B2B's Creator Moment Is Here. And It's Just Getting Started
Get ready for the B2B creator economy
Influencer marketing used to be a B2C game.
Think niches like fashion content, food reviews, travel vlogs, and fitness. But something big is shifting. The creator playbook that defines today’s consumer marketing is officially making its way into B2B and taking off on LinkedIn.
And it means big opportunity for creators and brands.
LinkedIn: The platform driving the B2B creator trend
Business-themed creator content isn’t new. It’s been quietly thriving on platforms like TikTok for the past few years.
From brand breakdowns and professional lifestyle content to career advice and work memes, TikTok creators have been making business-themed content educational and entertaining for sometime.
But now, a perfect storm is forming: creator talent, influencer demand, and a platform built for B2B brands are all converging on LinkedIn.
Once a place for job updates and company news, the platform has transformed into a hub for business and career content. This hub is driven by content creators, particularly those working in or alongside the B2B world.
LinkedIn’s launch of short-form video — a TikTok-style feed for professionals — is just one signal. So is the surge of creators who got their start on TikTok and are now repurposing B2B content for LinkedIn.
Add to that the wave of “LinkedIn-native” creators — folks who’ve been posting insights, stories, and strategies for years — and you’ve got the early foundation of a B2B creator economy.
LinkedIn is also seeing a significant influx of creator-style content as everyday professionals vlog their workdays, package their expertise into content, and shine a light on the businesses they work for.
And here’s the kicker: LinkedIn is still wide open. Unlike TikTok, Instagram or YouTube, where saturation and competition is a major challenge, LinkedIn has a lopsided ratio of passive users to content creators. Most people don’t post.
That means anyone who shows up consistently, even once per week, has the chance to stand out. And if you’re posting video? You’re ahead of most people on the platform already.
Because of these trends, marketing experts like Gary Vaynerchuk see LinkedIn as a channel primed for growth and a massive opportunity for B2B creators.
The Rise of B2B Creators
What we’re seeing now is the natural progression of marketing strategy catching up with where attention lives.
According to Goldman Sachs, the broader creator economy is expected to hit $480 billion by 2027.
Globally, the influencer marketing market is on pace to hit $50.4 billion by 2032, with a compound annual growth rate of over 30% in the years ahead.
A growing chunk of that will come from B2B.
And it makes sense. Think of the companies in B2B — Salesforce, Microsoft, HubSpot, Adobe. These are giant brands with deep budgets, massive customer and employee bases, and high-value products. Traditionally, they’ve spent heavily on sales and enterprise marketing. Today, those dollars are moving toward creator-led efforts, too.
The income opportunity for B2B creators
The reality of making money while creating content about or alongside your day job is a very real one.
Sarah Adam, Head of Partnerships and Influencer Marketing at Wix, posts regularly about the state of influencer marketing, including B2B. Her recent post about pricing for LinkedIn influencer content shows a significant increase.
The average increase in sponsored LinkedIn post pricing across all creator tiers was approximately 407% YoY from Q2 2024 to Q2 2025.
The sub-20K follower tier saw a 300% increase in price-per-post, increasing from $300 per-post in Q2 2024 to $1,200 in 2025.
These numbers show that B2B influencer marketing is exploding across the board. And the opportunity isn’t just for professional creators with huge followings. Niche creators are earning their own piece of the pie.
As LinkedIn opens up more creator tools and monetization options and as more brands tap in, this shift will only accelerate.
Examples of successful LinkedIn creators
Taking a look at some of the leading creators on LinkedIn shows the trend and opportunity.
These creators are taking the same routes to success that B2C creators do by offering valuable advice, providing entertainment, or both:
Ish Verduzco has built a significant LinkedIn following alongside his career as a social media marketing professional. His content offers practical tips about branding, growth, and marketing execution along with his takes on industry trends.
Corporate Natalie has amassed nearly 200K followers thanks to the popularity of her humorous workplace culture skits. Her content demonstrates what business-themed entertainment can look like in B2B, and brands are jumping in to work with her.
Popular TikTok creator Ian Evans has brought his funny workplace content to LinkedIn, like this post poking fun at the relationships between product marketing, product, and sales teams.
Yi Lin Pei is a product marketing influencer on LinkedIn with 30K followers. Her posts like this one outlining the modern product marketing career path demonstrate her niche expertise and the deep insights she builds into her content.
Marketing professional and LinkedIn creator Christina Le posts raw, “here’s what worked and didn’t work for me”-style content about being a first-time head of marketing to her 30K followers. And in doing so, earned over $100,000 in brand deals on LinkedIn last year — all while holding down a full-time marketing job.
Emerging LinkedIn creators and niche influencers
Success isn’t just being had by creators with hundreds of thousands of followers. There is also a significant group of niche creators making great content, driving real impact for brands, and seeing personal brand dividends for themselves.
As the Social Media and Influencer Strategist at Hootsuite and a LinkedIn creator herself, Eileen Kwok works at the heart of the B2B influencer trend. After reaching 8K followers and announcing her first brand deal, Eileen is demonstrating what can happen when you consistently create on LinkedIn alongside your day job.
Rebecca Mackenzie exemplifies how to balance your job and your personal brand, as she’s built a LinkedIn following of 4K and a side business focused on helping people get better at public speaking. She shares content like this post teaching people how to remain calm under pressure.
These creators demonstrate just how real the opportunity is on LinkedIn. By sharing their expertise and showing up regularly, they have carved out their own communities and commercial opportunities.
This is no longer just a path for influencers with six-figure follower counts. LinkedIn is proving that B2B influence is about expertise, consistency, and niche value — not just mass appeal.
What this means for aspiring creators
If B2C influencer marketing always felt like the wrong fit — too flashy, too lifestyle-driven — B2B might be your lane.
You don’t need to quit your job or build a media company. If you work in industries like marketing, HR, product, sales, finance — and you can create content around your role, industry, or tools you use — there’s a real opportunity to earn income on the side. Whether it’s through brand deals, speaking gigs, consulting, or product sales, LinkedIn influence has serious benefits.
And because this wave is still early, there’s a first-mover advantage for people willing to show up and post consistently.
What this means for brands
Something people get wrong about B2B is they think it’s about selling to business. It’s actually about selling to people who work at businesses.
And the best way to do that? Real human voices.
Just like consumer companies learned to work with micro-influencers to reach their audiences, B2B brands can now tap into a network of niche creators to influence B2B buyers.
Imagine you’re a marketing software company. You can partner with 10 LinkedIn creators who have 5K–20K followers and consistently post about marketing strategy. Those creators may post a tutorial of your marketing software, share a review, or cross-promote your next product launch—all posts that will reach their network of fellow marketing professionals.
That’s targeted distribution and authentic reach.
As an example, I got an inside look at a LinkedIn creator deal as the B2B company I work for recently hired Corporate Natalie as a speaker for one of our events. Really cool moment as I got to see our brand promoted in her entertaining content and reaching her significant audience (plus I’m a huge fan lol).
With deals like these set to become a norm, “LinkedIn influencer” is poised to become a formal line item in B2B marketing budgets.
The B2B creator economy is just getting started
This shift isn’t a blip. For businesses, it’s a new channel and customer acquisition strategy. For professionals, it’s a potential career path or source of supplemental income.
As more B2B companies embrace creators, expect the ecosystem to mature, with better analytics, platforms, partnerships, and tools to match.
If you’ve ever thought about building a brand online, but didn’t know where you’d fit in, this might be your creator moment.
Me reading the juicy breakdown of a hot topic and then sitting here with a shocked looked to come across myself! Thanks for the mention 💛
I definitely agree that we’re only at the start. Looking forward to seeing how this trends.