LinkedIn to share ad revenue with creators in new video monetisation push

New Delhi: LinkedIn, the Microsoft-owned professional networking platform, has announced an initiative to share advertising revenue with content creators for the first time, aiming to capitalise on the surging popularity of video content. 

The move, revealed on Thursday, May 1, marks a significant shift for LinkedIn as it seeks to bolster engagement and attract high-value video advertisers, positioning itself as a hub for business-to-business (B2B) creators.

The program, an expansion of LinkedIn’s existing BrandLink initiative, will launch on June 2, 2025, with an initial cohort of 30 prominent B2B influencers, including podcaster Guy Raz, Diary of a CEO host Steven Bartlett, and Shelley Zalis, founder of the Female Quotient, a business community for women. 

Additionally, 13 publishers, such as Adweek, Condé Nast, and The Washington Post, will join the BrandLink program to monetise their video content. 

This follows the success of LinkedIn’s earlier revenue-sharing model with news publishers, which began in June 2024 and has more than doubled payouts since its inception.

LinkedIn’s decision comes as video consumption on the platform has skyrocketed, with users watching 36% more video content between October 30, 2024, and January 29, 2025, compared to the previous year. The platform reported a 34% year-over-year increase in video uploads in the last quarter of 2024, with short-form video emerging as the fastest-growing content category. 

This surge prompted LinkedIn to introduce a TikTok-like, full-screen vertical video feed earlier in 2024, which has fueled engagement and time spent on the site.

Under the BrandLink program, creators will earn a share of revenue from ads placed alongside their videos, though LinkedIn has not disclosed the exact percentage. 

Previously, the platform offered news publishers approximately 50% of ad revenue generated by their content, suggesting a similar model may apply. Creators can also benefit from “Thought Leader Ads,” sponsored posts that resemble organic content but reach broader audiences, further enhancing monetisation opportunities.

Sachin Sharma, Director, LinkedIn Marketing Solutions, India, said, “B2B buyers today are looking for real stories and thoughtful content that speaks to their professional needs - and video is playing a central role in that shift. Our research shows that 72% of B2B buyers in India who consume influencer content say it helps build brand trust. With BrandLink, we’re bringing the power of video and trusted creator voices together, enabling brands to drive awareness, recall, and relevance through content that feels contextual and credible. It’s a strategic step forward for marketers aiming to connect with their audiences in a more authentic and effective way.”

The initiative reflects LinkedIn’s broader strategy to evolve from a job-search and networking platform into a dynamic content hub. Unlike entertainment-driven platforms like YouTube or TikTok, LinkedIn emphasises professional relevance over virality, with its algorithm prioritising content that fosters meaningful discussions. 

LinkedIn’s push comes amid fierce competition in the creator economy, with platforms like YouTube and TikTok offering robust monetisation options. YouTube, for instance, shares 45% of ad revenue with Shorts creators, a model LinkedIn may aim to emulate. Unlike TikTok, which does not directly share ad revenue, LinkedIn’s program could give it a competitive edge in attracting B2B influencers.