LinkedIn: 71% of B2B Buyers Are Millennials and Gen Z-Trust People Over AI, Fueling a Shift to Community and Creator-Led Marketing
71% of B2B buyers are Millennial/Gen Z and trust people, not bots. Write for conversation, real voices, and video; let AI assist while humans keep the final say.
B2B Buyers Want People, Not Bots: What Writers Should Do Now
LinkedIn's latest research is clear: 71% of B2B buyers are Millennials and Gen Z, and they still trust people over AI recommendations. That's a signal to writers-credibility is earned through human voices, peer proof, and conversation, not automation alone.
Attention on LinkedIn is rising too. Posts are up just over 40% in three years. There's a 60% rise in posts about feeling overwhelmed and dealing with change, and a 29% rise in AI-related posts over the past year.
The key numbers (and what they mean for your writing)
- 71% of B2B buyers are Millennials and Gen Z-your copy must resonate with digital-native readers who value authenticity.
- Over three quarters of 18-24-year-olds say AI can't replace insights from trusted colleagues-peer language > machine polish.
- Nearly 88% of Australian marketers are investing more in community-driven content-creators, employees, and experts.
- 79% say trusted creators are essential for credibility with younger buyers-borrow trust through real voices.
- 84% say their best brand moments come from sparking conversations, not just sharing content-write for replies, not reach alone.
- 80% say video is the new language of the internet-write for camera as much as for the feed.
"AI has changed the way we work, but it hasn't replaced the human filter of trust." - Andrea Rule, LinkedIn Marketing Solutions
"AI has unlocked scale, but credibility can't be automated." - Matt Derella, LinkedIn Marketing Solutions
Your playbook: How writers turn this into results
- Conversation-first writing: End posts with a clear, specific question. Invite experience, not opinions. Example: "What's one buying red flag you've seen this quarter?"
- Creator-led distribution: Draft posts for leaders, employees, and customers to publish in their own voice. Give them a 2-3 sentence summary, a personal angle, and a call to respond.
- Proof over polish: Use screenshots, short quotes, and quick stories from real projects. Cut jargon. Show how decisions were made.
- Video as default: Turn every strong post into a 45-90 second vertical video script. Hook in 1 sentence, one insight, one next step.
- AI as a co-writer, not the mouthpiece: Use AI to outline, draft options, and tighten. Keep the final pass human so tone and context land.
Post templates you can use this week
- Peer signal post: "We tested [approach]. Result: [metric]. What we'd repeat: [lesson]. What we'd drop: [mistake]. Anyone seeing similar?"
- Customer quote post: "A client told me: '[short quote].' Here's the change we made and why it worked."
- Myth vs. reality thread: "Myth: [common belief]. Reality: [data/experience]. If you sell to [role], this saves you [time/cost]."
- 1-minute video script: Hook → 3 bullet points → 1 action. End with: "What did I miss?"
Distribute trust, not just content
LinkedIn is doubling down on conversation and credibility with BrandLink-letting advertisers appear beside editorial from trusted publishers-and new Shows by LinkedIn. The publisher roster now includes BBC Studios, BNR, TED, The Economist, and Vox Media.
For writers, this reinforces a simple rule: pair your message with credible voices and contexts. Your copy should feel like a recommendation from someone your buyer already trusts.
Weekly cadence that builds momentum
- Mon: Insight post (data + lesson + question)
- Wed: Short video (script from Monday)
- Thu: Creator/employee spotlight (quote + micro story)
- Fri: Community prompt (invite stories, tools, templates)
Measure what matters
- Conversation rate: comments per post > likes per post
- Trust signals: saves, shares, and reposts from creators and SMEs
- Lead quality: inbound DMs and referrals from known names in your niche
If you want AI to speed up your process without losing the human voice, explore these resources:
The takeaway for writers: prioritize peer proof, human tone, and conversation. Let AI help you move faster, but let people make your message believable.
