In a recent LinkedIn post, Dan Sherrard-Smith delves into a significant shift in the platform’s algorithm, which he claims has led to a dramatic drop in user reach. Sherrard-Smith, a consultant specializing in LinkedIn growth, shared his findings after extensive research into the platform’s mechanics. He states that the perceived drop in reach experienced by many users is not a glitch but a deliberate change in how LinkedIn surfaces content.
The Demise of the Old Algorithm
According to Sherrard-Smith, the previous LinkedIn algorithm prioritized quantifiable metrics like likes and comments, regardless of the engagement source. This meant that accumulating these interactions could lead to broader content distribution. However, this approach has been replaced.
Sherrard-Smith highlights the core change: “LinkedIn scrapped its old algorithm and replaced it with a new system called 360Brew.” He explains that the old system was primarily driven by raw engagement numbers.
“The old algorithm cared about numbers: likes + comments. Get enough of these and your content got pushed out. It didn’t care who liked it.”
This old model, while seemingly straightforward, lacked nuance and did not effectively connect creators with their target audiences, Sherrard-Smith argues.
Introducing ‘360Brew’: A Context-Driven Approach
The new algorithm, dubbed ‘360Brew’ by Sherrard-Smith, operates on a much more sophisticated, context-aware model. Instead of just counting likes and comments, 360Brew analyzes a user’s profile, their posts, their comments, and the nature of their network interactions.
“360Brew cares about context,” Sherrard-Smith explains. “It reads your bio, your posts, your comments, who you engage with. Then it decides who to show your posts to.” This means that every interaction on the platform now plays a role in shaping who sees future content.
Implications of the New Algorithm
Sherrard-Smith warns that many tactics that were once effective are now detrimental under the 360Brew system. He points to several specific behaviors that can negatively impact reach:
- Liking content outside your niche: This can confuse the algorithm about your intended audience.
- Tagging too many people: Tagging five or more individuals is now flagged as potentially spammy behavior.
- Engagement pods: Participating in large engagement groups can train the algorithm to show your content to peers rather than potential clients.
The most critical issue, according to Sherrard-Smith, is the consequence of engaging primarily with peers. “If you’re a founder who mostly engages with other founders, LinkedIn concludes: ‘Your people are founders.’ And your posts go to your competitors. Not to the clients who’d actually pay you.” This strategic misalignment can severely limit lead generation and business development opportunities.
Strategies for Algorithm Retraining
Despite the challenges, Sherrard-Smith offers a path forward, suggesting that it is possible to retrain the 360Brew algorithm to work in a user’s favor. He estimates that this process can take approximately 90 days if executed correctly.
To assist users in navigating this shift, Sherrard-Smith has developed a guide titled “The 2026 LinkedIn Growth Blueprint.” He notes that this guide has been updated based on his latest research and provides a detailed process for adapting to the new algorithm. He also offers access to a live 3-day workshop for those who download the guide, promising to share the methods he used to achieve significant results, such as building a large audience and attracting qualified leads.
“The good news: you can fix it. It takes about 90 days to retrain the algorithm to work in your favour, if you know what you’re doing.”
Sherrard-Smith’s analysis provides valuable insights for businesses and professionals looking to optimize their presence on LinkedIn amidst evolving platform dynamics.
📝 About This Content
This article is based on insights shared by Dan Sherrard-Smith on LinkedIn.
📅 Originally posted on March 26, 2026 | View original post on LinkedIn →