If your LinkedIn posts have less traction, it’s likely due to changes in how LinkedIn displays content driven by its new AI system, 360Brew.

So, what is 360Brew, and why does it matter?

360Brew is a large AI model built to help LinkedIn determine what to display to each user across the platform. This includes your main feed, job recommendations, suggested connections, and even search results. Instead of using many smaller systems for each of these features, 360Brew is designed to do it all in one place.

What makes this model unique is its ability to understand content. Instead of focusing solely on likes, timing, or keywords, it attempts to comprehend the meaning behind what we post, write in our profiles, and engage with. In simple terms, it is getting better at recognizing what is valuable and relevant, not just what is popular.

What is Known

• The model exists, and LinkedIn has published research about it.
  
• It was designed to improve recommendations across many areas of the platform.
  
• It aims to replace a complicated system of separate ranking tools with one unified approach.

What is Not Known

• The exact time when 360Brew started influencing the feed is unclear.
  
• It is not certain how much of your daily LinkedIn experience is currently influenced by 360Brew.
  
• It is unknown whether the older systems are still partly active or if 360Brew has fully replaced them..

LinkedIn has not officially said the new model is fully rolled out. However, gradual changes in reach and engagement suggest that some version of it may already be influencing what we see.

What This Means for Creators and Professionals

The shift points to a new direction:

• Real expertise matters more, as text patterns written by AI vs. a credible, authentic voice will be discernible.
• Consistent, meaningful content performs better than quick trend-chasing content.
• Your profile and your past activity likely carry more weight than before.
• Some formats perform better than others.
• Commenting styles matter, focusing on the content’s meaning rather than keywords.
• Create great content that is saved or revisited to educate in the area of your subject matter expertise, and it may be recommended to others.

In short, LinkedIn is clearly moving toward rewarding genuine expertise and authentic voices, not quick tricks.

Share insights you know, stay consistent, and keep your profile up to date with your expertise.

• Prioritize consistency, not just trends, in your posts.
• Make sure your profile reflects your expertise with clarity.

Visibility now relies on genuine value, expertise, and trust, and not shortcuts.

Did you read last week’s article? Honoring Disability Inclusion and LinkedIn’s Role in the Workforce

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