LinkedIn algorithm changes are using increasingly sophisticated AI to decide which posts appear in our feeds. That may be changing who sees your content, how long it remains visible and what businesses need to do to get noticed.
Have you noticed that LinkedIn feels a little harder to predict lately?
A post you carefully considered, rewrote three times and published with high hopes may disappear with barely a ripple. Meanwhile, something dashed off while waiting for the kettle to boil attracts comments for the next four days.
It can feel as though the LinkedIn algorithm is rolling a dice behind the scenes, but there is rather more method involved than that. LinkedIn is becoming increasingly selective about which content it shows to each person, using AI to understand what a post is about and who is most likely to find it relevant.
LinkedIn is not showing everyone the same feed
LinkedIn has always used algorithms to organise its feed. Without them, we would have to wade through every job anniversary, promotion and piece of professional wisdom shared by everyone we have ever connected with.
What is changing is the sophistication of the technology involved.
Social media algorithms have traditionally relied heavily on signals such as likes, comments, clicks and shares. Those actions still matter, but online platforms are increasingly incorporating AI into their algorithms to interpret much more context.
LinkedIn can consider the subjects someone regularly engages with, their previous behaviour on the platform and the professional relationships between different members. It can then try to predict which posts that individual is most likely to read, appreciate or respond to.
Which means that rather than treating every like or click as a separate event, the system builds a broader picture of what each member appears to value.
In other words, LinkedIn is not simply asking, “Is this post popular?” It is also asking, “Is this post likely to interest Nicky, Peter or the ecommerce director who spent yesterday reading about AI search?”
What does 360Brew have to do with it?
One of the AI models LinkedIn has developed is called 360Brew, although there is no need to add that particular phrase to your growing collection of digital marketing jargon.
The model was designed to handle more than 30 different ranking and recommendation tasks by interpreting information about members, their behaviour and their social connections.
It would be misleading to say that 360Brew suddenly replaced the whole LinkedIn algorithm. LinkedIn described it as a pre-production research model, and the platform uses several different systems to retrieve and rank content.
The important part is not the name of the model. It is what the research tells us about LinkedIn’s direction of travel.
Like Google, Meta and the AI assistants we increasingly use to find information, LinkedIn is investing in systems that can understand meaning, context and likely relevance. It wants to do more than count reactions. It wants to make a more informed decision about what each person should see.
Why might your LinkedIn reach be changing?
Having a large number of followers does not mean every follower will be shown every post. LinkedIn algorithm changes are trying to identify the smaller group of people most likely to care about each piece of content.
This may explain why broad posts sometimes struggle. A general observation about leadership, marketing or running a business could apply to almost anyone, which makes it harder for LinkedIn to understand who needs to see it.
A more focused post gives the platform clearer clues. If you are discussing a specific problem faced by HR leaders, ecommerce businesses or professional services firms, LinkedIn has more information to help it identify a relevant audience.
That does not mean every post needs to be a technical masterclass with the personality carefully removed. People still want opinions, stories and the occasional glimpse behind the professional curtain. The content simply needs enough context for someone to understand why it may be useful to them.
Do you have to talk about one subject forever?
Thankfully not. LinkedIn would become a fairly dreary place if everyone selected one topic and repeated it until retirement.
It is more helpful to think about having a recognisable centre of gravity.
A digital marketing specialist might discuss SEO, websites, content, paid media, AI visibility and changing customer behaviour. These are distinct subjects, but they sit naturally together and contribute to a broader picture of that person’s expertise.
Personal posts can sit alongside them. They help people get to know the person behind the professional profile, provided the overall body of content still makes sense.
You do not have to turn every holiday, football match or disastrous attempt at DIY into five lessons about leadership. Sometimes a story is allowed to be a story.
What should businesses do differently on LinkedIn?
Start by looking at your profile and recent activity as a whole. Would someone arriving there quickly understand what you do, who you help and the subjects on which you have something worthwhile to say?
It also helps to build greater depth around a number of connected topics instead of constantly looking for something completely new. One good idea can be explored through different questions, perspectives, examples and formats. This creates more value for your audience and gives LinkedIn a clearer understanding of your expertise.
When you write, think about who the post is really for. Advice aimed at “businesses” is easy to scroll past. A post that recognises a specific concern faced by a marketing director, business owner or HR leader has a much better chance of making that person pause.
Most importantly, write something worth reading. There is no clever publishing schedule that can rescue a post with nothing much to say.
Should you follow the latest algorithm tricks?
Every change to a digital platform seems to produce a fresh collection of rules. You may be told that following the LinkedIn algorithm changes that comments need a particular number of words, saves are worth exactly five likes, or including an external link will cause LinkedIn to quietly escort your post from the premises.
LinkedIn does not publish a simple points table, and its research suggests that recommendations depend on a much more complicated mix of content, behaviour and predicted relevance.
That does not mean we should ignore how the platform works. It means we should be cautious about adapting our entire content strategy to somebody’s confident-looking infographic.
What does this mean for your wider digital visibility?
The growing use of AI in LinkedIn’s algorithm changes reflects a much bigger change online.
Search engines, social platforms and AI assistants are all becoming better at interpreting subjects, expertise, relationships and credibility. Whether someone discovers your business through LinkedIn, Google, ChatGPT or another platform, the same underlying question applies:
Have you made it clear what your business knows, who it helps and why it should be trusted?
Have you made it clear what your business knows, who it helps and why it should be trusted?At WSI Digital Advisors, we help businesses build that clarity across their whole digital presence, from LinkedIn and content strategy to SEO and AI search visibility. Rather than chasing every new algorithm rumour, we focus on making sure the right people and the platforms guiding them can understand why your business is relevant.
Talk to WSI Digital Advisors about improving your online visibility.
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