BackLinkedIn Expands Video Ads As Gen Z Reshapes the Platform
The programme started last year as the Wire Programme for publishers but was rebranded in May to include creators. Since then, LinkedIn has signed up more than 70 publishers and creators, and the number of creators on the platform has almost doubled since 2021. Big names already taking part include Bloomberg, the Wall Street Journal, Reuters, and Business Insider. New additions include BBC Studios, BNR, TED, the Economist, and Vox Media. Participation is still invite-only, and LinkedIn hasn’t shared details on how revenue is split.
Short-form video is central to this push. Creators and publishers will share clips during campaigns that last four to six months, with brands able to sponsor exclusive “Shows by LinkedIn.” AT&T will support Small Business Builders, IBM will back Founder’s Blueprint, SAP is tied to AI in Action, and ServiceNow will sponsor The CEO Playbook.
“Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces,” said Matthew Derella, LinkedIn’s vice president of marketing solutions.
The strategy is already paying off. BrandLink revenue rose nearly 200% in the second quarter compared with the previous, while payouts to creators and publishers have tripled in a year. LinkedIn also reports growth in ad spend in specific industries, with software subscriptions up 20% and healthcare and professional services both climbing 14% from mid-2024 to mid-2025. The US, UK, and Germany are still the largest contributors, while Brazil, India, and the US are the fastest-growing markets.
Video itself is gaining ground, and uploads rose more than 20% by July, while views were up 36% compared with the year before. “We’re always thinking about how we can deliver more value to our members, creators and our advertisers. Video is certainly going to be a critical part of that,” Derella said.
How Younger Workers Are Reshaping LinkedIn and Its Ads Culture
At the same time, LinkedIn is being reshaped by how younger professionals use it. Gen Z workers, facing layoffs and automated hiring systems that often filter out qualified candidates, are turning to the platform to stay visible and competitive.
In February 2025, LinkedIn saw 1.77 billion monthly visits, with more than half coming from people aged 25 to 34. The shift in users has also shifted the tone of the platform. What was once mostly job updates has become a mix of marketing analysis, career stories, industry insights, and personal reflections.
The change reflects frustration with traditional hiring, where many applications are ignored. Gen Z, already skilled in digital communication, is using LinkedIn and its ads-focused tools as a stage to share ideas, show expertise, and build credibility.
According to a Morning Consult survey, 67% of Gen Z adults believe that having a strong personal brand is essential for professional success. For them, résumés/CVs are no longer enough. Identity and value are expressed through posts, conversations, and community engagement.
Brand consultant Nancy Ampaw describes it as a practical shift. “Where your employer can change their mind overnight, your professional brand is your digital currency,” she said. “It allows you to be recognised for your value before a role is even on the table.”
To meet this demand, LinkedIn has rolled out tools for creators, including newsletters, analytics, and more support for video. The platform is now a place where professionals can carve out a niche and stay visible long term.
Not everyone is comfortable with the changes. Some long-time users are concerned that the platform feels less formal, but others see it as an honest representation of how Gen Z approaches work – open, direct, and focused on self-driven growth.
For many in this generation, waiting to be noticed is no longer such an attractive option, and are building exposure through steady engagement. LinkedIn, which was once mainly used for job hunts, has since become a constant part of career-building.
Source: Marketing Tech News