Over the past two weeks, both LinkedIn and Forbes announced creator initiatives that, on the surface, look very different.

On June 10, LinkedIn opened its Creator Marketplace, a native tool inside its Campaign Manager that helps brands discover and hire vetted creators.

Less than two weeks later, Forbes launched Forbes Creator, a social-first network of creators, entrepreneurs, and subject matter experts producing video, podcasts, and live reporting across its platforms. Full disclosure: I’m part of the inaugural roster.

Different products. Same strategy.

The next phase of the creator economy isn’t about helping creators make more content. It’s about making it easier for brands and creators to do business together.

This isn’t a new concept.

Social platforms have been building creator marketplaces for years. Meta and TikTok both created native marketplaces to help brands discover, vet, and hire creators directly within their ecosystems. LinkedIn is bringing that model to B2B by emphasizing subject-matter experts over traditional influencers.  

Creator networks like Maker Studios and Fullscreen did something similar a decade ago by packaging creators for advertisers, while publishers like Condé Nast paired editorial campaigns with creator partnerships.

What’s new is that legacy media is increasingly adopting this model as media budgets shift toward creators.

Rather than compete with that shift, publishers and platforms are finding ways to participate in it by building creator networks they can sell alongside their own inventory.

Imagine an AI company wants to partner with Forbes.

Instead of selling only banner ads, editorial, social media, events, and its own content, Forbes can now package all of that alongside campaigns featuring creators whose audiences already align with a brand.

The value isn’t just Forbes’ audience anymore.

It’s the combined reach, credibility, and influence of the entire network.

LinkedIn is making a similar bet for B2B marketing. Its Creator Marketplace keeps creator partnerships inside LinkedIn’s advertising ecosystem rather than sending brands elsewhere. According to LinkedIn, 82% of marketers say creators increase a brand’s credibility.

What’s often overlooked is that the value flows both ways. Legacy media gains the authenticity, expertise, and audiences creators have built.

Creators gain something many of us don’t have: established sales infrastructure, advertiser relationships, and the credibility that comes with being associated with trusted media brands.

For most independent creators, building a sales organization isn’t realistic. So if the right publishers, platforms, or partners are actively bringing new business your way, that’s a win.

The more qualified people selling your work to the right advertisers, the greater your opportunity to grow revenue, provided the economics make sense.

It’s also why I’ve been spending more time building curated creator and brand experiences through What’s Trending.

Whether it’s intimate dinners, matchmaking lunches, or industry events, the goal isn’t just networking. It’s creating environments where the right people meet and real partnerships happen.

In many ways, those experiences are the offline version of what these new creator networks are trying to do online. That also means creators should look beyond the prestige of joining these networks and pay attention to the business terms.

Ask questions like:

• Is this exclusive?

• Does the partner align with your audience? And do the other creators in the network align with your brand?

• Is there a minimum guarantee?

• Are they actively selling opportunities or simply listing my profile?

• Who owns the advertiser relationship?

Exclusivity can absolutely make sense, but only when it’s backed by meaningful revenue opportunities.

I don’t think LinkedIn and Forbes will be the last. As more advertising dollars shift toward creators, expect more publishers, platforms, agencies, and creator-focused companies to build networks of their own.

For years, the creator economy rewarded people for building audiences. That hasn’t changed. Community, trust, and connection are still the foundation of everything. What’s changing is what comes next. The next competitive advantage won’t just be helping creators get discovered. It’ll be helping great creators build sustainable businesses.

Attention gets you in the room. Trust keeps you there.

The next chapter of the creator economy will belong to the people and platforms that know how to turn both into sustainable businesses.

One more thing. I'm giving away $100. To a nonprofit of your choice.

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