LinkedIn expands BrandLink, offers video ads with top creators

LinkedIn has announced the expansion of its Wire Program, now rebranded as BrandLink, to enable advertisers to align with editorial content from both established publishers and prominent creator voices in the US and UK.

The platform will now feature exclusive video content from creators such as Steven Bartlett, Bernard Marr, Rebecca Minkoff, Allie K. Miller, Candace Nelson, Guy Raz, Gary Vaynerchuk and Shelley Zalis. Advertisers are able to sponsor collections of Shows by LinkedIn, placing in-stream ads ahead of this creator content.

The initial set of Shows available at launch will cover topics relevant to LinkedIn's global community, including the CEO playbook, advancements in artificial intelligence, innovation, business growth strategies, female entrepreneurship and small business case studies. LinkedIn has stated that the BrandLink solution is designed to give brands the opportunity to engage audiences in contexts that are relevant and trusted by more than 1 billion members.

LinkedIn says its research, undertaken by YouGov, found that video is increasingly important for business-to-business marketers, with 94% in the Asia-Pacific region, and 91% globally, believing video accelerates advertising return on investment (ROI) more than any other format. The research also highlighted that 68% of B2B marketers in India see video as effective in influencing buying groups.

Matt Tindale, Senior Director & Head of Enterprise APAC, LinkedIn Marketing Solutions, commented on the expansion. "With the expansion of BrandLink, we're making it easier for brands to reach audiences that matter most to them next to content that our members care about and trust.

"Video creation on LinkedIn is growing at twice the rate of other original post formats, and 91% of B2B marketers say that video accelerates advertising ROI, so we're doubling down on video to build a unique ad offering that includes some of the most influential voices in the industry. The expanded BrandLink offering will include exclusive Shows by LinkedIn, alongside select creators, to help both brands and creators grow their businesses."

According to LinkedIn, since the BrandLink pilot began, publishers participating have experienced on average a 130% higher video completion rate and a 23% higher view rate for in-stream video ads compared to standard video ads. As part of the global rollout, additional publishers are joining the programme, such as ADWEEK, Condé Nast, Der Spiegel, Dynamo, Entrepreneur Media, Fast Company, Front Office Sports, Inc. Magazine, Morning Brew, Penske Media Corporation, The Washington Post, USA TODAY and WaitWhat. Multilingual content options are being introduced, enabling brands to fine-tune their campaigns to their preferred audiences by region and language.

LinkedIn's BrandLink is available on both mobile and desktop platforms, supporting global publishers and location or language-specific targeting for advertisers in line with the platform's existing targeting capabilities.

Several industry voices involved in the launch commented on their experiences with the platform and the value of reaching LinkedIn's professional audience.

Dorie Clark, Wall Street Journal bestselling author, described the effectiveness of the platform, stating, "LinkedIn is the best way to reach a targeted, professional audience at scale – bar none. I've found it to be transformative in sharing ideas and making a greater impact."

Bernard Marr, Bestselling Author and Futurist, said, "Partnering with LinkedIn enables me to bring cutting-edge, actionable insights on AI and the future of work directly to the world's top professionals—on the platform where those conversations truly matter."

Candace Nelson, Founder of Sprinkles and Pizzana, observed, "The quality of engagement on LinkedIn is unmatched. People come to grow—not just scroll. Every post I share leads to real conversations, real relationships, and real results—from press to partnerships to revenue. No other platform delivers like this."

Gary Vaynerchuk, Creator, Chairman of VaynerX and CEO of VaynerMedia, commented, "We are entering one of the most interesting evolutions of influencer marketing—the extreme rise of the B2B influencer. The organic social dialogue on LinkedIn has been nothing short of revolutionary. With the rise of video on LinkedIn, I'm excited to be included in BrandLink."

Shelley Zalis, Founder and CEO of The Female Quotient, emphasised community, saying, "LinkedIn is about connection and building real community. There's a focus on networking with purpose, lifting each other up, and building meaningful relationships. On the platform, we don't join trending discussions, we start them–having unfiltered conversations on the cutting-edge of culture and business evolution. It's real, and that's what leads to innovation, impact, and an engaged community of leaders."

Brandon Snower, Founder, CEO & Creative Director, added, "As someone who's growing a business from scratch, it's exciting to see LinkedIn's commitment to entrepreneurs with this initiative. I think this will really benefit the overall community and create an engaging atmosphere to learn, grow and inspire."

Gretchen Rubin, New York Times bestselling author, highlighted the unique community aspect, saying, "My community on LinkedIn is looking for new insights, perspective, and advice that's different from other platforms. I so appreciate the opportunity afforded by LinkedIn to engage with such an enthusiastic and interested community, in a deeper way."

Alex Lieberman, Co-founder of Morning Brew & storyarb, remarked, "Creating content on Linkedin has driven millions of dollars in enterprise value for my businesses over the last decade. I couldn't imagine being an entrepreneur and not having a trusted presence on Linkedin."

Marina Mogilko, creator and entrepreneur, said, "As a creator who started 10 years ago with GMAT videos and now makes business content, I'm excited LinkedIn is now helping monetize content like mine. This means smarter and better videos, curated community and business-driven conversations!"

Cassie Kozyrkov, CEO of Kozyr and Google's first Chief Decision Scientist, added, "Among so many reasons why LinkedIn is by far my favorite platform, here's just one: the quality of my community. They're not followers, they're leaders! LinkedIn's where authentic and smart content reaches decision-makers, creating opportunities that simply don't happen elsewhere."

Kara Goldin, Founder of Hint, Inc., said, "Building your brand on LinkedIn is the single most underrated move in business right now. It's attention at scale, trust on repeat, and long-term leverage. Play the long game—brand always wins."

Bailey Rose King, Founder and Creative Director of Brkaway, stated, "Posting videos on LinkedIn has reshaped how I share my journey as a small business founder and creator. It's the one platform where storytelling and thought leadership meet - driving connection, community, and real business growth."

Catherine Goetze, CEO of CatGPT, observed, "I've noticed that whenever I post on LinkedIn, the response isn't just strong—it's smart. People show up with insights, questions, and ideas that push the conversation forward in a really meaningful way."

Rufus Griscom, Co-Founder and CEO, The Next Big Idea, commented, "In a world of video junk food, LinkedIn video is a vibrant farmer's market. Consistently engaging and edifying ... it's quietly become the most interesting video platform in the market."