LinkedIn’s 360Brew Explained (And What To Do About It)
LinkedIn no longer relies on simple signals like hashtags, clicks, or posting frequency.
LinkedIn no longer relies on simple signals like hashtags, clicks, or posting frequency.
It uses a large language model called 360Brew to understand meaning.
That’s a big shift.
Instead of asking “Did this post get engagement?”, LinkedIn now asks:
What is this person actually about?
Are they credible in this topic?
Does their content match who they claim to be?
360Brew “reads” your profile, posts, comments, and interactions as one connected body of work.
Which brings us to your 360 profile.
What Your “360 Profile” Really Is
Your 360 profile is not a setting you can edit.
It’s the mental model LinkedIn’s AI builds about you.
It’s formed by cross-referencing everything you do on the platform, including:
Your headline and About section
The topics you post about
How you comment on other people’s content
Who engages with you, and how
How people interact with your posts beyond likes
The goal of the AI is simple.
Work out who you are, what you know, and who should see you.
If your activity is unclear or inconsistent, distribution suffers.
If it’s focused and coherent, reach improves naturally.
The Signals 360Brew Actually Cares About
Here’s what LinkedIn’s current system seems to prioritise.
1. Profile Alignment
Your profile and your content should tell the same story.
If your headline says “B2B Sales Coach” but your posts bounce between mindset quotes, AI tools, fitness tips, and random takes, the model struggles to place you.
When the AI is unsure, it plays it safe and limits distribution.
Clarity beats creativity here.
2. Content Quality (Not “Virality”)
360Brew evaluates structure, logic, and usefulness.
It favours content that:
Is clearly written
Stays on one idea
Develops a point logically
Offers insight or experience
It actively downweights obvious engagement bait and recycled platitudes.
The days of “Agree?” posts doing heavy lifting are numbered.
3. Meaningful Engagement
Not all comments are equal.
The model looks at:
Depth of comments, not volume
Who is commenting, and their credibility
Whether discussion actually progresses
Generic comments and engagement pods don’t help. In some cases, they hurt.
A smaller number of thoughtful replies from relevant people is far more valuable.
4. Saves and Dwell Time
This is one of the biggest shifts.
A post that gets saved or read slowly sends a stronger signal than a quick like.
That tells LinkedIn:
“This content was useful enough to come back to.”
That’s gold.
How To Optimise Your LinkedIn Presence For 360Brew
You don’t “game” this model.
You align with it.
1. Define Your Expertise (Clearly)
Your headline and About section should answer one question instantly:
“What problem do you help with?”
Be specific.
Be boring if needed.
Be obvious.
The AI uses this as the anchor for everything else you do.
2. Stay On Topic
Pick 2–4 core themes and stick to them.
That doesn’t mean repeating yourself.
It means exploring the same problem from different angles.
Consistency helps the AI understand:
Who your content is for
Who should be shown it
Random variety works against you now.
3. Write For Humans First
360Brew is very good at spotting AI-patterned writing.
Focus on:
Natural language
Clear openings
One main idea per post
The first few lines matter more than ever. That’s where context is established.
If the opening is vague, the rest doesn’t get much help.
4. Create Real Conversation
End posts with prompts that invite thinking, not clicking.
And spend time commenting properly on other people’s content in your space.
Those comments are part of your 360 profile too.
They reinforce your expertise just as much as your own posts.
The Bigger Takeaway
LinkedIn is moving away from “who can hack engagement”
and toward “who is actually useful and consistent”.
That’s good news if you:
Know your lane
Have experience
Prefer substance over theatrics
The algorithm isn’t something to beat anymore.
It’s something to make sense to.
And when it does, distribution tends to look after itself.
Next steps you can take...
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A very helpful review, Dean, thanks. What do you think about the newsletters? How important is the title, and if it doesn't match the content, should you change it?