LinkedIn has launched BrandWorks, a new initiative aimed at enhancing advertising campaigns for businesses, with expectations of generating significant revenue in the coming fiscal year.
LinkedIn has introduced BrandWorks, a dedicated team designed to assist businesses in creating more effective advertising campaigns. This initiative was announced on Monday and is part of LinkedIn’s strategy to attract more business advertisers.
“We’re developing services that are designed to meet the marketer where they are,” said Alex Josephson, Vice President of BrandWorks. Josephson previously led a similar initiative at Twitter called Twitter Next.
According to reports, LinkedIn anticipates that BrandWorks will achieve an annualized run rate of $100 million in the next fiscal year. The platform has established a niche by catering to businesses seeking enterprise clients, although it remains considerably smaller than major advertising firms like Meta Platforms.
BrandWorks was internally launched in March and has expanded its team by approximately 60% over recent months, actively recruiting talent from companies such as TikTok, Meta, and X. The team is currently overseeing a program called Top Voices 360, which connects advertisers with creators for sponsored content. This initiative has reportedly generated over $20 million in revenue from May 2025 to May 2026, with notable clients including SAP, IBM, and ServiceNow.
In addition to BrandWorks, LinkedIn has rolled out a program called BrandLink, which allows publishers and creators to share more video content on the platform. Advertisers can run campaigns alongside this content. The company projects that revenue from BrandLink will nearly triple in the current fiscal year, although specific figures have not been disclosed.
“We estimate that 80% of B2B budgets go into search and social media, with Google and LinkedIn being the primary beneficiaries of those B2B dollars,” said Luke Stillman, managing director at trend advisory firm Madison and Wall.
There is a growing trend among LinkedIn users, particularly younger professionals, to engage with video content. “Gen Z is our fastest-growing demographic on the platform. They are our fastest-growing in terms of engagement with content,” Josephson noted.
Moreover, there has been a notable increase in video posts from executives, with CEO video content rising by 68% on LinkedIn over the past two years. This trend reflects a shift towards direct engagement with audiences by company leaders.
Despite these initiatives, LinkedIn has also been undergoing significant changes, including layoffs across multiple divisions and a reduction in spending on office space, marketing, and events. These cuts are part of a broader restructuring effort by its parent company, Microsoft, which is focusing on artificial intelligence investments and operational efficiency. The layoffs reportedly impact teams within LinkedIn’s Global Business Organization, marketing, engineering, and product divisions.
As LinkedIn continues to evolve its advertising strategies and expand its offerings, the company remains focused on meeting the needs of modern marketers while navigating the challenges of a competitive landscape.
According to Reuters, these developments mark a significant step for LinkedIn as it seeks to solidify its position in the advertising market.