LinkedIn’s role in professional life is expanding beyond networking and employment updates. A new report from the influencer marketing factory shows a platform in transition, where over 58% of creators engage audiences of fewer than 5,000. The result: a decentralised wave of influence reshaping how industries communicate online.
Visual Content Dominates But Text Delivers Strongest Engagement
The most frequently used content format among the top B2B creators on LinkedIn is images, representing 44% of posts, with videos at 28% and text at 20%. Promotional posts tell a different story: although just 15% are text-based, these generate the highest engagement, with 369 likes, 59 comments, and 30 reshares on average.
Positive Sentiment Highlights Platform Trust
Sentiment analysis in the guide reviewed 13,000 comments on 195 influencer posts, resulting in a community sentiment score of 7.7 out of 10. This indicates strong positive engagement across the board. Even promotional posts, often met with scepticism on other platforms, saw 73.2% of comments marked as positive.
“The support I’ve seen in the LinkedIn community is unlike any other platform,” said Dani Markovits, Creator & Community Manager, LinkedIn. “Creators here are sharing actionable advice and personal experiences that resonate deeply with professionals.”
Sponsored Content Presents Untapped Opportunity
Out of 195 promotional posts reviewed across 74 LinkedIn influencers, only 4.52% were sponsored. The low figure points to an underutilised channel in the B2B space.
“Authenticity is not optional here—it’s required,” said Brandon Smithwrick, Director of Content & Creative at Kickstarter. “Sponsored content on LinkedIn is most effective when it aligns with the creator’s values and community expectations.”
United States Leads the B2B Creator Movement
68% of the Top 100 B2B creators are based in the United States, positioning U.S. professionals at the forefront of this transformation. These creators are not just broadcasting expertise—they’re influencing purchasing decisions, guiding trends, and redefining what it means to be a business leader online.
“LinkedIn is no longer just a job board—it’s where careers are built in public,” said Vin Matano, Founder, Creatorbuzz.
An engaged audience, credible creators, and high-value content are positioning LinkedIn as a key player in the future of business communication. Trends suggest growing momentum behind its evolving creator economy.
“High-performing creators on LinkedIn focus on relevance, credibility, and clarity,” said Melissa Grabiner, Co-Founder, Jobs Search Accelerator.
“The future of LinkedIn lies in meaningful collaboration—where creators and brands come together to educate, empower, and elevate,” said Olivia Owens, Sr. Manager, Creator Partnerships, Teachable.