LinkedIn Launches BrandWorks to Expand Business Advertising Capabilities
LinkedIn has unveiled BrandWorks, a newly assembled team of marketing experts aimed at delivering higher-performing ad campaigns for business clients, with a target annualized run rate of $100 million next fiscal year. The Microsoft-owned platform has grown the team by about 60 percent since its internal launch in March, hiring from competitors including TikTok, Meta, and X. The move signals LinkedIn's ambition to deepen its foothold in the B2B advertising market, where it competes against much larger players like Meta and Google.
LinkedIn on Wednesday publicly launched BrandWorks, an internally assembled team of marketing experts designed to help business advertisers run more effective campaigns on the platform. Led by Alex Josephson, who previously built a similar offering called Twitter Next, the team already counts SAP, IBM, ServiceNow, and Webflow among its clients. A source familiar with the matter said BrandWorks is expected to generate an annualized run rate of $100 million in LinkedIn's next fiscal year. The team also oversees Top Voices 360, a program pairing advertisers with creators for sponsored content that drove more than $20 million in revenue between May 2025 and May 2026. LinkedIn is simultaneously pushing video content through a separate program called BrandLink, which the company expects to nearly triple in revenue during the current fiscal year. Industry analysts note that roughly 80 percent of B2B advertising budgets flow into search and social media, with Google and LinkedIn identified as primary beneficiaries. Growing engagement from younger professionals and a 68 percent rise in CEO video posts over the past two years are cited as tailwinds for the platform's advertising ambitions.
What's missing
The article does not disclose LinkedIn's current total advertising revenue, making it difficult to assess how significant the $100 million BrandWorks target is relative to the platform's overall ad business. Additionally, no independent verification of the revenue figures cited is provided beyond a single unnamed source.
What different sources said
- Channel NewsAsiaCenter
LinkedIn launches new effort in push to capture business advertisers
- Yahoo FinanceCenter
LinkedIn launches new effort in push to capture business advertisers
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