LinkedIn’s BrandLink program grows rapidly with top brands sponsoring shows, boosting revenue and creator payouts while expanding video advertising reach.
LinkedIn announced Monday a major expansion of its BrandLink video advertising program, welcoming AT&T Business, IBM, SAP, and ServiceNow as sponsors for four creator-led video series and reporting nearly 200% revenue growth in its second quarter.
The Microsoft-owned professional platform disclosed that BrandLink revenue surged nearly 200% in the three months to June 30 compared to the prior quarter, while payouts to publishers and creators more than tripled year-over-year. The program has now added over 70 publishers and creators since its launch, with LinkedIn reporting that the number of creators on its platform has nearly doubled since 2021.
Major Brand Partnerships Drive Creator Economy Push
The expansion features four new “Shows by LinkedIn” with prominent business figures. AT&T Business will sponsor “Small Business Builders,” featuring creators Candace Nelson and Marina Mogilko. IBM will back “Founder’s Blueprint” with podcast host Guy Raz and entrepreneur Kara Goldin. SAP will support “AI in Action” with artificial intelligence expert Allie K Miller and futurist Bernard Marr. ServiceNow will sponsor “The CEO Playbook” with Steven Bartlett and Dorie Clark.
“Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces,” said Matthew Derella, vice president of LinkedIn Marketing Solutions.
The campaigns will run for four to six months, with brands able to place 15-second pre-roll ads and sponsor exclusive content with both pre-rolls and in-content branded spots. The program allows select publishers and creators to place pre-roll ads before their video content and earn a share of the revenue.
Strong Performance Metrics Fuel Growth
Early results show BrandLink campaigns delivering 130% higher video completion rates and 23% higher view rates compared to standard video ads. Members who view BrandLink ads are up to 18% more likely to become leads for companies.
New media partners joining the program include BBC Studios, BNR, TED, the Economist, and Vox Media, adding to existing participants Bloomberg, the Wall Street Journal, Reuters, and Business Insider. Participation remains invite-only, with LinkedIn not disclosing its revenue share model.
The expansion comes as video emerges as LinkedIn’s fastest-growing content format. Video uploads rose more than 20% by July, while views increased 36% year-over-year as of February. Ad spending has grown across industries, with subscription-focused software companies leading at 20% growth, while healthcare and professional services each increased 14% from June 2024 to May 2025.
Originally launched as the publisher-focused Wire Program in June 2024, LinkedIn rebranded it to BrandLink in May 2025 to include creators alongside traditional publishers. The program leverages growing trust in influencer content, with research firm eMarketer noting that consumers trust influencers more than traditional advertisements.
