LinkedIn Bets Big on Video to Woo Indian B2B Marketers
BrandLink
. This initiative will allow advertisers to strategically align their video ads with editorial content from trusted publishers and influential creators directly on the platform.
With the revamped BrandLink, brands can now tap into a curated collection of "Shows by LinkedIn," featuring exclusive video content from a diverse range of creators and publishers. The initial lineup of shows will delve into topics highly relevant to LinkedIn's over one billion members globally, including the
CEO playbook
, artificial intelligence and innovation, the intricacies of starting and scaling a business, the journeys of female entrepreneurs, and compelling small business narratives. Participating brands will have the prime opportunity to run their in-stream video advertisements immediately before this sought-after creator content.
Sachin Sharma, director of LinkedIn Marketing Solutions in India, said, "B2B buyers today are seeking authentic stories and insightful content that directly address their professional needs – and video has become a pivotal element in this evolving landscape."
He added, "Our research indicates that 72 percent of B2B buyers in India who engage with influencer content report that it fosters greater brand trust. With BrandLink, we are converging the power of video with the credibility of trusted creator voices, empowering brands to cultivate enhanced awareness, recall, and relevance through content that resonates as both contextual and credible. This represents a significant step forward for marketers striving to connect with their target audiences in a more genuine and impactful manner."
LinkedIn reported that
in-stream video ads
placed alongside publisher content in the pilot phase achieved, on average, a 130 percent higher video completion rate and a 23 percent higher view rate compared to standard video advertisements.
As part of the BrandLink expansion, LinkedIn is also broadening its network of participating publishers worldwide. Furthermore, the platform will offer multilingual content options, enabling brands to strategically target and engage their desired audiences across diverse linguistic landscapes.
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