LinkedIn, a Microsoft-owned professional social media platform, is stepping up its video development strategy to boost ad revenue growth.
Video is currently one of the fastest growing formats on LinkedIn, with video downloads increasing by more than 20% in July and views increasing by 36% compared to the same period last year.
According to the latest announcement, LinkedIn is expanding its Brand Link program, allowing publishers and content creators who are eligible to place pre-roll ads before videos and receive a portion of their revenue.
The show was launched last year under the name Wire, then changed to Brand Link in May to expand the target audience.
Since its launch, LinkedIn has attracted more than 70 publishing and content creators, while the number of creators on the platform has doubled since 2021.
Major brands such as AT&T Business, IBM, SAP and Service Now have committed to sponsoring a series of exclusive video shows under Brand Link.
Specifically, AT&T supports the Small Business Builders program, IBM sponsors Founder's Blueprint, SAP is behind AI in Action, and Service Now accompanies The CEO Playbook.
These programs will release short videos throughout the 46 months, integrated with about 15-second pre-roll advertising and brand advertising in content.
Mr. Matthew Derella, Vice President of LinkedIn Marketing Solutions, shared: Advertisers are very interested in connecting with decision makers, especially in the business-to-business (B2B) market.
Mr. Derella believes that videos will be a key tool in bringing value to members, creators and brands.
Brand Link's revenue rose nearly 200% in the second quarter of 2025 compared to the previous quarter, while payments to publishers and creators also tripled compared to the same period last year.
Big names like BBC Studios, TED, Economist, Vox Media, Bloomberg, Wall Street Journal, Reuters and Business Insider all participated in the program.
According to LinkedIn, advertising spending on this platform is growing strongly in many industries, with registered software leading with a 20% increase, healthcare and professional services increasing by 14% from June 2024 to May 2025.
The United States, the United Kingdom and Germany continue to be the largest advertising markets, while Brazil, India and the United States are the fastest growing regions.
With this trend, LinkedIn expects videos to become a central driving force in its long-term development strategy, competing directly with other social platforms such as TikTok and Instagram in attracting attention and advertising spending.
