LinkedIn Expands Video Advertising Program with Creator-Led Shows and Publisher Partnerships

LinkedIn's Strategic Expansion into Video Advertising

LinkedIn, the Microsoft-owned professional networking platform, is making significant strides in its video advertising program. The company has announced an expansion of its BrandLink program, which now includes both publishers and creators, aiming to attract more marketing dollars and enhance user engagement 1

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BrandLink Program: A New Era of Collaboration

Originally launched as a publisher-focused Wire Program, LinkedIn rebranded and expanded the initiative in May to include creators. This move allows select publishers and creators to place pre-roll ads before their video content and earn a share of the revenue 1

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. The program has seen remarkable growth, with LinkedIn adding more than 70 publishers and creators since its inception 2

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Major Brands and Creator Partnerships

LinkedIn has secured partnerships with several major brands for its new creator-led shows:

1. AT&T Business: Sponsoring "Small Business Builders" with Candace Nelson and Marina Mogilko
2. IBM: Backing "Founder's Blueprint" featuring Guy Raz and Kara Goldin
3. SAP: Supporting "AI in Action" with Allie K Miller and Bernard Marr
4. ServiceNow: Sponsoring "The CEO Playbook" with Steven Bartlett and Dorie Clark 1

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These partnerships highlight LinkedIn's focus on connecting advertisers with decision-makers in the business-to-business marketplace.

Impressive Growth and Revenue Figures

The expansion of the BrandLink program has yielded impressive results:

• BrandLink revenue rose nearly 200% in Q2 2025 compared to the previous quarter
• Payouts to publishers and creators have more than tripled year-over-year
• The number of creators on LinkedIn has almost doubled since 2021 1

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Video Content: A Key Driver of Growth

Video has emerged as one of LinkedIn's fastest-growing formats:

• Video uploads increased by more than 20% by July 2025
• Video views saw a 36% year-over-year growth as of February 2025 1

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This growth in video content aligns with broader trends in social media, where platforms like TikTok and Instagram have seen success with short-form video and creator-driven content.

Global Expansion and Industry-Specific Growth

LinkedIn's ad spend has grown across various industries:

• Subscription-focused software companies lead with a 20% increase
• Healthcare and professional services sectors both saw 14% growth from June 2024 to May 2025 1

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Geographically, the U.S., UK, and Germany remain the largest contributors to LinkedIn's global ad revenue, while Brazil, India, and the U.S. are the fastest-growing markets 2

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The Future of LinkedIn's Video Strategy

Matthew Derella, Vice President of LinkedIn Marketing Solutions, emphasized the platform's commitment to video content: "We're always thinking about how we can deliver more value to our members, creators, and our advertisers. Video is certainly going to be a critical part of that" 1

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As LinkedIn continues to evolve its video advertising strategy, it positions itself to compete more effectively in the digital advertising space, particularly in the professional and B2B sectors.