LinkedIn launches new marketplace for content creators
LinkedIn has announced the launch of Creator Marketplace, a new tool in the advertising platform for finding relevant creators for brands.
LinkedIn has announced the launch of Creator Marketplace, a new tool in the advertising platform for finding relevant creators for brands.
Content creators will be able to voluntarily provide brands with their contact information and showcase their best posts. Advertisers, in turn, will be able to promote creators' content that mentions their brands through ads or directly contact creators to discuss other collaboration formats, such as speaking at conferences, Business Insider reports .
LinkedIn noted that their marketplace differs from YouTube, Meta, and TikTok solutions in that it focuses on the expertise of authors in specific, sometimes narrow business topics, rather than on influencers with the largest audiences.
“On other platforms, you might go into a marketplace thinking, ‘What’s the lowest CPM I can get if I push my message through people?’ Here, you’re looking not just for big-name creators, but also for experts and practitioners in specific industries who can credibly speak to their experiences using your product,” said LinkedIn Product Director Sam Corrao Clanon.
LinkedIn is also looking to convince advertisers of its expertise in the fast-growing AI segment, as brands step up efforts to increase visibility on platforms like ChatGPT, Claude, and Gemini.
Research published this week by SEO firm BrightEdge found that LinkedIn accounts for about a third (33%) of the sources cited by ChatGPT when answering users’ “how-to” questions. According to BrightEdge, LinkedIn is cited 22% of the time in Google AI Overviews when answering such queries.
“Savvy B2B marketers are using LinkedIn as a complementary platform to their own websites,” said Dawang Shah, LinkedIn’s vice president of marketing.
He added that these advertisers are also realizing that the majority of buyers of business goods and services now fall into the millennial and Generation Z age groups, and that these customer groups are turning to trusted sources, such as creators, when researching their decisions.
“The most valuable currency in the world right now is trust,” Shah said.
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