LinkedIn is broadening its video ads program by integrating more publishers and creator-led content to attract a wider array of marketers. This initiative, called BrandLink, allows selected publishers and creators to run short pre-roll ads before their videos and share in the revenue those ads generate. Originally launched as the Wire Programme, it was rebranded in May to include individual creators alongside publishers. This shift underscores LinkedIn’s dedication to leveraging varied content sources and offering marketers innovative methods to engage target audiences through video advertising. BrandLink aims to build a collaborative ecosystem where both established publishers and individual creators can effectively monetize their video content. By incorporating pre-roll ads, LinkedIn provides marketers valuable chances to place advertisements at the start of relevant videos, boosting visibility and engagement. This is part of LinkedIn’s broader strategy to advance its advertising capabilities and deliver more value to content producers and advertisers alike. Several major companies have already supported the first season of new shows developed under the BrandLink program. Notable sponsors include AT&T Business, IBM, SAP, and ServiceNow, among others. Their involvement reflects confidence in LinkedIn’s video advertising approach and signals growing enterprise interest in branded content for reaching professional audiences. The change from the Wire Programme to BrandLink marks an evolution in LinkedIn’s video ad strategy.

By incorporating creators alongside traditional publishers, LinkedIn acknowledges changing content consumption and creation patterns. Including creator-led content is expected to diversify video types on the platform, attract a broader demographic, and offer marketers richer advertising contexts. This initiative aligns with a broader digital marketing trend where platforms enable creators and publishers to earn revenue through branded content and advertising partnerships. Given LinkedIn’s focus on professional and business content, it is well-positioned to provide video ad formats that resonate with business decision-makers and industry professionals. Marketers using BrandLink can expect to benefit from LinkedIn’s renowned precise targeting combined with the engaging format of video. Pre-roll ads serve as an effective way to capture viewer attention before the main content, increasing message retention and prompting action. As digital advertising continues to evolve, LinkedIn’s expansion of its video ads program represents a strategic effort to remain competitive and innovative. By partnering with reputable publishers and emerging creators alike, the platform seeks to cultivate a vibrant ecosystem where content quality and advertising effectiveness go hand in hand. The launch of BrandLink and support from high-profile companies highlight LinkedIn’s potential to become a leading platform for branded video content. Looking forward, the platform is expected to further enhance its video offerings, add advanced targeting features, and provide more monetization options for creators and publishers. Overall, LinkedIn’s BrandLink program represents a significant advancement in its video advertising capabilities. For marketers, it offers access to diverse content formats, greater engagement opportunities, and the ability to connect meaningfully with professional audiences. For publishers and creators, it opens new revenue streams and opportunities to collaborate with established brands in producing compelling video content.