LinkedIn is connecting brands to “top creator voices” through a new revenue sharing program

On LinkedIn, some top creators are adding new connections — and reaping financial rewards in the process. The professional platform is realigning its BrandLink program, which will play matchmaker between advertisers and an initial group of 30 creators in the business category.

BrandLink first launched last June, when it was called The Wire Program. The ad product’s new complexion sounds similar to the Google program now known as YouTube Select: Like Select, BrandLink cordons off ad space next to videos from popular publishers and creators.

LinkedIn has cultivated a homegrown community of creators who offer unique perspectives on the professional world. The initial BrandLink cohort fits into that niche; it consists of creators who comment on business-to-business topics, including Diary of a CEO podcaster Steven Bartlett (pictured above) and longtime digital marketing operative Gary Vaynerchuk.

“We are entering one of the most interesting evolutions of influencer marketing—the extreme rise of the B2B influencer,” Vaynerchuk said in a statement. “The organic social dialogue on LinkedIn has been nothing short of revolutionary. With the rise of video on LinkedIn, I’m excited to be included in BrandLink.”

Exposure will be one of several rewards for the creators who participate in BrandLink. Bloomberg describes the program as the first time LinkedIn has shared ad revenue with creators. Exact details about the split haven’t been made public, but publishers got close to a 50% cut

back when BrandLink initially launched.

LinkedIn has steadily increased its investment in video content since rolling out a native player in 2017. The 2021 introduction of Creator Mode and the 2022 launch of YouTube-style notifications opened up more options for creators who upload videos to their LinkedIn profiles.

The next phase of LinkedIn’s video operations will go beyond ad revenue sharing. Business Insider noted that the professional platform is also developing a slate of five original shows, each of which will be led by a business-minded creator. Topics covered by the originals will range from female entrepreneurship to artificial intelligence, and LinkedIn has other shows in the works beyond its initial slate.

With its premium content, LinkedIn hopes to show advertisers that it can deliver gains that actualize BrandLink’s potential. Over the program’s first few months, participating ad partners saw their video completion rate more than double while their view rate went up by 23%. Will creator content be able to deliver similar results? We’re about to find out.