LinkedIn launched BrandLink, a new ad format that achieves 130% higher completion rates and 23% higher view rates than standard ads. The platform is pushing video as Gen Z and millennials drive up viewership, with video now comprising 60% of social media consumption.
You already know LinkedIn is going all in on video. The numbers behind this shift are staggering. There's been a 36% year-over-year increase in total video viewership, and at NewFronts, LinkedIn announced their first true creator monetization pathway, BrandLink, which allows brands to place pre-roll ads against creator content. For now, it's a small roster of creators participating, but the early results are impressive. 130% higher video completion rates, 23% higher view rates, and members who view BrandLink ads are 18% more likely to become a lead. Now, after the main LinkedIn hosted creators and brand partners at the swanky Crane Club. I was fortunate enough to score an invite. It was an amazing time, and I got to chat with some of the LinkedIn team about this shift to video and creators. What's prompting it?
We are seeing younger people are engaging a lot more on LinkedIn, Gen Zs and millennials, and they are consuming and creating more video content. So I think it's a natural evolution of what they have experienced and grown up with, and it's now really coming to LinkedIn in a pretty powerful way.
So with video now comprising 60% of all social media social media content we consume, this evolution makes a lot of sense. And for creators and brands, this is a really pivotal moment, a rare window when attention is really high, competition is low, and LinkedIn is actively pushing video forward.
