LinkedIn is strengthening its position as a platform for business advertisers by launching a new team of marketing experts. The initiative, called BrandWorks, is expected to generate an annualized run rate of $100 million in the next fiscal year, according to a source familiar with the matter.
BrandWorks: A New Advertising Team
The Microsoft-owned company unveiled BrandWorks on Wednesday. The newly assembled team aims to deliver higher-performing ad campaigns for clients. These clients range from software giant SAP to privately held website hosting platform Webflow. Alex Josephson, Vice President of BrandWorks, stated, “We’re developing services that are designed to meet the marketer where they are.” Josephson previously built a similar offering called Twitter Next.
LinkedIn has carved a niche in the crowded ad market by targeting businesses looking for enterprise clients. However, it remains far smaller than major ad-focused firms like Meta Platforms. BrandWorks was launched internally in March, and its team size has grown by about 60 percent in the past several months. The company has been aggressively hiring from competitors such as TikTok, Meta, and X.
The team now leads a program called Top Voices 360. This program pairs advertisers with creators for sponsored content. It drove more than $20 million in revenue from May 2025 to May 2026, with clients including SAP, IBM, and ServiceNow.
Big Bet on Video
LinkedIn is also pushing publishers and creators to share more video on the platform. Advertisers can run campaigns alongside this video content through a program called BrandLink. The company said it expects BrandLink revenue to nearly triple in the current fiscal year, though it did not disclose the exact figure.
Luke Stillman, a managing director at trend advisory firm Madison and Wall, noted, “We estimate that 80 percent of B2B budgets go into search and social media, with Google and LinkedIn the primary beneficiaries of those B2B dollars.”
Video is fast becoming the preferred format on LinkedIn, especially among younger professionals such as Millennials and Gen Z. Josephson highlighted, “Gen Z is our fastest-growing demographic on the platform. They are our fastest-growing in terms of engagement with content.”
A growing trend of executives aiming to reach audiences directly has also helped. Video posts from CEOs have increased by 68 percent on LinkedIn over the last two years.
