New research from LinkedIn reveals a significant shift in B2B buyer behaviour. Creator content now outperforms branded content when it comes to trust and influence across the buying journey.

For senior marketers, the takeaway is clear. Creator content is no longer a top-of-funnel tactic. It is driving decisions at every stage, from initial discovery and purchase to post-sale justification and expansion.

Over 80% of B2B buyers say creator content shapes their thinking. Nearly half engage with it directly when making purchase decisions. And once a deal is done, the same content helps justify pricing, explain solutions and secure wider buy-in.

The implication is hard to ignore. Creator content builds credibility, simplifies complex decisions and reduces perceived risk in a way traditional ads often cannot.

LinkedIn Tops Trust Rankings for B2B Content

Unsurprisingly, LinkedIn leads as the most trusted platform for B2B creator content. Its identity-first model and professional context give it a distinct edge in both authority and relevance.

Buyers on LinkedIn are not just passive viewers. They are engaged, taking action and moving down the funnel. Creator content on the platform does not just spark interest. It drives real results.

For marketers, this makes LinkedIn a unique channel. It combines scale with authenticity and delivers performance from trusted, expert-led voices.

Video Gains Ground as a Decision Driver

Video is now the most influential B2B format on LinkedIn. Uploads are up 34% year-on-year, and 63% of buyers say video content has influenced a recent purchase.

What is working? Not glossy production or overly polished messaging. Buyers are drawn to short, conversational videos from credible voices. Think industry peers explaining a concept or a subject matter expert breaking down a trend.

Long-form webinars and explainer reels still have their place. However, they are no longer the format of choice. Marketers must shift towards agile, authentic video output if they want to meet buyer expectations.

Thought Leader Ads Deliver Quiet Wins

LinkedIn’s Thought Leader Ads are fast becoming a high-performance format for B2B marketers.

The concept is simple. Amplify creator content from respected voices in your organisation or network. The results speak volumes. Click-through rates are over 250% higher than standard image ads, and cost-per-lead metrics consistently outperform other formats.

This is not about paid influence. It is about expanding the reach of voices your audience already trusts. That blend of authority and visibility is exactly what high-value B2B decisions demand.

Your Employees Are Your Next Creators

Some of the most credible voices in your ecosystem are already on the payroll.

LinkedIn data shows employee content can reach audiences 12 times larger than brand pages. It is also more trusted. Buyers place more faith in the words of a product expert or engineer than in campaign-led messaging.

The opportunity is clear. Build beyond basic advocacy programmes. Support employees with specific expertise. Encourage authentic, value-led content. Then amplify those voices through organic and paid channels.

When done right, internal creators become a strategic asset. They humanise your brand and extend your influence across the entire funnel.

Influence Relies on Relevance, Not Reach

One of the more striking insights from LinkedIn’s research is that follower count matters far less than domain authority.

The most effective B2B creators are niche experts such as analysts, engineers, senior leaders and informed customers. Their influence stems from relevance, not visibility.

Marketers should reframe their creator strategy accordingly. Rather than focusing on big names or influencer-style reach, prioritise subject-matter credibility. In high-consideration categories, trusted expertise wins every time.

Creator Content Reinvigorates B2B Marketing

Too much B2B content still feels generic, cautious and brand-first. Creator content introduces a much-needed human dimension. It brings a voice, a story and a point of view.

The impact is not just emotional. It drives measurable outcomes, supports sales and fosters long-term engagement. More importantly, it aligns with how influence works in today’s B2B landscape.

For brands willing to invest, creator content is not just a format. It is a strategic lever.

Time to Treat Creator Content as Core Strategy

The shift is already happening. Leading B2B brands are embedding creator content across their buyer journey through partnerships, employee advocacy and platform-specific formats such as Thought Leader Ads.

If you are still treating creator content as a tactical extra, it is time to re-evaluate.

Audit your current output. Identify the credible voices in your network. Invest in formats that reflect how your buyers engage. And above all, remember that in B2B, trust is the currency that moves deals forward.

Influence no longer comes from logos. It comes from the voices you choose to elevate.