Hajra Naz
LinkedIn’s video push just got a little more interesting.
As more professionals turn to the platform for short clips and how‑tos, the network has quietly reshaped its “Wire” ad program into something called BrandLink, and the update goes beyond traditional publisher videos to include influencer content, too.
Here’s what’s changing: until now, Wire let marketers tuck their 5‑ to 15‑second spots into pre‑roll slots before vetted publishers’ videos — think Bloomberg, Business Insider, Forbes, and The Wall Street Journal.
As of this spring, BrandLink will still support those same placements, but it’s also opening the door to run ads alongside videos from top LinkedIn creators — names like Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.
Why does this matter?
First, it gives brands more ways to reach engaged audiences. Video views on LinkedIn have jumped 36% year‑over‑year, and posts with video typically spark about 1.4× more engagement than text or image updates.
Read More = New LinkedIn Study Shows Posts With Links Get More Engagement
Second, for creators, this marks LinkedIn’s first real step toward sharing its ad revenue, though the exact split hasn’t been disclosed yet.
Participating influencers will get a cut of the ad dollars, which should encourage more of them to post video directly on the platform.
Early tests of this expanded offering are promising. Since last June, advertisers using BrandLink have enjoyed, on average, a 130% higher video‑completion rate and a 23% lift in view rate compared to standard video ads, and viewers who watch these spots are up to 18% more likely to become leads.
Right now, LinkedIn is rolling this out with a small group of creators and brands. But for businesses wondering how to get in front of busy professionals without losing that polished, trusted‑publisher vibe — or for influencers keen to monetize their expertise, BrandLink could be a smart new avenue to explore.
