LinkedIn on Monday unveiled BrandWorks, a newly assembled team aimed at helping customers, including software giant SAP and website-hosting platform Webflow, create higher-performing advertising campaigns.
“We’re developing services that are designed to meet the marketer where they are,” said Alex Josephson, VP of BrandWorks, who previously built a similar offering called Twitter Next.
According to Reuters, LinkedIn expects the team will generate an annualized run rate of $100 million next fiscal year.
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LinkedIn has carved a niche for itself by focusing on businesses looking for enterprise clients, although it is far smaller than major ad-focused firms like Meta Platforms.
BrandWorks was launched internally in March, and the team’s size has grown by about 60% in the past several months as it aggressively hires from companies such as TikTok, Meta and X. The team now leads a program called Top Voices 360 that pairs advertisers with creators for sponsored content. This program drove more than $20 million in revenue from May 2025 to May 2026 with clients including SAP, IBM and ServiceNow, according to the report.
LinkedIn also launched a program called BrandLink, so that publishers and creators can share more videos on the platform alongside which advertisers can run campaigns. The company said it expects BrandLink revenue to nearly triple in the current fiscal year but did not share the figure.
“We estimate that 80% of B2B budgets go into search and social media, with Google and LinkedIn the primary beneficiaries of those B2B dollars,” said Luke Stillman, a managing director at trend advisory firm Madison and Wall.
An increasing number of LinkedIn users are also increasingly posting content in the video format. This is especially popular among younger professionals.
“Gen Z is our fastest-growing demographic on the platform. They are our fastest-growing in terms of engagement with content,” Josephson said.
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LinkedIn also said that there is a growing trend of executives aiming to reach audiences directly, which has also helped. Video posts from CEOs have also increased by 68% on LinkedIn over the last two years.
LinkedIn recently announced it is laying off employees across multiple divisions and reducing spending on office space, marketing, and events as its parent company Microsoft accelerates a broader restructuring tied to artificial intelligence investments and operational efficiency. The cuts reportedly affect teams across LinkedIn’s Global Business Organization, marketing, engineering, and product divisions.