LinkedIn has announced an expansion of its BrandLink ad placement program, which enables brands to place their video ads alongside publisher and influencer content in the app, facilitating more reach, and potentially higher trust, based on effective placement.
Because despite the rise of AI chatbot tools, people still seek out the advice of trusted voices in the app, and as such, placing your promotions alongside them can help to boost trust and awareness.
Originally called “The Wire” when it was solely focused on publisher content, LinkedIn’s BrandLink offering enables brands to place their ads in the pre-roll slot of video content from reputed publications and influencers in the app.
And now, LinkedIn’s expanding BrandLink placement, via its own original shows:
“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.”
So LinkedIn’s now collaborating on professional content, which will be available within its BrandLink placements.
LinkedIn says that each episode of its new shows will feature a collection of exclusive content from creators and publishers, helping to showcase trusted voices, and boost their presence in the app.
In addition to this, BrandLink’s also adding more publishers to its list of media outlets, including BBC Studios, BNR, TED, The Economist, and Vox Media.
So, more ways to align your brand messaging with trusted voices in the app. Which is important, according to new LinkedIn data.
According to LinkedIn’s latest study of 19k professionals, people are still seeking out actual human insights to inform their decisions, and are looking for such within online communities.
Indeed, despite the rising reliance on AI chatbots, LinkedIn’s data shows that human insight is still highly valued, and sought after on key decisions.
As per LinkedIn:
“People turn to their network first to build confidence and stay ahead. Professionals say their network, the people they know, is still their #1 source for advice at work (43%), ahead of search engines, and even AI tools, while nearly two-thirds (64%) of professionals say colleagues help them decide faster and more confidently.”
So despite the rise of AI tools that can engage in a human-like way, people still value human insights more significantly, focusing on actual experience, as opposed to AI amalgamations of online data.
LinkedIn’s data shows that buyers are also turning to their LinkedIn networks for insight:
“With posts on LinkedIn up 41% over three years, more people are turning to their networks for daily guidance. 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.”
So while we can now ask AI chat tools any question at any time, human insight is still more valued and trusted, and even sought after within this emerging practice.
Which is why the expansion of LinkedIn’s BrandLink ad offering is important, providing more capacity to showcase human connection and insight, via influential creators.
“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.”
So more value in LinkedIn conversation for professional insight, and more value from trusted voices in the app.
Which is exactly what its BrandLink ads are designed for, highlighting more experts via dedicated programming within the app.
Worth considering for your campaigns.
