LinkedIn is expanding its BrandLink video advertising program with new publisher partnerships and creator-led shows as video content on the platform continues to grow, according to announcements from the Microsoft-owned professional network.

The company reports video uploads have increased more than 20% as of July, while views rose 36% year-over-year as of February, making video one of LinkedIn’s fastest-growing content formats.

AT&T Business, IBM, SAP, and ServiceNow will sponsor the debut season of four new “Shows by LinkedIn” as part of the expanded BrandLink program. Each show features creators and industry experts producing short-form videos throughout campaigns lasting four to six months.

The new shows include “Small Business Builders” presented by AT&T Business featuring Candace Nelson and Marina Mogilko, “Founder’s Blueprint” backed by IBM with Guy Raz and Kara Goldin, “AI in Action” supported by SAP with Allie K Miller and Bernard Marr, and “The CEO Playbook” sponsored by ServiceNow with Steven Bartlett and Dorie Clark.

Program Growth and Publisher Expansion

Originally launched last year as the “Wire Program,” focused on publishers, LinkedIn rebranded the initiative in May to include creators. The platform has since added more than 70 publishers and creators to BrandLink, which allows participants to place pre-roll ads before video content and earn revenue shares.

New publishers joining the program include BBC Studios, BNR, TED, The Economist, and Vox Media, alongside existing participants Bloomberg, The Wall Street Journal, Reuters, and Business Insider. LinkedIn reports BrandLink revenue increased nearly 200% in the quarter ending June 30, with creator and publisher payouts more than tripling year-over-year.

Primary Trust Source

LinkedIn’s expansion comes as new research from the company shows professional networks remain the top trusted source for workplace advice, with 43% of professionals citing their network as their primary information source, ahead of search engines and AI tools.

The research indicates 77% of B2B marketing leaders believe audiences rely on their networks to vet brands beyond company channels, with 80% of marketers increasing investment in community-driven content through creators, employees, and subject matter experts.

The United States, United Kingdom, and Germany continue to be the largest contributors to LinkedIn’s global ad revenue, while Brazil, India, and the United States are among the fastest-growing markets.

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