Superstar Weekly

LinkedIn has been on a transformative journey in recent years, reshaping its platform to become a fertile ground for creators. Since 2021, the company has strategically nurtured its content ecosystem, enhancing content creation tools, and launching initiatives like the Creator Accelerator Program.

Fast-forward to today — LinkedIn is testing a dedicated video tab that launches a vertical video feed, similar to TikTok’s FYP experience. It’s also broadening the scope of its Thought Leader ads, allowing advertisers to sponsor content from any individual—not just employees.

With a global network of over 1 billion professionals across 200 countries, it’s no wonder B2B creators, brands, and agencies are eagerly eyeing the vast opportunities that LinkedIn’s recent updates could unlock.

Success awaits those who go beyond the influencer buzz

At its core, B2B creator marketing hinges on deep industry knowledge and cultivating enduring relationships. In this space, the trust of B2B buyers is won by their contemporaries—seasoned experts who’ve walked the walk— rather than the fleeting endorsement of a high-profile figure.

These buyers want authentic voices, professionals who’ve navigated the same challenges they face and can offer tangible, actionable insights tailored to their specific needs.

It’s the under-the-radar, everyday experts sharing genuine insights that’ll drive the best results. The smart money will be on those who can blend authenticity with expertise rather than those chasing likes.

A few predictions

B2B creator hub: If LinkedIn plays its cards right, it could become the go-to destination for B2B creators and brands. The platform could provide an unparalleled environment for engagement with niche business audiences, opening up vast opportunities for targeted, authentic and meaningful interactions.

Creator surge: Prepare for an influx of fresh perspectives as LinkedIn becomes a hotbed for B2B creators. This surge will bring diverse industry thought leaders, niche specialists, and innovative content creators to the forefront, enriching LinkedIn feeds with valuable insights and ideas.

The rise of the machines (and agencies): Expect a wave of B2B influencer marketing tools and agencies (like Brendan Gahan's Creator Authority) to streamline the process for creators and brands.

Industry spotlight

LinkedIn is experimenting with a TikTok-like video feed in its app

LinkedIn is testing a TikTok-style short video feed. The move aligns LinkedIn with other major platforms like Instagram, YouTube, Snapchat, and Netflix, which have also embraced short-form video content. Read more here

Fin-fluencers face jail time, unlimited fines for non-compliant ads under new UK rules  

The UK’s Financial Conduct Authority (FCA) has issued new guidance cracking down on financial promotions by social media influencers. The crackdown underscores regulators’ growing scrutiny of influencer marketing in the financial sector. Read more here

How creators make money is changing

Brand sponsorships have traditionally been the top revenue source for creators, but other income sources, such as affiliate marketing, tipping, and subscriptions, are gaining ground. Read more here

Meta’s testing a bonus program for threads creators to stimulate growth

Meta’s trying a new way to boost its Twitter-like Threads app with a new invite only program that sees some thread creators getting paid for their posts. Read more here

Starpower

Louis Vuitton, Tyler, the Creator Unveil Spring Collection

Louis Vuitton and Tyler, the Creator recently unveiled a spring 2024 men’s capsule collection. The collection showcases Louis Vuitton’s craftsmanship, seen through the creative lens of the American rapper best known for his collaborations with Pharrell Williams. Read more here

Livvy Dunne joined by other collegiate athletes as Vuori NIL ambassadors

California-based athletic apparel brand and Lululemon competitor Vuori is intensifying its influencer focus. The company now collaborates with over 12,000 professional and college athletes through various partnerships and gifting initiatives. Read more here

Garnier launches new line with biggest investment in over 10 years

Garnier has partnered with top TikTok star Charli D’Amelio to develop a content series to promote a new hair filler product lineup. The collaboration is a part of the L’Oreal USA brand’s largest marketing investment for over a decade. Read more here

What we’re reading

Deepfakes are spreading, putting creator and brand safety at risk [Link]

The unlikely GOP group strong-arming Republicans into abandoning the TikTok ban [Link]

Why the creator industry is setting its sights on the small screen [Link]

​​$75 Million and counting – Inside FaZe’s unstoppable branded merch money machine [Link]

Join the conversation

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