
Launched in 2023 as the Wire Program, LinkedIn’s expanded BrandLink now includes creators, drawing over 70 publishers and influencers such as BBC Studios, TED and the Economist, with new shows sponsored by AT&T Business, IBM, SAP and ServiceNow
LinkedIn is scaling up its video advertising strategy by bringing more publishers, creators, and branded shows into its recently rebranded BrandLink program, aiming to attract greater marketing investment from enterprise advertisers.
The professional networking platform, owned by Microsoft, confirmed that major companies including AT&T Business, IBM, SAP, and ServiceNow will sponsor the debut season of four creator-driven video series. These partnerships mark a significant step in LinkedIn’s ambition to position video as a core driver of engagement and advertising revenue.
BrandLink gains momentum with publishers and creators
Originally introduced in 2023 as a publisher-centric Wire Program, BrandLink was expanded earlier this year to include creators. The program enables select publishers and influencers to host pre-roll ads on their content while sharing in the revenue.
LinkedIn reports that the number of creators on its platform has nearly doubled since 2021, with more than 70 publishers and creators added since the program’s launch. Premium publishers such as BBC Studios, TED, the Economist, Vox Media and BNR have recently joined, adding to existing partners like Bloomberg, Reuters and Business Insider.
The new lineup of LinkedIn-exclusive shows includes “Small Business Builders,” sponsored by AT&T Business; “Founder’s Blueprint,” backed by IBM; “AI in Action,” supported by SAP; and “The CEO Playbook,” sponsored by ServiceNow.
Each campaign will run for four to six months, featuring 15-second pre-roll ads and branded content placements.
Ad growth driven by video demand
LinkedIn noted that BrandLink revenue grew nearly 200% in Q2 2025 compared with the previous quarter, while payouts to publishers and creators have more than tripled year-on-year. Subscription software firms led ad spending with a 20% rise, followed by healthcare and professional services, which grew 14% each between June 2024 and May 2025.
The U.S., UK and Germany remain LinkedIn’s largest advertising markets, while Brazil, India and the U.S. are its fastest-growing territories. Video uploads on the platform have risen over 20% this year, with overall video views up 36% year-on-year.
“Video is becoming central to how professionals consume content on LinkedIn,” said Matthew Derella, Vice President of LinkedIn Marketing Solutions. “It allows us to deliver greater value for members, creators, and advertisers alike.”
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