LinkedIn is widening its video ads programme, adding more publishers and creator-led content to draw marketers. As reported by Reuters, AT&T Business, IBM, SAP, and ServiceNow will back the first season of latest shows under the BrandLink initiative, which lets select publishers and creators run short pre-roll ads before their videos and share in the revenue.
The programme began last 12 months as the Wire Programme for publishers but was rebranded in May to incorporate creators. Since then, LinkedIn has signed up greater than 70 publishers and creators, and the variety of creators on the platform has almost doubled since 2021. Big names already participating include Bloomberg, the Wall Street Journal, Reuters, and Business Insider. New additions include BBC Studios, BNR, TED, the Economist, and Vox Media. Participation remains to be invite-only, and LinkedIn hasn’t shared details on how revenue is split.
Short-form video is central to this push. Creators and publishers will share clips during campaigns that last 4 to 6 months, with brands in a position to sponsor exclusive “Shows by LinkedIn.” AT&T will support Small Business Builders, IBM will back Founder’s Blueprint, SAP is tied to AI in Action, and ServiceNow will sponsor The CEO Playbook.
“Advertisers are incredibly curious about connecting with individuals who make decisions, particularly in the business-to-business marketplaces,” said Matthew Derella, LinkedIn’s vice chairman of promoting solutions.
The strategy is already paying off. BrandLink revenue rose nearly 200% in the second quarter compared with the previous, while payouts to creators and publishers have tripled in a 12 months. LinkedIn also reports growth in ad spend in specific industries, with software subscriptions up 20% and healthcare and skilled services each climbing 14% from mid-2024 to mid-2025. The US, UK, and Germany are still the largest contributors, while Brazil, India, and the US are the fastest-growing markets.
Video itself is gaining ground, and uploads rose greater than 20% by July, while views were up 36% compared with the 12 months before. “We’re all the time desirous about how we are able to deliver more value to our members, creators and our advertisers. Video is actually going to be a critical a part of that,” Derella said.
How younger employees are reshaping LinkedIn and its ads culture
At the same time, LinkedIn is being reshaped by how younger professionals use it. Gen Z employees, facing layoffs and automatic hiring systems that always filter out qualified candidates, are turning to the platform to remain visible and competitive.
In February 2025, LinkedIn saw 1.77 billion monthly visits, with greater than half coming from people aged 25 to 34. The shift in users has also shifted the tone of the platform. What was once mostly job updates has grow to be a mixture of promoting evaluation, profession stories, industry insights, and private reflections.
The change reflects frustration with traditional hiring, where many applications are ignored. Gen Z, already expert in digital communication, is using LinkedIn and its ads-focused tools as a stage to share ideas, show expertise, and construct credibility.
According to a Morning Consult survey, 67% of Gen Z adults consider that having a powerful personal brand is important for skilled success. For them, résumés/CVs are not any longer enough. Identity and value are expressed through posts, conversations, and community engagement.
Brand consultant Nancy Ampaw describes it as a practical shift. “Where your employer can change their mind overnight, your skilled brand is your digital currency,” she said. “It lets you be recognised to your value before a job is even on the table.”
To meet this demand, LinkedIn has rolled out tools for creators, including newsletters, analytics, and more support for video. The platform is now a spot where professionals can carve out a distinct segment and stay visible long run.
Not everyone seems to be comfortable with the changes. Some long-time users are concerned that the platform feels less formal, but others see it as an honest representation of how Gen Z approaches work – open, direct, and focused on self-driven growth.
For many on this generation, waiting to be noticed is not any longer such a beautiful option, and are constructing exposure through regular engagement. LinkedIn, which was once mainly used for job hunts, has since grow to be a relentless a part of career-building.
(Photo by dlxmedia.hu)
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