Key facts
- LinkedIn has launched a new team called BrandWorks to enhance its business advertising offerings.
- The team is expected to generate an annualized run rate of $100 million next fiscal year.
- BrandWorks aims to deliver higher-performing ad campaigns for clients ranging from SAP to Webflow.
- LinkedIn is also pushing video content through its BrandLink program, expecting revenue to nearly triple this fiscal year.
- Gen Z is LinkedIn's fastest-growing demographic, with video content being a preferred format.
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.