LinkedIn Launches BrandLink for Contextual Video Ads Featuring Trusted Creators

LinkedIn has officially rebranded its Wire Program to BrandLink, enhancing its video advertising solutions for B2B marketers. The reimagined platform allows advertisers to align their video content with premium editorial and creator-driven shows, offering a context-rich and trustworthy advertising environment.

Why Video Matters in B2B Marketing

The move comes in response to rising demand for video content in professional settings. According to LinkedIn, 94% of B2B marketers in India believe video accelerates advertising ROI, while 68% consider it the most effective format to influence buying decisions. However, LinkedIn emphasizes that contextual relevance—not just format—plays a crucial role in driving campaign success.

How BrandLink Works

With BrandLink, advertisers can now sponsor LinkedIn Shows—a curated lineup of editorial and creator-led video content. These shows span various trending and impactful business themes, including:

• The CEO Playbook

• AI and Innovation

• Scaling Businesses

• Women in Entrepreneurship

• Small Business Growth Stories

These programs are available to LinkedIn’s global community of over 1 billion members, making it an ideal platform for brand storytelling at scale.

Bringing Creator Trust Into the Ad Space

According to Sachin Sharma, Director of LinkedIn Marketing Solutions, India, today's B2B buyers gravitate towards genuine, insightful content. “72% of Indian B2B buyers who consume influencer content say it helps build brand trust,” he noted. Sharma added that BrandLink merges video storytelling with credible creator voices to deliver brand messaging that feels authentic and contextually rich.

Early Success Stories: Lenovo Leads the Way

Lenovo has been among the first brands to adopt the new BrandLink format. In promoting its Aura Edition AI PC, Lenovo partnered with Bloomberg through the BrandLink platform to connect with professional audiences more effectively.

Chandrika Jain, Director of Brand Strategy & Content at Lenovo India, praised the new format: “BrandLink gave us a powerful, fresh approach to build awareness at scale. This partnership helped us engage with the right decision-makers, reinforcing our industry leadership.”

Impressive Pilot Results

Initial metrics from BrandLink’s pilot phase are promising. LinkedIn reports:

• A 130% increase in video completion rates

• A 23% higher view rate compared to traditional video ads

These stats suggest that placing ads in a more relevant, engaging context significantly boosts performance.

Expanding the Partner Ecosystem

BrandLink now includes a growing network of global content partners, including:

• ADWEEK

• Condé Nast

• Der Spiegel

• Entrepreneur Media

• Fast Company

• Morning Brew

• USA TODAY

• The Washington Post

In addition, top creators such as Bernard Marr, Rebecca Minkoff, Candace Nelson, Guy Raz, and Shelley Zalis are contributing to the platform. Regional creator partnerships are also being onboarded, further expanding localized influence.

Mobile-First and Multilingual by Design

BrandLink is accessible on both desktop and mobile, offering multilingual content and geo-targeting features. This ensures advertisers can reach diverse audiences based on location and language preferences, enhancing personalization and relevance.

A Strategic Step Forward

The evolution of BrandLink reflects LinkedIn’s broader video strategy: to deliver high-impact, high-context ad experiences. By tapping into trusted voices and meaningful content, B2B marketers can now connect with decision-makers more effectively and build long-term brand equity.