LinkedIn is reportedly strengthening its investment in video advertising by expanding partnerships linked to its BrandLink programme.

BrandLink is a an ad tool designed to help brands connect with professional audiences.

Originally launched by LinkedIn as a publisher-focused initiative in 2021, the company rebranded BrandLink last May to include creators, with the move enabling selected publishers and creators to place pre-roll ads before their videos and earn a share of the revenue.

According to Reuters, BrandLink is now expanding its video presence by adding new sponsors, publishers and programmes developed by content creators to increase advertising spending by B2B brands.

The Microsoft-owned platform has confirmed that AT&T Business, IBM, SAP and ServiceNow will sponsor the first season of four new video programmes, which include ‘Small Business Builders’, ‘AI in Action’, ‘The CEO Playbook’ and ‘Founder’s Blueprint’.

The series feature well-known creators including Candace Nelson, Marina Mogiko, Steven Bartlett and Dorie Clark.

LinkedIn added that it has established new partnerships with BBC Studios, BNR, Ted, The Economist and Vox Media, which join the list of well-known names that have already signed up to the initiative such as Bloomberg, The Wall Street Journal, Reuters and Business Insider.

LinkedIn said it has added more than 70 publishers and creators since its launch 4 years ago, doubling the total number of creators on the platform.

According to LinkedIn data, BrandLink's revenue increased by nearly 200 per cent in the quarter ending 30 June compared to the previous quarter.

Payments to publishers and creators also more than tripled compared to the previous year.

The move is in line with a broader industry trend, which sees companies such as TikTok, Instagram and YouTube leveraging video content, such as short videos, to boost engagement and monetisation.

"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, told Reuters.

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