There might be few things more depressing than getting to put ‘LinkedIn video influencer’ into your digital CV, but that’s just what businesses and creators taking part in Microsoft’s BrandLink program are unleashing on the platform.
Most users will have to remain content with publishing workplace-adjacent stories that totally happened, guys, but larger businesses, with bigger advertising budgets, are being added to BrandLink following a smaller-scale trial in 2024. The result is more advertising on the platform, in the shape of short-form video and content branded as “Shows by LinkedIn”.
LinkedIn to the money
Microsoft’s platform hopes to capitalise (on LinkedIn? Surely not) on the success seen by platforms like TikTok and Instagram’s Reels when it comes to generating advertising revenues. In true business style, the planned shows and fifteen-second pre-roll adds will be generated in four- to six-month campaigns that will bombard users with whatever message is paying enough to be spread around the place.
The business-focused site’s Matthew Derella, speaking to Reuters, explained, “Advertisers are incredibly interested in connecting with people who make decisions, particularly in the business-to-business marketplaces.”
And advertisers are increasingly leaning on videos to get their message across, with the medium on the rise everywhere.
“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,” continues Derella.
Just don’t expect that your own small business will join the likes of Bloomberg, BBC Studios, The Economist, and others currently publishing video ads on BrandLink, at least in the short term. Microsoft’s program is currently invite-only and, based on the names involved, it’s reserved for the heavy hitters only.
