving up to 252% higher CTRs than conventional single-image ads. This update signals that marketing teams should include creator-led storytelling in their strategies and encourage internal leaders and specialists to become active brand ambassadors.
