LinkedIn creator marketing is booming.
Brands that partner with the right creators are seeing incredible results—from increased visibility to measurable leads.
But there’s a problem.
Finding the perfect creators, negotiating fair rates, and getting real ROI? That’s tricky.
Luckily, Sarah Adam, Head of Partnerships & Influencer Marketing at Wix, has some answers.
With over 200 campaigns under her belt, Sarah has learned what works—and what doesn’t.
In this guide, you’ll discover seven expert tips to make LinkedIn creator marketing work for your brand.
Ready to win big? Let’s dive in.
7 Must-Know Tips for LinkedIn Creator Marketing Success
LinkedIn creators can be your brand’s secret weapon. But success requires more than just picking someone with a lot of followers.
From setting clear goals to analyzing performance, the tips below will help you partner with creators who deliver real results.
Let’s start with the foundation.
1. Set Clear Campaign Goals Before Engaging Creators
Every successful campaign starts with a plan.
If you’re not sure what you’re trying to achieve, how will you measure success?
Here’s what to do before kicking off any campaign:
Start by identifying your brand’s primary objective.
Ask yourself:
- Do you want more engagement on your campaign posts?
- Are you aiming to generate leads or drive website traffic?
- Is building brand awareness your top priority?
When you define these goals upfront, everything else—choosing creators, setting budgets, and analyzing performance—becomes clearer.
For example, if your goal is lead generation, focus on creators who excel at driving clicks and engagement through compelling CTAs in their posts. A creator who consistently generates discussions in the comments could be the perfect fit.
In short, the clearer your goals, the smoother your campaign will run.
2. Prioritize Creators with High Engagement Over Follower Count
Follower count can be deceiving.
Sure, it’s tempting to partner with creators boasting thousands—or even millions—of followers. But Sarah advises focusing on engagement instead.
Why? Because an engaged audience is far more valuable than a large, passive one.
Look for creators whose posts spark genuine conversations. Check for:
- Likes: Are their posts consistently liked by the audience?
- Comments: Do followers leave thoughtful, meaningful responses?
- Shares: Are their posts compelling enough to be shared?
Example:
Imagine choosing between two creators:
- Creator A has 50,000 followers but averages 50 likes and 5 comments per post.
- Creator B has 10,000 followers but racks up 300 likes and 50 comments per post.
Creator B’s audience is clearly more engaged, making them the smarter investment.
Pro Tip: Save time and streamline your research with the Creator Match Chrome extension.
Our free tool is easy to use. Just open a creator’s profile, head to the Stats tab, and instantly access their key engagement metrics—all in one place.
Source: Aidan Brannigan
3. Craft Comprehensive Yet Flexible Briefs for Creators
Creators work best when they know what you need—but they also need space to shine.
Sarah emphasizes the importance of providing clear direction without stifling creativity. Why? Because creators bring their unique voice and connection to their audience, which is what makes their content resonate.
Here’s how to strike the right balance:
- Clearly state your goals: Are you aiming for brand awareness, engagement, or conversions? Add this to your brief.
- Share key brand elements: Include tone, style, and non-negotiable messaging points.
- Add room for interpretation: Let creators find their own way to align your goals with their audience’s interests.
For example, if you’re running a campaign to promote a new software tool, your brief might include:
- The main feature to highlight (e.g., time-saving capabilities).
- A CTA to encourage sign-ups or downloads.
- Brand-approved phrases or hashtags.
But instead of scripting the content, encourage the creator to share a personal story about how they’d use the tool. A relatable post like this is far more likely to drive engagement.
4. Optimize Your Budget and Master Pricing Discussions
Budgeting for creator partnerships can feel tricky.
Pay too little, and you risk losing talented creators. Pay too much, and you might overextend your resources.
Sarah suggests finding balance by understanding what’s fair—and negotiating smartly.
Start by researching industry benchmarks for creator rates based on their engagement levels, follower count, and niche. Then, assess how these align with your campaign goals.
For instance:
- Creators undercharging: Pay them fairly to foster goodwill and ensure long-term collaboration.
- Creators overcharging: Negotiate by showing them industry averages or offering additional value, like extended partnerships.
Here’s how it plays out:
Imagine you’re partnering with a creator who charges $1,500 per post but has excellent engagement. After reviewing your budget, you decide to offer $1,200 per post for a package of three posts instead of one. This approach reduces your cost per post while still providing value to the creator.
Pro Tip: Always compare a creator’s pricing to their post performance. High rates are worth it if the content consistently drives meaningful results, such as sign-ups or website visits.
5. Evaluate Creator Performance Before Committing
Numbers don’t lie.
When considering a creator for your LinkedIn campaign, don’t just rely on their pitch or profile. Dive into their recent post performance to understand their real impact.
Here’s what to focus on:
- Engagement Trends: Check whether their likes, comments, and shares have been consistent or declining over time.
- Audience Interaction: Look at the quality of the comments. Are followers asking questions, sharing insights, or just dropping emojis?
- Content Relevance: Analyze if their content aligns with your industry or campaign goals.
By evaluating performance, you ensure that every creator you partner with is primed to deliver results.
Thankfully, you can use a free tool like the Creator Match Chrome extension to streamline this process.
Simply navigate to any post, open the tool, and compare the creator’s post performance over the past 30, 90, or even 180 days.
Source: Swati Rai
6. Seek Creators Who Understand Your Audience
The best creators don’t just make great content—they know how to connect with your target audience.
When choosing LinkedIn creators, prioritize those who have worked with brands in your industry or with similar audiences. This alignment can make all the difference in how your campaign resonates.
Here’s how to approach it:
- Look for industry overlap: Creators with experience in your niche are likely to understand the nuances of your audience’s needs.
- Check their content style: Does their tone, messaging, and approach align with your brand?
- Ask for relevant examples: Past partnerships with complementary or competitor brands can signal a good fit.
Imagine you’re a fintech brand promoting a new budgeting app.
You find a creator who previously partnered with a similar app and shared a thoughtful post comparing different tools. Their content wasn’t just insightful—it was data-driven and sparked meaningful conversations among their audience.
This is the kind of creator who truly understands your industry and knows how to engage potential customers.
Pro Tip: Use this opportunity to ask about campaign results from their previous collaborations. While past performance doesn’t guarantee future success, it offers valuable insight into their capabilities.
7. Build Long-Term Partnerships with Standout Creators
One-off collaborations are great, but the real value often lies in long-term partnerships.
Sarah highlights the key traits she looks for in creators to establish lasting relationships: responsiveness, transparency, and a willingness to go the extra mile.
These qualities make collaborations smoother and show a creator’s dedication to your brand’s success.
Here’s what your brand can do:
- Assess their professionalism: Did the creator meet deadlines, communicate effectively, and deliver as promised?
- Observe how they handle challenges: Creators who proactively address underperforming posts demonstrate commitment.
- Reward reliability: A creator who’s easy to work with and responsive to feedback can be an invaluable partner for future campaigns.
For example, a creator who notices a post underperformed might suggest tweaks to the content or timing. When the post is re-uploaded and gains traction, it’s a win for both sides—and a sign that this creator is worth keeping around.
Long-term partnerships save time, reduce costs, and often yield better results as creators grow more familiar with your brand.
Ready to Transform Your LinkedIn Campaigns?
Success with LinkedIn creator marketing doesn’t happen by chance. It’s the result of clear goals, smart creator selection, and effective collaboration.
From setting budgets to finding creators who truly connect with your audience, these seven tips provide a roadmap for impactful campaigns. With insights from our interview with Sarah Adam, you’re now equipped to start creating campaigns that deliver real results.
But you don’t have to do it alone.
Streamline your search for top creators with the Creator Match Chrome extension. It’s the easiest way to discover LinkedIn influencers who align with your campaign goals.
Are you ready to execute your next campaign? Let’s talk. As a leading LinkedIn creator marketing agency trusted by brands like Wix, Teachable, and Fiverr, Creator Match can help you craft a winning strategy.
Book a call with our team today, and let’s bring your vision to life.
Your next LinkedIn marketing win is just one step away.
