LinkedIn rebrands its Wire Program to BrandLink, blending ads with creator-led shows | Tech News

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LinkedIn has rebranded its Wire Program as BrandLink, letting advertisers run video ads before creator-led shows focused on business, AI, and innovation. Early results show a 130% jump in video completion rates. With Lenovo and Bloomberg already onboard, the format aims to connect brands with viewers through more relevant, trusted content.

LinkedIn’s BrandLink takes off with support from Lenovo, Bloomberg, and more Image credits: Pexels

LinkedIn is going bigger on video. As business marketers face pressure to prove the impact of their campaigns, the platform has introduced a fresh identity for its video ad solution. The Wire Program is now BrandLink. The revamped offering not only gets a new name but is expanding to bring top creators, publishers, and regional voices into the mix.

This isn’t just about putting ads in videos. It’s about pairing those ads with content that professionals actually want to watch. From CEO strategies to startup stories and AI innovation, the content lineup aims to hook a work-focused crowd. The idea is simple: give marketers a high-quality space to run ads where audiences already care about what’s being said.

What is BrandLink?

BrandLink lets advertisers place their video ads before editorial content created by trusted publishers and industry creators. This includes exclusive shows on topics like female entrepreneurship, AI, business scaling, and leadership playbooks. According to LinkedIn, advertisers using BrandLink have seen video completion rates rise by 130% and view rates go up by 23% compared to regular video ads.

Marketers can sponsor content from Shows by LinkedIn, a curated selection of videos made for the platform. These shows are produced with a professional lens and often feature credible names in business and innovation. At launch, the shows will include stories from founders, tips for scaling up, and advice tailored to working professionals.

Indian brands are already experimenting

Chandrika Jain, Director of Brand Strategy & Content at Lenovo India, shared that Lenovo was among the early adopters. Speaking about the company’s recent AI PC campaign, she said, “With the launch of our Aura Edition AI PC, we saw BrandLink as a fresh and impactful way to drive awareness and reach the right professionals at scale. Partnering with Bloomberg through this program allowed us to do just that.”

Sachin Sharma, Director at LinkedIn Marketing Solutions India, pointed out that influencer-led content is growing in B2B settings. “B2B buyers today are looking for real stories and thoughtful content that speaks to their professional needs – and video is playing a central role in that shift,” Sharma said. “72% of B2B buyers in India who consume influencer content say it helps build brand trust.”

Global creators, local reach

The BrandLink roster includes well-known global creators like Bernard Marr, Rebecca Minkoff, Guy Raz, and Candace Nelson. LinkedIn also said more regional creators will be onboarded soon to expand local relevance. The company is offering content in multiple languages and working with publishers like ADWEEK, Fast Company, Entrepreneur Media, Der Spiegel, USA TODAY, and Morning Brew.

Advertisers can target audiences by region and language preference on both mobile and desktop, using LinkedIn’s existing targeting tools. The focus, LinkedIn says, is on helping brands reach the “audience that matters to them” using content that feels relevant, not intrusive.

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