The LinkedIn Creator Playbook—What Restaurant Tech Founders Need to Know

A new article by Search Engine Land says that LinkedIn just released a Creator Playbook for B2B marketers, and the signal is clear: creator-led content now shapes every stage of the modern buying journey. Here’s what matters most for founders selling restaurant technology.

1. Creator content is now the trust layer

82% of B2B buyers say creator posts influence their decisions.
87% prefer insights from industry experts over a brand’s own marketing.
59% name LinkedIn as their go-to source for credible creator content.

For equipment, POS, or back-office software that can make or break margins, operators want proof from people they already respect—multi-unit owners, well-known chefs, finance pros, and even your own engineers.

2. “Co-create, don’t dictate”

One of the things I like most about LinkedIn’s guide is that it urges brands to let creators keep their voice and shape the story themselves -- and I could not agree more! Authenticity outperforms corporate polish, especially in fragmented hospitality circles where peer recommendations carry outsized weight. Be yourself as uncomfortable as that is... you'll get used to it! ;-)

Practical takeaway: Invite an operations-savvy influencer to test your kitchen analytics tool, film their real workflow, and co-author a post on lessons learned. Your brand becomes the sidekick, not the hero.

3. Video is accelerating the funnel

Video uploads on LinkedIn jumped 34 % year-over-year, and 63 % of buyers say video speeds their decision making.

Short walk-through clips of drive-thru AI, inventory dashboards, or guest-facing kiosks give prospects the tactile proof they need—without a demo request.

4. Thought Leader Ads are a force multiplier

LinkedIn’s new Thought Leader Ads let you sponsor a creator’s organic post and still keep their face front-and-center. Early results show a 252 % higher click-through rate and 62 % lower CPC than conventional ads.

Practical takeaway: After a respected franchisee shares how your ordering API boosted throughput, amplify that post to corporate development execs at the top 100 fast-casual brands.

5. Map creators to each stage of the restaurant buying journey

Buyer Stage	Ideal Creator	Content Angle	Proof
Problem awareness	Food-tech journalists	Industry trend recaps	Market data
Solution search	Multi-unit operators	“Day-in-the-life” videos	Real metrics
Evaluation	Finance / IT consultants	ROI breakdown threads	TCO analyses
Decision & rollout	Training managers	Playbooks & SOP checklists	Staff feedback

Action step: Build an always-on roster covering all four stages so prospects constantly meet a familiar, trusted face—even if Procurement drags the process for months.

How to operationalize this at a seed-to-Series-B stage

Nominate two internal voices—your CTO and a customer-obsessed CSM—to post weekly thought-leadership.
Identify five external creators who already influence restaurant operators and approach them with co-creation projects (webinars, “day-in-kitchen” shoots, or LinkedIn Live panels).
Pilot a $5-10 K Thought Leader Ad test against your priority account list; measure sourced meetings, not just CTR.
Repurpose each creator asset into sales-enablement one-pagers for your SDRs and channel partners.

Ready to share your story?

If you’re pushing the boundaries of restaurant technology, I’d love to feature you on “Modern Solutions for Modern Restaurants.” The podcast spotlights innovators bringing efficiency, profitability, and delight to foodservice.

👉 Email hello@popcorngtm.com or fill out the guest form at popcorngtm.com/podcasts to book your interview.

Let’s amplify your insights to the operators who need them most.