LinkedIn expanded BrandLink to enable brands to place video ads alongside publisher and influencer content in the app, aiming to increase reach and trust through effective placement. LinkedIn launched Shows by LinkedIn with AT&T Business, IBM, SAP, and ServiceNow collaborating exclusively on debut-season programs including Small Business Builders, Founder's Blueprint, AI in Action, and The CEO Playbook. Professionals rely on their networks for work advice, with 43% naming networks as their top source and 64% saying colleagues speed more confident decisions. LinkedIn posts rose 41% over three years, while 77% of B2B marketers see audiences vetting brands via networks; Millennials and Gen Z account for 71% of B2B buyers.
LinkedIn is continuing to expand BrandLink with the launch of new Shows by LinkedIn. AT&T Business, IBM, SAP, and ServiceNow are the first brands to collaborate exclusively with LinkedIn on the debut season of four shows: Small Business Builders presented by AT&T, Founder's Blueprint presented by IBM, AI in Action presented by SAP, and The CEO Playbook presented by ServiceNow.
Brands see this shift too: 77% of B2B marketing leaders surveyed say audiences don't just vet brands through the company's channels - they rely on their network. Millennials and Gen Z now make up 71% of B2B buyers, and they don't solely want information from brands - they want insight from people they trust to guide their decisions. 75% of 18-24 year olds say that even as AI becomes more advanced, there's still no substitute for the intuition and insights they get from trusted colleagues.
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