- Could you elaborate more on how B2B brand-building is shifting from static to story-driven?
We’re seeing a clear shift in B2B marketing to center on storytelling through engaging content, like video, that builds trust and connection with your audience. According to LinkedIn’s research, 63% of marketers globally and 72% in India say video, in particular, helps them build trust with new and diverse audiences.
Our community of more than 1 billion professionals are actively learning, growing, and buying on LinkedIn, proving that video delivered in the right context becomes a powerful brand-building tool. It’s why we’re continuing to invest in programs like BrandLink (previously known as the Wire Program), which helps marketers align their ads with trusted video content from creators and publishers to drive both engagement and results.
- Could you also elaborate on why creators are becoming key voices in B2B marketing — and how it’s different from traditional influencer strategies?
B2B creators are like modern-day industry analysts—deeply embedded in their fields and trusted by professional audiences. They focus on building credibility and community through insight-driven content, resulting in highly engaged and passionate audiences which are ideal for brands to target to drive business outcomes.
Many creators are “all-in” on LinkedIn and are a major catalyst for video growth on the platform. Their ability to create authentic, story-driven content makes them powerful partners for brands. With BrandLink, we’re helping scale these trusted collaborations that are grounded in real value.
- How is BrandLink helping brands scale video storytelling with performance in mind?
At LinkedIn, we’ve found that when you combine the power of video with the right context, it creates real impact. BrandLink taps into our first-party professional data to help marketers reach the right people—based on job title, seniority, or industry—with video ads that appear alongside trusted content from publishers and creators.
That’s a big part of why we’re seeing strong results: since launching BrandLink in June 2024 (earlier known as the Wire Program), advertisers are seeing, on average, 130% higher video completion rates globally, 23% higher view rates, and an 18% lift in lead conversions compared to standard video ads.
Additionally, BrandLink also increases brand recall by placing those ads alongside contextually relevant content our members care about—like business, AI, and female entrepreneurship.
It’s a powerful way to scale video storytelling, backed by data, context, and trusted voices that make the message more likely to land and drive action.
- What’s next for video, creators, and context-driven brand storytelling on LinkedIn?
We’re just getting started. Looking ahead, we aim to continue expanding BrandLink to include more creators and multilingual publishers around the world, while making more types of content sponsorable for brands. We’re also focused on improving discoverability—so members can find the content and voices that matter most, which fuels additional opportunities for advertisers on LinkedIn.
