LinkedIn is leaning further into video as user engagement continues to grow, and marketers now have a new way to get involved.
The platform has just rebranded and expanded its Wire program — now called BrandLink — opening fresh opportunities for video ad placements alongside top-tier content.
What Is BrandLink?
BrandLink lets advertisers place their video ads before premium content on LinkedIn, similar to pre-roll ads you might see on YouTube. Until now, this program was limited to content from trusted publishers like Forbes, The Wall Street Journal, and Bloomberg. With the rebrand, LinkedIn is now extending these ad placements to include select influencer videos as well.
This means marketers can align their brand with not only respected media but also well-known voices in business and innovation. Featured creators in this early phase include names like Gary Vaynerchuk, Rebecca Minkoff, Candace Nelson, and Steven Bartlett, among others.
Why It Matters
The inclusion of influencer content is a big step for LinkedIn, as it hints at future monetization opportunities for creators. While only a small group of creators is participating for now, this signals LinkedIn’s broader interest in building a creator ecosystem where quality video content is both promoted and rewarded.
Though LinkedIn hasn’t disclosed revenue split details, creators will receive a share of ad revenue from videos in the program — a model that could eventually grow to include more voices across the platform.
Video Is Winning on LinkedIn
The focus on video is backed by some strong numbers:
- 36% increase in time spent watching video on LinkedIn year-over-year
- Video posts generate 1.4x more engagement compared to other formats
- BrandLink advertisers have seen 130% higher video completion rates and 23% higher view rates than standard video ads
- Viewers of BrandLink ads are 18% more likely to become leads
These results show that video not only captures attention — it converts.
What This Means for Marketers
If you’re looking to grow brand awareness on LinkedIn, BrandLink could be a smart move. By positioning your ad before trusted editorial or influencer content, you’re boosting credibility and visibility in a format that audiences are clearly responding to.
It’s a selective program for now, but keeping an eye on BrandLink — especially as LinkedIn expands access — could give you a competitive edge in the platform’s evolving ad landscape.
