Not long ago, LinkedIn was mainly a place for career announcements, job offers and long text posts about business. In recent months, however, the platform has been visibly changing. Video is getting more and more space, and LinkedIn is making it clear that it wants to be part of the creator economy.
This is not just a minor cosmetic change. LinkedIn is gradually building its own video shows, forming partnerships with creators and opening up new ways to create content on the platform that has reach, context and business potential.
“We’re doubling down on our investment in video - one of the fastest growing formats on LinkedIn - to drive more value for our ads customers with the expansion of the Wire Program, now called BrandLink,” says the press release.
Video that makes sense in a work context too
LinkedIn knows that it cannot copy entertainment platforms. Instead, it relies on its main advantage, which is its professional audience. The new video formats therefore focus on topics such as business, work, technology, AI or leadership.
LinkedIn is bringing in creators who have a strong personal brand and have long moved between business, education and media. The most visible names include Steven Bartlett, author of the podcast The Diary of a CEO, entrepreneur and fashion designer Rebecca Minkoff, and Candace Nelson, founder of the Sprinkles Cupcakes brand.
Part of this strategy is also the programme BrandLink (formerly Wire Program), which LinkedIn is gradually expanding. It allows brands to connect with specific video content from selected publishers and creators, and to place adverts directly alongside professionally relevant video formats.
The advert therefore does not appear randomly in the feed, but as a pre-roll before videos with a clearly defined topic and audience, for example in the areas of business, technology, work or leadership. In this way LinkedIn creates a controlled environment where expert content, trusted voices and monetisation meet, without the platform moving towards purely entertainment formats.
For creators this means a new model of cooperation. Professional video content on LinkedIn does not have to serve only to build a personal brand or reach, but can also become a source of income without having to move the audience elsewhere. This does not mean that every creator has to launch their own “show”. It is about the possibility of getting involved in sponsored formats and series that make sense in a work and business context.
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