Influencers on LinkedIn: how brands are collaborating with creators

In the latest Keepers webinar with LinkedIn, we explored a question more and more brands are asking themselves: are we really harnessing the potential of influencers on LinkedIn? During the session, moderated by Sergio Barreda, CEO of Keepers, we were joined by Judith Gutiérrez, Community Builder & Partnerships Manager at LinkedIn, along with content creators Ana Brito (@elshowdebriten) and Iban García (@ibngarcia). Together, they shared their perspectives on how brands, creators and professionals are turning the platform into a space for conversation, reputation and opportunity.

Are there influencer campaigns on LinkedIn?

Judith was clear from the outset: “We’re still at an early stage, especially when it comes to B2B campaigns, but it’s already happening. LinkedIn is where decision-makers are, and reaching them from within the platform is far more efficient.”

Both Ana and Iban agreed that while they haven’t yet developed “official” LinkedIn campaigns, they do organically amplify collaborations they carry out for other brands. This amplification, they explained, brings real value to brands, increases visibility in a high-credibility environment and generates a very positive perception.

What formats work best on LinkedIn

During the webinar, Judith explained that there is no “magic format” on LinkedIn, but there are clear patterns around what performs particularly well. Long-form posts remain one of the platform’s strongest assets: the community is willing to read, as long as the content adds value. Using links or emojis is also perfectly acceptable, provided they are well integrated into the message.

Video content works best in vertical format and with a short duration, around 90 seconds, allowing for quick consumption without losing the professionalism that defines the platform. Carousels, meanwhile, have become one of the most effective tools for explaining complex ideas in a visual and structured way.

For more in-depth content, articles and newsletters continue to be the ideal option, making it possible to explore more complex topics without sacrificing clarity or context. In all cases, Judith stressed the importance of reviewing audience behaviour and analysing which posts perform best for each profile, as success ultimately lies in understanding what truly resonates with each community.

Interesting LinkedIn trends and insights

The conversation also highlighted some key figures and behaviours that help explain how the platform is evolving. According to Judith, more than 40% of users choose to “follow” profiles without sending a connection request. Unlike connecting, which creates a two-way relationship, following allows users to consume content without direct interaction. Another interesting insight is the role of LinkedIn’s editorial team, which highlights relevant topics through the hashtag #LinkedInNoticias, helping shape the wider conversation on the platform

Should brands invest in creators on LinkedIn?

Ana pointed out that investing in creators on LinkedIn depends largely on each company’s objectives. In sectors such as education, for example, the opportunity is particularly clear. In many cases, however, LinkedIn should not be viewed as a direct sales channel, but rather as a space for building authority and positioning.

Iban agreed that the potential is enormous, although he believes that many brands are not yet taking advantage of it. In his experience, it is agencies and creators themselves who tend to amplify campaigns, while companies have yet to fully explore the possibilities for collaboration within LinkedIn.

Sergio Barreda focused on the opportunity for brands and creators to co-create content, a model that can add authenticity while maintaining consistency with the platform’s professional tone. For him, the key is to approach these collaborations strategically, rather than as one-off actions.

Judith, meanwhile, highlighted the growth of employee advocacy, an increasingly widespread trend among companies. In this model, employees become natural brand ambassadors, amplifying content from within and generating impact that feels organic and credible.

LinkedIn, uncharted territory for content creators

The conversation made it clear that LinkedIn is entering a new phase in which creators are playing an increasingly important role. Content is becoming more professional, formats are diversifying, and brands are beginning to experiment with new forms of collaboration, especially in the B2B arena.

Success on the platform doesn’t come from posting alone, but from being genuine, adding value and sharing a distinct point of view. For both brands and creators, the opportunity remains vast and far from saturated. LinkedIn is positioning itself as a powerful environment for building reputation, generating conversation and connecting with highly qualified audiences in a way that sets it apart from other networks.

If you missed it, you can watch the webinar again here.