LinkedIn's video ads are getting bigger as Gen Z changes the platform. To attract marketers, LinkedIn is expanding its video ads program by adding more publishers and creator-driven content. According to Reuters, AT&T Business, IBM, SAP, and ServiceNow will support the first season of new shows as part of the BrandLink initiative. This program allows selected publishers and creators to run brief pre-roll ads before their videos and share in the revenue that comes from them. 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. Bloomberg, the Wall Street Journal, Reuters, and Business Insider are among the prominent media outlets already participating. Vox Media, the Economist, BBC Studios, and BNR are among the new additions. LinkedIn has not disclosed specifics regarding how revenue is divided, and invite-only participation continues. This campaign is centered on short-form video. During campaigns that run for four to six months, creators and publishers will share clips, and brands can sponsor exclusive "Shows by LinkedIn." Small Business Builders will receive assistance from AT&T, Founder's Blueprint from IBM, SAP from AI in Action, and The CEO Playbook from ServiceNow. Matthew Derella, LinkedIn's vice president of marketing solutions, stated, "Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces." Already, the strategy is 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. From mid-2024 to mid-2025, LinkedIn reports growth in ad spend in specific industries, including software subscriptions, healthcare, and professional services. The US, UK, and Germany are still the largest contributors, while Brazil, India, and the US are the fastest-growing markets.
By July, uploads had increased by more than 20%, and views had increased by 36% compared to the previous year. Video itself is gaining ground. “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, younger professionals' use of LinkedIn is reshaping the platform. Generation Z workers are turning to the platform to remain visible and competitive in the face of layoffs and automated hiring systems that frequently exclude qualified candidates. LinkedIn received 1.77 billion monthly visits in February 2025, with more than half coming from individuals between the ages of 25 and 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. Generation Z, who are already proficient in digital communication, is utilizing LinkedIn and its advertising-focused tools as a platform to share ideas, demonstrate expertise, and establish credibility. A Morning Consult survey found that 67% of adults in Generation Z believe that having a strong personal brand is necessary for professional success. For them, résumés/CVs are no longer enough. Posts, conversations, and community participation convey identity and value. Brand consultant Nancy Ampaw describes it as a practical shift. She stated, "Your professional brand is your digital currency" in situations where an employer's decision can be changed overnight. “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.
The adjustments don't go over well with everyone. Long-term users are concerned that the platform doesn't feel as formal, but others see it as a true representation of how Gen Z approaches work—open, direct, and focused on self-driven growth. Waiting to be noticed is no longer an option for many people in this generation; instead, they are building exposure through consistent engagement. LinkedIn, which was once mainly used for job hunts, has since become a constant part of career-building.