LinkedIn launches its own Creator Marketplace
LinkedIn has launched its own Creator Marketplace, according to Social Media Today. The product gives marketers a more direct way to discover and buy creators on the professional network. LinkedIn already has strong B2B intent data, so the marketplace could turn executive voices, founders and niche experts into paid media inventory. The launch follows LinkedIn's broader push into creator tools and video. It also gives business creators a cleaner alternative to brokering every sponsorship through email and direct messages.
THE BREAKDOWN
B2B creators should update rate cards now because LinkedIn is making them easier to compare. Agents need to separate fees for thought leadership posts, newsletter placements, video, live events and usage in paid ads. Brand managers should ask for audience seniority, job function and company size data instead of only impressions. If LinkedIn adds managed measurement, performance bonuses will become more common in B2B influencer deals. Creators should keep approval rights on ad whitelisting because a trusted professional voice can be damaged by heavy retargeting.
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