LinkedIn Expands Video Ads, BrandLink Revenue Doubles

LinkedIn is significantly expanding its video advertising program, BrandLink, by adding new publishers and creator-led shows to attract more marketing dollars from major B2B brands such as AT&T Business, IBM, SAP, and ServiceNow. Originally launched as the Wire Program for publishers, BrandLink was rebranded to include creators and now features over 70 publishers and creators, with the number of creators on the platform nearly doubling since 2021. The program emphasizes short-form video content, allowing creators and publishers to share clips during campaigns lasting four to six months, with brands sponsoring exclusive shows and pre-roll ads. This strategy aligns with industry trends toward short-form video and trusted creators, targeting professionals who make purchasing decisions in B2B markets. LinkedIn reported a nearly 200% revenue increase for BrandLink in the second quarter compared to the previous quarter, with payouts to creators and publishers tripling year-over-year. New publishers joining the program include BBC Studios, TED, the Economist, and Vox Media, while video uploads and views on LinkedIn continue to grow robustly.