Prime Highlights
- LinkedIn has launched BrandWorks, a dedicated marketing services team aimed at helping business advertisers create more effective campaigns and expand the platform’s B2B advertising business.
- The company is strengthening its creator and video advertising ecosystem through programs such as Top Voices 360 and BrandLink, as demand for video content continues to rise.
Key Facts
- LinkedIn expects BrandWorks to reach an annualized revenue run rate of $100 million in its next fiscal year and has expanded the team by about 60% since March.
- The Top Voices 360 sponsored-content program generated more than $20 million in revenue between May 2025 and May 2026, while BrandLink revenue is projected to nearly triple this fiscal year.
Background
LinkedIn has set up a dedicated marketing services team called BrandWorks, targeting business advertisers with high-end campaign support as the platform pushes harder to grow its share of the B2B advertising market.
The Microsoft-owned platform officially unveiled the team on Wednesday. A source familiar with the matter said LinkedIn expects BrandWorks to generate an annualized run rate of $100 million in its next fiscal year.
The team launched internally in March and has since grown by around 60 percent, pulling in hires from TikTok, Meta, and X. Alex Josephson, Vice President of BrandWorks, leads the unit. Josephson previously built a similar offering at Twitter. Early clients include SAP, Webflow, IBM, and ServiceNow.
One of BrandWorks’ first major programs is Top Voices 360, which connects advertisers with creators for sponsored content. The program brought in more than $20 million in revenue between May 2025 and May 2026, according to the source.
LinkedIn is also running a separate video advertising program called BrandLink, which lets advertisers run campaigns alongside video content from publishers and creators. The company expects BrandLink revenue to nearly triple in the current fiscal year but did not disclose an actual number.
Video is fast becoming the dominant format on the platform. LinkedIn said Gen Z is its fastest-growing demographic both in user numbers and content engagement. Video posts from chief executives have risen 68 percent on the platform over the past two years, the company added.
Luke Stillman, a managing director at trend advisory firm Madison and Wall, noted that roughly 80 percent of B2B advertising budgets flow into search and social media, with Google and LinkedIn as the primary recipients. LinkedIn sits well behind Meta in overall advertising scale but holds a strong position in the enterprise client segment.
