LinkedIn Expands Creator Partnership Tools for B2B Brands
LinkedIn has announced a series of enhancements aimed at helping B2B marketers leverage creator partnerships more effectively. The updates build on the growing influence of expert voices on the platform, where 82% of B2B marketers using influencer campaigns report that they are “essential to deliver measurable ROI,” according to LinkedIn data.
The centerpiece is Premium Creator Sponsorships with Top Voices 360, an expanded sponsorship program that allows brands to partner directly with LinkedIn’s most influential Top Voices. Advertisers can now secure exclusive editorial shows supported by BrandLink ads, then extend the collaboration to include co-branded posts, industry event appearances, and additional content integrations. This multi-touchpoint approach aims to boost brand awareness and credibility by associating companies with trusted creators who resonate in professional circles.
LinkedIn is also broadening its BrandLink ad placement capabilities. Brands can now bundle BrandLink with Event Ads into a single sponsorship package and reach a wider network of approved publishers. New additions to the BrandLink roster include Axel Springer, The CEO Magazine, NYSE, Reuters Japan, TIME, and Times Network – expanding opportunities for contextual placement alongside high-quality editorial content.
Accessibility has improved as well. BrandLink placement is now available as a self-serve option within Campaign Manager for select advertisers, simplifying campaign setup. LinkedIn has also rolled out an enhanced creator payout system powered by Stripe, streamlining compensation for sponsored content and partnerships.
Additionally, LinkedIn is increasing options for connected TV (CTV) advertising. CTV placements are now purchasable directly through Campaign Manager or programmatically via The Trade Desk, enabling brands to extend professional-focused campaigns to living-room screens.
