LinkedIn Expands Creator Tools: A New Era for All Users

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LinkedIn Simplifies Thought Leader Ads For Easier Discovery

LinkedIn has made it simpler for brands to discover and sponsor user-generated content (UGC) with a new, streamlined discovery feature in Campaign Manager.This update helps marketers find relevant posts that mention their brand or event across 1st, 2nd and 3rd+ degree connections - then request permission to promote them as Thought Leader Ads.What’s new in Campaign ManagerEasier content discovery: A built-in search and highlight function surfaces posts, articles and newsletter pieces that mention your brand or event.Wider reach: You can now discover content from beyond your immediate network (including 3rd+ degree connections).Partnerships tab: Sponsored content opportunities are shown in a dedicated “Partnerships” area, and you can filter by content type to streamline outreach.Why brands should careThought Leader Ads let companies amplify authentic voices, not just company posts, by sponsoring organic content created by others.LinkedIn reports these ads see about 2x higher click-through rates than comparable single-image ads, making them an attractive option for boosting engagement and credibility.Key benefits:Authenticity: Boosting real users’ posts can feel more trustworthy than brand-only messaging.Efficiency: Built-in discovery reduces time spent hunting for promotable content.Scale: Access to 3rd+ degree posts expands potential sponsorship candidates.How to use LinkedIn Thought Leader Ads (step-by-step)1) Find relevant contentUse the new discovery tools in Campaign Manager’s Partnerships tab to surface posts, LinkedIn articles or newsletters that mention your brand or event.2) Get permissionBefore promoting anything, request sponsorship permission from the content creator. LinkedIn’s workflow in Campaign Manager makes it easier to send and track those requests.3) Launch a campaignOnce approved, you can convert the organic post into a Thought Leader Ad and run it with your chosen targeting and budget.Creator monetization: a possible next stepWhile the current process focuses on sponsorship permission, the improved discovery flow could lay groundwork for future monetization for creators.If LinkedIn decides to share ad revenue with creators whose posts are sponsored, it could create a new incentive for posting brand-positive content.That said, brands and platforms should balance monetization with authentic dialogue; paid incentives can unintentionally skew commentary.Coverage and context on LinkedIn’s broader creator efforts:Best practices for brandsPrioritize relevancy: Sponsor posts that genuinely align with your messaging and values.Be transparent: Clearly communicate sponsorship terms with creators.Measure performance: Compare Thought Leader Ads’ CTR and engagement to other ad types to understand ROI.Respect authenticity: Avoid pressuring creators into overly promotional content; authentic endorsements perform best.LinkedIn’s updated discovery tools make Thought Leader Ads easier to find and activate, opening up new opportunities to amplify user voices and boost campaign performance.As this feature rolls out to more countries, it’s worth testing Thought Leader Ads alongside existing ad formats to see how UGC-driven promotions perform for your brand.

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LinkedIn Crosscheck: Test AI Models for Free Inside LinkedIn

LinkedIn has launched a feature that lets Premium subscribers compare AI models from OpenAI, Anthropic, Google, Microsoft and others, side by side, without paying for separate subscriptions or hitting token limits. The feature is called Crosscheck, and it is rolling out now to LinkedIn Premium subscribers in the United States, with broader availability planned for additional countries and free users. How LinkedIn Crosscheck Works Crosscheck is described by LinkedIn's Chief Product Officer Hari Srinivasan as a "blind taste test" for AI models. The experience works like this: You enter a text prompt LinkedIn returns two answers, each generated by a different AI model You choose which answer you prefer Only after making your selection does LinkedIn reveal which models produced each response The feature already supports a wide range of models. Early testing has returned responses from Anthropic, Google, MoonshotAI, Mistral, and Amazon, with more expected to be added. Crosscheck also has its own leaderboard tracking how professionals across different industries rate the various models against each other. What Crosscheck Does and Does Not Support Crosscheck is currently text-only. You cannot generate images, upload files, or access the more advanced capabilities available directly on each AI platform's native interface. What you do get is unlimited text-based conversations with no token limits, and no requirement to sign up for additional paid subscriptions to access models you want to try. On data sharing: LinkedIn states that anonymised usage data is shared with the AI model providers to help them understand performance across different professional roles and industries. According to LinkedIn's own documentation, no personally identifiable information is passed to model builders. Why This Matters for B2B Content and Advocacy Teams For marketing, content, and employee advocacy teams already working inside LinkedIn, Crosscheck removes a meaningful barrier. Testing whether Claude, Gemini, or GPT-4o produces better output for a specific use case, such as a thought leadership post, a comment response, or a newsletter section, has historically required maintaining multiple subscriptions and switching between platforms. Crosscheck consolidates that comparison inside a platform your team is already using every day. A few practical implications worth considering: For content quality benchmarking. If your team uses AI to support LinkedIn post drafting or employee content kits, Crosscheck gives you a fast, free way to identify which model produces output that resonates with your specific audience and industry vertical. For employee advocates. Employees who are less familiar with AI tools now have a low-friction way to experiment with AI assistance directly inside LinkedIn, without needing separate accounts or training on new platforms. For advocacy programme managers. The Crosscheck leaderboard, broken down by industry, could become a useful proxy for understanding which AI models are gaining traction among your target audience, informing both content strategy and tool selection. What to Watch Crosscheck is currently an early-stage product from LinkedIn Labs, and Srinivasan has acknowledged there is work to do on speed, model range, and supported prompt types. It is also US-only for LinkedIn Premium users at launch, which limits immediate access for UK and European teams. That said, LinkedIn's track record of rolling features out globally after US pilots, combined with the stated intention to extend access to free users, suggests Crosscheck will reach wider audiences within months rather than years. The Bigger Picture for LinkedIn Content Strategy LinkedIn's move to embed AI model comparison directly into the platform is part of a broader pattern. Over the past 18 months, LinkedIn has introduced AI writing assistance, AI-powered post suggestions, and now a structured way to evaluate models against each other, all within the interface where B2B professionals are already spending time. For teams running employee advocacy programmes, this trajectory reinforces a simple strategic point: LinkedIn is becoming a content production and evaluation environment, not just a distribution channel. The tools employees need to create, refine, and share professional content are converging in one place. If your team is not yet building a structured approach to LinkedIn content and employee advocacy, the platform's own investment in AI tooling is accelerating the gap between organisations that are and organisations that are not. Frequently Asked Questions What is LinkedIn Crosscheck? LinkedIn Crosscheck is a feature from LinkedIn Labs that lets Premium subscribers compare responses from different AI models side by side using a blind test format. You enter a prompt, receive two anonymous answers from different models, choose the one you prefer, and then LinkedIn reveals which models produced each response. Which AI models does LinkedIn Crosscheck include? At launch, Crosscheck includes models from Anthropic, Google, MoonshotAI, Mistral, and Amazon, with more expected to be added. LinkedIn has confirmed it plans to expand the model range as the feature develops. Is LinkedIn Crosscheck free to use? Crosscheck is currently available at no additional cost to LinkedIn Premium subscribers in the United States. LinkedIn has stated it plans to extend access to free users and additional countries, though no confirmed timeline has been given. Does LinkedIn Crosscheck share my data with AI companies? Yes. According to LinkedIn's documentation, anonymised usage data is shared with AI model providers to help them understand how their models perform across different professional roles and industries. LinkedIn states that no personally identifiable information is shared with model builders. Can I use LinkedIn Crosscheck to generate images or upload files? No. Crosscheck currently supports text-based prompts only. Image generation, file uploads, and the more advanced tools available natively on each AI platform are not supported within Crosscheck. Is there a limit on how many prompts I can send in LinkedIn Crosscheck? No. LinkedIn has confirmed there are no token limits or usage caps on text-based conversations within Crosscheck, which is one of its main advantages over testing models through their native platforms on free or limited tiers. How can employee advocacy teams use LinkedIn Crosscheck? Advocacy teams can use Crosscheck to benchmark which AI models produce the best output for specific LinkedIn use cases, such as thought leadership posts, comment responses, or newsletter sections. It is also a useful onboarding tool for employee advocates who are new to AI writing assistance, as it removes the need to sign up for separate platforms. Where can I access LinkedIn Crosscheck? Crosscheck is available through LinkedIn Labs for LinkedIn Premium subscribers in the United States.

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Why LinkedIn Content Now Shows Up in ChatGPT And What It Means for Employee Advocacy

Google traffic is down. AI citations are up. And LinkedIn is suddenly one of the most trusted sources for AI tools like ChatGPT and Perplexity.For B2B marketers running employee advocacy programmes, this changes everything.The Shift from Search to AINew data from the Reuters Institute shows that Google search traffic to publishers declined by a third globally in the year to November 2025. Google Discover referrals dropped 21% year on year. Since May 2023, overall external referrals to publisher websites have fallen by 24%.The reason? AI is changing how people find information.Instead of clicking through search results, more people are asking ChatGPT, Perplexity, and Google's AI tools directly. These tools summarise content from across the web and provide answers in a conversational format. For many queries, users never visit the original source at all.According to Press Gazette, publishers expect traffic from search engines to decline by more than 40% over the next three years. This is not a temporary dip. It is a structural shift in how information is discovered and consumed.LinkedIn Is Now a Top Source for AI ToolsHere is where it gets interesting for B2B brands.Research from SEMRush, based on a study of 230,000 prompts across ChatGPT, Google AI, and Perplexity, found that LinkedIn is now the second most cited source in AI chatbot responses, trailing only Reddit.A separate study from Spotlight showed that AI tools are citing LinkedIn sources up to five times more often than before. ChatGPT cites LinkedIn 4.2 times more frequently, and Perplexity cites it 5.7 times more frequently.Of the 19,202 LinkedIn sources cited in the Spotlight analysis, over 15,000 came from LinkedIn Pulse articles specifically.As Social Media Today reported, AI chatbots are putting more trust in LinkedIn, and in LinkedIn articles in particular. This points to a new opportunity for brands and individuals who want to show up in AI-powered search results.What This Means for Employee AdvocacyIf your employees are posting regularly on LinkedIn, they are not just building brand awareness. They are building citable authority.When someone asks an AI tool a question about your industry, the answer may come from content your team published on LinkedIn. That is a level of discoverability that traditional SEO cannot match.This changes the value proposition of employee advocacy. It is no longer just about reach and engagement. It is about becoming a trusted source that AI tools reference when answering questions.For B2B companies, this is significant. Your buyers are already using AI tools for research. If your employees are visible, publishing valuable content, and building authority on LinkedIn, your brand is more likely to appear in those AI-generated answers.How to Optimise LinkedIn Content for AI CitationNot all LinkedIn content is created equal. If you want your posts and articles to be cited by AI tools, there are a few things to keep in mind.Publish LinkedIn articles, not just posts. The Spotlight data showed that the vast majority of LinkedIn citations came from Pulse articles. Long-form content is more likely to be indexed and referenced by AI systems.Answer specific questions. AI tools are looking for clear, authoritative answers to user queries. Structure your content around the questions your audience is asking. Use the question as your headline where possible.Verify your profile. LinkedIn profile verification is a trust signal. AI systems may use this as an indicator of authority when deciding which sources to cite.Keep your career history current. An up-to-date profile with a clear professional history reinforces credibility. AI tools are looking for signals that a source is legitimate and knowledgeable.Write factual, substantive content. AI tools favour content that is informative, well-structured, and easy to extract key points from. Avoid fluff. Get to the point and provide real value.Publish consistently. Topical authority builds over time. Regular publishing signals to AI systems that you are an active, engaged voice in your field.The Opportunity for B2B BrandsThis shift creates a real opportunity for companies investing in employee advocacy.While competitors focus on traditional SEO and paid advertising, you can build a library of LinkedIn content that AI tools trust and cite. Every article your team publishes is a potential answer to a question your buyers are asking.The companies that act now will have a head start. AI citation is not yet a crowded space. The brands that establish authority early will be harder to displace as these systems mature.Employee advocacy has always been about trust. People trust people more than they trust brands. Now AI tools are following the same pattern, favouring content from verified individuals over faceless corporate sources.What Vulse Customers Should Do NextIf you are already running an employee advocacy programme with Vulse, you are well positioned to take advantage of this shift. Here is how to maximise the opportunity:Encourage long-form content. In addition to regular posts, prompt your team to publish LinkedIn articles on topics where your company has expertise. These are more likely to be cited by AI tools.Focus on buyer questions. Create content that answers the questions your prospects are asking. Think about what someone might type into ChatGPT when researching your industry or evaluating solutions like yours.Build topical authority. Concentrate your team's content around specific themes. Consistent publishing on a focused topic signals expertise to AI systems.Track what is working. Use Vulse's analytics to identify which content is generating the most engagement. High-performing posts are likely candidates for expansion into full articles.The rules of discoverability are changing. Google traffic is declining. AI tools are rising. And LinkedIn content is becoming one of the most trusted sources for AI-generated answers.For B2B companies, this is not a threat. It is an opportunity. The brands that invest in employee advocacy now will be the ones AI tools cite tomorrow.

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