LinkedIn has rebranded its Wire Program to LinkedIn BrandLink, a new initiative that enables the platform to share ad revenue with creators. The move aims to help brands reach their audiences through video content from top creators and publishers.
Lindsey Edwards, LinkedIn’s VP of Product Management, stated that BrandLink delivers more relevant video content to members while allowing advertisers to align with editorial content from trusted publishers and top creator voices. Initial content themes will include artificial intelligence, leadership, small businesses, innovation, and entrepreneurship.
The platform reports that advertisers using BrandLink see a 130% higher video completion rate and 23% higher views compared to standard video ads. Additionally, members who view these ads are 18% more likely to become leads for the company. This development follows a series of LinkedIn video-related announcements, including full-screen vertical video displays and an updated UI to enhance audience engagement.
Some early creators to join the program include notable B2B figures such as Steven Bartlett, Bernard Marr, and Gary Vaynerchuk. Edwards described video as “one of the fastest growing formats on LinkedIn,” with growth twice as fast as any other post format as of February 2025.
BrandLink allows advertisers to target specific locations and languages, supporting a growing list of global publishers who produce region-specific content. The tool is now available on both desktop and mobile applications. According to recent data, 91% of B2B marketers believe that video will help accelerate advertising ROI more than any other format.
