Dwanith kotian LinkedIn is rewriting the B2B marketing rulebook — and creators are at the centre of it. According to its new report, a growing number of business decision-makers are turning to creator-led content over traditional advertising to guide their purchasing choices. The implication is clear: authenticity, not authority, is now the currency of trust.
The platform’s research reveals that 82% of B2B buyers are influenced by creator content, and 87% prefer insights from industry voices over corporate messaging. It’s not just anecdotal. LinkedIn’s “Thought Leader” ad format amplifies posts from individuals rather than brands is delivering 252% higher click-through rates than standard ads.
What’s driving this shift? For one, B2B buyers are no longer passive recipients of sales pitches. They’re seeking relevance, credibility, and real-world context — qualities creator content delivers at scale. Video, in particular, is proving effective. Uploads jumped 34% in the past year, with 63% of buyers saying video content influences their decision-making. LinkedIn’s BrandLink tool, which pairs brands with premium video placements, has seen completion rates rise 130%.
Employees, too, are emerging as powerful messengers. Content shared by employees extends reach by 12 times compared to brand posts. Letting creators and internal experts speak in their own voice rather than imposing rigid messaging has become a key strategy in making B2B brands feel more human and relatable.
B2B marketing is entering a new era where relationships, not reach, drive results. And the brands that learn to co-create rather than control will be the ones buyers trust most. This evolution isn’t just cosmetic. It affects every stage of the buyer journey — discovery and validation to final decision. As competition intensifies, early adopters of creator marketing stand to build a durable edge.
