LinkedIn is strengthening its position among business advertisers through BrandWorks, creator partnerships, and a growing focus on video-driven B2B marketing.
In another move aimed at attracting business advertisers, LinkedIn has launched BrandWorks, which is essentially a dedicated team aimed at helping businesses create better ads. This is part of the company’s overall plan to increase its footprint in the competitive world of digital advertising and increase revenue from enterprises.
BrandWorks was revealed to be a team owned by the same parent company as LinkedIn, Microsoft, and is meant to cater to the needs of all kinds of advertisers, including enterprise software leaders and up-and-coming tech companies. As per sources in the company, BrandWorks is expected to bring in an annualized run rate of revenues amounting to $100 million.
The BrandWorks team has doubled in size, having grown by over 60% over the past few months, as LinkedIn has been busy recruiting from among the biggest tech and social media companies in the industry. The BrandWorks team oversees Top Voices 360, an initiative where brands collaborate with creators to come up with sponsored content. Top Voices 360 has earned BrandWorks more than $20 million in revenues between May 2025 and May 2026.
Another important part of LinkedIn's strategy is related to video content. LinkedIn encourages creators, publishers, and executives to create more videos, using its program called BrandLink. It allows business advertisers to run campaigns on this site near high-quality professional content. LinkedIn predicts that BrandLink's revenue will grow three times compared to the previous year.
The second benefit for LinkedIn's marketing is changes in audience preferences. Generation Z has become the fastest-growing group of LinkedIn users and content viewers. These preferences increase demand for B2B video marketing trends.
Moreover, executive-driven content is getting increasingly popular. According to LinkedIn statistics, videos posted by CEOs rose 68% during the last two years. It demonstrates the importance of creating an advertisement driven by a real person. Analysts suggest that this change puts LinkedIn in a good position in terms of the developing enterprise social media advertising sector. All these steps demonstrate that LinkedIn is ready to compete in a more competitive manner than before. Business Honor observes that LinkedIn’s investment in business advertisers highlights a shift toward video, creator partnerships, and data-driven engagement as key B2B growth drivers.
.webp)
