- LinkedIn will now share ad revenue with select B2B creators to boost video engagement and attract premium advertisers.
- The platform has seen a 36% increase in video consumption year-over-year, following the launch of its full-screen video feed.
- BrandLink and Thought Leader Ads give marketers new ways to sponsor content from top creators and publishers like Bloomberg, Conde Nast, and the Washington Post.
LinkedIn has announced it will begin sharing advertising revenue with select content creators, marking a major shift for the Microsoft-owned professional networking platform. This new initiative comes as the platform experiences a surge in video consumption, with users watching 36% more video content than they did a year ago. By incentivizing business influencers to produce more engaging media, LinkedIn aims to increase user engagement and appeal to high-value advertisers.
This marks LinkedIn’s first direct monetization program for creators, a model popularized by platforms like YouTube and TikTok. Until now, business-focused influencers had limited ways to earn directly from their audiences on LinkedIn. The platform’s revamped approach includes revenue-sharing agreements through its BrandLink program, where ads are placed next to premium video content from trusted publishers, who also receive a portion of the proceeds.
To kickstart the program, LinkedIn will partner with 30 prominent B2B content creators, including well-known podcasters and business community leaders. In addition, top media brands like Adweek, Conde Nast, and the Washington Post have signed on to participate in BrandLink, which launched in June to pair advertiser campaigns with reputable business-focused video content.
While LinkedIn has not disclosed the exact revenue share percentage for creators, the company previously offered publishers around 50% of ad-generated income and claims this figure has since more than doubled. Alongside BrandLink, marketers can also take advantage of Thought Leader Ads—boosted posts made by creators to reach larger audiences.
The move reflects a broader trend in B2B marketing, where influencers are being leveraged to promote professional services and tools, from finance apps to software platforms. As companies increasingly turn to content creators to deliver business messaging, LinkedIn’s pivot to a creator-first video model could position it as a central player in the evolving professional media landscape.
