I cover creators at Like & Subscribe, a standalone Ankler Media newsletter that’s being sampled today for paid subscribers to The Ankler. I wrote about the podcast insiders hashing out new standards for the industry and creators launching scripted series on Instagram. I’m natalie@theankler.com
Last week, LinkedIn announced a crackdown on AI-generated posts, introducing a “Seems like AI slop” button for users to flag material that feels too artificial. “People come to LinkedIn to connect with real people and share their real perspectives, ideas and expertise,” Hari Srinivasan, who leads product strategy for LinkedIn’s core member experiences, wrote in a post detailing the push to eradicate low-quality content.
The news prompted some head-scratching among longtime users. After all, the Microsoft-owned professional network introduced its own feature in 2023 that let users enhance their posts with AI (it’s now being replaced by a proofreading tool). And the platform has developed a reputation for writing so overwrought it has its own name: “LinkedIn-ese.”
But it’s not so surprising in the context of my newsletter today, which is all about how LinkedIn is entering its creator era.
With 1.3 billion registered users, LinkedIn has long been a powerful platform for making professional connections. But these days when you open the app, you’re just as likely to see a slickly produced vertical video from Corporate Natalie, a live stream from TBPN or even career advice from Lisa Rinna, as much as you might catch Dylan from accounting’s “personal news” about his promotion. In other words, LinkedIn is starting to look a lot more like X or Instagram.
Between 2021 and 2025, the number of creators on LinkedIn nearly doubled, the company says. New monetization tools and surging brand interest mean it’s finally becoming a place where creators can make real money, and more athletes and celebrities are flocking to the platform as they seek greater control over their reputation and lean into new ventures. LinkedIn has transformed from its staid job-board origins to a stage where you can write your next professional chapter — and score your next big payday. I’m told top creators can now make six figures annually there just from brand deals.
“Everyone’s thinking about, ‘What do I do next?’ Even when you’re at the top of your field, there’s always more to be had somewhere else,” says Aneesh Lal, who specializes in working with B2B creators on the platform. “LinkedIn is just making that bridge accessible now.”
It’s also helping incubate new media companies, including some following TBPN’s playbook, like Breaking & Entering, a live daily marketing news show that streams across LinkedIn and other platforms. “LinkedIn has served as the foundation for our entire business,” says co-host Jack Westerkamp.
Today, I’ve got a deep dive on how LinkedIn evolved from résumé site into creator platform, with insights from Lal, Westerkamp and other insiders on what it takes to be successful there.
I’ll tell you:
- What makes LinkedIn’s audience unusually lucrative — even when creators have smaller followings than on Instagram or YouTube
- Why having a real job makes you more valuable to brands
- How the platform is building new tools to connect creators with advertisers to help them earn more
- How brand deals have grown from small one-offs to six-figure hauls
- What kind of content connects best, according to the “Jerry Maguire of LinkedIn”
- Why it’s a particularly friendly platform for first-time founders
- Why stars from Lisa Rinna to Grimes to Steph Curry are stepping up their LinkedIn presence for an “identity reset”
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