If you run a small business and your LinkedIn posts suddenly aren’t going as far as they used to, you’re not alone. Over the last year, reach has dropped for almost everyone... in some cases by nearly half.
And no, you’re not doing anything “wrong.”
LinkedIn has quietly rolled out its biggest algorithm change in history: 360Brew.
This update has been brewing (pun intended) for months, and it’s reshaping how your posts are seen, who sees them, and how often.
LinkedIn has been drip-feeding update information via their staff member blogs for a few weeks now, and this is what I have gleaned from reading what I have so far!
What Is 360Brew (In Simple Terms)?
Think of the old LinkedIn algorithm like a checklist:
Now imagine replacing that checklist with something more human.
360Brew actually reads your posts and your profile, the same way a person would. It looks at what you talk about, what you comment on, who you interact with, and what your business is about, then decides who might find your content useful.
It’s not looking for tricks anymore. It’s looking for clarity, consistency, and genuine value.
Why Small Business Owners Are Feeling the Impact
Small business owners are busy. You’re juggling customers, operations, marketing, accounts... and LinkedIn is just one more thing on the list.
360Brew rewards people who show up consistently and talk about clear topics. If your posts jump between everything from recruitment to personal updates to random industry thoughts (and I am guilty of this), the algorithm can’t figure out who to show you to.
And when it gets confused, your reach is dropping.
What You Need to Do
Here are the simple, practical habits that seem to matter now. No tech skills required.
1. Pick 2–3 Topics and Stick to Them
LinkedIn now checks whether your posts match your profile.
If you’re a:
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Builder
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Accountant
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Nursery owner
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Charity
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Café owner
…your content should mostly relate to that world.
You don’t need to be boring, just be consistent.
2. Make Your Profile Crystal Clear
It seems that your profile is now part of the ranking system. If it’s vague, outdated, or unclear, your posts won’t travel far.
Make sure your:
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Headline
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About section
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Experience
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Skills
…all point in the same direction.
3. Focus on Comments, Not Likes
One thoughtful comment is worth more than 20 likes.
LinkedIn now cares about:
This is actually great news for small business owners, because potentially, you don’t need a huge audience to create meaningful engagement.
4. Post Content People Want to Save
Treat this as your new superpower.
Ask yourself:
“Would someone want to come back to this later?”
Posts that get saved get shown to more people, sometimes days or weeks later. Have you noticed that, particularly during quiet times, your feed is filled with posts that are 2 weeks old? This update is why!
Great save‑worthy content includes:
5. Don’t Worry About Posting Every Day
Frequency matters far less than consistency.
The new algorithm means that one strong post a week beats seven rushed ones.
6. Avoid the Old Tricks
These no longer work:
Why This Is Actually Good News for Small Businesses
In theory, for the first time, LinkedIn is rewarding:
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Real expertise
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Real stories
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Real value
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Real conversations
You don’t need fancy graphics, viral hooks, or a marketing team.
You just need to:
Do that, and the algorithm will start to understand who you are, and who to show your content to.
Final Thought: Fix Your Profile Before You Post
This is the biggest takeaway from the articles I have been reading:
If your profile isn’t clear, your posts won’t perform... no matter how good they are.
Your profile is the foundation. Your content is the house you build on top of it.
Let's help each other out. If a good connection creates a good, interesting post, save it... Share it... And have a conversation around it... Because that's what networking is actually all about!
Hey, I really could do with your help! If you find this article interesting, could you please do me a favour by either sharing it on your site or on social media. I would love to hear yours and other peoples' thoughts on this subject. And if this or any other content on the site has helped you and you would like to show your appreciation, then you can always
buy me a coffee ☕️ It would make the time I put into this more than worthwhile! Thank you 😃
