In a recent LinkedIn post, Dan Sherrard-Smith discusses a significant shift in LinkedIn’s content algorithm, arguing that a new AI-driven system, dubbed ‘360Brew’, has fundamentally altered how content is distributed and suggests a strategic pivot for founders and experts seeking better organic reach.
Sherrard-Smith highlights that for the vast majority of creators, LinkedIn’s reach has dramatically declined. He posits that this is due to the platform’s move away from a system that prioritized simple engagement metrics like likes, comments, and reposts, towards a more sophisticated AI reasoning engine. This change, according to Sherrard-Smith, has led to a substantial drop in organic reach for most users.
“In 2025 LinkedIn quietly ripped out its old algorithm and replaced it with an AI reasoning engine called 360Brew. Organic reach dropped 30% to 50% across the platform. And has stayed down for most creators through 2026.”
The core of Sherrard-Smith’s analysis centers on the new algorithm’s deeper signals. He explains that the old system was easily gamed by viral posts regardless of the commenter’s relevance. In contrast, the new ‘360Brew’ engine examines three key areas:
Understanding the New Algorithm’s Signals
Sherrard-Smith details how the current algorithm operates, focusing on a more nuanced understanding of user intent and network connections. He breaks down the three primary signals:
- Profile Analysis: The AI assesses a user’s profile to understand who they serve and their specific expertise.
- Content Relevance: It scrutinizes the initial lines of a post to determine if it aligns with the user’s stated expertise and target audience.
- Network Clustering: The algorithm observes who a user engages with in comments to “cluster” them with like-minded professionals and potential connections.
This shift, as Dan Sherrard-Smith points out, signifies a move towards a “for you” feed, which he argues is ultimately beneficial for founders and experts.
“The big change is that LinkedIn has moved to a ‘for you’ feed. And this is a good thing for founders & experts. You no longer need an audience of 50k, or 500k to reach your buyers.”
Strategic Implications for Founders
According to Dan Sherrard-Smith, the traditional approach of chasing likes and posting frequently is no longer effective. He observes that many founders are still optimizing for the outdated algorithm, leading to frustration as their content garners significantly less engagement than before.
Sherrard-Smith argues that the focus must shift from maximizing reactions to demonstrating relevance to the right audience. The new objective, he suggests, is to teach the LinkedIn system precisely who you are and what you specialize in.
The Path Forward: Teaching the Algorithm
Dan Sherrard-Smith proposes a clear strategy for navigating this algorithmic evolution: consistent content creation centered around a specific area of expertise. By consistently teaching the new LinkedIn system about their specialization, users can improve their relevance and visibility.
“The game is no longer ‘how many people can I get to react in the first hour’. It’s ‘who does LinkedIn think I’m for’.”
He contrasts this with the common, yet ineffective, practice of simply posting more or chasing vanity metrics. As Sherrard-Smith notes, many founders are left wondering why their previously successful posts now yield minimal impressions.
“Most founders I speak to are still optimising for the old machine: Posting more. Chasing likes. Wondering why a post that once got 4,000 impressions now gets 400.”
In conclusion, Dan Sherrard-Smith’s analysis provides a roadmap for professionals on LinkedIn, urging them to adapt their content strategy to align with the platform’s AI-driven future. By focusing on genuine expertise and consistent messaging, founders can effectively reach their target buyers, even with a smaller following.
📝 About This Content
This article is based on insights shared by Dan Sherrard-Smith on LinkedIn.
📅 Originally posted on September 15, 2026 | View original post on LinkedIn →