Understanding the difference between influencers and creators on LinkedIn

LinkedIn is a useful platform for professional networking, building brand awareness, and sharing industry knowledge. When businesses want to promote themselves on LinkedIn, they often choose between influencer marketing and creator marketing. While these terms might seem similar, they actually involve different approaches and serve different purposes.

So, which approach is better for your business? This guide will explain the differences between influencer marketing and creator marketing on LinkedIn and help you decide which strategy works best for your brand.

What is influencer marketing on LinkedIn?

Influencer marketing on LinkedIn means working with well-known professionals who have a large following and strong credibility. These influencers help promote products, services, or ideas by using their reputation and connections to reach more people.

Influencers on LinkedIn usually have strong personal brands and a significant number of followers. They are often executives, industry experts, or consultants who share valuable insights. Their content focuses on thought leadership, recommendations, and endorsements that build trust. Instead of creating hands-on instructional material, influencers provide high-level content that positions them as experts in their field. Businesses usually work with influencers through sponsorships, partnerships, and product endorsements.

For example, a software company might work with a well-known LinkedIn influencer who specializes in B2B marketing. The influencer writes a post about their experience using the software and explains how it improves client outreach. Because the influencer is trusted in their industry, the post gets many views, comments, and shares. This helps raise awareness and encourages potential customers to consider the product.

The main benefit of LinkedIn influencers is that they provide credibility and help brands expand their reach. Companies that want to quickly gain recognition and establish authority can benefit from this type of marketing.

What is creator marketing on LinkedIn?

Creator marketing is when professionals make and share original content on LinkedIn to educate and engage their audience. Instead of focusing on their reputation like influencers, creators build communities by offering helpful insights and industry knowledge.

Creators on LinkedIn usually focus on a specific niche and produce content such as blog posts, videos, and detailed explanations of industry trends. They interact with their audience by answering questions and sparking discussions. Unlike influencers, they do not just promote products—they provide educational and useful content that helps their followers solve problems or learn something new.

For example, a cybersecurity expert who regularly posts LinkedIn carousels explaining security threats could work with a cybersecurity company. The creator might write an in-depth post about AI-driven security solutions, sponsored by the company. Since the content is educational rather than promotional, it generates organic engagement and positions the company as a reliable source of information.

Creators are great for brands that want to build strong relationships with their audience through valuable content. Their main goal is not just visibility but also long-term engagement and credibility.

Key differences between influencer marketing and creator marketing on LinkedIn

Although influencer marketing and creator marketing both involve promoting brands on LinkedIn, they work in different ways. Influencer marketing focuses on authority and trust, while creator marketing centers on engagement and education.

Influencers usually have a large following and share thought leadership content or product endorsements. Their main role is to boost a brand’s credibility and make it more visible. Creators, on the other hand, build smaller but highly engaged communities by producing valuable content that sparks discussions and educates their audience.

Influencers are best for brands that want quick exposure and recognition, while creators are better for businesses that want to develop deeper relationships with their audience. In many cases, businesses can use both strategies to maximize awareness, engagement, and trust.

Which strategy is right for your brand?

Both influencer marketing and creator marketing can be effective on LinkedIn, but the best choice depends on your business goals.

Use influencer marketing if your goal is to quickly increase brand awareness, boost credibility, and reach a larger audience. This strategy is great for established businesses that want to reinforce their industry leadership. Influencers work well for short-term campaigns where strong endorsements can make an immediate impact.

Use creator marketing if you want to engage your audience, start discussions, and build a loyal community over time. This approach works best for brands that want to educate their audience and develop a strong online presence. Creator marketing is especially useful in industries that require deeper trust, such as finance, healthcare, or technology.

A business can also use both strategies at the same time. For instance, a B2B software company could hire an influencer to promote its product while also working with a creator to write an educational LinkedIn article about how the software improves business efficiency. This combination ensures immediate visibility and long-term engagement.

Best practices for LinkedIn influencer and creator marketing

To succeed with influencer or creator marketing on LinkedIn, businesses should follow some best practices.

First, define your goals. Whether you want to increase brand awareness, generate leads, or build credibility, setting clear objectives will help you decide whether to work with an influencer or a creator.

Second, choose the right partner. Instead of focusing on the number of followers, look at engagement rates and audience relevance. Make sure the influencer or creator has an audience that matches your target market. Research their past collaborations and engagement levels to determine if they are a good fit.

Third, prioritize authenticity. LinkedIn users do not respond well to overly promotional content. Work with influencers and creators who align with your brand values and can share your message naturally. Content that feels genuine is more likely to build trust and encourage engagement.

Fourth, track performance metrics. Monitor engagement, click-through rates, and conversions to measure success. Use LinkedIn analytics tools to track the performance of posts and audience interactions. If certain types of content perform better, adjust your strategy accordingly.

Finally, experiment and optimize. Try different content formats such as LinkedIn Lives, carousels, and polls to see what your audience prefers. Testing different influencer and creator collaborations can help you determine the best approach for your brand.

Strengthening your LinkedIn strategy with the right tools

Whether you choose influencer marketing, creator marketing, or a mix of both, having the right tools can help you streamline your efforts.

B12 makes it easy for businesses to build a professional online presence with AI-powered tools. From LinkedIn-friendly website content to automated email outreach, B12 helps you create compelling content that attracts and engages your audience. Want to improve your LinkedIn marketing strategy? Sign up and explore how B12 can help you grow your brand with ease.