Latest news with #BrandLink
Yahoo
02-05-2025
- Business
- Yahoo
LinkedIn Takes First Steps Toward Creator Monetization With ‘BrandLink'
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. With video consumption rising on LinkedIn, the professional social network is adding new ways for marketers to tap into popular video content, with an expansion of its Wire program, which it's now renaming as 'BrandLink'. As with its Wire offering, BrandLink enables brands to place their video ads alongside 'premium publisher content' in the app. But now, LinkedIn's expanding those placements to influencer content as well, as a first step towards facilitating creator monetization in the app. As explained by LinkedIn: 'BrandLink delivers more relevant video content to members while also allowing advertisers to align with editorial content from trusted publishers and, now, some of the world's top creator voices, including Steven Bartlett, Bernard Marr, Allie K. Miller, Rebecca Minkoff, Candace Nelson, Guy Raz, Gary Vaynerchuk, and Shelley Zalis.' To clarify, LinkedIn's Wire program, which was originally launched with selected partners in June last year, enables brands to place their ads in the pre-roll slot of video content from reputed publications, including Bloomberg, Business Insider, Forbes, and The Wall Street Journal. LinkedIn expanded its Wire offering to EU publishers last October, and now, it's extending it again, under the new BrandLink moniker, enabling marketers to place their LinkedIn promotions in the pre-roll of influencer video clips as well. The selected creators will then take a cut of the ad revenue (LinkedIn hasn't shared what that cut is as yet), which, eventually, will give LinkedIn a pathway to incentivizing more video posts, by opening up the same to more creators in the app. It's starting small, however, with only a few selected participants, along with the approved brands. But it could be a good option to help expand your brand messaging. And again, with video content rising in the app, it is worth considering. Time spent watching video posts in the app has increased by 36% year-over-year, while LinkedIn video content generates 1.4x more engagement than other post formats. And initial participants in the Wire program have also seen strong results: 'Since launching BrandLink last June, advertisers are seeing, on average, a 130% higher video completion rate and 23% higher view rate when compared to standard video ads. They also find that members who view their BrandLink ads are up to 18% more likely to become a lead.' It's an interesting option, enabling safer video ad placement, and more valuable brand association, which also, as noted, will eventually provide a pathway for LinkedIn to get more creators posting more video content to the app. You can learn more about BrandLink here. Recommended Reading LinkedIn Shares More Tips on Maximizing Video Content Performance [Infographic] Sign in to access your portfolio
Time of India
02-05-2025
- Business
- Time of India
LinkedIn Bets Big on Video to Woo Indian B2B Marketers
LinkedIn has announced a significant expansion of its advertising program, formerly known as the Wire Program, and now rebranded as BrandLink . This initiative will allow advertisers to strategically align their video ads with editorial content from trusted publishers and influential creators directly on the platform. With the revamped BrandLink, brands can now tap into a curated collection of "Shows by LinkedIn," featuring exclusive video content from a diverse range of creators and publishers. The initial lineup of shows will delve into topics highly relevant to LinkedIn's over one billion members globally, including the CEO playbook , artificial intelligence and innovation, the intricacies of starting and scaling a business, the journeys of female entrepreneurs, and compelling small business narratives. Participating brands will have the prime opportunity to run their in-stream video advertisements immediately before this sought-after creator content. Sachin Sharma, director of LinkedIn Marketing Solutions in India, said, "B2B buyers today are seeking authentic stories and insightful content that directly address their professional needs – and video has become a pivotal element in this evolving landscape." He added, "Our research indicates that 72 percent of B2B buyers in India who engage with influencer content report that it fosters greater brand trust. With BrandLink, we are converging the power of video with the credibility of trusted creator voices, empowering brands to cultivate enhanced awareness, recall, and relevance through content that resonates as both contextual and credible. This represents a significant step forward for marketers striving to connect with their target audiences in a more genuine and impactful manner." LinkedIn reported that in-stream video ads placed alongside publisher content in the pilot phase achieved, on average, a 130 percent higher video completion rate and a 23 percent higher view rate compared to standard video advertisements. As part of the BrandLink expansion, LinkedIn is also broadening its network of participating publishers worldwide. Furthermore, the platform will offer multilingual content options, enabling brands to strategically target and engage their desired audiences across diverse linguistic landscapes.
Time of India
01-05-2025
- Business
- Time of India
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. #Pahalgam Terrorist Attack Nuclear Power! How India and Pakistan's arsenals stack up Does America have a plan to capture Pakistan's nuclear weapons? Airspace blockade: India plots a flight path to skip Pakistan 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.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Find Out How to Save on Energy Bills with 5kW Solar Systems Affordable Solar Power | search ads Search Now Undo 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. Live Events 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. Discover the stories of your interest Blockchain 5 Stories Cyber-safety 7 Stories Fintech 9 Stories E-comm 9 Stories ML 8 Stories Edtech 6 Stories 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.
Business Insider
01-05-2025
- Business
- Business Insider
LinkedIn wants a bigger slice of the creator economy
Have you noticed more professionally produced videos in your LinkedIn feed recently? It's by design, and you can expect to see more. LinkedIn on Thursday said it's launching a new slate of five original shows from business-focused creators, including the entrepreneur and "The Diary of a CEO" podcast host Steven Bartlett, the fashion designer "Real Housewives of New York" star Rebecca Minkoff, and Candace Nelson, who founded Sprinkles Cupcakes and the Pizzana pizzeria chain. LinkedIn's new video push comes as tech companies, from Spotify to YouTube, scramble to lock down top creator talent. Davang Shah, LinkedIn's VP of marketing, told Business Insider that the effort is also part of the platform's increased focus on video. Total video viewership is up 36% this year versus last, and video creation is growing at twice the rate of other post formats, he said. The new LinkedIn shows will focus on topics such as female entrepreneurship, the CEO playbook, and artificial intelligence. The other creators taking part are Shelley Zalis, founder of The Female Quotient; Guy Raz, host of the "How I Built This" podcast; and the author Bernard Marr. LinkedIn said more shows from additional content creators are in the works, though the company plans to keep the selection highly curated for now. The new shows mark an expansion of LinkedIn's Wire Program, which has been renamed BrandLink. The initial 2023 to 2024 launch partners were professional news publishers like The Wall Street Journal, Reuters, and Business Insider. LinkedIn said it's also bringing on new publishers this year, including The Washington Post, Front Office Sports, and Adweek. The expansion to creators, however, shows how influencers are becoming an increasingly important part of social media, especially when it comes to news topics. While LinkedIn was once seen as a largely self-promotional tool for job seekers, more corners of the business community — from venture capitalists, to CEOs, and marketers — are regularly coming to the platform to riff on the latest news and other trending topics in their industries. The BrandLink program lets the publishers and creators monetize their videos through pre-roll ads on their shows, which appear in the feed as users scroll the app. Like YouTube, users can skip the full ad after watching for a few seconds. Advertisers can choose which shows they want to appear in and use LinkedIn's data to target specific cohorts of users, with pricing determined by an ad auction. LinkedIn has typically kept a 50% cut of the ad revenue through the BrandLink program, a publisher exec told BI. A LinkedIn spokesperson said the company couldn't share specifics about the revenue share model. Creators own the intellectual property of the content they create for LinkedIn, and they are free to distribute the content on other platforms — but they must post it to LinkedIn first, the spokesperson said. LinkedIn's professional, affluent audience is attractive to advertisers LinkedIn has long courted creators. In 2012, it launched its Influencers program, encouraging famed businesspeople like Bill Gates, Richard Branson, and Arianna Huffington to post to the platform. But its efforts have ramped up in recent years, as it's rolled out tools for famous and everyday creators alike, designed to help them showcase their expertise and boost their followings. Creators told BI last year that they had seen early success by posting videos to its TikTok-style vertical video feed. Shah said advertisers are drawn to content on the platform that has credibility and authenticity. "When you produce authentic and trusted content, it leads to connections, it leads to conversations, and ultimately, it leads to closed deals, and that's what marketers care about the most," Shah said. For LinkedIn, any uptick in user numbers and engagement boosts its advertising business. Research firm EMARKETER, a sister company of BI, forecasts that LinkedIn will generate $8.06 billion in ad revenue in 2025, up 12.4% year-on-year. LinkedIn's video ambitions face stiff competition from YouTube and TikTok, which already host oodles of business and finance-focused content. YouTube, in particular, has become a top destination for podcasts, including the aforementioned "Diary of a CEO." Brendan Gahan, the CEO of Creator Authority, an influencer marketing agency focused on LinkedIn, said the platform has its advantages, however. It ticks off attributes that many marketers want: A large audience (more than 1 billion users, per LinkedIn), strong ad tools, and a largely brand-safe environment. Gahan said what sets the platform apart is its professional, affluent niche. "This is where decision-makers and executives actually spend time," Gahan said. "Probably more time than any other platform." As LinkedIn goes all in on video, Nick Cicero, founder of Mondo Metrics, an analytics platform and data consultancy, said the platform should avoid chasing volume over value. "LinkedIn must curate high-signal content that matches the platform's professional intent, not just push engagement bait," Cicero said. "The goal isn't scale, it's signal. You don't need a million views. You need the right 10 decision-makers."
