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Professional networking platform leverages influencer content to offer brands premium ad placements
LinkedIn is doubling down on its investment in the creator economy with a major expansion of its BrandLink initiative, formerly called the Wire Program. The revamped platform now features a curated selection of creator-led video shows, giving advertisers the opportunity to place in-stream ads alongside premium business content from top influencers and publishers.
High-Profile Creators Drive Premium Content
The new lineup includes original series hosted by prominent figures such as:
- Steven Bartlett, entrepreneur and host of The Diary of a CEO podcast
- Rebecca Minkoff, fashion designer and business leader
- Candace Nelson, founder of Sprinkles Cupcakes and Sugar Rush judge
These shows explore key professional themes, including AI, entrepreneurship, and leadership, tailored to LinkedIn’s audience of over 1 billion professionals.
A Lucrative Opportunity for Advertisers
Brands can now align with trusted creators by running pre-roll video ads before these high-quality shows. According to LinkedIn’s data:
- In-stream ads see a 130% higher completion rate than standard video ads.
- They also achieve a 23% higher view rate.
- 94% of B2B marketers in India say video accelerates ROI.
- 72% of B2B buyers in the region credit influencer content with boosting brand trust.
A Win-Win for Creators and Brands
The BrandLink program follows a revenue-sharing model, allowing creators to retain ownership of their content while granting LinkedIn first publishing rights—similar to YouTube’s monetization approach. This ensures creators maintain creative control while benefiting from ad revenue.
LinkedIn’s Strategic Shift Toward Quality Engagement
By integrating creator-led video content, LinkedIn is positioning itself as a brand-safe, high-impact advertising platform for professionals. Rather than competing on sheer ad volume, the company is focusing on contextually relevant, value-driven content that resonates with decision-makers.
The Big Picture:
As LinkedIn evolves beyond traditional networking, the BrandLink expansion signals a strategic push into premium digital advertising, fostering deeper connections between brands, creators, and professionals. This move could redefine how B2B marketers engage with audiences in an increasingly video-dominated landscape.
