The Rise of the Professional Creator

About this event

The professional landscape is evolving, driven by digital-first natives eager to pair authenticity with meaningful content consumption. This demand for authentic content has given rise to a new type of creator—the professional creator—one who's sharing career tips and skill building instead of skincare recommendations, oftentimes via their preferred medium—video. ​

LinkedIn has seen an explosion of video content created and consumed by this new generation of creators. And it's no surprise why they continue to choose video as their tool of choice—videos are proven to capture audiences’ attention in their feeds, and that audience is 20x more likely to share them than any other type of post.​

With professional, video-first creators on the rise, how can brands tap in? Specifically those looking to reach and engage professional audiences? By leveraging creators and their video content as a dynamic storytelling tool, companies can engage their targets in fresh, meaningful ways that go beyond traditional tactics.

In this panel, hosted live from #CannesLions, we'll explore how B2B organizations can harness the power of creators to connect with their audience early in the buyer's journey, creating lasting impressions that stick when it’s time to buy.​

Host: Matt Derella, VP, Marketing Solutions, LinkedIn

Featuring:
• Stacy Martinet​, Chief Communications Officer, Adobe​
• Jon Lonsdale, CEO, Publicis Pro
• Marina Mogilko, Content Creator, Silicon Valley Girl & Founder, LinguaTrip