David Bridges
As the trend of video consumption continues to surge on LinkedIn, the professional networking platform is enhancing opportunities for marketers to engage with popular video content. This initiative is part of an expansion of its Wire program, which has been rebranded as “BrandLink.”
Similar to its previous Wire offering, BrandLink provides brands with the ability to position their video ads adjacent to premium publisher content within the LinkedIn application. This new iteration broadens those ad placements to include influencer content, marking a significant step towards enabling creator monetization on the platform.
As outlined by LinkedIn:
“BrandLink provides a more relevant selection of video content to members, while simultaneously allowing advertisers to align their messaging with editorial content from established publishers. Additionally, it now includes some of the world’s leading creator voices, such as Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.”
To provide some context, LinkedIn’s Wire program was initially launched in June of last year with select partners. This program allows brands to place their advertisements in the pre-roll slot of video content produced by reputable publications, including Bloomberg, Business Insider, Forbes, and The Wall Street Journal.
Last October, LinkedIn expanded its Wire offerings to include EU publishers, and now, under the new BrandLink brand, it’s further extending this initiative, enabling marketers to integrate their LinkedIn promotions into the pre-roll of influencer video clips.
Creators selected for this program will receive a portion of the ad revenue generated (although LinkedIn has yet to disclose the specific percentage). Ultimately, this development aims to create a sustainable model for encouraging more video content creation by opening opportunities for additional creators on the platform.
Currently, the initiative is in its early stages, involving only a handful of selected participants, along with approved brands. However, this could present a valuable opportunity for expanding your brand messaging and reaching a broader audience.
With the increasing prevalence of video content on the platform, this initiative warrants consideration for any marketer looking to enhance their video strategy.
In fact, time spent watching video posts on LinkedIn has surged by 36% year-over-year, and video content on the platform generates 1.4 times more engagement compared to other post formats.
Initial participants in the Wire program have also reported impressive results:
“Since the launch of BrandLink last June, advertisers have experienced an average of 130% higher video completion rates and a 23% increase in view rates compared to traditional video ads. Moreover, members who engage with their BrandLink ads are up to 18% more likely to convert into leads.”
This presents an intriguing opportunity, facilitating safer video ad placements and fostering valuable brand associations. Additionally, as mentioned, this initiative will ultimately pave the way for LinkedIn to motivate more creators to produce video content on the platform.
For further details about BrandLink, click here.
Sophie Langley
Ivy Caldwell
