Ridesharing marketplace Lyft and digital workspace Notion are among a growing number of companies leveraging LinkedIn’s expanding creator ecosystem for brand-building as the platform matures beyond its job-seeking roots. 

At ADWEEK’s Social Media Week conference, representatives from both companies shared their approaches to this emerging marketing channel.

Danielle Ito, Notion’s influencer marketing manager, noted that the platform’s shift toward thought leadership content over the past two and a half years prompted the productivity app to invest in creator partnerships. 

Notion’s recent “Notion Faces” campaign, which engaged over 60 LinkedIn creators to promote a custom avatar generator, reached approximately 2.5 million LinkedIn users.

Lyft entered LinkedIn marketing just a year ago, focusing on executives’ personal content, including CEO David Risher’s posts about his personal drives. Lyft’s social media manager, Anya Schulman, cited a shift toward community-building rather than career announcements as a key platform trend.

Distinct Performance Metrics

Recent research underscores LinkedIn’s rise in influencer marketing. According to The Influencer Marketing Factory, 59% of tech buyers consume B2B influencer content on LinkedIn, while 75% of B2B businesses utilize LinkedIn influencers in their strategies.

Metricool’s analysis of 577,180 posts reveals that LinkedIn video content increased 53% in the past year, with time spent watching videos up by 159.61%. Among content formats, carousels generate the highest engagement (45.85%) and most interactions (791.12 on average).

Both Lyft and Notion highlighted differences in their creator selection compared to other social platforms. Schulman described Lyft’s approach as “bespoke and personal,” prioritizing purpose-driven creators focused on community building. The company uses an in-house team rather than agencies to source partners.

Notion selects creators based on campaign goals and actively engages with the startup community for collaborations.

LinkedIn’s creator field is composed mainly of micro-influencers, with 58% of creators having fewer than 5,000 followers, per The Influencer Marketing Factory. The platform shows strong potential for brands, with Thought Leader Ads demonstrating a 62% decrease in cost-per-click and a 252% increase in click-through rates compared to traditional advertisements.

LinkedIn’s BrandLink program, recently expanded to include partnerships with prominent creator voices alongside publishers, offers additional evidence of the platform’s investment in creator-driven content strategies.