LinkedIn has expanded its video advertising programme to help brands increase campaign effectiveness by sponsoring premium creator-led content. Rebranded from the Wire Program to BrandLink, the initiative allows marketers to align their video ads with exclusive shows produced by prominent industry figures and trusted publishers.
Industry creators and premium content now available to advertisers
The BrandLink expansion introduces content partnerships with high-profile creators such as Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis. These voices bring a diverse range of expertise, from entrepreneurship and AI to business strategy and innovation. Through BrandLink, advertisers can now run in-stream video ads ahead of curated episodes featuring these thought leaders.
At launch, the new creator shows focus on key themes including the CEO playbook, artificial intelligence and innovation, startup growth, female entrepreneurship, and small business journeys. The content is designed to resonate with LinkedIn’s global audience of over one billion members, offering marketers a way to reach decision-makers with contextually relevant messaging.
Video content proving more effective for B2B marketers
According to LinkedIn’s recent study, 94% of B2B marketers in India and 91% globally believe that video outperforms other formats in delivering return on investment. A further 68% in India consider video the most effective way to reach and influence buyer groups. The BrandLink programme has already delivered results, with in-stream video ads achieving a 130% higher completion rate and a 23% higher view rate than standard video ads.
Matt Tindale, Senior Director and Head of Enterprise APAC at LinkedIn Marketing Solutions, explained the rationale behind the move: “With the expansion of BrandLink, we’re making it easier for brands to reach audiences that matter most to them next to content that our members care about and trust. Video creation on LinkedIn is growing at twice the rate of other original post formats, and 91% of B2B marketers say that video accelerates advertising ROI, so we’re doubling down on video to build a unique ad offering that includes some of the most influential voices in the industry.”
Global reach and multilingual support for targeted campaigns
To extend its reach, LinkedIn is partnering with major global publishers such as ADWEEK, Condé Nast, Der Spiegel, Entrepreneur Media, Fast Company, and The Washington Post. The platform is also introducing multilingual content to help brands connect more effectively with international audiences. Advertisers can target content based on location and language preferences, aligning with LinkedIn’s existing targeting tools.
BrandLink is available on both mobile and desktop, and continues to grow its network of publishers offering region-specific content. This enables brands to reach high-value professional audiences in a way that is both strategic and locally relevant.
