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LINKEDIN LAUNCHES CREATOR VIDEO SHOWS TO CAPTURE CREATOR ECONOMY SHARE

TLDR ~30 SECONDS⚡️

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CreatorVersed Team
May 01, 2025

LATEST DEVELOPMENT

LinkedIn has unveiled a slate of five original video shows featuring business-focused creators including Steven Bartlett, Rebecca Minkoff, and Candace Nelson, expanding its BrandLink program (formerly Wire Program) as part of a strategic push to become a destination for professional video content.

INDUSTRY TALK

"LinkedIn must curate high-signal content that matches the platform's professional intent, not just push engagement bait. The goal isn't scale, it's signal. You don't need a million views. You need the right 10 decision-makers."

-Nick Cicero, founder of Mondo Metrics

BY THE NUMBERS

Growth indicators include:

  • 36% increase in total video viewership on LinkedIn compared to last year

  • 2X faster growth rate for video creation versus other post formats

  • $8.06B projected ad revenue for LinkedIn in 2025 (up 12.4% year-on-year)

  • 1B+ users on the platform according to LinkedIn's own figures

  • 50% revenue share reportedly kept by LinkedIn from BrandLink program

CONTENT STRATEGY

Program features include:

  • Five initial shows focusing on female entrepreneurship, CEO strategies, and AI

  • Pre-roll monetization opportunities with skippable ads similar to YouTube

  • First-posting exclusivity requirement with creators retaining IP rights

  • Curated selection of high-profile business creators with plans for expansion

  • New publisher partners including The Washington Post, Front Office Sports, and Adweek

COMPETITIVE POSITIONING

Market advantages include:

  • Professional, affluent audience appealing to advertisers seeking decision-makers

  • Brand-safe environment compared to other social platforms

  • Targeted advertising capabilities using LinkedIn's professional data

  • Growing creator economy establishing LinkedIn as a business content destination

  • Diversification beyond job-seeking into knowledge-sharing and thought leadership

THE BOTTOM LINE

As LinkedIn transforms from a resume repository to a professional content hub, its investment in creator-led video shows represents a strategic play to capture a slice of the creator economy by leveraging its unique position as a business networking platform—focusing not on mass engagement metrics but on delivering high-value content to influential decision-makers that advertisers are eager to reach.

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