LinkedIn is stepping up its pitch to creators with a new marketplace

The LinkedIn-LLM equation

LinkedIn is also looking to pitch advertisers on its authority in the fast-growing AI answer engine space as brands step up efforts to boost visibility on platforms like ChatGPT, Claude, and Gemini.

Research released this week by the SEO company BrightEdge found that LinkedIn accounts for about one-third (33%) of the sources ChatGPT cites when answering users’ “how-to” questions. Google’s AI Overviews cite LinkedIn 22% of the time for these queries, BrightEdge said.

“Sophisticated B2B marketers are using LinkedIn as a secondary platform to their own websites,” Davang Shah, LinkedIn VP of marketing, told CMO Insider.

He added that these advertisers are also recognizing that the majority of buyers of business products and services are now in the millennial and Gen Z age groups, and that these cohorts of customers are looking to trusted sources like creators when researching their decisions.

“The most valuable currency in the world right now is trust,” Shah said.