The Microsoft-owned professional network announced that AT&T Business, IBM, SAP, and ServiceNow will sponsor the first season of four new video series under the expanded BrandLink program.
According to Reuters, originally introduced in 2024 as the publisher-focused Wire Program, LinkedIn rebranded it this May to include creators. The program allows selected publishers and creators to run pre-roll ads ahead of their video content and share in the ad revenue. Since launch, more than 70 publishers and creators have joined, and the number of creators active on LinkedIn has nearly doubled since 2021, according to company figures.
Much like TikTok and Instagram, LinkedIn is betting on short-form video and creator-driven content to fuel engagement, virality, and monetization. Research firm eMarketer notes that consumers continue to place more trust in influencers than in traditional advertising.
On LinkedIn, both creators and publishers are producing short-form videos as part of campaigns that typically run four to six months. Advertisers can place 15-second pre-roll ads and sponsor exclusive “Shows by LinkedIn”, which combine pre-rolls with branded segments inside the content.
AT&T Business will sponsor “Small Business Builders,” featuring creators such as Candace Nelson and Marina Mogilko, and as Matthew Derella, vice president of LinkedIn Marketing Solutions stated: “Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces”, while noting ad spend has grown across industries.
Participation in BrandLink remains invite-only, and LinkedIn has not revealed the exact revenue-sharing model with publishers and creators. Video is now among LinkedIn’s fastest-rising formats: by July 2025, video uploads had increased by more than 20%, and Derella commented: “We’re always thinking about how we can deliver more value to our members, creators and our advertisers. Video is certainly going to be a critical part of that”.
