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LinkedIn is testing a more detailed way for brands to find professional creators for campaigns. Its Creator Discovery beta adds filters that go beyond a broad keyword search, making it easier to narrow a shortlist by the kind of content a person makes and the audience they reach. The feature is still in testing; LinkedIn expects wider availability in early 2027 rather than an immediate rollout to every advertiser.
What the new discovery filters cover
According to LinkedIn's September 28 update, marketers in the beta can filter potential partners by content type, industry, job function, audience demographics and Top Voices status. That is useful in B2B marketing, where a creator with a modest but specialized audience may be more relevant than an account with a far larger general following.
Finding an expert is only the first step
A search filter cannot establish credibility on its own. Brands still need to review a creator's work, check whether their experience matches the product, and agree on what the partnership will produce. We looked at the broader shift toward those relationships in our article on how creators reshaped digital marketing. LinkedIn's new tool addresses discovery, while the brief, disclosure and approval process remain human decisions.
Why content teams should watch the beta
A better search process could change how small marketing teams plan campaigns. Instead of beginning with a list of famous names, they can start with a subject area and an audience, then compare candidates. LinkedIn also offers Thought Leader Ads and BrandLink for promoting approved creator content, but the discovery beta does not mean that every creator post is automatically available for reuse.
For teams saving campaign references and approved assets, it helps to keep a clear record of the original post, permission and final creative. Our guide to building organized offline reference packs covers that practical side of the workflow. The new LinkedIn filters may shorten the search, but they do not replace rights checks or a strong editorial fit.
