Anyone who is active on LinkedIn professionally has already noticed it: individual profiles often perform better than official company pages these days. This is exactly where LinkedIn is focusing its latest efforts. On June 10, 2026, the platform unveiled two new products designed to bring B2B brands and creators closer together. Those who properly understand both tools will save themselves a lot of trial and error in the second half of 2026.
What's behind Creator Marketplace and BrandWorks
The Creator Marketplace is a new area within the Campaign Manager, LinkedIn's advertising platform, specifically in the new section Content and Assets. There you can specifically search for creators, view their target audience and performance, and track existing mentions of your own brand, as stated in the official announcement from LinkedIn means. Found content can then be accessed via Thought Leader Ads additionally play out, LinkedIn's ad format for individual posts instead of company pages. Creators themselves decide via a new monetization tab on their own profile whether and how they become visible to brands.
In parallel, there's BrandWorks, an internal team of brand, content, and event experts who directly assist brands with strategy and implementation. The Creator Marketplace is software; BrandWorks is consulting with a name and a face. LinkedIn itself has set a target of $100 million in annual revenue for BrandWorks in the upcoming fiscal year, as PPCLand reported. That's a household number, even if it's a target and not yet a confirmed result.
B2B Brands are betting on Creators
The figures behind the launch come from LinkedIn’s own study, „2026 Global B2B Marketing Outlook,“ a YouGov survey of 1,299 B2B marketing professionals from the U.S., the U.K., France, Germany, and India. According to the study, 82 percent of respondents say that creators are the Credibility increase it with decision-makers, and 83 percent now consider credibility more important than traditional brand messages. According to the study, 70 percent of B2B buyers trust peer opinions and experts more than content produced directly by brands, such as SocialMediaToday summarizes. The existing format as well BrandLink, as of March 2026, as Self-Service According to LinkedIn's own data, it delivers 130 percent higher completion rates than traditional feed videos within Campaign Manager.
Especially exciting for you as marketing managers: 56 percent of respondents say that creator input is the deciding factor in the final stage of a purchase decision. This hits the core of B2B marketing, where decision-making processes run for weeks and involve multiple people. Anyone who believes their own company website is sufficient as the sole channel will soon be left out in the cold. LinkedIn is also one of the most frequently cited sources in AI chatbot answers on business topics, giving creator content a second reach beyond the platform itself.
Recommendations for Brand Preparation
The catch: The Creator Marketplace will initially launch as Alpha Version in the USA and Canada, exclusively with English-language content. A date for Germany is still pending. BrandWorks, on the other hand, is already available worldwide for select, managed clients. German B2B brands that want to be prepared now can still get a lot done before access opens.
- Check which employees or professionals in your environment already organic About Your Company speak, and systematically documents these voices
- Turns on the Creator Mode on relevant profiles and tests Thought Leader Ads with existing content to gather initial benchmarks
- Uses the self-service BrandLink for initial video placements next to creator content
- Build an internal Overview on, who could be a credible voice for which specialist topic, including reach and thematic focus
- Observed via the official LinkedIn channels, when the regional Marketplace Expansion is announced
Whoever does this homework will have a head start once access for Europe becomes available.
Your LinkedIn Strategy
For many companies, the real realization is more uncomfortable than the product launch itself: LinkedIn is increasingly shifting trust from the company page to individual people. Those who rely solely on the company page miss out on the part of the audience that, according to the study, ultimately buys. A good Content strategy, which makes internal experts visible, thus becomes a mandatory task instead of a bonus.
- Defines internally who is considered Professional voice should be built and with what topic it can appear credibly
- Anchored Creator activity party in your Brand communication, instead of running it as a side project
- Mess Success also in contributions to Lead generation, besides reach and impressions
- Plant BrandLink and Thought Leader Ads as a fixed component
- Hold your own Visibility in AI-generated answers in mind, as LinkedIn content increasingly appears in such summaries, as our contribution to the Multi-AI Consensus shows
Anyone who tackles these points now won't have to improvise later when access is granted for Europe.
FAQs about the LinkedIn Creator Marketplace
What is the LinkedIn Creator Marketplace?
The Creator Marketplace is a new section within Campaign Manager that allows brands to specifically search for creators, examine their target audience, and amplify existing mentions of their brand.
Is the Creator Marketplace already available in Germany?
The Marketplace is currently running as an alpha version in the US and Canada with English-language content. LinkedIn has not yet announced a date for further markets.
What distinguishes BrandWorks from the Creator Marketplace?
The Creator Marketplace is software for creator discovery. BrandWorks is a LinkedIn consulting team that directly supports brands with strategy, content, and campaign execution.
Does LinkedIn take a commission on creator partnerships?
Fees and contracts are negotiated directly between the brand and the creator, with LinkedIn acting as an intermediary for making contact.
What can German B2B brands prepare for right now?
You can build internal subject matter experts as creators, test thought leadership ads with existing content, and leverage the already available self-service BrandLink to create a lead-in for later marketplace access.
