One of my predictions for 2024 was that LinkedIn would emerge as a channel for creator marketing and eventually launch its own creator marketplace. The first part proved true. The second part took a little longer than expected, but it's here.

According to Sprout Social’s State of Influencer Marketing report, 86% of consumers make a purchase influenced by a creator. And when it comes to daily, weekly, or monthly purchases, nearly half of consumers say influencer posts play a role.

Since long-term partnerships are a major component of influencer marketing today, in this piece, I’ll dive into the pros, the cons, and how brands should think about long-term partnerships beyond the typical “creator posts X times over a period of time” setup.