How LinkedIn and Influencer Marketing Are Changing

LinkedIn has transformed significantly. It’s no longer just a platform to update your resume or post job openings. Today, it stands as the strongest platform for B2B brands eager to connect through video, creators, and authentic influence.

But many businesses still hesitate. They wonder if LinkedIn Sponsored Ads are worth the higher cost. They question if influencer marketing belongs on a professional platform. They also think about whether video is truly effective in B2B. The latest data reveals how these strategies, along with LinkedIn and influencer marketing are evolving and why they matter more than ever.

The Rise of Video on LinkedIn

Video is booming on LinkedIn. According to LinkedIn data, video uploads grew more than 20 percent year over year and views increased 36 percent in 2024.

Short-form clips, event recaps, and thought leadership videos are performing exceptionally well. For B2B marketers, this shift signifies that decision-makers are no longer just reading whitepapers. They are engaging with video content directly in their feeds and sharing it with their networks.

Why Video Matters

Video content captures attention. It’s dynamic and engaging. In a world where information overload is common, video cuts through the noise. It allows brands to convey their messages more effectively. By integrating video into your strategy, you can foster deeper connections with your audience.

The Creator Economy and Algorithm Shifts

LinkedIn has heavily invested in the creator economy. Features like Creator Mode, newsletters, and improved analytics have empowered millions of professionals to build influence. There are now over 17 million members positioned as thought leaders and growing on LinkedIn.

Recent algorithm updates amplify this trend. LinkedIn now prioritizes personal, knowledge-sharing posts over corporate content. The algorithm favors creators, executives, and employees who share insights in their own voices. Brands that rely solely on company page updates are seeing diminished reach. In contrast, those that empower their people to publish are gaining traction.

Understanding the Algorithm

The algorithm is a powerful tool. It determines what content gets seen. By understanding how it works, you can tailor your approach. Focus on creating authentic, engaging content that resonates with your audience. This strategy will enhance your visibility and foster trust.

Thought Leader Ads and Influencer Impact

LinkedIn has introduced new ad formats to support this shift. Thought Leader Ads deliver a 1.7 times higher click-through rate and 1.6 times higher engagement rate than standard ads.

This effectiveness stems from a simple truth: people trust people. Promoting content from executives, subject-matter experts, or employees humanizes a brand. This approach drives stronger engagement. When paired with Sponsored Ads for reach, Thought Leader Ads create one of the most effective combinations available in digital marketing today.

Leveraging LinkedIn and Influencer Marketing

Influencer marketing is not just for B2C brands. B2B companies can also benefit. By collaborating with industry influencers, you can extend your reach and credibility. Choose influencers who align with your values and mission. Their endorsement can significantly enhance your brand’s visibility.

Why You Should Care

LinkedIn is evolving into a more creator-led, video-driven, and influence-first platform. The algorithm changes, the growth in video views, and the rise of creator programs all point in the same direction. Brands that rely only on company pages will lose ground. Those that empower their people to share insights will thrive.

For marketers, this evolution means rethinking what success looks like. Sponsored Ads and Thought Leader Ads are not just tools for reach. They are signals of how trust is built on LinkedIn today. Video is no longer optional in B2B. Influence is shaping decisions in boardrooms and purchase committees.

Adapting Your Strategy

If you are planning your LinkedIn marketing strategy, the data is clear. Video, creator-led content, and trust-driven ads are where attention is shifting. Those who adapt early will benefit the most. Embrace these changes, and you’ll position your brand for success.

In all, the landscape of LinkedIn is changing rapidly. As purpose-led businesses, we must adapt to these shifts. By leveraging video, embracing the creator economy, and utilizing innovative ad formats, we can connect more authentically with our audience.

The opportunities are vast, and the potential for growth is immense. Remember, the key to success lies in building trust and fostering genuine connections. Let’s make the most of it!