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. In May, the program was rebranded to include creators after beginning as the Wire Programme for publishers last year. Over 70 publishers and creators have joined LinkedIn since then, 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. 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's payouts to creators and publishers have tripled in a year, while revenue increased by nearly 200 percent in the second quarter. From mid-2024 to mid-2025, LinkedIn reports growth in ad spend in specific industries, including software subscriptions, healthcare, and professional services. The United States, the United Kingdom, and Germany continue to be the largest contributors, while Brazil, India, and the United States 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 are always thinking about how we can provide our members, creators, and advertisers with more value." Derella stated, "Video is definitely going to be a crucial part of that." How LinkedIn's advertising culture is being reshaped by younger employees 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 platform's tone has also changed as a result of the shift in users. In the past, the majority of the content consisted of job updates. Now, it includes 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. Resumes and cover letters no longer suffice for them. Posts, conversations, and community participation convey identity and value. Nancy Ampaw, a brand consultant, calls it a "practical shift." She stated, "Your professional brand is your digital currency" in situations where an employer's decision can be changed overnight. "It enables you to be acknowledged for your value before a position is even considered." LinkedIn has launched tools for creators, including newsletters, analytics, and more video support, to meet this demand. Professionals now have a place to carve out a niche and maintain long-term visibility on the platform. Not everyone is comfortable with the changes. 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 initially primarily used for job searches, has since evolved into an ongoing component of career development.