LinkedIn Creator Strategy for B2B Brands: What Works in 2026

What’s Inside This Post:

• Preferred Content Formats of B2B Content Creators on LinkedIn
• The Tone of B2B Content Creators' Communications on LinkedIn
• B2B Content Creators: Draw Inspiration and Collaborate

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LinkedIn has evolved far beyond a simple professional network. In 2026, it stands as the premier platform for B2B influence, powered by creators capable of transforming engagement and thought leadership into tangible business advantages for companies.

Content creators are an invaluable resource for B2B brands. Companies can observe how these influencers engage with their communities, identify which content formats deliver the highest performance, and learn what content angles attract attention. These LinkedIn creators embody their publications, share frank opinions, and innovate in B2B communication by drawing inspiration from B2C marketing tactics.

In 2026, businesses looking to reach professional audiences have every reason to closely observe content creators and even collaborate with B2B influencers on LinkedIn. If you're skeptical, let us share some compelling arguments in the article below.

Preferred Content Formats of B2B Content Creators on LinkedIn

Before diving deeper, keep in mind that influencers do more than create content—they build genuine relationships with their communities. B2B content creators on LinkedIn succeed because they don't start with a marketing editorial line, but rather with a relationship with their audience. They test, iterate, and adapt their content based on signals (likes, shares, comments). B2B brands have everything to gain by adopting this logic, and here are the formats worth borrowing.

LinkedIn Carousels

The LinkedIn carousel is a post composed of multiple visuals or slides. It has established itself as one of the most effective formats on the platform. Multiple analyses confirm that carousels generate higher engagement rates than single-image posts, with more time spent on the post (sending a strong signal to the algorithm) and stronger information retention for the audience.

This is explained by the fact that a carousel is a mini "narrative" format. Each slide tells part of the story, and users are invited to swipe to discover what comes next. This schema recalls the short-form content that creators and influencers have mastered perfectly on other platforms.

At Les Années Folles, the carousel is a format we prioritize for our campaigns. We recently used it for a campaign conducted for Wizbii.

Video Content on LinkedIn

In an environment where attention is fragmented, video has become crucial for capturing and retaining B2B audiences. On LinkedIn, numerous video tests have been conducted by creators in recent months.

Among the most effective B2B video formats:

• Short explainer videos (between 30-90 seconds) to simplify complex concepts
• Video customer testimonials to illustrate real use cases
• Short webinars or thematic excerpts to create educational value
• LinkedIn Lives to interact in real-time with the community

At Les Années Folles, we've conducted various campaigns where video was utilized. For EBP by Cegid, we created a concept to highlight EBP's simplicity, its time-saving functionalities, and its professional value. A campaign that activated 2 B2B influencer profiles across multiple social networks: LinkedIn, TikTok, Instagram, and YouTube.

The power of video on LinkedIn doesn't just lie in engagement, but also in its potential to generate conversations and humanize B2B brands.

The Tone of B2B Content Creators' Communications on LinkedIn

Editorial tone is another area where brands can learn significantly from content creators. Each creator has found their own voice and alternates according to their communications.

Personal Branding for Embodied Communication

Creators thrive because they are recognizable personalities. They don't hide behind corporate slogans; they speak in the first person, share personal experiences, and discuss both failures and successes.

For a B2B brand, the temptation is often to be cautious and institutional. Drawing inspiration from personal branding means showing the faces behind the company, sharing professional journey stories, and associating company messages with human voices. Your teams are full of people ready to speak on behalf of your brand. Find them and propose a communication strategy for their social networks.

Learning how to find B2B influencers on LinkedIn can help you identify both external creators and internal talent with influence potential.

Employee Advocacy: Let Your Employees Speak

If your employees don't wish to speak on their own social networks, you can feature them on the company's channels. One of the pillars of personal branding applied to brands is employee advocacy—encouraging and supporting employees to share content related to the company.

Why does this work? Because messages from employees seem more authentic than those issued from official accounts. They showcase a living company culture and allow you to embody a professional journey within a brand. This approach is particularly powerful for employer branding and attracting top talent on LinkedIn.

B2B Content Creators: Draw Inspiration and Collaborate

Just a few years ago, influence was dominated by lifestyle or B2C creators. Today, LinkedIn has enabled the emergence of creators specialized in professional niches: SaaS experts, finance, HR, technology, cybersecurity, etc. Their strength? A voice that resonates with professional communities because it brings meaning rather than just a commercial message.

Creators Are More Than Relevant

According to LinkedIn:

• 82% of B2B buyers say creator content influences their decisions
• 87% prefer credible content produced by influencers in their sector
• 79% engage with this type of content at least once per month

Concretely, this means that even complex or technical messages find an audience when told authentically by real users.

Purely corporate messages, however well-produced, struggle to capture attention. Decision-makers now expect to interact with educational, conversational, and personal content rather than institutional messaging. Understanding what B2B influencers are and their business impact is essential for leveraging this shift effectively.

As Julien Morisson, CEO of Les Années Folles agency, explains in a post shared on LinkedIn, professionals consume video and narrative content and are tired of classic discourse. Sponsored formats revolutionize the way to amplify authentic messages rather than hammering corporate slogans.

How to Collaborate with a B2B Influencer on LinkedIn?

In 2026, creators on LinkedIn can also offer different types of collaborations with companies. Whether for pure content creation, brand awareness, or conversion, they're capable of meeting each of these objectives. Skeptical? Let us explain how:

• Brand awareness: Rely on an influential content creator with an engaged community that reacts to their publications
• Conversion: Ask the influencer to intelligently insert a link or call-to-action in a publication to gather more leads or registrations for an online event
• Ads: Boost an influencer's voice by sponsoring one of their publications. This way, you reach their audience as well as a broader but more targeted one

For a comprehensive approach, explore our 5 steps to launch a successful B2B influencer marketing campaign on LinkedIn.

At Les Années Folles, we're also convinced that UGC (User-Generated Content) is a development axis for B2B influence marketing. Leveraging influential professionals with more niche communities who know how to create content is a still-neglected lever in the sector. This approach works wonderfully on TikTok, where this content is reused by companies for ads. Why not do it in the professional world, by better embodying the advertisements broadcast on LinkedIn?

Drawing inspiration from content creators to break through on LinkedIn in B2B doesn't mean only creating "fun content." It's about understanding what captures attention, how to tell relevant stories, and how to implement a content strategy that generates real value for your professional audiences.

Ready to transform your B2B marketing approach? Download our complete Influencer Marketing ebook and explore our case studies to see these strategies in action.