Guy Raz

LinkedIn is making a game-changing move: for the first time, the platform will share advertising revenue directly with content creators. This bold step is designed to capitalize on a 36% year-over-year surge in video viewership, as professionals increasingly turn to video for insights, networking, and brand building. The new initiative, launching in June 2025, will start with 30 prominent business-to-business creators-including Guy Raz and Steven Bartlett-and 13 major publishers like The Washington Post and Adweek. The program expands LinkedIn’s BrandLink system, which places ads alongside creator and publisher videos, with participants earning a share of the revenue. While the exact revenue split hasn’t been disclosed, LinkedIn previously gave publishers close to 50% and has since doubled total payouts. This move mirrors successful models on platforms like YouTube, opening fresh monetization opportunities for business thought leaders and signaling the rise of the “B2B creator” economy. With video posts driving 5x higher interaction rates and LinkedIn users 20x more likely to share video content, the platform is set to become a powerhouse for professional creators. Marketers can also sponsor creator posts through new “Thought Leader Ads,” amplifying reach and engagement. Follow us to stay up to date with tech news!