LinkedIn expands the Wire Program to include leading creators and industry voices

B2B marketers across India are under intense pressure to provide campaign impact, and new LinkedIn research finds that 94% of them believe that video helps to accelerate advertising ROI*. But, ROI is not simply about video – it’s about delivering ads against contextually relevant content. Coupling this with video, which 68% of B2B marketers believe is the most effective in reaching and influencing members of the buyer group, helps increase brand recall*. 

LinkedIn is doubling down on its investment in video, and the platform has announced the expansion of the Wire Program - now called BrandLink - to allow advertisers to align with editorial content from trusted publishers and creator voices. With this expansion, brands can choose from a collection of Shows by LinkedIn that include exclusive video content from creators and publishers on topics that matter to LinkedIn’s more than 1 billion members. At launch, the initial set of Shows will focus on the CEO playbook, AI & innovation, starting and scaling a business, female entrepreneurship, and small business stories. With each show, a brand will have the opportunity to run their in-stream ads ahead of the creator content on LinkedIn. 

Speaking about the launch, Sachin Sharma, Director, LinkedIn Marketing Solutions, India, said, “B2B buyers today are looking for real stories and thoughtful content that speaks to their professional needs - and video is playing a central role in that shift. Our research shows that 72% of B2B buyers in India who consume influencer content say it helps build brand trust. With BrandLink, we’re bringing the power of video and trusted creator voices together, enabling brands to drive awareness, recall, and relevance through content that feels contextual and credible. It’s a strategic step forward for marketers aiming to connect with their audiences in a more authentic and effective way.” 

Chandrika Jain, Director-Brand Strategy & Content, Lenovo India added, “At Lenovo, we’re always looking to lead with innovation - not just in our products, but in how we connect with our audiences. With the launch of our Aura Edition AI PC, we saw BrandLink as a fresh and impactful way to drive awareness and reach the right professionals at scale. Partnering with Bloomberg through this program allowed us to do just that. We’re proud to be the first in our industry to leverage this format successfully.” 

The program currently includes some of the world’s top creator voices in the US and UK, including Bernard Marr, best-selling author and futurist; Rebecca Minkoff, Co-founder & Chief Creative Officer, Rebecca Minkoff; Candace Nelson, founder of Sprinkles and Pizzana; Guy Raz, creator/host of ‘How I Built This’ and CEO of Built-It Productions; and Shelley Zalis, founder and CEO of The Female Quotient - with plans to onboard regional creators globally. 

Since its launch, publishers that are part of the BrandLink pilot have found success with the ad format, and in-stream video ads against publisher content have seen, on-average, a 130% higher video completion rate and a 23% higher view rate when compared to standard video ads**. As part of the expansion, LinkedIn is also onboarding more publishers around the world – including ADWEEK, Condé Nast, Der Spiegel, Dynamo, Entrepreneur Media, Fast Company, Front Office Sports, Inc. Magazine, Morning Brew, Penske Media Corporation,The Washington Post, USA TODAY, and WaitWhat – and offering multilingual content to enable brands to strategically reach and engage the audience that matters to them. 

BrandLink is available on mobile and desktop and supports a growing list of global publishers who produce region-specific content. Global advertisers can target a location as well as the preferred language setting on member profiles, aligned with our current targeting capabilities.