Content creators are increasingly turning to LinkedIn as their platform of choice, with 60% planning to expand their presence on the professional network in the next 12 months, according to new research from creator agency Billion Dollar Boy.

The study surveyed over 4,000 consumers and 500 content creators across the U.S. and UK, revealing that 49% of creators have increased their LinkedIn activity over the past year. This shift appears driven by the platform’s performance metrics, particularly in B2B influencer marketing.

Creators report multiple factors motivating their LinkedIn expansion. The research shows that 42% of creators find B2B influencer marketing content generates equivalent or better engagement than B2C content. Additionally, 33% report stronger conversion rates than traditional B2C influencer marketing.

The platform’s economic potential also factors into creators’ decisions, with 30% indicating B2B influencer marketing can be as or more lucrative than B2C opportunities. Platform-specific benefits include competitive engagement rates (28%), access to new audiences (26%), and additional revenue streams (25%).

Consumer reception appears positive, with 58% of LinkedIn users favoring increased creator content from brands on the platform. This sentiment is particularly strong in the U.S., where 62% of users welcome more creator content. The 25-34 age demographic shows the highest receptivity, with 61% supporting increased creator presence.

“Consumers have become accustomed to a greater diversity of creators – extending beyond the sector’s traditional B2C heartland and incorporating more corporate content,” said Ed East, founder and Global CEO of Billion Dollar Boy, in a press release. 

East added that consumers visit social media platforms first to find information and put their trust in creators for advice and insights – “often ahead of brands.” He advised marketers to prepare to capitalize on this and use B2B creators to humanize brands and make them more approachable and relatable.