LinkedIn Launches BrandWorks to Expand Business Advertising Capabilities
LinkedIn unveiled BrandWorks, a new team of marketing experts designed to help business advertisers run higher-performing campaigns on the platform. The initiative, which launched internally in March, is expected to generate $100 million in annualized revenue next fiscal year and has grown its team by 60% through hiring from competitors like Meta and TikTok. The move reflects LinkedIn's strategy to capture a larger share of the $80 billion B2B advertising market dominated by search and social platforms.
LinkedIn, owned by Microsoft, announced the formation of BrandWorks, a specialized team led by VP Alex Josephson (who previously built a similar offering at Twitter) aimed at delivering higher-performing ad campaigns for enterprise clients. The team, which launched internally in March, has expanded by approximately 60% in recent months through aggressive hiring from major tech companies including Meta, TikTok, and X. BrandWorks currently operates a program called Top Voices 360 that pairs advertisers with creators for sponsored content, generating over $20 million in revenue from May 2025 to May 2026 with clients such as SAP, IBM, and ServiceNow. LinkedIn is also promoting video content through a program called BrandLink, which the company expects to nearly triple in revenue during the current fiscal year. The initiative capitalizes on growing trends including increased video consumption among younger professionals and a 68% rise in CEO video posts over the past two years.
What different sources said
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LinkedIn launches new effort in push to capture business advertisers
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LinkedIn launches new effort in push to capture business advertisers
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