What 'new' LinkedIn means for you: The implications of the 360Brew algorithm

This badger is concerned about declining reach on LinkedIn. This article helps explain why that worry is misplaced.

Earlier this year, LinkedIn rolled out a new algorithm - referred to as 360Brew by some, Brew360 by others - in an attempt to bolster the value its users get from the platform.

What follows here is not a bunch of 'algo-hacks' or speculation, but a pragmatic view on what 360Brew is designed for and what it means for how you might approach this platform in 2026.

The time suck of LinkedIn

One of the most common complaints I hear from people who aren't active on this platform is that it's too needy, and that it almost feels like a full-time job in itself to 'do it properly'. To a large extent, I'd agree.

To build any kind of traction, it often felt like you had to be permanently plugged in. Posting several times a week, reacting to comments instantly, and constantly tweaking things to satisfy a mysterious algorithm that seemed to favour volume and speed over anything remotely thoughtful.

And for a while, it worked for a fair few folk. But it had a detrimental impact on the LinkedIn experience for the rest of us as the newsfeed became an unholy blur of trending topics, repackaged/borrowed insights, and content designed more to win attention than to offer value.

Believe it or not, it seems LinkedIn has been aware of this and has been working on ways to consign that version of the platform to the past...

360Brew heralds a shift in priorities

The platform has been making some deliberate changes, some of which you may have already felt if you’ve been paying attention.

Going back some time, the platform made it clear that its aim isn’t to help your content go as far as possible, but to help it reach the right people.

In its most recent 360Brew-powered form, relevance is the focus. Gone too is the need to drive immediate engagement, with LinkedIn now configured to assess and reward quality and (relatively speaking) longevity.

That's why older posts are sticking around in feeds for longer, because the platform now recognises their value doesn’t disappear after 48 hours. It's also why there is so much talk of reduced reach.

All of which means it's no longer about trying to get a quick win - and the various dirty little habits deployed to 'game' the system to that end - but earning attention.

What should you do differently?

How effectively these changes will play out will take a while to assess.

It's also going to take a while for people to adapt to 'New LinkedIn', but I think for most professionals, this shift is a welcome one, as it could make more space to focus on what actually matters - actual outcomes, not vanity metrics.

Here’s what that might look like in practice:

• You don’t need to post constantly. There’s no reward for flooding the feed. Content that’s clear, relevant and considered is far more likely to be surfaced over time.

• You don’t need a huge network to be effective. LinkedIn’s algorithm is getting better at connecting quality content with relevant audiences, regardless of how many followers you’ve got.

• You don’t need to chase trends. Timeliness matters less than usefulness. The shelf life of a post is longer than it used to be, so focus on what your audience will still care about in a week, not what’s trending today. If you need something quickly, blasting out a post on LinkedIn is likely to become increasingly ineffective

• You need to engage with others. Thoughtful comments, DMs, and follow-up conversations are stronger signals than ever, and they help build trust in ways that broadcasting posts - or passively consuming content - alone doesn’t.

• You need to focus on your audience’s priorities. To be fair, you have always needed to start with your audience in mind, and the problems, questions or opportunities they’re already thinking about. And now it's even more valuable.

The bottom line

Of course, the above isn't intended to be a definitive list, and there are many other considerations besides. But if you’re disinclined to use LinkedIn because it feels like a time-sink, you might want to revisit that assumption.

This version of the platform is far more aligned with how most professionals want to show up, and how much time they can realistically spend on it, when they have an ACTUAL job to do as well.

You don’t need to be prolific, and you certainly don’t need to mimic the people chasing vanity metrics at all costs.

You just need to be clear about who you want to reach, contribute content and conversations that are worth their time, and remember that it's the totality of a consistent presence that will help you in your objectives - not chasing virality, or posting bland platitudes.

I've long advocated for this kind of approach to LinkedIn - being pragmatic and forming a sustainable habit - so I'm delighted this seems to be the direction the platform is travelling in.

Help is at hand

If you'd like some reassuringly pragmatic advice to help you get your LinkedIn game on track, give me a shout. If LinkedIn is serious about this, there's so much potential for voices like yours to cut through, and I'd love to help.

Drop me an email on dan@settsocial.com, or feel free to use my Calendly to drop a time in to suit you.