LinkedIn expands BrandLink with creator-led video programs as brands commit to the platform
LinkedIn is widening its video advertising push, inviting more publishers and creator-led shows to join its growing BrandLink program. The move comes as major brands seek to capture marketing dollars in a landscape increasingly dominated by video and influencer-created content.
Microsoft-owned LinkedIn said AT&T Business, IBM, SAP, and ServiceNow will sponsor the debut season of four video programs as part of the program’s expansion. Originally launched last year as the Wire Program for publishers, LinkedIn rebranded in May to include creators and now lets publishers and creators place pre-roll ads before their videos while sharing in the revenue.
Since the program began, LinkedIn has added more than 70 publishers and creators, and the number of creators on the platform has nearly doubled since 2021, the company told Reuters. The trend mirrors a broader industry shift toward short-form video and creator monetization, with research from eMarketer noting that consumers tend to trust influencers more than traditional ads.
Under the expanded BrandLink model, LinkedIn’s creators and publishers will publish short-form videos across campaigns that typically run four to six months. Brands can run about 15-second pre-rolls and sponsor-exclusive “Shows by LinkedIn” that feature pre-rolls and in-content branded spots.
What this means for brands and creators: the initiative provides a broader slate of video formats and ad placements on LinkedIn’s professional network, potentially delivering more qualified B2B engagement. For LinkedIn, the expansion could open new revenue streams and deepen brand relationships on a platform known for business audiences and professional content. As with any ad-supported model, efficacy will hinge on measurement, alignment with professional contexts, and maintaining brand safety.
In the evolving world of social video, LinkedIn’s move aligns with peers experimenting with standalone apps, live or short-form video, and creator-led ecosystems that aim to capture marketing budgets from brands seeking credible, professional audiences. A hopeful takeaway is that LinkedIn’s approach could offer advertisers a more targeted path to reach professionals with engaging, sponsor-supported content, while giving publishers and creators new ways to monetize their work.
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