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US, UK and Germany lead LinkedIn's global ad revenue

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LinkedIn adds over 70 publishers and creators to BrandLink

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Video uploads on LinkedIn rise over 20% as of July

By Jaspreet Singh

Aug 25 (Reuters) - LinkedIn is expanding its video

advertising program, adding new publishers and creator-led shows

to draw marketing dollars.

The Microsoft ( MSFT )-owned platform for professionals said

on Monday that AT&T Business, IBM ( IBM ), SAP and

ServiceNow ( NOW ) will sponsor the debut season of four video

programs as part of an expansion of its BrandLink program.

Launched last year as a publisher-focused Wire Program,

LinkedIn rebranded it in May to include creators. It lets select

publishers and creators place pre-roll ads before their video

content and earn a share of the revenue.

Since the program's launch, LinkedIn has added more than 70

publishers and creators. The number of creators on LinkedIn has

nearly doubled since 2021, the company told Reuters.

Social media platforms such as TikTok and Instagram rely on

short-form video and creators for engagement, virality and

monetization. Research firm eMarketer has said that consumers

trust influencers more than traditional ads.

On LinkedIn, creators and publishers will post short-form

videos throughout campaigns lasting four to six months. Brands

can run about 15-second pre-rolls and sponsor-exclusive "Shows

by LinkedIn" with pre-rolls and in-content branded spots.

AT&T Business will sponsor "Small Business Builders,"

featuring creators such as Candace Nelson and Marina Mogilko;

IBM ( IBM ) will back "Founder's Blueprint," with Guy Raz and Kara

Goldin; SAP will support "AI in Action," with Allie K Miller and

Bernard Marr; and ServiceNow ( NOW ) will sponsor "The CEO Playbook,"

with Steven Bartlett and Dorie Clark.

"Advertisers are incredibly interested in connecting with

people who make decisions, particularly in the

business-to-business marketplaces," Matthew Derella, vice

president of LinkedIn Marketing Solutions, said in an interview.

LinkedIn said BrandLink revenue rose nearly 200% in the

three months to June 30 from the prior quarter, while the

payouts to publishers and creators have more than tripled year

over year.

BBC Studios, BNR, TED, the Economist and Vox Media have

joined; Bloomberg, the Wall Street Journal, Reuters and Business

Insider were already part of the program.

Participation remains invite-only. LinkedIn did not disclose

the revenue share.

LinkedIn said ad spend has grown across industries.

Subscription-focused software companies are leading with a 20%

increase, while healthcare and professional services were up 14%

each from June 2024 to May 2025.

The U.S., UK and Germany remain the largest contributors to

LinkedIn's global ad revenue as of the fourth quarter, while

Brazil, India and the U.S. are the fastest-growing markets.

Video is one of LinkedIn's fastest-growing formats. Video

uploads rose more than 20% by July, while views saw a 36%

year-over-year growth as of February.

"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," said Derella.