If you have noticed changes in your LinkedIn reach recently, you’re not imagining it.
Behind the scenes, LinkedIn has introduced a new AI-driven model called 360Brew.
While it has not entirely replaced the platform’s existing algorithms, it represents a significant shift in how content is evaluated, distributed, and surfaced to users.
For business owners, this is not just a technical update. It has real implications for how visible your content is and how you should approach LinkedIn going forward. I have written this article to help you understand what 360Brew is and how you can continue using LinkedIn as a marketing platform for your business.
What is 360Brew?
360Brew is LinkedIn’s AI foundation model that integrates multiple signals across the platform to understand users, content, and intent better.
Previously, LinkedIn relied more on separate algorithms for areas such as the feed, jobs, and search. Now, 360Brew acts as a layer that connects everything together and evaluates activity more holistically. In simple terms, it looks at:
- Who you connect with.
- What you post.
- How you engage with others.
- The consistency of your activity.
- The relevance of your content to your audience.
Rather than assessing these individually, it combines them to build a much clearer picture of who you are, what you stand for, and who should see your content.
The shift from reach to relevance
One of the most important changes is the move from reach to relevance.
In the past, success on LinkedIn was often measured by impressions and visibility at scale. Now, the focus is on whether your content is being shown to the right people. This is similar to some of the changes Facebook made a few years ago. This means:
- Your posts may reach fewer people overall.
- But they are more likely to reach people who are genuinely interested.
- And therefore more likely to convert into enquiries, conversations, and opportunities.
For business owners, this is a positive shift, but it does require a change in mindset.
Why your visibility may have dropped
Many businesses have seen a decline in reach over the past year. This is not necessarily a sign that LinkedIn is “working against you”. It’s more likely that:
- Your content is too broad or not clearly targeted.
- Your messaging is not aligned with a specific audience.
- Your activity is inconsistent or lacks direction.
Taking a scattergun approach to your marketing is never ideal, and now it’s even more important to plan your marketing campaigns before posting on LinkedIn. 360Brew rewards clarity and consistency. If your positioning is unclear, the system struggles to understand who your content is for, which reduces visibility.
What you should do next
The key takeaway is this: you can’t “game” 360Brew. There are no shortcuts.
Instead, the platform is now rewarding strong, traditional marketing fundamentals. The businesses that succeed will be those that are clear, consistent, and audience-focused.
I have listed six ways below to help you continue using LinkedIn effectively. This is particularly important for B2B businesses seeking direct contact with senior leaders and key decision-makers within a company. Here are the practical steps you should take.
1. Be clear about your target audience
Whenever I work with a new client or when I run a marketing workshop, I always start with this. It’s so important not just for LinkedIn but for all your marketing. From LinkedIn’s perspective, trying to appeal to everyone will significantly reduce your visibility. Be specific about:
- Who you want to reach.
- The problems they are facing.
- The type of content they find valuable.
Every post should be created with that audience in mind.
2. Focus on useful, relevant content
Content that performs well now serves the audience, not the business. Ask yourself:
- Does this help my audience solve a problem?
- Does it offer insight, guidance, or a different perspective?
- Would someone save or share this?
Content that is purely promotional is far less likely to gain traction. You still need to include some call-to-actions (CTAs), but not in every post. Focus on adding value, and this in itself will help build credibility and trust.
3. Prioritise consistency over volume
There is no benefit in posting daily if the content lacks focus. Instead:
- Post consistently.
- Stay on topic.
- Reinforce your expertise over time.
Consistency builds strong signals, which improve how LinkedIn understands and distributes your content.
4. Engage meaningfully, not superficially
Engagement still matters, but quality is more important than quantity. Focus on:
- Thoughtful comments on relevant posts.
- Conversations with your target audience.
- Building genuine relationships.
Meaningful engagement strengthens your credibility and improves content visibility. To save time, many businesses will schedule content to be shared during the week. That’s fine, but I always suggest going directly to LinkedIn and engaging with other people’s posts, and, most importantly, if someone replies to something you have posted, continue the conversation or thank them.
5. Align your team around a shared approach
If you have employees active on LinkedIn, their activity helps reinforce your brand positioning. Encourage:
- Authentic voices rather than scripted posts.
- Interaction with company content.
- Consistent messaging aligned to your audience.
This creates a stronger, more credible presence overall. However, this should be a natural interaction; your employees should engage with content because they believe in what you are sharing. If your employees don’t know how to use LinkedIn or don’t understand the benefits of LinkedIn, then you should organise some training for them - Social Media Workshops.
6. Stop chasing trends and formats
There is no single format that guarantees success. Video, carousels, and text posts can all perform well when relevant and useful. The focus should always be:
- What format works best for your audience?
- Not what is currently trending.
The bigger picture
360Brew is not about making LinkedIn more complicated. It’s about aligning it with how good marketing has always worked. The businesses that will benefit most are those that:
- Understand their audience clearly.
- Communicate consistently.
- Focus on delivering value.
If you get these fundamentals right, visibility will follow. Rather than trying to outsmart the algorithm, the opportunity now is to reach your target audience more effectively, and hopefully, this should lead to more conversions.
If you would like some help with creating a content strategy or learning how to use LinkedIn more effectively for your business, then please do get in touch by calling 0115 880 0247 or by emailing shamshad@shamshadwalker.co.uk
