LinkedIn is adding a new pre-roll video ad format and expanding search tools in its Creator Marketplace, aiming to help B2B brands reach Gen Z and millennial buyers through video and creator content, according to the company’s announcement. 

The first update, In-Stream Ads, lets advertisers run pre-roll video ads across eligible creator and publisher content without negotiating individual partnerships. Brands select a content category, such as “Tech & AI,” “Finance,” or “Lifestyle & Entertainment,” or choose to run across all categories, and LinkedIn determines placements and optimizes delivery based on the campaign’s objective. The format is set up through Campaign Manager by selecting “Video” as the ad type and toggling on In-Stream Ads. LinkedIn said the format also gives creators and publishers a new way to monetize their video content on the platform. In-Stream Ads are currently available to a select group of advertisers and creators in North America as LinkedIn tests the format ahead of wider availability.

The second update expands advertiser access to Creator Marketplace with new search and filter options built on LinkedIn’s first-party data. Advertisers can now filter creators by audience concentration in a specific industry, job function, or seniority level; by participation in LinkedIn’s “Top Voices” program; by content format (video, single image, text, article, carousel, or newsletter); and by the creator’s own industry or job function. An expanded search function also surfaces creators based on how they describe their professional background, allowing a search like “Founders” or “FinTech” to return self-described matches beyond standard category tags. Creator Marketplace remains invite-only for advertisers and creators and is also limited to North America.

LinkedIn cited recent research that found marketers consider short-form and immersive video (49%) and content from expert voices (42%) among the most effective ways to engage Gen Z buyers.

Cassie Hedrick of National University said the marketplace simplified creator sourcing for the university. “We’ve been able to find standout partners who represent our learners’ various backgrounds and bring those stories to life in an authentic way,” she said. “The content has resonated really well with our audience and performed strongly, especially when creators are able to lean into their own storytelling style.”

LinkedIn tied the releases to broader research it said shows B2B marketers see growth prospects tied to younger buyers: nearly nine in ten marketers believe their company’s future growth depends on its ability to influence Gen Z and millennial decision-makers, according to the company. Of marketers who currently work with expert voices, 64% said that content is more effective than traditional campaigns at moving audiences from awareness to consideration, LinkedIn said, and 39% said expert voices are most effective at driving consideration specifically, compared with 26% who said their biggest impact is on awareness.

The push follows LinkedIn Creative Labs research published last year, which found that 73% of video completions and 49% of video engagement on the platform stem from brands’ creative decisions rather than targeting or spend, and that videos featuring subject matter experts saw a 40% engagement lift, rising to 53% for executives.

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