An Introduction to LinkedIn’s Big Move into Video Ads
LinkedIn, which is the largest professional networking site in the world, is putting a lot of effort into video content. There are now more video ads in BrandLink, the company’s program. This will let more publishers, creators, and marketers work together to make great content. Big companies like AT&T Business, IBM, SAP, and ServiceNow back the program. It shows that LinkedIn is changing from a job search site to a business media platform run by creators.
As the competition in the digital advertising space heats up, LinkedIn is changing its strategy to focus on short-form video content. The point is to change how companies talk to people who work and make decisions. The platform is spending a lot of money on video stories, brand-led shows, and working with creators to make the experience more immersive for its 1 billion users around the world.
What the Expansion Means for LinkedIn Creators and Marketers
Some publishers and creators can run short video ads before their content on LinkedIn’s BrandLink program and get a share of the ad revenue. The “Wire Program” was started by publishers in 2023. In 2025, it was given a new name, BrandLink, to include creators. LinkedIn has worked with more than 70 of the best publishers and content creators since then. These include Bloomberg, Reuters, Business Insider, BBC Studios, TED, The Economist, and Vox Media.
LinkedIn’s partnerships give its users access to one-of-a-kind, high-quality professional content that is both useful and fun to read. The first season of the BrandLink project will include shows like AI in Action (sponsored by SAP), The CEO Playbook (in partnership with ServiceNow), Founder’s Blueprint (sponsored by IBM), and Small Business Builders (sponsored by AT&T Business).
This is a rare chance for marketers to talk to business leaders, professionals, and decision-makers directly through stories and content that is relevant to their field. Matthew Derella, LinkedIn’s Vice President of Marketing Solutions, says, “Advertisers want to connect with people who make decisions, especially in the business-to-business marketplaces.”
LinkedIn’s success depends on video.
Video is now the most important part of how LinkedIn gets people to interact with it. The site said that by the middle of 2025, video uploads had gone up by more than 20% and video views had gone up by 36% from the year before. People all over the world want short, interesting, and fun content that teaches them something new. This rise in engagement shows that
BrandLink will help people who make videos and publish them make series that last for four to six months for each campaign. Advertisers will pay for “Shows” on LinkedIn that only they can see. This format not only makes it easier to find brands, but it also keeps people interested in them in a lot of different fields, like technology, finance, education, and professional services.
The results are already clear: Compared to the first quarter, BrandLink’s sales went up by 200% in the second quarter of 2025. Payments to publishers and creators have also tripled in just one year. Ad spending is going up in all areas, but it’s going up the most in professional services (up 14%), healthcare (up 14%), and software subscriptions (up 20%).
LinkedIn’s best ad markets are still in the US, UK, and Germany, but India and Brazil are quickly catching up. This shows that LinkedIn is no longer just a place to find a job; it’s also becoming a place for businesses all over the world to market themselves.
What Gen Z Does to LinkedIn’s Ads and Culture
Young professionals, especially Gen Z, are also changing how they use LinkedIn, in addition to this change in advertising. The site used to be just a place to find out about jobs and companies. Now it’s a busy place to tell stories, build your personal brand, and be a thought leader.
In February 2025, 1.77 billion people visited LinkedIn. A little over half of the people who came were between the ages of 25 and 34. These younger people use LinkedIn to stay in touch with friends, share what they know, and deal with problems like losing their jobs or having to deal with automated hiring systems. Their resumes are no longer the only thing that makes up their professional identity.
A survey by Morning Consult found that 67% of Gen Z adults believe that having a strong personal brand is very important for getting ahead in their jobs. They use LinkedIn to show how helpful they are, share ideas, and build trust. Nancy Ampaw, a brand consultant, says, “Your professional brand is your digital currency,” because your boss can change their mind at any time.
This way of thinking has led LinkedIn to make new tools for creators, such as analytics dashboards, newsletter features, and video insights. These tools help professionals get more consistent attention. In a world where creators come first, every post, comment, or video you make is a part of your professional story.
How LinkedIn is becoming a place for professionals to make things
People use the internet in a way that is similar to how LinkedIn has changed. YouTube, TikTok, and Instagram are just a few sites that have shown how well video can get people to pay attention. LinkedIn is now trying to be the best place for professional video storytelling, where honesty, learning, and sharing knowledge are the most important things.
LinkedIn is helping to build a content ecosystem that will last by helping both new business owners and established publishers. You can only join the BrandLink program if you are invited. The first few users have had a lot of success, so LinkedIn will keep expanding this program around the world.
This is a big change because LinkedIn used to be a place to find work. Now, professionals can share their ideas and make money from their influence.
Some people who have been using LinkedIn for a while are worried that it is becoming too casual, so not everyone is happy with the change. But this change shows what a lot of people, especially younger workers, do at work these days: they are open, self-directed, and creative. LinkedIn is a great place to find jobs, but it’s also a great place to meet people and share content that will help you get ahead in your career.
What marketers need to know about LinkedIn’s video revolution
LinkedIn’s growth in video is a great way for marketers and advertisers to reach people who are serious about making a decision at work. Most of the people who use LinkedIn are business people, which sets it apart from other social media sites. This means that its ad space is great for marketing to other businesses.
BrandLink lets advertisers easily add their message to content that people already trust, such as talks by experts, educational shows, and analyses of the industry. People are more likely to remember your brand, interact with it, and buy from you when you do this. This is especially true for brands that sell technology, business software, and professional services.
The platform’s continued focus on video is also in line with what’s happening in the digital world. Using the professional storytelling format on LinkedIn is a good way for brands to show authority without being too pushy. People like short, easy-to-read content, which is why this is the case.
So, what’s next for LinkedIn Ads and the economy of creators?
The BrandLink program on LinkedIn is a new way for the site to get more users. LinkedIn is a mix of social media and professional networking. It has a lot of support from advertisers all over the world, a growing community of creators, and more people are watching short videos.
This transformation is part of a larger trend: in the future, work will be digital, open, and personal. LinkedIn is meeting Gen Z professionals halfway by bringing together work, community, and innovation. These young folks are transforming how people get ahead at work.
LinkedIn is working hard to make video ads. This gives advertisers more possibilities to connect with individuals and allows creators keep their content alive. LinkedIn is no longer merely a platform to hunt for work. You may also use it to communicate your story, promote your brand, and transform how companies talk to one other in the future.
