LinkedIn Launches New Effort in Push to Capture Business Advertisers

Why It Matters

BrandWorks expands LinkedIn’s capability to sell high‑value B2B ads, positioning the platform as a serious alternative to Meta and Google for enterprise marketers. The focus on video and creator partnerships taps growing demand for engaging, professional‑grade content.

Key Takeaways

• LinkedIn's BrandWorks team grew 60% hiring from TikTok, Meta, X.
• Top Voices 360 generated $20M revenue from May 2025‑May 2026.
• BrandLink video ad revenue expected to nearly triple this fiscal year.
• 80% of B2B ad spend flows to Google and LinkedIn.
• CEO video posts rose 68% in two years, boosting engagement.

Pulse Analysis

LinkedIn is leveraging its Microsoft backing to deepen its foothold in the B2B advertising arena with the launch of BrandWorks, a dedicated services unit that assembles cross‑platform expertise from former TikTok, Meta and X talent. The team, which expanded by roughly 60 % since its internal debut in March, is positioned to offer end‑to‑end campaign management for enterprise customers such as SAP, IBM and ServiceNow. By bundling creative production, data analytics and media buying, BrandWorks aims to differentiate LinkedIn from larger, consumer‑focused ad giants while capitalizing on the platform’s professional audience.

The flagship program, Top Voices 360, paired advertisers with high‑impact creators and delivered more than $20 million in revenue between May 2025 and May 2026, signaling strong demand for sponsored content that resonates with decision‑makers. Complementing this, the newly promoted BrandLink service encourages publishers and creators to produce video ads, a format that has become the fastest‑growing content type among Millennials and Gen Z professionals. LinkedIn projects BrandLink revenue to almost triple this fiscal year, reflecting both the platform’s push for richer media and the broader shift of B2B budgets toward video.

The strategic emphasis on video and creator collaborations aligns with data showing that roughly 80 % of B2B marketing spend now flows to search and social channels, with Google and LinkedIn as primary beneficiaries. As CEOs increase their own video presence—up 68 % over the past two years—advertisers gain a direct line to executive audiences, enhancing brand credibility. For marketers, LinkedIn’s integrated services promise higher ROI through precise targeting and professional context, while the company positions itself as a viable alternative to Meta’s broader consumer reach and Google’s search dominance.