LinkedIn is testing new filters designed to help brands find creators for B2B campaigns, adding more ways to narrow creator searches by content, professional background and audience.
The Creator Discovery beta is being tested within LinkedIn’s existing Creator Marketplace. LinkedIn says the new search filters cover content type, creator industry, job function, audience demographics and its Top Voices program. General availability is anticipated in early 2027.
That means the update is less about creating a new place to find creators and more about making an existing discovery process more specific.
How a B2B marketer could use the filters
LinkedIn’s existing Creator Marketplace already allows marketers to search for vetted creators by topic and content expertise and assess their profiles for audience, performance and fit. The Creator Discovery beta adds more filters to that process: content type, creator industry, job function, audience demographics and Top Voices.
LinkedIn says the aim is to make it faster and easier for teams to source and vet creators for upcoming campaigns. For example, a software company looking to reach IT decision-makers could use the new filters to narrow its search by creator industry and job function, then examine the resulting creators’ audience and content before deciding who is worth contacting.
The filters can reduce the number of profiles a marketer needs to investigate, but they do not remove the need for human vetting.
That distinction is important in B2B marketing. A creator can match an industry and job function while still producing content that is poorly suited to the brand, reaching the wrong audience segment or lacking experience with the subject the campaign is trying to explain.
Who can use it?
Creator Discovery is currently a beta, and LinkedIn says general availability is anticipated in early 2027.
LinkedIn launched Creator Marketplace in June, initially bringing creator discovery and partnership tools into Campaign Manager. At launch, the marketplace was available to selected brands and creators in North America for English-language content, while LinkedIn said other parts of its creator and BrandLink offering had broader availability.
LinkedIn’s current Creator Marketplace documentation also shows that availability varies by feature and account. For example, self-serve BrandLink is available to select accounts, while Creator Marketplace can be used to discover public LinkedIn posts for Thought Leader Ads.
LinkedIn is building around creator-led B2B marketing
LinkedIn is also promoting creator-specific advertising products alongside the new discovery tools. These include Thought Leader Ads, which allow brands to promote creator content, and BrandLink, which places ads alongside selected creator and publisher video content. LinkedIn reports higher performance for these formats, but those figures are LinkedIn’s own reported results, not independent measurements.
Creator Marketplace adds another layer by connecting creator discovery directly to LinkedIn’s advertising workflow.
What this means for B2B marketers
The useful change is not simply that LinkedIn is adding more filters. It is that creator discovery can move from a broad search for influential people toward a more specific search for people whose expertise, professional role, content and audience fit a campaign.
With 82% of B2B marketers saying creators increase credibility with decision-makers, the new filters give marketers another way to approach creator selection: start with the campaign audience rather than the creator, then use industry, job function, content and audience filters to build a relevant shortlist.
Marketers should still treat that shortlist as the beginning of the evaluation process, not the end. Review each creator’s recent content, professional expertise, audience information and relationship to the campaign before reaching out.
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