LinkedIn reports growth in paid video and creator-led advertising

What changed

They indicate the company's commercial emphasis, not a measured increase in ad inventory or a forecast of campaign returns. The page is published by LinkedIn Corporate Communications; Dan Shapero is quoted rather than credited as its author.

LinkedIn's highlights describe the growth of paid video and creator-led advertising, but do not disclose an underlying revenue base for those percentages in the cited post. A category growing from a smaller base can have a high percentage increase without becoming the largest part of the advertising business. The percentages should therefore remain attached to their stated categories.

The post also refers to feed engagement. Engagement on the platform, advertising revenue and the amount of purchasable inventory are related but different measures. The announcement does not supply enough information to calculate additional inventory or predict the price an advertiser will pay for a video impression.

For a brand evaluating creator-led or video activity, begin with the communication objective, the intended audience and the permissions needed to use the content. Compare the actual format requirements and reporting available in the account. Company growth figures can explain commercial emphasis, but cannot establish that one format will outperform another for a particular campaign.

Assess results against business outcomes and the role of the creative in the customer journey. A high engagement rate may be useful evidence for some objectives while being insufficient for others. Avoid using the platform's growth rate as a substitute for a campaign test or an incrementality assessment.

The announcement is published by LinkedIn Corporate Communications and dated 28 October. Andrew Hutchinson is retained for reporting. Dan Shapero is quoted in the source rather than treated as its author; the article does not create a First contributor claim from a person's appearance in a company statement.