LinkedIn has expanded its Wire Program, now rebranded as BrandLink, to include prominent creators and industry voices such as Steven Bartlett, Gary Vaynerchuk, Bernard Marr, Rebecca Minkoff, Candace Nelson, Guy Raz, and Shelley Zalis.

The program allows advertisers to sponsor original video content produced by top creators on the LinkedIn platform. Among the notable creators joining BrandLink are Steven Bartlett, Gary Vaynerchuk, Bernard Marr, Rebecca Minkoff, Candace Nelson, Guy Raz and Shelley Zalis.

The initiative aims to align advertisers with editorial content from trusted publishers and top creator voices in the United States and the United Kingdom. According to LinkedIn's research, 91% of B2B marketers believe that video content accelerates advertising return on investment (ROI). BrandLink provides brands with the opportunity to run in-stream ads ahead of creator content on LinkedIn.

The initial set of shows available on BrandLink will cover a range of topics, including the CEO playbook, artificial intelligence and innovation, starting and scaling a business, female entrepreneurship, and small business stories. LinkedIn reports that video creation on its platform is growing at twice the rate of other original post formats.

Matthew Derella, Vice President of LinkedIn Marketing Solutions, said: "With the expansion of BrandLink, we want to deliver relevant and credible content on topics that our members care about, and make it easier for brands to reach audiences that matter most to them adjacent to content that our members trust."

Derella said video creation on LinkedIn was "growing at twice the rate of other original post formats, and 91% of B2B marketers say that video accelerates advertising ROI, so we’re doubling down on video to build a unique ad offering that includes some of the most influential voices in the industry."

The expanded BrandLink offering will include exclusive Shows by LinkedIn, alongside select creators, "to help both brands and creators grow their businesses".

Since the launch of BrandLink, LinkedIn reports that in-stream video ads have achieved a 130% higher video completion rate and a 23% higher view rate compared to standard video ads.

The platform is also in the process of onboarding more publishers globally, including ADWEEK, Condé Nast, Der Spiegel, Dynamo, Entrepreneur Media, Fast Company, Front Office Sports, Inc. Magazine, Morning Brew, Penske Media Corporation, The Washington Post, USA TODAY, and WaitWhat. LinkedIn boasts over 1 billion members and maintains offices worldwide.

Gary Vaynerchuk, a creator and Chairman of VaynerX as well as CEO of VaynerMedia, said: "We are entering one of the most interesting evolutions of influencer marketing—the extreme rise of the B2B influencer. The organic social dialogue on LinkedIn has been nothing short of revolutionary. With the rise of video on LinkedIn, I’m excited to be included in BrandLink."