LinkedIn Expands BrandLink Ad Placement Program to Include Original Shows

LinkedIn has expanded its BrandLink ad placement program to include original shows, allowing brands to place ads alongside publisher and influencer content in the app. The program now includes four new shows, including Small Business Builders and Founder's Blueprint, and will feature exclusive content from creators and publishers. The move aims to boost trust and awareness for brands by aligning their messaging with trusted voices in the app.

LinkedIn has announced a significant expansion of its BrandLink ad placement program, which enables brands to place their video ads alongside publisher and influencer content in the app. This move aims to enhance trust and awareness for brands by aligning their messaging with trusted voices in the app.

The expansion includes four new shows: Small Business Builders presented by AT&T Business, Founder’s Blueprint presented by IBM, AI in Action presented by SAP, and The CEO Playbook presented by ServiceNow. These shows will feature exclusive content from creators and publishers, showcasing trusted voices and boosting their presence in the app [1].

LinkedIn's BrandLink program has seen substantial growth since its rebranding from "The Wire" in May. According to Reuters, revenues from the program surged nearly 200% in Q2 versus the prior quarter, while publisher and creator payouts more than tripled year-over-year [2]. The US, UK, and Germany are the top markets for BrandLink ads, with Brazil and India among the fastest-growing.

The expansion of BrandLink aligns with broader content performance trends. According to TopRank Marketing, 56% of US B2B marketers cite social media posts as the most effective influencer content type, well ahead of in-person events and webinars [2]. LinkedIn's CMO Jessica Jensen notes that B2B audiences now "crave" unscripted content, with video outperforming text [2].

The move to include original shows is also a response to the increasing demand for authenticity in marketing. About one-third of US enterprise marketers expect greater use of AI and automation for media allocation this year, highlighting the need for trusted, human-driven content [2]. By featuring marquee creators and publishers, LinkedIn aims to provide a hedge against algorithmic fatigue.

The expansion of BrandLink offers brands a new avenue to reach professionals seeking human insights. According to LinkedIn's latest study, people still turn to their networks for advice, with 43% of professionals relying on their network for work-related advice and 64% saying colleagues help them decide faster and more confidently [1]. This preference for human insights is particularly pronounced among younger generations, with 75% of 18-24 year olds stating that there's no substitute for the intuition and insights they get from trusted colleagues [1].

In conclusion, LinkedIn's expansion of the BrandLink program with original shows is a strategic move to capitalize on the growing demand for authentic, human-driven content. This expansion not only aligns with broader content performance trends but also addresses the increasing pressure to prove ROI in real-time marketing efforts.

References:
[1] https://www.socialmediatoday.com/news/linkedin-expands-brandlink-original-programming/758675/
[2] https://www.emarketer.com/content/linkedin-bets-on-creator-trust-capture-b2b-video-dollars