LinkedIn debuts BrandLink

LinkedIn is currently beta testing BrandLink, a new advertising feature that connects brands with trusted publishers and creators by promoting pre-roll video ads alongside contextually-aligned content directly in targeted members' LinkedIn newsfeeds. This development represents a significant expansion of LinkedIn's video advertising capabilities, creating new opportunities for advertisers to engage with professional audiences.

BrandLink fundamentally changes how advertisers can leverage the professional social network by placing their 3-30 second video ads before high-quality, relevant content from publishers and creators. The system allows advertisers to benefit from the credibility of established content creators while reaching precisely defined professional audiences using LinkedIn's first-party data.

What is BrandLink?

According to LinkedIn's documentation, BrandLink enables brands to "connect with trusted publishers and creators to promote in-stream, pre-roll video ads alongside contextually-aligned, high-quality videos directly in targeted members' LinkedIn newsfeeds."

This approach creates multiple advantages for advertisers. First, brands can "partner with trusted publishers and creators to create a powerful halo effect that elevates your brand's credibility and favorability." Second, they can "boost member engagement and ad favorability by placing ads alongside contextually-relevant, high-quality content from publishers and creators." Finally, advertisers can "use LinkedIn's first-party data to precisely target audiences that matter the most."

How to get started with BrandLink

The implementation process follows three distinct steps:

1. Partner Up

Advertisers begin by buying "1:1 creator or publisher content packages through your LinkedIn sales representative." Companies can decide "whether to work directly with one creator/publisher or dominate a topic category across many partners." They also gain access to "publisher/creator-provided lists of specialized topics" for selection.

2. Create Your Campaign

Next, advertisers upload "a 3-30 second video ad to Campaign Manager through the Video Ads format and secure publisher or creator approvals to amplify your message alongside their video content." Using LinkedIn's first-party data, companies can target their ideal audience. "The pre-roll ad will appear ahead of the publisher's or creator's video content only in the LinkedIn feeds of your targeted members just as any other video ad."

3. Measure Success

Finally, brands can "track performance and measure the impact of your content through LinkedIn's suite of measurement tools, like our first- and third-party brand lift studies." The platform provides "detailed pre-roll metrics like impressions, video view rates, and view completion rates" along with professional demographic data to help understand audience response.

Early results show promising engagement

BrandLink campaigns have already demonstrated impressive performance metrics. According to LinkedIn's data, advertisers are seeing "higher average completion rates for BrandLink campaigns when compared to standard in-feed video ads."

Specific results include:

• Lift in Cartier's ad recall with C-suite audiences when pre-roll ads were placed alongside premium publisher content
• Lift in average view rates for BrandLink campaigns when compared to standard in-feed video ads
• Up to 18% more likely for a member to become a lead after being exposed to a company's BrandLink campaign prior to seeing a Lead Gen Form

These statistics underscore the effectiveness of contextually relevant video advertising on LinkedIn's professional platform.

The rising importance of video on LinkedIn

The introduction of BrandLink aligns with broader trends in video consumption on LinkedIn. LinkedIn's VP of marketing told Business Insider "that the effort is also part of the platform's increased focus on video. Total video viewership is up 36% this year versus last, and video creation is growing at twice the rate of other post formats, he said."

This growth in video engagement has significant implications for brands seeking to connect with LinkedIn's professional audience. As video becomes an increasingly important format on the platform, BrandLink offers a structured way for advertisers to leverage this trend.

Expert perspectives on LinkedIn's video strategy

Industry analysts have offered insightful perspectives on LinkedIn's video development. Nick Cicero, founder of Mondo Metrics, emphasized the need for quality over quantity on the platform. "LinkedIn must curate high-signal content that matches the platform's professional intent, not just push engagement bait. The goal isn't scale, it's signal. You don't need a million views. You need the right 10 decision-makers."

This view highlights the unique value proposition of LinkedIn's professional audience. Unlike other social platforms where reach might be the primary metric, LinkedIn's business environment means connecting with a smaller but highly relevant audience can deliver superior results.

In another post, Cicero elaborated on the evolution of LinkedIn's content strategy: "LinkedIn is going all in on creator video. The platform just launched a new slate of shows with creators like Steven Bartlett, Rebecca Minkoff, and Guy Raz—designed to fuel its next phase of growth in business media." He argues that "Audiences don't want surface-level 'thought leadership.' They want content that reflects the real challenges they face."

Revenue sharing with creators

A significant aspect of LinkedIn's video strategy involves revenue sharing with content creators. According to Bloomberg, "LinkedIn will begin sharing advertising revenue with creators for the first time, as video content boosts the amount of time people spend on the site."

This move represents an important shift for business thought leaders on the platform. While consumer-focused creators have built substantial businesses on platforms like YouTube, "business thought leaders didn't have the same opportunity to cash in on their followings on LinkedIn." The revenue-sharing model, "which the Microsoft Corp.-owned social-media network announced Thursday, is designed to increase engagement and attract more lucrative video advertisers."

Matthew Derella, LinkedIn's vice president of marketing solutions, framed this development in terms of the emerging creator economy: "The thing that is coming to LinkedIn is the rise of the B2B creator. Chief marketing officers want to align with the next generation of voices that are talking about business."

BrandLink partners

The initial BrandLink program includes partnerships with notable content creators and publishers. According to reports, LinkedIn will share a percentage of its advertising revenue with 30 business-to-business creators, including podcaster Guy Raz, Steven Bartlett, the host of Diary of a CEO, and Shelley Zalis of the Female Quotient, a business community for women. Adweek, Conde Nast, the Washington Post and 10 other publishers will also join BrandLink.

While LinkedIn hasn't disclosed the exact percentage of ad sales shared with video creators, the company previously offered news publishers about half of the ad revenue their material generated. The company said that since the initial launch it has more than doubled the total amount they're paying publishers.

Why this matters for marketers

For marketing professionals, BrandLink represents a significant opportunity to leverage LinkedIn's professional audience through video advertising. The ability to align with trusted content creators and publishers allows brands to benefit from established credibility while targeting specific professional segments.

The growth of video consumption on LinkedIn indicates changing preferences among professional audiences. As users increasingly engage with video content, marketers who adapt their strategies to incorporate this format may gain advantages in reaching and connecting with valuable business audiences.

Additionally, BrandLink addresses the growing demand for authentic business content. By partnering with creators who authentically address real business challenges, brands can position their messaging in contexts that resonate with professional audiences.

LinkedIn's competitive positioning

LinkedIn's video push, including BrandLink, positions the platform competitively in the broader social media landscape. While other platforms have established substantial creator ecosystems, LinkedIn is carving out a distinct niche focused on business professionals and B2B content.

The emphasis on quality over quantity reflected in Cicero's comments highlights LinkedIn's differentiated approach. Rather than competing solely on reach metrics, the platform focuses on connecting advertisers with valuable professional audiences through contextually relevant content.

This strategic positioning aligns with trends in B2B marketing, where precision targeting and audience quality often outweigh raw numbers. As companies increasingly allocate marketing resources based on potential business impact, LinkedIn's professional focus offers a compelling value proposition.

Future developments

While LinkedIn continues to beta test BrandLink, the feature's development signals the platform's ongoing commitment to enhancing video capabilities. The integration of creator partnerships, revenue sharing, and targeted advertising suggests a comprehensive approach to building a sustainable video ecosystem.

As BrandLink evolves, LinkedIn may expand both the creator base and the technical capabilities of the system. Potential developments could include more sophisticated targeting options, enhanced analytics capabilities, and integration with LinkedIn's other advertising products.

LinkedIn's introduction of BrandLink represents a significant development in how brands can engage with professional audiences through video advertising. By connecting advertisers with trusted creators and publishers, the platform is creating new opportunities for contextually relevant marketing that resonates with decision-makers.

For marketers, particularly in the B2B space, BrandLink offers a valuable tool for leveraging the growing importance of video on LinkedIn. The ability to align with respected voices while targeting specific professional audiences provides a powerful combination of credibility and precision.

As video consumption continues to grow on LinkedIn, BrandLink positions the platform to capture a larger share of digital advertising budgets while providing creators with new monetization opportunities. This symbiotic relationship between brands, creators, and the platform itself represents an important development in LinkedIn's evolution as a comprehensive professional marketing channel.

Timeline

• June 2024: Initial launch of BrandLink with select publishers
• Late 2024: LinkedIn reports 36% year-over-year growth in video viewership
• Early 2025: LinkedIn expands video capabilities and creator partnerships
• May 2025: BrandLink continues in beta testing with growing adoption