LinkedIn has established a new advertising division, BrandWorks, as part of efforts to expand its presence in business-to-business (B2B) marketing and creator-led advertising campaigns.
The professional networking platform, owned by Microsoft, expects the unit to achieve an annualised revenue run rate of about 100 million dollars in the next fiscal year.
According to reports, BrandWorks was introduced internally in March 2026 and has since expanded significantly, with staffing increasing by about 60 per cent through recruitment from major technology and social media companies.
The unit is focused on developing advertising campaigns for enterprise clients, including SAP, IBM and ServiceNow.
BrandWorks also oversees programmes that connect advertisers with content creators to produce sponsored campaigns targeted at professional audiences.
One of its initiatives, Top Voices 360, generated more than 20 million dollars between May 2025 and May 2026 through creator-brand partnerships.
Vice President of BrandWorks, Alex Josephson, said the company was building services designed to meet the evolving needs of marketers.
“We’re developing services that are designed to meet the marketer where they are,” Josephson said.
Industry analysts say LinkedIn has strengthened its position in the B2B advertising market despite facing competition from larger digital advertising platforms.
The company’s advertising revenue reached 8.2 billion dollars in 2025 and is projected to increase to 9.7 billion dollars in 2026, with forecasts suggesting further growth to 11.3 billion dollars in 2027.
Although the figures remain below those of larger rivals such as Meta and Google, LinkedIn has established itself as a major destination for B2B advertising.
According to market estimates, approximately 80 per cent of B2B marketing budgets are now allocated to search and social media platforms, with Google and LinkedIn receiving a significant share of that spending.
Video content has also become a central component of LinkedIn’s growth strategy.
The company reported that vertical video uploads increased by 36 per cent in 2025, while video posts by chief executives rose by 68 per cent over the past two years.
LinkedIn said younger professionals, particularly members of Generation Z, were driving increased engagement with video content and creator-led posts on the platform.
BrandWorks also supports BrandLink, LinkedIn’s video-focused advertising programme, which the company expects to record substantial revenue growth during the current fiscal year.
Analysts say the expansion reflects a broader shift in digital marketing as professional platforms increasingly embrace creator-driven content and video advertising to attract audiences and advertisers.
