LinkedIn has officially launched its long-anticipated creator monetisation initiative, now branded as BrandLink, after first teasing the program—originally called The Wire Program—back in June 2024.
The new offering connects 30 of LinkedIn’s top B2B content creators with advertisers, functioning similarly to YouTube Select, which places ads alongside content from high-performing creators. As reported by Tubefilter, BrandLink aims to give advertisers premium placement while rewarding creators for their influence.
According to Bloomberg, the program will also allow companies to sponsor content from selected creators through a new ad format called Thought Leader Ads. These ads resemble standard LinkedIn posts but will be boosted for greater reach.
Some of the prominent names participating include Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.
This marks LinkedIn’s first foray into sharing ad revenue with creators, though the platform has not disclosed how much of the earnings creators will receive.
LinkedIn’s VP of Marketing Solutions, Matthew Derella, emphasised the platform’s strategic focus on business-focused creators, stating, “Chief marketing officers want to align with the next generation of voices that are talking about business.”
The move follows LinkedIn’s 2024 launch of full-screen video content, inspired by TikTok, which has since led to a 36% increase in daily viewers—a strong sign that the platform’s investment in video and creator tools is paying off.
The new offering connects 30 of LinkedIn’s top B2B content creators with advertisers, functioning similarly to YouTube Select, which places ads alongside content from high-performing creators. As reported by Tubefilter, BrandLink aims to give advertisers premium placement while rewarding creators for their influence.
According to Bloomberg, the program will also allow companies to sponsor content from selected creators through a new ad format called Thought Leader Ads. These ads resemble standard LinkedIn posts but will be boosted for greater reach.
Some of the prominent names participating include Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.
This marks LinkedIn’s first foray into sharing ad revenue with creators, though the platform has not disclosed how much of the earnings creators will receive.
LinkedIn’s VP of Marketing Solutions, Matthew Derella, emphasised the platform’s strategic focus on business-focused creators, stating, “Chief marketing officers want to align with the next generation of voices that are talking about business.”
The move follows LinkedIn’s 2024 launch of full-screen video content, inspired by TikTok, which has since led to a 36% increase in daily viewers—a strong sign that the platform’s investment in video and creator tools is paying off.
