LinkedIn shares advertising revenue with creators in video push
LinkedIn
will begin sharing
advertising
revenue with creators for the first time, as video content boosts the amount of time people spend on the site.
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While influencers like MrBeast and PewDiePie have built significant operations based on their online traffic, business thought leaders didn't have the same opportunity to cash in on their followings on LinkedIn. The change, which the Microsoft Corp.-owned social-media network announced Thursday, is designed to increase engagement and attract more lucrative video advertisers.
'The thing that is coming to LinkedIn is the rise of the B2B creator,' Matthew Derella, the company's vice president of marketing solutions, said in an interview. 'Chief marketing officers want to align with the next generation of voices that are talking about business.'
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Earlier this year, the career site debuted a full-screen video feed that looks similar to
TikTok
. LinkedIn users are now watching 36% more video than they did a year ago, the company said.
In June, the company rolled out BrandLink, a system that helps businesses place ads next to the video content from news publishers such as Bloomberg, Reuters and the Wall Street Journal, which in turn get a cut of the resulting revenue.
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At the outset, LinkedIn will share a percentage of its advertising revenue with 30 business-to-business creators, including podcaster Guy Raz, Steven Bartlett, the host of Diary of a CEO, and Shelley Zalis of the Female Quotient, a business community for women. Adweek, Conde Nast, the Washington Post and 10 other publishers will also join BrandLink.
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LinkedIn doesn't disclose what percentage of ad sales it shares with video creators, but the company previously offered news publishers about half of the ad revenue their material generated. The company said on Thursday that since the initial launch it has more than doubled the total amount they're paying publishers.
Marketers can also choose to sponsor posts made by LinkedIn creators, called Thought Leader Ads, which resemble regular posts but are shown to more users.
'We want to build a really thriving ecosystem for B2B creators,' Derella said.
Recently, brands have been employing more influencers to promote business products, such as design software and finance apps, as they seek to reach the growing number of professionals on social media. In the past year alone, Publicis Groupe SA-owned marketing agency Influential has seen spending on B2B influencer campaigns rise by 250%, the company said.
'Influencer marketing is definitely the fastest growing category we're seeing across the board,' said Joel Lunenfeld, Chief Executive Officer of Publicis Media Exchange US.
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