What’s New: BrandLink Expansion

Originally launched as the Wire Program in mid-2024, this initiative enabled advertisers to place pre-roll ads within content produced by premium publishers like The Wall Street Journal, Reuters, and Business Insider. In May 2025, LinkedIn rebranded and broadened the program to include individual creators alongside publishers, introducing a creator monetization dimension to the offering.

Sponsor-Backed Creator-Led Shows

To kick things off, LinkedIn launched four new creator-led video series—such as AI in Action and The CEO Playbook—backed by major sponsors including AT&T Business, IBM, SAP, and ServiceNow.

Featured creators include recognized names like Steven Bartlett, Guy Raz, Bernard Marr, Allie K. Miller, Candace Nelson, Marina Mogilko, Kara Goldin, and Dorie Clark. These short-form series run for four to six months, featuring 15-second pre-rolls and integrated branded content spots.

Performance & Engagement Metrics

• Revenue Growth: BrandLink revenue soared nearly 200% in Q2 compared to the prior quarter.
• Payouts: Creator and publisher payouts have more than tripled year-over-year.
• Video Activity: Uploads increased over 20%, while views surged 36% YoY.
• Ad Effectiveness: Advertisers reported a 130% higher video completion rate, 23% higher view rate, and viewers were up to 18% more likely to become leads compared to standard video ads.

Why This Matters

This expansion underscores LinkedIn's mission to cement its position as a premier video platform for B2B marketing:

• High-quality, trusted inventory: Ads are placed alongside content from reputable creators and publishers, providing a safe and credible environment for professional audiences.
• Precise targeting: Using LinkedIn’s first-party data, advertisers can serve video ads by job title, seniority, industry, location, and more.
• Creator monetization: By sharing ad revenue (reportedly around a 50/50 split for publishers), LinkedIn incentivizes high-quality content production.

Global Reach & Market Growth

Video ad demand and engagement are rising globally—not just in the U.S., U.K., and Germany, but also in fast-growing markets like Brazil and India.

The Road Ahead

LinkedIn’s BrandLink is more than just an ad product; it’s a strategic framework for ushering in a robust B2B creator economy. By inviting creators into the ad ecosystem, LinkedIn is reinforcing the professional and educational value of its video content— pliable to thought leadership, expert panels, and enterprise storytelling.

Initial offerings remain highly curated, prioritizing quality over quantity—tailored for decision-makers and aligned with professional content signals.

Key Takeaways

Focus Area	Insight
Program Expansion	BrandLink now supports both publishers and creators with ad-revenue share.
Noteworthy Creators	Steven Bartlett, Guy Raz, Rebecca Minkoff, Candace Nelson, Bernard Marr, among others.
Ad Performance	Completion rate up 130%, views +23%, lead conversion +18%.
Growth Stats	Uploads +20%, views +36%, payouts and revenue doubled+ year-over-year.
Geography	Strong presence in U.S., U.K., Germany; rapid growth in Brazil and India.

Conclusion

LinkedIn is positioning itself for sustained growth in video content, offering a compelling blend of trust, targeting, and monetization—making it an increasingly powerful vehicle for professional brands, advertisers, and creators alike. For more insights on digital marketing and media trends, visit VoiceVilla.com.