As companies search extra focused, impactful campaigns, LinkedIn influencers are proving that affect and experience could be the profitable mixture for 2025.
For manufacturers aiming to attach with skilled audiences, LinkedIn has emerged because the shock star of influencer advertising and marketing. As soon as identified solely as a platform for résumés and networking, it has reworked right into a thriving market the place influencers share insights, construct authority, and drive significant motion.
“LinkedIn might not be the primary platform that springs to thoughts for influencer advertising and marketing, however that’s shortly altering. B2B entrepreneurs and creators are spearheading this transformation, and even some B2C manufacturers are beginning to take discover,” says Jasmine Enberg, VP and Principal Analyst at Emarketer. She says the turmoil at Twitter/X has been a giant consider serving to LinkedIn decide up some disgruntled users, particularly influencers.
To dig deeper into this rising pattern, I chatted with 5 entrepreneurs at manufacturers together with HubSpot, Wix, ClickUp, and Teachable to uncover how they’re leveraging LinkedIn influencers to have interaction area of interest, skilled audiences, and why this pattern is simply simply starting.
Manufacturers are paying consideration
A number of converging developments are driving the rise of LinkedIn influencers. Olivia Owens, Head of Creator Partnerships and Enterprise Growth at Teachable, notes, “We’re at a degree within the creator financial system the place influencers are now not simply entertainers; there’s a brand new class of instructional creators constructing on-line communities primarily based on their experience.” A current Teachable survey discovered that 95% of customers have discovered one thing new from a creator. “This has led to the emergence of ‘B2B creators’—influencers with validated authority, engaged audiences, and a scalable platform that manufacturers search,” Owens explains.
“When somebody with a excessive title at a profitable firm speaks, you’ll pay attention,” shares Chris Cunningham, Founding Member and Head of Social Advertising at ClickUp. He confirms that “LinkedIn influencers are extra wanted than ever within the B2B advertising and marketing panorama.”
“LinkedIn is not only a powerhouse for reaching audiences; it’s a key platform for locating new creators,” says Alanah Joseph, Head of Creator Partnerships at HubSpot. She has noticed a rising variety of influencers leveraging LinkedIn to community with manufacturers and professionals within the creator financial system. The platform has additionally reworked right into a hub the place manufacturers, businesses, creators, and their managers can hunt down new model offers and alternatives.
Though LinkedIn has been round for over 20 years, Sarah Adams, Head of Partnerships and Influencer Advertising at Wix, notes that “increasingly B2B manufacturers are lastly viewing LinkedIn as a viable avenue for influencer advertising and marketing.” Nevertheless, this shift comes with its challenges. Adams emphasizes that “there are numerous actions LinkedIn can and will take to be extra influencer marketing-friendly,” mentioning the necessity for enhancements in search capabilities, analytics, and visibility of publish impressions.
Examples from LinkedIn Influencer Collaborations
Because the lead for Creator Partnerships at HubSpot, Joseph highlights that “Creators within the B2B area are our prime precedence.” In 2024, HubSpot partnered with over 20 LinkedIn creators to advertise HubSpot merchandise and sources, primarily by means of static posts, however are additionally experimenting with reside video and newsletters. They deal with creators who act as “on-demand enterprise mentors,” serving to audiences improve their B2B methods with HubSpot instruments. Their campaigns succeed as a result of they grant creators full editorial freedom and prioritize long-term partnerships over short-term advert buys, providing alternatives for contributors of their Media Community by means of weblog columns and unique content material.
LinkedIn is the place enterprise individuals hang around. Cunningham additional shares that “it’s the place they go to study on their lunch break. It’s the place they share their accomplishments. It’s the place they discover new developments/methods. It’s even changing into the place they get out their popcorn and comply with drama between corporations.” And his technique is to additionally make individuals giggle. His influencer collection “HR Going Too Arduous in a Assembly” has over 80 million impressions.
ClickUp’s influencer technique is just like an “inch vast, mile deep strategy” the place they’d slightly companion with fewer influencers and go deep on the partnerships. “Prior to now we’ve tried working with many LinkedIn influencers at a time, however we’ve discovered success in selecting a couple of robust ones and placing in a variety of time to make sure success on each ends.” This consists of product conferences, working periods, and partnering on webinars.
One distinctive technique to companion with LinkedIn Influencers is to encourage them to “construct in public.” That is the technique that Owens embodies at Teachable, and used for his or her first LinkedIn marketing campaign in 2024 in partnership with LinkedIn Creator Company Creator Match, the place she advises her influencer companions to “create content material that helps their followers see how they’re diversifying their income streams and turning their authority into true companies.”
The way forward for model collaborations
“LinkedIn Influencers and model partnerships will carry on scaling and I consider the methods during which manufacturers work with influencers will transcend sponsored content material,” shares Adams. A great instance of that is the comparatively new capability for manufacturers to advertise influencer, consumer, and worker posts on Linkedin by means of Thought Leader Ads, which was beforehand solely obtainable for corporations to spice up content material from staff.
Equally at HubSpot, Joseph confirms that “we plan to proceed investing in LinkedIn influencers and collaborating on long-term partnerships that span throughout their platforms and HubSpot Media channels for the foreseeable future.”
Owens anticipates that the pattern of leveraging LinkedIn influencers will solely intensify, stating, “I believe it’s inevitable that LinkedIn ramps up its strategic strategy to influencers within the coming months. As this unfolds, manufacturers will neatly proceed to speculate on this advertising and marketing channel. At Teachable, we’re wanting to deepen our partnerships with LinkedIn influencers, amplifying their narratives of development and enterprise scaling by means of income diversification.”
At ClickUp, Cunningham revealed that “we view LinkedIn influencers as companions in long-term collaborations slightly than one-off postings. Our aim is to collaborate with each bigger influencers for broad attain and smaller micro-influencers for extra focused engagement. The ability of micro-influencers in driving genuine interactions and engagement is simple, and LinkedIn shall be no exception to this pattern.
Because the platform evolves, so do the alternatives for genuine, focused collaborations with influencers who carry experience and credibility of their area of interest audiences. From Teachable’s “construct in public” campaigns to HubSpot’s long-term influencer partnerships, the methods and successes shared on this article make one factor clear: LinkedIn influencer advertising and marketing isn’t only a pattern; it’s the way forward for skilled model engagement in 2025. For corporations able to embrace this shift, the potential to create significant, long-term connections and generate actual influence has by no means been larger.