Using LinkedIn personally is very different from using it for marketing. Fully understanding the business social media site can boost your marketing efforts, but there is a lot to learn. To help you, we’ve put together this guide.
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LinkedIn is the largest social network for businesses and business people and anessential site for B2B marketing.
On LinkedIn, people can connect with colleagues, industry peers and potential employers. Companies can showcase products and services, generate leads, build brand awareness and establish “thought leadership” within their industry. This professional focus makes it an ideal place to find the people who may be interested in purchasing your product.
It has more than 830 million users worldwide.More than 70% are from outside the United States.The United States has the most LinkedIn users at over 180 million.India, China and Brazil follow the US in terms of users.There are approximately 310 million monthly active users (MAU).40% of monthly active users visit daily.48.5% of US users are monthly active users.60.1% of users are between 25 and 34 years old.52% of users have a college degree.
These numbers are self-reported, and it’s wise to keep that in mind. For example, LinkedIn says it has more than 199 million users from the U.S. That’s two-thirds of the nation’s total population and four-fifths of all Americans between the ages of 18 and 64. Many of these accounts are businesses, not individuals, so the numbers aren’t crazy. However, all social media sites have a certain percentage of ghost accounts.
They must be doing something right: LinkedIn’s 2022 ad revenue was $5.91 billion, It is projected to reach $10.35 billion by 2027.
Culture and language
Culture. Every social media site has its distinct culture and jargon. The site and its users put everything in the best possible light. As a result, many posts have all the liveliness and personality of a press release. This allows businesses and leaders with distinct personas to stand out. Think twice before directly dissing the competition, though. This is best done passive-aggressively: “It’s great to see [competitor] getting back up to speed. [Product] is their best work in years.”
Jargon. As with many products, LinkedIn’s descriptions can have confusing jargon. Consider these:
LinkedIn is the most used platform among Fortune 500 companies for CEO engagements. (“Engagements” means doing pretty much anything on the site) There are 61 million senior-level influencers (A person with enough followers that LinkedIn considers them someone who can influence decision-making and public opinion) and 65 million decision-makers (A person who can decide whether to purchase a solution) on LinkedIn.There are 17 million opinion leaders on LinkedIn. (People invited to participate in the LinkedIn Top Voices program)
LinkedIn marketing tools
Everything on LinkedIn is marketing. Ads, posts, conversations, messages, etc. are all part of your campaign and need to be focused on achieving a goal. Here are the tools the site provides.
Company Page
Your digital storefront on the platform. It’s where you showcase your brand, share company updates and connect with your audience.
Brand visibility: Just like websites, a well-optimized company page improves your search engine ranking.Content distribution: This isn’t a place for press releases — content must be focused on the audience’s interests. Blog posts, industry news and thought leadership pieces all need to provide useful information.Community building: Nothing fancy about this. Respond to comments, follow people who you want to connect with, and comment on their posts. Be interested and interesting.
LinkedIn Ads
LinkedIn offers a variety of ad formats to reach your ideal customers and drive specific actions.
Sponsored Content: Promote organic posts to a wider audience.Text Ads: Simple, text-based ads that appear in the LinkedIn feed.InMail Ads: Send sponsored messages directly to targeted LinkedIn members.Dynamic Ads: Personalized ads that display a specific product or service based on the user’s interests.Thought Leader Ads: A post from an employee or industry expert is marked “Promoted by [company]” and distributed to a targeted audience. It looks like an organic post, and LinkedIn says they have a 2.3x higher click-through rate than single-image ads.Live Event Ads: There are two different types of ads specifically designed to promote live events on a company page. One is a Thought Leader Ad linked directly to the event to drive registrations, views and engagement. The other is a “sneak peek” 30-second video that lets people preview during and post-event.
All of these can be targeted according to factors such as:
Demographics: Age, gender, location and job title.Interests: Groups, pages and topics.Company: Size, industry and seniority.Behaviors: Website visitors, lead generation forms and event attendance.
Source: LinkedIn
Accelerate campaigns
LinkedIn Accelerate is a specialized campaign type designed to drive specific business outcomes, such as lead generation or website visits. It offers a streamlined setup process and pre-optimized targeting options, making it a more efficient choice for businesses with clear goals.
Accelerate also has gen AI tools to generate images, videos and other content.
New campaign objectives are being added — including brand awareness, engagement, website conversions and video views. That said, standard LinkedIn campaigns have more customization options and the ability to handle complex objectives.
LinkedIn Sales Navigator
Sales Navigator helps sales professionals identify and engage with potential customers. Its key features and functionalities include:
Advanced search: Look for leads based on specific criteria such as job title, industry, company size, location and more.In-depth lead profiles: Get detailed information about each lead, including their contact information, recent activity and connections.Lead recommendations: Suggests potential leads based on your saved search criteria and engagement history.Lead lists: Organize and manage your leads into different lists for easy tracking and follow-up.Team collaboration: Lets sales team members by sharing leads and insights.Integration with LinkedIn Sales Solutions: Works seamlessly with other LinkedIn sales tools like InMail and Sales Insights.
LinkedIn Analytics
This lets you measure the effectiveness of your marketing efforts. It has metrics and reports to help understand your audience, track content performance, measure campaign effectiveness and benchmark performance against industry standards.
Key features and functionalities:
Audience insights: Information about your followers, including demographics, interests and engagement patterns.Content performance: Tracks the reach, impressions, clicks, and engagement of your posts, including organic and sponsored content.Campaign tracking: Measures the effectiveness of your LinkedIn advertising campaigns, including click-through rates, conversion rates and cost per lead.Benchmarking: Compares performance to industry benchmarks, allowing you to identify areas for improvement.Custom reports: Create custom reports based on specific needs and goals.
LinkedIn Stories
These are similar to Instagram Stories and allow users to share short, ephemeral content directly with their network. They can include photos, videos, text, and GIFs. The key features and benefits include:
Ephemeral nature: Stories disappear after 24 hours, encouraging users to share more casual and timely content.Visual appeal: The format is visually engaging, making it a great way to share behind-the-scenes content, personal updates, or company news.Reach: Stories appear prominently in the feeds of your first-degree connections, increasing their visibility.Engagement: Stories encourage interaction through comments, likes, and direct messages.Brand awareness: Businesses can use Stories to showcase company culture, share product updates, and run contests or giveaways.
LinkedIn Showcase pages
These are specialized company pages that highlight specific products, services,or brand initiatives. They offer a focused platform for businesses to tailor their content and messaging to a particular audience, increasing engagement and interaction. Showcase Pages can also help build brand awareness and credibility for your featured offering, ultimately driving leads and sales.
Marketing strategies for LinkedIn
As an experienced B2B marketer, you already know the basics of LinkedIn marketing. Content marketing and social selling work the same everywhere. So, let’s look at things you may not be familiar with.
LinkedIn Live
This is the site’s version of event marketing. It lets you connect with your audience in real time. You can do this through:
Interactive Q&A sessions that let you and your audience get to know each other better, building relationships and providing valuable insights. Sharing exclusive behind-the-scenes content giving viewers a glimpse into your company or industry. Showcasing your products or services with a live how-to helps you educate viewers and generate interest.
LinkedIn Live is also useful for generating leads. You can get contact information by offering exclusive content to viewers who sign up for your email list. Contests or giveaways can also increase engagement and generate leads by offering prizes or discounts to people participating in the event or sharing it with others. And you can identify potential leads by seeing who has engaged with your content, asked questions or otherwise shown interest.
Employee advocacy
Employees can be a powerful force multiplier for marketing on LinkedIn. However, they need to know how to do it. Train them on best practices for LinkedIn usage and content sharing. Also, use a content calendar to ensure they share the right content at the right time. Of course, this means one more thing for them to do. So, recognize and reward employees who take the time to do this.
This has the additional benefit of encouraging employee ownership of the brand, which can contribute to a positive company culture. Furthermore, authentic comments from employees can build trust with potential customers and improve the company’s reputation.
LinkedIn Groups
Joining and participating in relevant LinkedIn groups lets you build relationships, network and share your expertise. Look for groups that align with your target audience and industry. Regular participation is the best way to raise your profile.
Marketing tips
Video is king of content: According to LinkedIn, 63% of B2B buyers say that short social videos really help them make purchasing decisions. Plus, 80% of those who watch video content trust influencer-led videos more than other types of content in the B2B space. On top of that, video is the fastest-growing format on their platform, with a 34% increase in uploads year-over-year.Influencer content is key during consideration: About 67% of buyers who know about B2B influencer marketing say it is crucial when weighing their options in the IT buying process.B2B influencers need to be experts: More than half (53%) of B2B buyers say subject expertise is the most important quality for influencers in this space.Expert content builds trust: Around 67% of buyers who engage with B2B influencer content feel that expert insights help establish brand trust and raise awareness about various products and solutions.Use LinkedIn Showcase Pages to target niche audiences: Showcase Pages are a great way to tailor your messaging and content to distinct audience groups, which can help you enhance engagement and relevance.Use polls to boost engagement: Polls are a simple and effective way to get your audience to interact with content.Stay updated on LinkedIn trends: LinkedIn is constantly evolving, so it’s important to stay up-to-date on the latest trends, such as LinkedIn Live and LinkedIn Stories. This will help you keep your LinkedIn marketing strategy fresh and compelling.Hashtags:These can be a useful way to increase visibility. To use them effectively, research relevant industry-specific hashtags and incorporate them into your posts. Avoid using too many hashtags, as it can make your posts appear spammy. Monitor trending hashtags to stay up-to-date and engage with relevant conversations. MarTech Editorial Director (and resident LinkedIn guru) Mike Pastore says not to put too much faith in hashtags as they seem to be decreasing in popularity.
Post-boosting tool for lead generation
LinkedIn introduced a new feature for enhancing lead generation efforts. Users can now select “Lead Generation” as an objective when boosting posts on their LinkedIn feed. Previously, the quick boost option was limited to reach and engagement goals.
This simplified ad setup allows businesses to set a budget, target a specific audience, and attach a lead form template to their boosted post. The feature lets companies build their contact lists and gain valuable insights into their audience. And it can transform organic content into targeted ads that generate high-quality leads.
Boosting LinkedIn posts can be a valuable tool for extending the reach of your top-performing content, while also serving as a data-gathering mechanism. This lightweight approach, however, lacks the granular targeting capabilities offered by LinkedIn’s Campaign Manager. For comprehensive campaign management, it’s essential to utilize the full suite of tools available within the platform.
Companies Hub in Campaign Manager
LinkedIn’s new Companies feature in Campaign Manager is designed to provide B2B marketers with deeper insights into account-based marketing (ABM) performance. It is a centralized hub for viewing company-level engagement data across organic and paid LinkedIn campaigns.
It lets marketers:
Prioritize accounts: Identify high-value accounts by sorting and filtering based on key metrics like engagement level, organic interactions, and paid clicks.Tailor strategies: Focus on low-engagement companies by developing targeted marketing campaigns to increase visibility and drive conversions.Measure campaign effectiveness: Track campaign performance at the account level, including impressions, engagements, and leads generated.
Use cases include:
Account discovery: Identify and target new accounts exhibiting organic engagement with your content.Brand awareness expansion: Explore new verticals by building audiences based on companies with low engagement levels.Lead generation: Launch targeted lead generation campaigns focused on high-engagement accounts.Full-funnel marketing: Execute comprehensive campaigns with dynamic segments tailored to awareness, consideration, and conversion stages based on account engagement.
Companies data and functionality:
Comprehensive data: Includes data from company lists and all companies reached through organic and paid LinkedIn advertising.Key metrics: Review, sort, and filter by engagement level, organic interactions (impressions, engagement), paid interactions (impressions, engagement, clicks, leads), company information (country, size), and date of activity.List creation: Save customized reports as dynamic lists (automatically updated based on filters) or static lists (fixed and unchanging).
With Companies, B2B marketers should get valuable insights, refine their ABM strategies, and reach and engage audiences more successfully.
New video presentation and discovery features
LinkedIn has rolled out several updates focusing on enhancing video presentation and discovery. They include bringing the full-screen, vertical video display format to desktop to make it more like the mobile app. The platform is also testing a larger video display in mobile and an option to display a member’s video uploads in a profile mini-view. These updates aim to make video posts more prominent and improve video discoverability.
Discovery is also a key focus, with LinkedIn now surfacing more videos in search results through a swipeable carousel. Additionally, LinkedIn is launching new video analytics, providing data on average watch time to help users understand video performance. To help users maximize video content, LinkedIn has also launched new nano-learning courses covering topics such as crafting compelling video hooks, editing, repurposing, and collaborating on video content.
These updates are significant because video content is on the rise on LinkedIn, with a reported 36% increase in watch time year-over-year. LinkedIn is actively trying to attract video creators by launching a TikTok-style vertical feed and prioritizing video content in its algorithm. By improving video presentation, discoverability, and providing analytics and learning resources, LinkedIn aims to capitalize on the growing popularity of video and encourage more users to incorporate video into their LinkedIn strategy.
Conversions API and Revenue Attribution Report updates
LinkedIn updated its ad targeting and attribution features to help improve ad targeting and demonstrate return on investment. These updates include the Conversions API (CAPI) and Revenue Attribution Report (RAR) enhancements.
Conversions API:
CAPI enables marketers to securely connect first-party online and offline data to capture conversions across multiple touchpoints.It enhances attribution accuracy, optimizes campaigns and maximizes ROI.The updated connection flow allows for easier data integration from various CRM platforms.The streamlined connection enables marketers to utilize client data for better ad targeting.On average, marketers using CAPI have seen a 31% increase in attributed conversion, a 20% decrease in cost per action and a 39% decrease in cost per qualified leads.
Revenue Attribution Report:
RAR allows marketers to review CRM data over an extended period of 365 days, providing more specific insight into how CRM data drives lead generation over time.It helps demonstrate opportunities driven by direct data integration.RAR connects users’ CRM data to their LinkedIn marketing campaigns to provide data-driven insights to optimize campaigns and boost ROIRAR enables advertisers to tie marketing efforts to real business outcomes with metrics, such as revenue influence, return on ad spend and pipeline.LinkedIn is testing new RAR functionality that allows advertisers to see how customers engage with a campaign to drive business revenue.
Influencer marketing on LinkedIn
LinkedIn is now a place for brands to leverage influencer marketing, according to The Sprout Social Index. The site offers a largely untapped opportunity for influencer marketing (only 12% of brands say LinkedIn is their preferred channel for influencers). Here’s why:
Expanded video: The new vertical video and dedicated video tab shows the growing demand for short-form videos. Along with new video analytics, these measures position LinkedIn as a legitimate channel for influencer marketing campaigns.Influencer marketing rising with high-performing content: 69% of US marketers plan to partner with more influencers in 2025 than they did in 2024. Ninety-two percent said sponsored influencer content outperforms organic content in reach and 90% report higher engagement rates.Credibility with influencers: B2B and B2C marketers rank credibility and trust among their top goals for influencer marketing (55% and 54%, respectively).
Example: Brandon Smithwrick partnered with Typeform, an online form-building software, for a LinkedIn post about how the platform enhances efficiency. The video got 380 engagements (reactions, comments and reposts), according to Sprout.
LinkedIn updated its Campaign Manager, focusing on three key areas: campaign planning and strategy, campaign creation and measurement and optimization.
The updates include a new Media Planner for forecasting campaign results, an Ads Duplication feature to streamline campaign creation, Dynamic UTMs for improved tracking, a Marketing Overview dashboard for small businesses, enhanced Measurement Insights for detailed performance analysis and an AI-driven Campaign Performance Digest for quick understanding of results.
Media Planner
Forecasts campaign results, including likely ROI, before launch.Provides estimates for incremental reach, impressions, leads, cost-per-key-result for campaign objectives like brand awareness, video views and lead generation.Enables saving and sharing media plans with team members.Identifies optimal audience segments, placements and budget allocations.
Ads Duplication
Duplicates ads across campaigns and accounts.Makes it easier to broaden campaigns without cutting and pasting information.Helps maintain consistent messaging and branding.Saves time when launching multiple campaigns.
Dynamic UTMs
Automates UTM generation.Easier tracking of responses to promotions.Automatically generates unique URL parameters for tracking each ad.Improves consistency in performance reporting.
Marketing Overview
Tailored to provide small businesses with more insight into account-wide campaign performance.A centralized view of account-wide performance metrics.Displays key metrics like spend by objective, key results, cost-per-result and return-on-ad-spend.
New Measurement Insights
A centralized dashboard for analyzing full-funnel performance and business impact across campaigns.Helps marketers refine their approach and maximize return on ad spend.Provides insights into the buyer journey from awareness to lead generation.Improves audience targeting through multi-level data analysis.
AI-driven Campaign Performance Digest
Offers concise, digestible takeaways about campaign performance.Highlights key performance metrics such as cost-per-result and click-through rate.Provides AI-driven recommendations for campaign optimizations based on specific campaign data.Benchmarks campaign performance against industry peers.
The underused formats LinkedIn’s algorithm loves
Polls, the least used format on LinkedIn, are getting a lot of push from the site’s algorithm, according to Metricool’s “2025 LinkedIn Study.” The report also suggests that marketers should make more use of carousels and video.
Here are the highlights:
Polls are the least used format (0.00034% of publications) but achieve the highest reach, 206.33% above average.Polls and surveys appear to be getting high visibility from LinkedIn’s algorithm.Carousels are the top-performing content format, with the highest engagement (45.85%) and the most interactions. They also attract a high number of clicks.Video publications increased by 53%, and video content is growing faster on LinkedIn than on other platforms. This increased video content also shows significant growth in impressions (+73.39%) and views (+52.17%), indicating that LinkedIn is prioritizing this format.Engagement has increased by 13.75% for pages with more than 1,000 followers.LinkedIn interactions have steadily risen, with significant increases in clicks (28.13%) and comments. Pages with over 100K followers have seen a nearly threefold increase in clicks in the last two years.Shares are mostly down on small and medium-sized pages, but impressions are still growing, suggesting content is spreading differently.Growing followers on LinkedIn can be challenging compared to other platforms, with only 17.68% of accounts gaining followers.More followers doesn’t always mean more interaction. Industries like manufacturing and utilities can generate higher engagement per post than those with larger audiences.The sectors with the highest clicks per post are financial services, utilities, oil, gas, and mining, indicating LinkedIn is a strong platform for technical content.Includinglinks in posts does not limit reach; posts with links have +4.90% impressions and +13.57% interactions.Click-through rates have seen impressive growth, especially in accounts with over 100K followers (+55.36%), making LinkedIn a top network for driving traffic.
Metricool’s 2025 LinkedIn Study is based on an analysis of 47,735 accounts and 577,180 posts between January 2023 to January 202. It is available here. (Registration required)
Qualified Leads Optimization
LinkedIn’s new Qualified Leads Optimization feature helps advertisers target high-intent accounts by aligning ad delivery with lead quality. Businesses can define lead quality through LinkedIn’s system or a CRM like HubSpot or Salesforce. Once leads are identified, their data is sent to Campaign Manager, which matches and optimizes ad delivery based on similar high-quality profiles. The tool also offers deeper attribution for pipeline and revenue impact.
LinkedIn recommends submitting at least five qualified leads every two weeks, within 30 days, for optimal results. The system takes two weeks to reach full performance. This feature applies to campaigns using the Lead Generation objective and works best for large-scale advertisers with an existing lead qualification process.
LinkedIn announces BrandLink for ads with creator content
In early May 2025, Linked announced BrandLink, an expansion of what was formerly known as the Wire Program launched in 2024. BrandLink will offer video ad placements next to some of the LinkedIn platform’s most popular creator voices.
With the launch of BrandLink, LinkedIn continues to grow its investment in video. According to LinkedIn, 62% of B2B marketers believe video is most effective in reaching and influencing members of the buyer group.
Other elements of BradnLink include:
B2B marketers can now sponsor “LinkedIn Shows” — exclusive video content from top creators and publishers, focused on themes core to LinkedIn’s audience, including the CEO playbook, AI and innovation, entrepreneurship/founders, female leadership/entrepreneurship and small business stories. Brands can run in-stream ads ahead of original creator and publisher content in feed, offering an authentic and engaging way to target and reach their audience. LinkedIn is onboarding more publishers, including ADWEEK, Condé Nast, Der Spiegel, Dynamo, Entrepreneur Media, Fast Company, Front Office Sports, Inc. Magazine, Morning Brew, Penske Media Corporation, The Washington Post, USA TODAY, and WaitWhat, and expanding into multilingual content.
Since launching the Wire Program in June 2024, LinkedIn advertisers report:
130% higher video completion rates.23% higher view rate vs. standard video ads.Viewers are 18% more likely to convert to leads.
LinkedIn is adding more post analytics aimed at giving frequent posters and creators a clearer picture of how their content performs and what actions it drives. The new data shows things like how a post leads to profile visits or new followers. Premium members can also see how many people click their custom profile button, which is often used to send traffic to websites or newsletters.
The added metrics provide a better sense of how content performs in terms of visibility and outcomes. Data points like “followers gained from this post” help show growth over time, while “custom button interactions” give a clearer sense of how content leads to clicks—useful for anyone tracking conversions, especially in B2B. These also open the door for more targeted testing and content tweaks, giving users a better chance to see what works and what doesn’t. Marketers see this as a step toward stronger post-level attribution, which could make the platform more appealing for ad spend.
At the same time, LinkedIn quietly removed the basic hyperlink option from profiles on May 28. Now, the only way to add an external link is through a Premium-only custom button. That might nudge more people toward upgrading, though many top creators already have free access to Premium.
LinkedIn announces tools to help marketers grab attention
According to LinkedIn, 91% of B2B marketers agree that grabbing audience attention is their biggest campaign worry. New product updates introduced in early June 2025 are designed to help.
LinkedIn has announced:
First-impression ads: New full-screen, vertical video format for single-day campaigns to maximize visibility during important moments. Marketers can exclusively reserve the first ad impression that a member sees on a given day, in a given country.
Reserved ads: Allowing advertisers to place other sponsored content, including Thought Leader Ads, Single Image Ads and Document Ads, as the first ad slot in the feed to increase attention, brand visibility, and share of voice.
Expanded CTV ad capabilities: CTV Ads are generally available for customers to target buyers in the U.S. and Canada, and LinkedIn made additional enhancements to offer more premium reach, easier activation and sharper insights — all in one place. This includes: welcoming Paramount as the latest publisher for LinkedIn’s CTV Select offering, bringing VAST tag capabilities from Innovid to CTV Ads and more.
LinkedIn is also teaming up with Adobe so marketers can design in Adobe Express and export directly to LinkedIn Ads.
LinkedIn adds frequency capping to brand awareness campaigns
LinkedIn has introduced long-requested frequency capping controls for brand awareness campaigns, giving advertisers the ability to limit how often their ads are shown to individual member accounts. The new feature, detailed in documentation published three weeks ago, began rolling out on July 2, 2025.
Advertisers using Classic campaigns in LinkedIn Campaign Manager can now set frequency caps ranging from 3 to 30 impressions per member over a rolling seven-day period. The update covers placements in the LinkedIn feed, LinkedIn Audience Network, and Connected TV, with options to either apply default limits or customize caps for specific strategies.
This enhancement addresses a key gap in LinkedIn’s ad platform, which previously lacked manual frequency controls—a point of frustration for advertisers for years. One user in a 2021 Reddit thread described being told by LinkedIn support that such settings weren’t available.
By allowing marketers to manage ad exposure more precisely, LinkedIn aims to reduce ad fatigue and improve the effectiveness of B2B brand awareness efforts.
LinkedIn rolls out new analytics and company attribution
LinkedIn is expanding its analytics capabilities with the rollout of two key updates to give marketers and professionals more actionable insights. First, the platform has launched Member Analytics APIs, which let individual users pull profile and post performance data—including follower growth, video views, and engagement metrics—into their preferred social media management tools. This API access was previously reserved for company pages but is now open to all members. Launch partners include major platforms like Hootsuite, Buffer, Sprinklr, and Zoho, with more integrations expected.
These APIs help users consolidate their performance tracking and make it easier to surface LinkedIn insights alongside other social data. Users must authenticate their LinkedIn accounts within each tool, and LinkedIn is actively seeking user feedback to guide further development. Early partners like Vista Social and SocialPilot have described the new functionality as filling a key gap in their analytics offerings.
In addition, LinkedIn has introduced Company Attribution in its Revenue Attribution Report. This new feature aims to give B2B marketers a more granular view of how marketing activities influence deal progression across buying committees. Marketers can track revenue influence at the account level by integrating CRM data from HubSpot, Salesforce or Microsoft Dynamics. The insights enable more targeted retargeting, campaign optimization, and pipeline acceleration when used with LinkedIn’s Companies Hub. The Company Attribution tool is now available globally.
Thought Leader Event Ads
LinkedIn is rolling out Thought Leader Event Ads, letting marketers sponsor member posts that link directly to event pages. Building on the success of Thought Leader Ads — which see 1.6x higher engagement than single image ads — this new format helps brands amplify executives, employees, creators and industry experts around key moments.
Why now? Trust has become the currency of B2B marketing. LinkedIn’s 2025 Benchmark Report found 94% of marketers say trust is essential, and most agree people trust people more than brands. Thought Leader Event Ads allow marketers to tap into that credibility while driving visibility for conferences, webinars and campaign launches.
Getting started is simple: find member posts tied to your event, request permission to promote them, and set it up in Campaign Manager. From there, track results with CTR, CPC and follower growth to see how trusted voices move the needle.
BrandLink program expands
LinkedIn is doubling down on video as its BrandLink program rapidly scales. Once limited to publishers, the initiative was rebranded in May to include creators and now counts more than 70 new partners—from Bloomberg and The Wall Street Journal to TED. The format: pre-rolls of roughly 15 seconds, paired with in-content branded placements.
The sponsors are enterprise giants like AT&T Business, IBM, SAP, and ServiceNow. The results: BrandLink revenue jumped nearly 200% quarter over quarter, while creator and publisher payouts have tripled yearly. Video uploads are up more than 20% and views are up 36%, with ad spend flowing in from multiple industries eager to reach decision-makers inside LinkedIn’s growing B2B video ecosystem.
THe increased emphasis on video is a response to changes in LinkedIn’s audience is shifting. More than half of its 1.77 billion monthly visits now come from 25–34-year-olds. Creator-led content and authentic storytelling carry more weight than traditional ads with Gen Z.
The Brandlink program is available by invite only.
Company Intelligence API
LinkedIn has introduced the Company Intelligence API, a tool aimed at helping B2B marketers link campaign engagement more directly to pipeline and revenue.
Traditional attribution models often fall short in complex B2B buying journeys, where early signals are overlooked and campaign impact is undervalued. LinkedIn’s new API addresses that gap by making company-level engagement data — including paid and organic impressions and clicks — available to analytics platforms.
Certified partners such as Channel99, Octane11, Dreamdata, Factors.ai and Fibbler ingest this data alongside CRM outcomes and other channel inputs. The result: attributed metrics that connect LinkedIn activity to sales pipeline and ROI, giving marketers a clearer view of how campaigns influence accounts across the funnel.
Marketers in the pilot highlighted the API’s ability to validate spend and improve alignment between sales and marketing. Some cited uncovering nearly double the influenced pipeline compared to previous reporting methods, while others noted that lower SQL costs provided compelling justification for increased budget allocation.
The Company Intelligence API is now available globally.
