New independent research by global creator agency Billion Dollar Boy reveals a surge in creators exploring LinkedIn, with three in five (60%) creators committed to increasing their presence on the platform in the next 12 months.
The research*, which canvassed the opinions of more than 4,000 consumers and 500 content creators across the US and UK, found that half of creators (49%) had already increased their presence on LinkedIn over the past 12 months.
The research attributes the growth in creators on LinkedIn to the strong performance results of B2B influencer marketing, with creators reporting competitive engagement rates, conversion results and potential earnings on the platform.
B2B creators and marketers will be boosted by a warm consumer reception to increased creator marketing content on LinkedIn, as three in five LinkedIn users (58%) would welcome more creator content from brands on the platform, compared to two in five who oppose (42%).
LinkedIn users in the US are particularly enthusiastic for more creator content on LinkedIn with 62% in favour. Similarly, younger audiences are most receptive, with favourability rising to 61% of 25-34 year olds.
Ed East, Founder and Global CEO of Billion Dollar Boy, comments: “The rise in B2B creators is an inevitable result of the creator economy’s professionalisation.
“Consumers have become accustomed to a greater diversity of creators – extending beyond the sector’s traditional B2C heartland and incorporating more corporate content. Consumers now visit social media platforms first to find information and put their trust in creators for all types of advice and insights – often ahead of brands. This has naturally elevated the social media profiles of experts in their respective fields – including CEOs, academics, doctors and other professionals.
“As the natural home for professionals, LinkedIn has been a primary beneficiary of this shift in consumer behaviour towards welcoming more B2B creator content. LinkedIn’s user base is actively in the mindset for seeking valuable business insights, making it an ideal space for creators to share their expertise and for brands to engage a savvy and informed audience.
“Marketers should be preparing to capitlise on this evolving creator landscape, using B2B creators to help humanise brands, making them more approachable and relatable. Moreover, creators too can benefit. Our recent research revealed a growing appetite for creator entrepreneurs, with three in five consumers buying creator-founded products or services. LinkedIn will become crucial for these professionals to build trust, engage investors, and grow their businesses.”
* Between 24th May – 3rd June 2024, Censuswide was commissioned by Billion Dollar Boy to execute a study of 4,008 nationally representative consumers (aged 16+), 508 content creators and 511 senior marketers and brand managers in the UK and US. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.
