“LinkedIn content will change your life if you want a new job.” Gary Vaynerchuk said this in a video clip. He is one of the creators that LinkedIn selected for its advertising programme BrandLink. The clip kept circulating across the network, and a single share from a smaller account alone collected over 1,300 reactions. Behind the catchphrase stands a measurable shift in how LinkedIn treats content, video and creators.

Video is growing faster than other formats

In the quarter ending 30 June 2025, LinkedIn reported year-on-year growth of more than 20% in uploaded videos and growth of more than 30% in comments, in its results for Q4 fiscal 2025. At the time the platform had 1.2 billion members and had grown at a double-digit rate for four years in a row.

Video viewership rose 36% year on year between 30 October 2024 and 29 January 2025, and according to LinkedIn, video creation is growing twice as fast as other post formats, as Digiday reported. “Our team at LinkedIn has been focused on supporting members on the platform as they explore how to leverage video to share insights,” said Laura Lorenzetti, senior director and executive editor of LinkedIn News.

In May 2025 LinkedIn expanded the BrandLink programme, which had originally launched in June 2024 under the name Wire, so that brands could place ads before the videos of selected creators, and those creators receive a share. Among the named partners are Steven Bartlett, Guy Raz and Allie K. Miller. LinkedIn has not published the exact share that creators receive from the ad.

For this format, LinkedIn reports a 130% higher video completion rate and a 23% higher view rate compared with a standard video ad in the feed, and claims that members exposed to a BrandLink campaign are up to 18% more likely to become a business contact. According to vice president of product management Lindsey Edwards, 62% of B2B marketers consider video the most effective format for reaching a buying group.

Substack and X compete for the same attention

LinkedIn is not the only platform turning professional work into content. In March 2025 Substack announced 5 million paid subscribers, as Tubefilter reported. The X network keeps space for expert debate and offers creators a share of ad revenue. Each platform builds on a different model, and LinkedIn ties creators' earnings to brand advertising, recruitment and sales contacts.

AI enters both job seeking and recruitment

Vaynerchuk's line points at job hunting, and that is exactly where LinkedIn is pushing AI. Its tools for job seekers are used by roughly one million members a day. According to LinkedIn, its Hiring Assistant tool reduces the number of profiles a recruiter has to review by 60% on average and shortens time to fill a role by almost 30%.

In the EU, LinkedIn falls under the DSA regime

LinkedIn has been designated a very large online platform in the EU under the Digital Services Act (DSA) since 25 April 2023. It is operated by LinkedIn Ireland Unlimited Company, and at the time of designation it reported around 45.2 million active registered users in the EU. The designation brings stricter obligations on content moderation, advertising transparency and reporting on systemic risks. For brands that build a content and advertising presence on LinkedIn in Europe, the rules they must follow grow.

On LinkedIn, the centre of professional visibility is moving away from the CV and towards published content.

By Tereza Tiller