LinkedIn doubles down on video: what it means for your brand

We’ve said it before, and we’ll say it again. LinkedIn is no longer just a digital CV platform. It is becoming a media ecosystem in its own right, one where video is fast becoming the language of influence.

LinkedIn is expanding its video ad offerings in a big way. Through programmes like BrandLink, the platform is bringing more publishers and creators into the fold. It is introducing new formats such as First Impression Ads, designed to guarantee visibility at the very top of the feed. It is also building out Connected TV (CTV) placements, pushing LinkedIn content into living rooms as well as office screens.

This is about more than new ad units. It is about LinkedIn repositioning itself as the place where professional audiences consume, trust and act on video.

What’s happening on LinkedIn

• Personal brands are booming. More professionals, particularly younger Gen Z workers, are using LinkedIn to share ideas, show expertise and build credibility.

• Short-form video is central to this shift. It is quick to consume, easy to share, and perfect for attention-scarce audiences.

• Publishers and creators are joining at pace. BBC Studios, TED, the Economist and Vox Media are the latest names to join, alongside existing partners such as Bloomberg, the Wall Street Journal, Reuters and Business Insider.

• Participation is still invite-only, which gives those accepted a head start in building professional media presence.

The hard facts

• The programme began last year as the Wire Programme for publishers, before being rebranded as BrandLink in May to include creators.

• Since then, LinkedIn has signed up more than 70 publishers and creators, with the number of creators on the platform almost doubling since 2021.

• The financial results are striking. BrandLink revenue rose nearly 200% in Q2 compared with Q1 2025, while payouts to publishers and creators have more than tripled year-on-year.

• Ad spend on LinkedIn continues to climb. Software subscriptions are up 20%, and healthcare and professional services have both grown 14% from mid-2024 to mid-2025.

The wider context

LinkedIn’s moves don’t exist in isolation. They are part of a much bigger shift in how audiences interact with brands.

• Influencers drive trust: Research firm eMarketer reports that consumers trust influencers more than traditional ads. For B2B marketers, this means industry voices and creators can often open doors that polished brand campaigns cannot.

• Video-first behaviours: TikTok, Instagram Reels and YouTube Shorts have trained audiences, including professionals, to consume content in short, punchy bursts. LinkedIn is simply catching up with this new reality.

• The creator economy meets B2B: What started in consumer culture is now reshaping business marketing. Professionals are building personal audiences, monetising expertise and reshaping thought leadership. LinkedIn is formalising this trend through BrandLink.

• CTV growth: Connected TV is one of the fastest-growing ad channels. LinkedIn’s inclusion of CTV placements reflects the move towards multi-screen, multi-channel engagement.

• Generational shift: Gen Z is entering the workforce with different expectations. They value authenticity, video-first communication and peer credibility. LinkedIn’s transformation into a content-driven platform is accelerating because of them.

What this means for companies

For brands, this isn’t just another ad option. It’s a wake-up call.

• LinkedIn is a professional media channel: No longer static, it is a platform where video storytelling drives influence across the funnel. Brands that lean into this will cut through.

• Competition is intensifying: With more publishers, creators and advertisers producing video, only sharp creative strategies and clear value propositions will stand out.

• Personal branding is critical: Employees and leaders who actively build personal brands on LinkedIn will have an impact. Encourage authentic short-form video content from within your team to amplify reach.

What this means for you

This shift is an opportunity to get ahead, and that’s where we come in.

At WilsonCooke, we help ambitious brands turn change into growth. LinkedIn’s video expansion is not just noise; it’s a chance to position yourself where your audience is already paying attention. Together we can:

• Build strategies that put LinkedIn video at the heart of your brand performance marketing.

• Equip leaders and employees to grow their personal brands in ways that amplify your organisation’s voice.
  

• Align campaigns with fast-growing sectors and channels, so you stay ahead of the curve.

The bottom line? LinkedIn is betting on video, and the results already show it works. The only question is: are you ready to take advantage?

Let’s make it happen, together.