蘑菇AV

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

搁别诲诲颈迟鈥檚 user base is rapidly growing compared with similarly sized platforms like Snapchat, Pinterest, LinkedIn, and X, increasing 7.7% YoY in 2025, per our forecast. Its overall ad revenues are growing faster YoY than other social media platforms, outpacing giants like TikTok and Meta鈥攖hough its ad business is significantly smaller than even second- and third-tier platforms like Snap and Pinterest.

X hopes video can reverse declines: A video tab is part of the company鈥檚 bet to attract users and advertisers.

LinkedIn is the top platform that has seen an increase in usage among B2B marketers globally, but others鈥攍ike YouTube, TikTok, and even Reddit鈥攁re also gaining. To reach B2B decision-makers, 64% plan to advertise on consumer channels. Video is appealing to today鈥檚 buyers. B2B buyers prefer quick, digestible content.

And on LinkedIn, any user can now search content partnerships, evidencing the platform's push for more creator activity. Player: Amazon. Ads are coming to Prime Video. Amazon announced it will run ads on the streaming platform starting in 2024. Unlike other streamers that have introduced ad tiers, Amazon already has a well-established ad network, meaning the new ad spots will probably fill up fast.

LinkedIn鈥檚 not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. 鈥淟颈苍办别诲滨苍 is definitely heading into a direction where more direct B2C marketing is going to become prevalent,鈥� said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

Social, search, and CTV ad spend trends in Q2: Meta, LinkedIn, Pinterest, Google, and Microsoft show strong performance overall, driven by AI, innovative ad formats, and global expansion鈥攈ighlighting the increasing importance of digital advertising across various platforms.

Ad pitch: LinkedIn is also incorporating AI into its ad business with tools to help B2B marketers optimize campaigns and ad targeting. The black box AI tool, called Accelerate, analyzes factors like user behavior, website visits, and video views, then automatically adjusts campaigns to increase conversion rates.

LinkedIn isn't just for job updates. It has evolved into a platform with brand-safe engagement, sophisticated audiences, and a growing range of advertising tools. Here鈥檚 why you should be paying attention to LinkedIn.

搁别诲诲颈迟鈥檚 user base and ad revenues are growing rapidly, as is its prominence in search engines like Google. Here鈥檚 how marketers are showing up on the platform in ways that resonate with users.

This growth is being driven by an increase in users across Facebook, Instagram, LinkedIn, Snapchat, and TikTok, said our forecaster Oscar Orozco. Only one social media platform鈥擳umblr鈥攚ill lose users this year (compared to 2019). Increased video content is also boosting time spent. And not just on TikTok and Instagram, but also on platforms like Pinterest, which aren鈥檛 traditionally known for videos.

While they aren鈥檛 substitutes for the type of activities users perform on Twitter, Instagram has rolled out text-based content formats like Notes and Broadcast Channels that may appeal to Twitter users. LinkedIn has become a hub for journalists. The app has become a go-to for sharing articles and engaging with readers.

Just last month, it debuted Walmart Unlimited, a three-part miniseries that allows users to purchase real-life items in a virtual environment. The idea is to engage shoppers with gamified and other immersive experiences, which allows brands to build deeper connections with their audiences while driving product discovery and purchase intent.

What to make of Australia鈥檚 murky social media ban: Social platforms will lose access to users under 16, prompting marketers to shift strategies.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

LinkedIn co-founder Reid Hoffman, for instance, has created a digital twin of himself. Meta is also rolling out its AI Studio in the US, a platform that allows users to create, share, and discover customized AI characters for commercial and personal use and as extensions of creator personalities on Instagram.

LinkedIn continues to evolve. Once a staid B2B platform, LinkedIn is increasingly becoming a destination for creators, short-form video, and personal branding. This has made the platform more mainstream, and has opened additional opportunities for advertisers, particularly on the B2C side. We expect LinkedIn to surpass $5 billion in US ad revenues next year. Reddit is capturing more interest.