LinkedIn to Finally Share Ad Revenue with Creators; Find out more about LinkedIn’s BrandLink Program

In a move that’s likely to shake up the professional content space, LinkedIn has announced it’s officially jumping into the creator monetisation game. For the first time ever, the Microsoft-owned platform will start sharing ad revenue with content creators, especially those making waves in the B2B world.

BrandLink Goes Big: LinkedIn’s Creator Monetisation Era Begins

Set to launch on June 2, 2025, the new initiative is an expansion of LinkedIn’s BrandLink program, and it’s got some big names onboard from day one. The initial list includes heavy-hitters like podcaster Guy Raz, Diary of a CEO host Steven Bartlett, and Shelley Zalis, the founder of The Female Quotient. Alongside them, major publishers like Adweek, Condé Nast, and The Washington Post also join the party to monetise their video content.

The Video Surge: LinkedIn Bets on Short-Form Content

What’s the big shift? LinkedIn, which has long been known as the go-to platform for job hunting and networking, is now betting big on video, especially short-form, vertical videos that have exploded in popularity. Between October 2024 and January 2025 alone, video views on LinkedIn jumped by 36%, and uploads shot up 34%. No surprise then that the platform also rolled out a TikTok-style vertical feed earlier this year to keep viewers hooked.

Also read: LinkedIn Influencers You Need to Follow!

The new revenue-sharing model means creators will get a cut of ad revenue from videos, although LinkedIn hasn’t revealed the exact percentage yet. However, since publishers in an earlier pilot reportedly received around 50% of ad revenue, it’s safe to assume creators could expect something similar.

There’s more: LinkedIn will also continue pushing its “Thought Leader Ads”—polished, sponsored posts that look like regular content but reach wider, targeted audiences. For creators and marketers alike, this means better visibility and new ways to monetise content that’s actually relevant to professionals.

Smart Monetisation for a Smart Audience

Sachin Sharma, Director of LinkedIn Marketing Solutions, India, said that today’s B2B buyers want more than sales pitches—they’re after stories and insights that feel real and credible. He pointed out that 72% of B2B buyers in India who consume influencer content say it builds brand trust. And with video playing a huge role in that journey, the timing of BrandLink couldn’t be better.

Unlike YouTube or TikTok, where entertainment and virality often take centre stage, LinkedIn is positioning itself as a smart content platform—one where thoughtful, professional content leads the way. This shift is already visible in the platform’s algorithm, which prioritises conversations that are useful, career-driven, or community-focused.

Still, with platforms like YouTube Shorts offering a 45% ad revenue split and TikTok evolving fast, LinkedIn knows it’s stepping into a competitive space. However, it might have found its niche by zeroing in on B2B influencers and creators who speak directly to professional audiences. For creators, especially those in the business, tech, finance, or leadership space, this move opens up exciting new revenue streams without compromising content quality or purpose.

Bottom line? If you’re a content creator living in the LinkedIn world, this is your moment. The platform’s not just for resumes and recruitment anymore. It’s becoming a severe stage for influence—and now, for income too.