LinkedIn expands video ads with more publishers and creators

Industry Insights from Next Move Strategy Consulting

LinkedIn is broadening its video advertising program by bringing in additional publishers and creator-led shows to attract more marketing investment. On Monday, the Microsoft-owned professional networking platform announced that AT&T Business, IBM, SAP, and ServiceNow will sponsor the first season of four video series, marking an expansion of its BrandLink program.

LinkedIn Expands BrandLink Programme to Boost Creator and Publisher Opportunities

Originally launched last year as the publisher-focused Wire Program, LinkedIn rebranded it in May to include creators. The programme allows select publishers and creators to place pre-roll ads before their video content and share in the generated revenue.

Since its inception, LinkedIn has onboarded more than 70 publishers and creators, with the number of creators on the platform nearly doubling since 2021, the company told Reuters.

Unlike TikTok and Instagram—which rely heavily on short-form video and influencer-driven engagement for virality and monetisation—LinkedIn is positioning its platform as a trusted space for professional creators.

As part of the expansion, creators and publishers on LinkedIn will post short-form videos during campaigns lasting four to six months. Brands will be able to run approximately 15-second pre-roll ads and sponsor exclusive “Shows by LinkedIn,” which include both pre-roll and in-content branded placements.

Major Brands Join LinkedIn’s Debut Video Lineup Under BrandLink

AT&T Business will sponsor “Small Business Builders,” featuring creators Candace Nelson and Marina Mogilko. IBM is backing “Founder’s Blueprint,” with Guy Raz and Kara Goldin. SAP will support “AI in Action,” led by Allie K Miller and Bernard Marr, while ServiceNow will sponsor “The CEO Playbook,” featuring Steven Bartlett and Dorie Clark.

“Advertisers are highly interested in reaching decision-makers, especially within business-to-business markets,” said Matthew Derella, Vice President of LinkedIn Marketing Solutions, in an interview.

According to LinkedIn, revenue from the BrandLink programme surged nearly 200% in the three months ending June 30 compared to the previous quarter, while payouts to publishers and creators have more than tripled year over year. 

Leading Publishers Expand LinkedIn’s BrandLink Roster

BBC Studios, BNR, TED, The Economist, and Vox Media have recently joined the BrandLink programme, adding to existing partners such as Bloomberg, The Wall Street Journal, Reuters, and Business Insider.

Participation in the programme continues to be invite-only, and LinkedIn has not disclosed details of the revenue-sharing model.

The company noted that ad spending has increased across multiple sectors, with subscription-based software firms leading the way with a 20% rise. Healthcare and professional services also saw notable growth, each climbing 14% between June 2024 and May 2025.

Video Emerges as a Key Growth Driver for LinkedIn’s Global Ad Business

As of the fourth quarter, the U.S., UK, and Germany remain LinkedIn’s largest contributors to global ad revenue, while Brazil, India, and the U.S. are among the fastest-growing markets.

Video continues to stand out as one of LinkedIn’s fastest-expanding formats. By July, video uploads had climbed more than 20%, and views recorded a 36% year-over-year increase as of February.

“We’re constantly exploring ways to deliver greater value to our members, creators, and advertisers. Video is certainly set to play a critical role in that journey,” said Matthew Derella, Vice President of LinkedIn Marketing Solutions.

Source: https://www.thehindu.com/

Prepared by: Next Move Strategy Consulting