The news: LinkedIn is pressing further into B2B creator marketing with a creator marketplace hub that makes it easier to search for and connect with creators. The feature brings LinkedIn’s creator ecosystem in line with similar offerings from other social media platforms like TikTok.

• Marketers can search for creators by topic and view “cards” that summarize metrics like post volume and follower counts and show recent posts. A deeper view provides metrics like impressions and the creator’s audience demographics and target industry.
• The feature is currently in alpha and will be integrated into LinkedIn’s campaign manager.

Zooming out: Creators are a core component of B2B marketing strategies, and LinkedIn is investing in the space to grow its share of B2B ad revenues.

Much of B2B ad spending is focused on video: US B2B ad spending will total $2.52 billion this year, accounting for 10.9% of total B2B digital ad spend, per our forecast.