Helping brands reach their audiences in new ways with video from top creators and publishers

Steven Bartlett, Bernard Marr, Rebecca Minkoff, Allie K. Miller, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis join LinkedIn’s Wire Program - now called BrandLink

By: Lindsey Edwards , Vice President of Product Management, LinkedIn

Context matters, especially in advertising. When you deliver ads against contextually relevant content, you become memorable. Coupling this with video, which 62% of B2B marketers believe is most effective in reaching and influencing members of the buyer group, you increase brand recall.* That’s why we’re continuing to double down on our investment in video - one of the fastest growing formats on LinkedIn - to drive more value for our ads customers with the expansion of the Wire Program, now called BrandLink. 

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. Since launching BrandLink last June, advertisers are seeing, on-average, a 130% higher video completion rate and 23% higher view rate when compared to standard video ads. They also find that members who view their BrandLink ads are up to 18% more likely to become a lead.** With our extended program, marketers can choose to sponsor new Shows by LinkedIn, which represent a collection of exclusive video content produced by creators and publishers around core themes that matter to our community of more than 1 billion members, like AI, small business or female leadership.

Why this matters: With B2B marketers facing intensifying pressure to prove campaign impact, 91% of them globally believe that video will help them accelerate advertising ROI more than any other format.*  

How it works: Brands can choose from a collection of Shows by LinkedIn that include exclusive content from creators and publishers. The initial sets of shows will focus on the CEO playbook, AI & innovation, starting and scaling a business, female entrepreneurship and small business stories. With each show, a brand will have the opportunity to run their ads against multiple creators and publishers’ content. 

To participate, a brand will work with us to identify their preferred show and run in-stream video ads ahead of the creator and publisher content on LinkedIn. Each creator and publisher will produce original content, aligned to a theme that is unique to LinkedIn’s professional community, giving brands an exclusive, authentic and engaging way to target the audience they want to reach with their campaign.   

And, knowing that 57% of B2B marketers believe video content is most effective in helping them localize content, we are onboarding more publishers, including ADWEEK, Condé Nast, Der Spiegel, Dynamo, Entrepreneur Media, Fast Company, Front Office Sports, Inc. Magazine, Morning Brew, Penske Media Corporation, The Washington Post, USA TODAY, and WaitWhat.* We are also offering multilingual content, enabling brands to strategically target the audience that matters most to them across the world.

What creators and publishers are saying about BrandLink:

“Partnering with LinkedIn enables me to bring cutting-edge, actionable insights on AI and the future of work directly to the world’s top professionals—on the platform where those conversations truly matter.” 

- Bernard Marr , Bestselling Author and Futurist

"The quality of engagement on LinkedIn is unmatched. People come to grow—not just scroll. Every post I share leads to real conversations, real relationships, and real results—from press to partnerships to revenue. No other platform delivers like this."

- Candace Nelson , Founder of Sprinkles and Pizzana

"I am beyond excited to be part of this program on LinkedIn. I am so passionate about promoting entrepreneurship and innovation and LinkedIn's community is such a perfect fit for everything I do and stand for."

 - Guy Raz , Creator/Host of How I Built This and CEO of Built-It Productions

“We are entering one of the most interesting evolutions of influencer marketing—the extreme rise of the B2B influencer. The organic social dialogue on LinkedIn has been nothing short of revolutionary. With the rise of video on LinkedIn, I’m excited to be included in BrandLink.”

- Gary Vaynerchuk , Creator, Chairman of VaynerX and CEO of VaynerMedia

"LinkedIn is about connection and building real community. There’s a focus on networking with purpose, lifting each other up, and building meaningful relationships. On the platform, we don’t join trending discussions, we start them–having unfiltered conversations on the cutting-edge of culture and business evolution. It’s real, and that’s what leads to innovation, impact, and an engaged community of leaders."

- Shelley Zalis , Founder and CEO, The Female Quotient

Learn more about how creators and publishers are continuing to use BrandLink to reach engaged professionals and build their brands with video on LinkedIn.

Availability: BrandLink is available on mobile and desktop and supports a growing list of global publishers who produce region-specific content. Global advertisers can target a location (e.g. United States, India, etc.) as well as the preferred language setting on member profiles, aligned with our current targeting capabilities. 

*B2B ROI Impact’ Research Methodology

LinkedIn commissioned YouGov to survey 1,014 B2B marketers working for large companies across the UK, US, France and India. All fieldwork was conducted online between 29th November - 20th December 2024.

**Platform data (July 2024 - January 2025)