LinkedIn has launched BrandWorks, a new team of marketing experts aimed at enhancing ad campaigns for business clients. The initiative is expected to generate $100 million in annualized revenue next fiscal year and is part of LinkedIn's broader push into video content and creator partnerships.
LinkedIn's strategic investment in BrandWorks and video content signals its intent to capture a larger share of the lucrative B2B advertising market, challenging established players and catering to evolving user preferences, particularly among younger professionals.
LinkedIn is bolstering its position in the business advertising market with the launch of BrandWorks, a new team of marketing experts. This initiative is projected to generate an annualized revenue run rate of $100 million in the next fiscal year, according to a source familiar with the matter.
The newly assembled team, which began internally in March, aims to deliver more effective ad campaigns for a range of clients, including software giant SAP and website hosting platform Webflow. BrandWorks has seen significant growth, expanding its team by approximately 60% by hiring from competitors like TikTok, Meta, and X.
BrandWorks currently leads the Top Voices 360 program, which connects advertisers with creators for sponsored content. This program has already generated over $20 million in revenue between May 2025 and May 2026 for clients such as SAP, IBM, and ServiceNow.
In addition to BrandWorks, LinkedIn is actively promoting video content through its BrandLink program, encouraging publishers and creators to share more video. The company anticipates that revenue from BrandLink will nearly triple in the current fiscal year. Video is increasingly becoming a preferred format on the platform, particularly among younger demographics like Gen Z, which is LinkedIn's fastest-growing user segment. The rise in video posts from CEOs, which have increased by 68% over the past two years, also supports this trend.