LinkedIn is significantly expanding its BrandLink advertising program, introducing new original video series and partnerships with top-tier publishers and creators. The initiative, which began as the Wire Program in 2024, allows brands to place pre-roll video ads alongside content from trusted voices within the app. This expansion aims to enhance brand visibility and credibility by associating advertisements with reputable content creators and publishers.
The first season of LinkedIn’s new original shows includes “Small Business Builders” presented by AT&T Business, “Founder’s Blueprint” presented by IBM, “AI in Action” presented by SAP, and “The CEO Playbook” presented by ServiceNow. These series feature prominent creators such as Candace Nelson, Guy Raz, Allie K. Miller, and Steven Bartlett, offering insights into entrepreneurship, leadership, and innovation . Each episode is designed to provide valuable content while integrating branded pre-roll ads and in-content sponsorships.
Since its rebranding in May, BrandLink has experienced substantial growth. The program now includes over 70 publishers and creators, with video uploads increasing by more than 20% and views rising 36% year-over-year. Revenue from BrandLink ads surged nearly 200% in the second quarter of 2025, with payouts to creators and publishers more than tripling compared to the previous year.
This expansion reflects LinkedIn’s strategy to capitalize on the growing demand for video content and influencer partnerships in B2B marketing, something that the company has been doing ever since introducing its upgraded video offerings late last year.
