The Evolution of BrandLink

Initially launched in 2021 as the Wire Program, LinkedIn’s video ad initiative primarily partnered with publishers like The Economist, TED, and Bloomberg. But in May 2025, the platform gave it a major upgrade and a new name: BrandLink.
The rebrand wasn’t just cosmetic—it marked a strategic expansion from publishers to creators, giving brands access to both institutional credibility and authentic individual voices. This dual mix has attracted advertisers looking to blend authority with relatability in their campaigns.

New Creator-Led Series

LinkedIn unveiled its first season of creator-led original video shows with sponsorship from AT&T Business, IBM, SAP, and ServiceNow. Among them:

• AI in Action – exploring real-world uses of artificial intelligence across industries.
• The CEO Playbook – featuring candid conversations with global business leaders.

These series allow creators to generate engaging, niche-specific content, while brands seamlessly integrate their messaging into programming that already has professional credibility and relevance.

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.

Explosive Growth in Video Engagement

The numbers speak for themselves:

• Video uploads: Up 20%+ since the revamp.
• Views: Grew 36% year-over-year.
• Ad performance: Completion rates and view times on BrandLink ads are significantly higher than standard LinkedIn in-feed video ads.
• Revenue growth: BrandLink revenue surged nearly 200% in Q2 2025.
• Payouts: Creator and publisher payouts more than tripled YoY.

Why Brands Are Spending More

Advertisers across key sectors are pouring budgets into LinkedIn video ads:

• Software & Technology: Spend jumped ~20% (June 2024 – May 2025).
• Healthcare & Life Sciences: Up 14%.
• Professional Services: Up 14%.

Unlike Instagram or TikTok, LinkedIn offers business-first context—making video ads less intrusive and more aligned with professional interests.

Global Expansion

While adoption is strongest in the U.S., U.K., and Germany, the fastest growth is coming from Brazil, India, and the U.S. This aligns with LinkedIn’s broader strategy to grow its user base in emerging economies while keeping engagement high in established markets.

Performance Advantages of BrandLink

• 130% higher completion rates
• 23% higher view-through rates
• 18% stronger lead generation results

This is particularly attractive for B2B marketers, who value lead quality over sheer reach.

The New Professional Creator Economy

One of the most transformative aspects of BrandLink is its role in fueling the professional creator economy. High-profile creators such as Bernard Marr, Guy Raz, Rebecca Minkoff, and Steven Bartlett are among those now monetizing their content via LinkedIn.

For professionals who once saw LinkedIn as purely a resume or networking tool, this represents a shift: you can now build a career as a business-focused creator.

What This Means for Marketers

• Better Context: Ads integrated into relevant professional shows.
• Higher Trust: Sponsorships alongside respected publishers and creators boost credibility.
• More ROI: Better completion rates and lead gen justify higher spend.
• Storytelling: Move beyond static ads to narrative-driven campaigns.

Looking Ahead

As the professional landscape shifts toward video-first communication, LinkedIn is well-positioned to dominate the B2B video ad market. By blending creators, publishers, and advertisers in a trusted environment, LinkedIn is not just chasing consumer trends—it’s reshaping how professionals consume and share knowledge.

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+ YoY.
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.