LinkedIn has announced the expansion of its Wire Program.

Now called BrandLink, this offering aims to allow advertisers to align with editorial content from trusted publishers and creator voices.

With this expansion, brands can choose from a collection of shows by the networking platform that include exclusive video content from creators and publishers on topics that matter to LinkedIn’s members.

With each show, a brand will have the opportunity to run their in-stream ads ahead of the creator content on LinkedIn.

As part of the expansion, LinkedIn is onboarding more publishers around the world – 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 – and offering multilingual content to enable brands to strategically reach and engage the audience that matters to them.

Sachin Sharma, director, LinkedIn marketing solutions, India, said, “B2B buyers today are looking for real stories and thoughtful content that speaks to their professional needs - and video is playing a central role in that shift. Our research shows that 72% of B2B buyers in India who consume influencer content say it helps build brand trust. With BrandLink, we’re bringing the power of video and trusted creator voices together, enabling brands to drive awareness, recall, and relevance through content that feels contextual and credible. It’s a strategic step forward for marketers aiming to connect with their audiences in a more authentic and effective way.”
 
Chandrika Jain, director-brand strategy and content, Lenovo India, added, “At Lenovo, we’re always looking to lead with innovation - not just in our products, but in how we connect with our audiences. With the launch of our Aura Edition AI PC, we saw BrandLink as a fresh and impactful way to drive awareness and reach the right professionals at scale. Partnering with Bloomberg through this program allowed us to do just that. We’re proud to be the first in our industry to leverage this format successfully.”