Map the buying journey: who uses the product, who manages the decision and who reviews procurement or finance? Choose an expert whose audience and explanation fit that decision.
What LinkedIn’s announcement adds
LinkedIn’s 28 September 2026 article discusses specialist creators and tools including Thought Leader Ads, which promote a person’s post to a targeted audience, and BrandLink, which places pre-roll advertising alongside selected creator and publisher content. [1]
Creator Discovery is described as a beta expected in early 2027. Platform comparison results are not a guarantee for your campaign. Decide the strategy first, then check access and requirements for the relevant tool.
Define the audience and decision precisely
“Business owners” is usually too broad. You might need HR managers at mid-sized companies dealing with low training participation, or operations leaders losing time between teams.
Someone first understanding a problem needs examples. A buyer comparing solutions needs criteria and limitations. A team preparing implementation needs practical requirements. One video does not have to cover every stage.
Review evidence of expertise and audience fit
Review several pieces of content, not only a showcase post. Does the creator draw on practice, explain when a solution is unsuitable, address serious objections and demonstrate consistent expertise?
Comments about budgets, integration or team adoption may be more relevant than general compliments. Treat them as qualitative clues, not proof of a commenter’s identity or authority. Request aggregate audience information for a defined period and market rather than relying on lifetime follower totals.
Score the factors that matter
Use a simple one-to-five score to organise the discussion, with evidence for each rating.
| Dimension | What to assess |
|---|---|
| Practical expertise | Relevant experience and credible examples. |
| Audience fit | Markets, roles and needs that match the campaign. |
| Explanation | Accuracy and clarity when discussing complex subjects. |
| Collaboration | Independence, commitment and clear expectations. |
A high total should not hide a critical weakness. Strong production cannot compensate for the wrong audience, and low cost does not establish credibility.
Choose the right form of collaboration
A partnership might involve an explanation, demonstration or discussion. Promoting a post through Thought Leader Ads has its own requirements; placing a brand advertisement through BrandLink is a different relationship.
An advertisement beside professional content does not imply endorsement. A production agreement does not automatically grant unlimited usage rights. A credible expert should be able to explain limitations and trade-offs rather than praising the product as universally suitable.
Build a useful example around the buyer’s problem
Consider a hypothetical project-management software campaign. If buyers worry about the disruption of changing systems, an operations expert could explain a gradual transition with a small team before choosing or deploying any system.
A disclosed product example could lead to an implementation guide or diagnostic session. This connects knowledge with a relevant sales conversation. It is a proposed test, not an actual campaign result.
Measure opportunity quality with the sales team
Agree on what makes an enquiry qualified before launch. Record sources in the customer relationship system and follow meetings and opportunities, rather than relying only on last-click attribution.
People may watch a creator and search for the company later. Combine available attribution with what buyers tell you, recognising the limits of both and the length of the sales cycle.
Start with a shortlist of credible specialists, one buyer problem and a clear audience and objective. That makes the choice explainable and its results reviewable.
Sources and editorial review
Original sources used in this article. Last editorial review: 6 October 2026.
- LinkedIn Marketing Blog28 September 2026
