There’s been a lot of noise lately about LinkedIn’s new 360Brew. I’ve seen the panic posts. I’ve heard the whispers, and yes, I’ve had plenty of DMs asking if this is the thing that’s “killed reach”.
So, as much as I think we should be more focused on LinkedIn strategy and less on algorithms, let’s get clear on what 360Brew actually is, what it isn’t, and how B2B marketers should respond if growth is the goal.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
What Is 360Brew?
No, it’s not a coffee order. Bad joke. I know. 😂
360Brew is a large language model working behind the scenes on LinkedIn. It doesn’t replace the LinkedIn algorithm. It works alongside it.
LinkedIn runs multiple algorithms simultaneously. 360Brew helps interpret everything together, not in isolation.
That’s the big shift.
How 360Brew Really Works
Before, LinkedIn looked at individual signals. Now, 360Brew looks at the whole picture.
That includes:
- Who you connect with
- What’s in your profile
- The content you publish
- The comments you leave
- The consistency of your actions
There is no single factor that it considers in isolation. There is no single thing that matters most. It’s the pattern that counts.
And if you’re thinking, “This sounds like marketing fundamentals,” you’re right. 😀
Why This Is Actually Good News
For a while there, I couldn’t quite see where LinkedIn was heading. But at the start of 2026, I’m excited again.
360Brew is clearly trying to move people away from:
- Playing the impressions game
- Engagement pods
- Spammy, manipulative tactics
I love that 360Brew reduces the power of people trying to game the system.
Does 360Brew Kill Reach?
The short answer. No.
The longer answer. Reach hasn’t disappeared. The model has changed. LinkedIn has moved from a reach model to a relevance model.
That means:
- Smaller audiences
- Better fit
- Higher quality attention
If your numbers dropped, you’re not alone. It’s happened to almost everyone, including big creators.
But if your content is reaching the right people, that’s a win.
The Real Reason Visibility Drops
Here’s the part most people miss.
If your reach drops, it’s usually not a 360Brew issue. It’s typically a strategy issue.
Common problems I see in audits:
- No clear ideal client profile
- Trying to speak to everyone
- Random content with no theme
- Panic tweaks instead of strategic decisions
- Boring, self serving, broadcast styles of content
Confused strategy creates confused signals. Confused signals lead to confused distribution.
What 360Brew Means for B2B Marketers
If you’re still comparing today’s numbers to 2022, you’re setting yourself up for disappointment.
What matters more now:
- Clear positioning
- Audience fit
- Useful content
- Consistent action
The good news is that LinkedIn is finally providing better analytics to support this.
New metrics now show:
- Page Follower growth from your LinkedIn post
- Profile and Page impact
- Saves, reposts, and clicks
This is a big shift, especially for Company Pages.
Company Pages and 360Brew
Good news. Company Pages are not disadvantaged. In fact, a Page-led strategy matters more than ever.
Pages benefit when they:
- Stay topically relevant
- Lead conversations in their industry
- Build community, not just broadcast messages
Every interaction your Page makes signals what it wants to be known for.
This is what I call Page Advocacy and yes, 360Brew loves it.
Employee Advocacy Still Matters
Possibly more than ever, human signals build trust and trusted networks send strong signals.
The real opportunity is helping employees:
- Use their own voice
- Share insights authentically
- Align with the Company Page, not copy it
The real competitive advantage comes when you implement the Power of Two – build your company brand and scale with employee advocacy.
Final Thoughts
360Brew isn’t something to fear or try to game. There are no shortcuts, no hacks, and viral still doesn’t equal valuable.
What matters is the same stuff that’s always mattered on LinkedIn.
- Knowing who you’re for
- Showing up consistently
- Creating content in service of your audience
- Focusing on meaningful engagement, not empty likes
There’s no magic format and no magic posting frequency either. Chasing video, polls, or carousels misses the point.
Instead, ask which format best serves your audience and which content actually helps them.
Quality over quantity.
Consistency over intensity.
Strategy before tactics, every time.
If you stay focused on that, you won’t need to worry about 360Brew at all.
Book a time here to discover how we can help your B2B grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond
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