LinkedIn is significantly expanding its video advertising initiative, introducing new publishers and creator-led shows to attract greater marketing investment. The Microsoft-owned professional network announced that major B2B brands including AT&T Business, IBM, SAP, and ServiceNow will sponsor the debut season of four exclusive video programs. This move is part of the growth of its BrandLink program, which was originally launched last year as a publisher-focused offering before being rebranded in May to include creators. The program enables selected partners to place pre-roll ads before their video content and receive a share of the generated revenue.
The expansion capitalizes on the growing trend of consumers trusting influencer content more than traditional advertisements. Similar to platforms like TikTok and Instagram, LinkedIn is leveraging short-form video and creator partnerships to boost engagement and monetization. Since the program’s inception, LinkedIn has added over 70 publishers and creators, and the number of creators on the platform has nearly doubled since 2021. Advertisers are particularly drawn to LinkedIn’s ability to connect them with professionals and decision-makers in the business-to-business marketplace.
For these campaigns, which typically last four to six months, creators and publishers will produce short-form videos. Sponsoring brands will have the opportunity to run approximately 15-second pre-roll ads and sponsor exclusive “Shows by LinkedIn,” which include both pre-rolls and in-content branded spots. The initial lineup features programs like “Small Business Builders” sponsored by AT&T Business, “Founder’s Blueprint” backed by IBM, “AI in Action” supported by SAP, and “The CEO Playbook” sponsored by ServiceNow, all featuring prominent industry creators.
The initiative has already demonstrated substantial financial success. LinkedIn reported that BrandLink revenue surged nearly 200% in the quarter ending June 30 compared to the previous quarter, while payouts to publishers and creators more than tripled year-over-year. The program, which remains invite-only, has attracted prestigious new publishers like BBC Studios, BNR, TED, the Economist, and Vox Media, joining established names such as Bloomberg and the Wall Street Journal. This growth underscores video’s role as one of LinkedIn’s fastest-growing formats, with uploads increasing over 20% by July and views growing 36% year-over-year as of February.
