LinkedIn is testing a more structured way for B2B marketers to find the people they want to put behind a campaign. The planned Creator Discovery beta would add more filters to LinkedIn’s Creator Marketplace, including content type, creator industry, job function, audience demographics and Top Voices status.
The shift matters because creator marketing on LinkedIn is moving beyond informal relationship-building. The platform is increasingly treating trusted expertise as something marketers can search, evaluate, sponsor and distribute through paid media.
Creator selection is becoming a product workflow
LinkedIn expects general availability for Creator Discovery in early 2027. Until then, the feature remains a test, so the exact experience and timing may change.
What is clearer is the direction. LinkedIn’s Creator Marketplace documentation already describes a system where advertisers can discover public posts from employees, industry experts and other LinkedIn members, then request permission to promote them as Thought Leader Ads. The marketplace also connects advertisers with curated publisher video for BrandLink placements.
That makes Creator Discovery less like a directory of popular personalities and more like campaign infrastructure. The useful question is not simply who has reach. It is which creator speaks to a particular industry, performs a relevant content role and reaches the audience a brand actually needs to influence.
LinkedIn wants trust to become easier to buy
LinkedIn is building several products around the same premise. Thought Leader Ads let brands amplify posts from employees, experts, customers and creators. BrandLink places pre-roll ads alongside approved creator and publisher video, with LinkedIn reporting a 130% higher average completion rate than standard in-feed video ads. Its Top Voices 360 offering extends creator partnerships into shows, events and other branded activity.
Creator Discovery would connect the first step to the rest of that system. Better filtering makes it easier to find a plausible voice. The paid products then make it easier to scale that voice beyond its existing audience.
For marketers, the implication is practical: creator strategy on LinkedIn is becoming less about finding one impressive personality and more about building a repeatable selection process. That could improve relevance, but it also raises the pressure on brands to judge expertise and audience fit rather than treating credibility as another targeting field.