LinkedIn to Share Ad Revenue with Creators — B2B Just Got a Big Payday

BrandLink: LinkedIn’s Creator Monetization Program

At the center of this update is a revamped program called BrandLink. Think of it like YouTube’s Partner Program — but for thought leadership, interviews, and expert-driven video content on LinkedIn.

• Creators can now earn a share of ad revenue from video content where LinkedIn places pre-roll or in-feed video ads.
• Top B2B names like Steven Bartlett (Diary of a CEO) and Guy Raz (How I Built This) are already part of the first wave.
• This new version of BrandLink evolved from an earlier pilot called "The Wire Program" — but now it's creator-focused, not just publishers.

While LinkedIn hasn’t publicly disclosed exact percentages, sources suggest that creators will earn close to 50% of the ad revenue generated on their videos — a figure consistent with industry standards on YouTube.

That’s a serious income stream for top-tier professionals building audiences through valuable, niche content — especially in sectors like finance, tech, HR, and entrepreneurship.

Why LinkedIn Is Doing This Now

LinkedIn has watched as platforms like TikTok, Instagram, and YouTube paid billions to creators — while its own creators drove engagement without any formal cut.

The numbers told the story:

• Video consumption on LinkedIn is up 36% year-over-year
• Creator-led content — especially short explainers, thought leadership clips, and Q&As — is what’s driving that growth
• CMOs and advertisers are asking for trusted voices and premium placements, especially in a world where X (formerly Twitter) and Meta are losing credibility among business audiences

Now, LinkedIn wants a piece of the creator economy — but through business-first content.

This isn’t about dance trends or viral pranks. It’s about high-trust, high-context conversations — and LinkedIn knows B2B buyers are listening.

Thought Leader Ads: Another Big Monetization Tool

In addition to ad revenue sharing, LinkedIn is expanding Thought Leader Ads, a format that lets brands pay to boost creator posts as sponsored content.

Here’s how it works:

• A creator posts a piece of original content (video, article, carousel, etc.)
• A brand can sponsor that post (with the creator’s permission)
• The post gets broader distribution, targeted to relevant B2B audiences
• The creator gets paid for the reach and engagement

This gives creators a second monetization stream — direct brand deals powered by LinkedIn’s ad system, not random DMs or under-the-table promotions.

For brands, it’s a safer alternative to influencer campaigns on other platforms. Why? Because LinkedIn’s audience is professional, verified, and intent-driven — not scrolling for entertainment.

What Kind of Creators Will Earn on LinkedIn?

Let’s be clear — not everyone will get in immediately. LinkedIn is starting with a select group of 30 creators to test and scale the system.

But this isn’t just for celebrities or legacy publishers. The type of creators LinkedIn wants are:

• Niche experts with real domain authority (finance, AI, HR, SaaS, etc.)
• Creators who produce regular, high-quality video content
• Voices that drive engagement with business audiences, not viral reach

Expect to see professionals who run weekly Q&As, host interview series, or break down case studies in short-form content becoming the next wave of monetized B2B influencers.

The opportunity is real — and if LinkedIn opens this to more creators later in 2025, we could see a new class of full-time B2B content creators emerge.

Why This Is a Big Deal for the Creator Economy

Most of the creator economy today is focused on entertainment, lifestyle, and consumer brands. LinkedIn is different.

It’s about:

• Trust over trend
• Value over virality
• Influence over audience size

And yet, until now, there was no built-in path to earn directly from content — just indirect results like followers, speaking gigs, or newsletter subs.

This new monetization shift closes that gap. For the first time, professionals can earn directly from sharing ideas. That’s a massive unlock for:

• Consultants and solopreneurs
• Startup founders building in public
• Coaches, analysts, and educators

How LinkedIn Wins from This Too

Let’s not forget — this isn’t charity. LinkedIn has everything to gain.

By paying creators:

• More original content gets published
• More time-on-platform increases ad inventory
• Advertisers are willing to pay more to appear next to trusted creators than random feed posts
• LinkedIn finally becomes a video-first platform, not just a resume board

And since they already have the business audience, they don’t need to play TikTok’s algorithm game. They can just monetize intent — and that’s where B2B dollars live.

What to Expect Next

Here’s what we’re likely to see over the next few months:

• More creators invited to BrandLink
• Creator dashboards showing ad revenue, performance metrics, and brand offers
• LinkedIn quietly onboarding video editing tools and partnerships for mobile-first creation
• An explosion of “creator coaches” teaching professionals how to build presence + monetize

By late 2025, we may even see LinkedIn-native video shows — serialized thought leadership, weekly breakdowns, or curated expert commentary — competing with YouTube and even business podcasts.