LinkedIn BrandLink is the new video monetization initiative that could transform B2B marketing. Here's why you should care.
The B2B marketing landscape is about to change dramatically with the launch of LinkedIn BrandLink, a revolutionary advertising program that finally puts creators at the center of video strategy. On a platform historically restrained in ad formats, this new feature marks a key shift. LinkedIn BrandLink aims to reconcile professional content, quality creators, and ambitious brands. But what can we really expect from it?
The principle of LinkedIn BrandLink
LinkedIn BrandLink is an advertising platform that allows brands to run pre-roll video ads on content from premium creators and publishers. This initiative is an extension of the "Wire" offering launched in 2024, which targeted only established media outlets like Bloomberg and Forbes. The big news with LinkedIn BrandLink is that it's now open to B2B creators.
Now, premium ads can be shown before videos published by thought leaders like Gary Vaynerchuk or Allie K. Miller. This partnership between brands and creators provides a credible and engaging framework for promoting solutions, ideas, or products.
A program still reserved for a few chosen ones
For the time being, LinkedIn BrandLink remains very selective. Only a select few creators have been chosen to test this program. LinkedIn has not yet disclosed the selection criteria or the exact share of revenue paid to creators.
But this first phase is testing a qualitative approach, geared more toward engagement than volume. The goal is clear: to lay the foundations for solid monetization for B2B creators, who are often overlooked by traditional approaches.
Concrete benefits for brands
LinkedIn BrandLink is already shaping up to be a strategic opportunity for B2B brands. Here's why:
| Advantage | Detail |
|---|---|
| Credibility of the context | Advertisements broadcast in a professional setting, not saturated with content |
| Qualified audience | Targeting decision-makers, experts, HR or tech profiles |
| Strong commitment | Pre-roll video grabs attention before the content |
| Statistics on the rise | +36% time spent on videos in one year, 1.4x higher engagement |
In a context where video is becoming a central lever of brand content B2B, LinkedIn BrandLink comes at the right time.
High-potential use cases
The format proposed by LinkedIn BrandLink opens the way to several powerful scenarios:
1. Promote value-added content
A company can sponsor an expert's video to announce a white paper, case study, or industry benchmark. This strengthens brand image and self-referentiality in the field.
2. Launch a SaaS solution
A B2B software publisher can reach decision-makers by sponsoring content from a recognized tech creator.
3. Promote the employer brand
A company can collaborate with an HR thought leader to humanize its recruitment communications.
An expected turning point in the LinkedIn ecosystem
For several years, video has been gaining momentum on LinkedIn. However, until now, few initiatives aimed to reward creators. LinkedIn BrandLink fills this gap, while retaining the platform's sober codes.
Unlike YouTube or TikTok, theuser experience LinkedIn has always been streamlined. This new form of advertising integrates discreetly but effectively, reinforcing perceived quality.
Limits and questions to watch out for
Despite its potential, LinkedIn BrandLink also asks some key questions:
- Will B2B micro-creators be able to access it?
- What transparency is there regarding the income paid?
- Will sponsored videos remain relevant and non-intrusive?
LinkedIn will need to find a balance between expanding its offerings and protecting the user experience.
What you need to know
LinkedIn BrandLink is a game changer. For B2B brands, it's a unique opportunity to partner with quality creators in a professional, secure, and engaging environment.
For creators, it's the hope of transforming their influence into a real source of income, without leaving the B2B world.
It remains to be seen whether LinkedIn will be able to open this door to a wider community, while ensuring consistency between content, advertising and value provided to users.
Our opinion
LinkedIn BrandLink represents a major turning point for the professional platform. By focusing on video and monetizing creators, LinkedIn is asserting its ambition in the world of engaging content. This is a development that brands should monitor very closely.
At ValueYourNetwork, we support brands in their influence strategy, including on LinkedIn. We believe in the power of B2B creators to amplify quality messages. To learn more, Contact us.
What is LinkedIn BrandLink?
LinkedIn BrandLink is an advertising program that allows you to pre-roll sponsored videos on content from influential B2B creators.
How does LinkedIn BrandLink work?
LinkedIn BrandLink allows brands to partner with creators to run video ads before their content.
Who can use LinkedIn BrandLink?
Currently, only a select group of creators and brands can test LinkedIn BrandLink.
What are the benefits of LinkedIn BrandLink for brands?
LinkedIn BrandLink offers premium context, qualified targeting, and high video engagement.
Why is LinkedIn BrandLink innovative?
Because it introduces real monetization for B2B creators, which was previously absent from the platform.
Is LinkedIn BrandLink suitable for all businesses?
Yes, as long as the messages are aligned with the content of partner creators.
What type of content works with LinkedIn BrandLink?
B2B themed videos like interviews, tutorials, and industry analyses are ideal.
What is the difference between LinkedIn BrandLink and YouTube Ads?
LinkedIn BrandLink is aimed at a professional audience, in a more targeted and less saturated setting.
Is LinkedIn BrandLink compatible with micro-influencers?
Not yet, but a future opening is not excluded depending on the evolution of the program.
How to join LinkedIn BrandLink as a creator?
LinkedIn has not yet specified the exact eligibility criteria for creators.