LinkedIn is launching six creator-led shows beginning August 26 to respond to generational changes in B2B buying behaviors. Seventy-one percent of B2B marketers are Gen Z or millennial, and many decision makers prefer feed-driven, video-first formats. LinkedIn reports a 30% year-on-year increase in video views and growing creator activity, particularly from Gen Z. Advertisers can align with influential business creators through the expanded BrandLink video series, enabling partnerships beyond traditional publishers. The approach shifts marketer tactics away from white papers toward creator-led video, drawing parallels to YouTube's creator-driven transformation and new B2B opportunities.
The networking site's move into creator-led shows isn't just another content initiative - it's a response to a fundamental shift in how B2B buyers consume information and why marketers can't afford to treat influencer strategy as a "B2C thing" any more. LinkedIn's new slate of six shows, set to begin rolling out from August 26, is rooted in a generational change.
You saw the beginning of a shift where the content being created wasn't coming from just networks or publications, it was coming directly from creators and that lined up very well with a new generation of viewing habits for a younger audience. I think there's something there that is playing out now on LinkedIn.
A decade ago, the practice was put out a white paper, get it downloaded, create a lead. Now you're talking to a decision maker who has only grown up with a feed and whose first format of choice is more likely to be video.
Collection
[
|
...
]