LinkedIn Rebrands Wire as BrandLink, Expands Video Ad Opportunities
With video engagement growing on LinkedIn, the platform is rolling out more tools for marketers to leverage high-performing video content. The latest move: rebranding its “Wire” program as “BrandLink” and broadening its scope.
BrandLink allows advertisers to place their video ads next to high-quality content from premium publishers within the LinkedIn feed. Now, the program is expanding to include content from influencers as well—a step that not only gives marketers more reach but also marks LinkedIn’s first move toward helping creators monetize their content on the platform.
As explained by LinkedIn:
“BrandLink delivers more relevant video content to members while also allowing advertisers to align with editorial content from trusted publishers and, now, some of the world’s top creator voices, including Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.”
LinkedIn Expands Video Ad Program with BrandLink Rollout
Originally launched as “Wire” in June last year, LinkedIn’s video ad program allowed select brands to run pre-roll ads on videos from major publishers like Bloomberg, Forbes, Business Insider, and The Wall Street Journal. The program extended to European media outlets in October—and now, it’s evolving again.
Rebranded as BrandLink, the program is being broadened to include influencer content. Advertisers can now place pre-roll ads on creator videos, with participating influencers receiving a share of the ad revenue—though LinkedIn hasn’t yet disclosed the exact revenue split.
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This marks LinkedIn’s first real step toward monetizing creator content and encouraging more high-quality video posts on the platform. For now, the rollout is limited to a small group of approved creators and advertisers, but it sets the stage for a broader expansion.
Given the surge in video engagement on LinkedIn—video watch time is up 36% year-over-year, and video posts drive 1.4 times more engagement than other formats—it’s a trend marketers may want to keep a close eye on.
And initial participants in the Wire program have also seen strong results:
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