 | |||||||||||
| |||||||||||
 Hey Marketing Bestie, My mom is visiting and she brought me Biltong. If you know what that is I want you to know she brought me the good kind. Was this email forwarded to you? Sponsored by impact.com You & I have talked a lot about affiliate Marketing. Inside: The New Rules of Organic LinkedinLet's just say it out loud. Your LinkedIn reach dropped. You noticed. You posted anyway. It dropped again. You're not imagining it. And it's not a fluke. I'm sorry! Earlier this year, LinkedIn swapped out its entire content ranking system for something called 360Brew. An AI model that doesn't count engagement. It reads it. It measures how long someone actually stopped on your post. Whether the comments added anything to the conversation or just said "great share!" It checks whether your profile even backs up what you're claiming to know. This is not 2023 LinkedIn. Not even 2024 LinkedIn. The bar got higher. The noise got louder. And the opportunity for people who get this right got a LOT bigger. So let's talk about what actually works now. In 2026! More like 2027 almost. From Reach to ResonanceThe old LinkedIn had 1 job: reward whoever posted the most and collected the most likes. The new LinkedIn has a different job: figure out who is actually worth reading. 360Brew tracks dwell time. How long someone pauses on your post before scrolling past. It weighs comment quality, not just comment count. It measures saves. It watches whether your comment section turns into a real conversation or just a graveyard of fire emojis. 🔥🔥🔥 😉 Here's the translation: a post with 12 genuine comments from people in your industry now beats one with 200 likes and 0 substance. You're not writing for the moment anymore. You're writing for the bookmark. The screenshot. The "I'm sending this to my whole team" DM. The AI ParadoxSo many people are using AI to write LinkedIn posts. And the algorithm can tell. 🙁 360Brew runs the lexical diversity analysis. Humans write with natural variation. Different rhythms. Unexpected word choices. Real contradictions. AI writes in patterns. Smooth, confident, consistent, and completely forgettable. LinkedIn is now actively penalizing Human and AI slop. Generic AI-written content that technically says words but has no actual fingerprint behind it. Here's the part that should get your attention: the more AI floods LinkedIn, the more valuable your real perspective becomes. Your messy take. Your campaign that flopped. The client conversation that changed how you think about something. THAT is what 360Brew is rewarding now. Because that's what actual humans stop to read. Use AI to draft. Use it to structure. Use it to get unstuck. But ask yourself 1 question before you hit publish: does this sound like something only I could have written? If the answer is no, edit please! Your Profile Is Now Part of Your Content StrategyThis 1 catches people I talk to off guard. 360Brew cross-references every post you write against your actual LinkedIn profile. LinkedIn is essentially fact-checking your authority in real time. Post about B2B sales strategy with a profile that shows real sales leadership behind it? Boosted. Post about enterprise revenue operations because you heard it was trending? Downgraded. Pick 2 or 3 content pillars that connect directly to what you actually know. Not what you want to be known for. What you have receipts on. Then stay there. The algorithm builds an expertise graph around your account over time, and the longer you stay in your lane, the harder it pushes your content to the right people. The specialists are winning right now. Company Pages Can't Be Your Whole Strategy.They still matter. Brand presence, credibility, a place to anchor your content ecosystem. You should absolutely still be posting there. But the numbers are humbling. Company pages now get roughly 5% of feed allocation. Personal profiles get around 65%. CEO posts alone generate about 4x more engagement than the average company page post. So if the company page is the ONLY place your brand is showing up on LinkedIn, you are leaving an enormous amount of reach on the table. LinkedIn is a people-1st distribution network now. Your executives, your team leaders, your operators… they are the amplifier. The brand page sets the foundation. We need people to scale it. The smartest thing to do is not choosing 1 over the other. It's building both together. Real people with real profiles sharing real expertise, and the brand page reinforcing it. Employee Generated Content is not a nice-to-have anymore. Use the company page. Just don't expect it to carry the team. What's Actually Working Right NowDocument carousels are the highest performing format on the platform. Full stop! They generate dwell time, they're saveable, and they keep people swiping, which is exactly the signal 360Brew wants to see. If you're not making carousels yet, that's your homework for this week please. 800x999 images are your scroll stopper. Vertical images take up more real estate in the mobile feed than almost any other format. More screen space means more dwell time before someone can even decide to scroll past. Pair a great image with a strong hook in the copy and you have one of the most underutilized combos on the platform right now. Everyone is fighting over carousel templates while this format is just sitting there wide open. Vertical video. LinkedIn is chasing mobile hard. Short educational vertical videos, under 90 seconds, captioned, with a hook that lands in the first three seconds, are getting outsized reach right now. Production quality can be low. The quality of what you're actually saying cannot. LinkedIn Newsletters are a cheat code. Every issue goes directly to subscribers via push notification and email. Newsletter articles get indexed by Google. You are completely removed from the feed algorithm lottery. If you're serious about building thought leadership on this platform, a newsletter is the most durable thing you can build right now. Post 3 to 4 times per week. Posting too frequently causes your posts to eat each other's reach before they've had time to fully circulate. 360Brew gives strong posts a 48 to 72 hour window. Let them run. 🐎 Links need a workaround, not avoidance. Dropping a link directly in your post body still costs you roughly 40 to 50% of your reach. But you don't have to skip links entirely. Here's what I do: write the post without the link, hit publish, then edit it after 10 minutes and drop the link in LinkedIn evaluates the post at the moment it goes live, so the edit slips in clean. 1 great post a week beats 5 forgettable ones. MEME OF THE WEEK  🎙 TUNE IN Podcast to listen to this week: Social Strategy in the Age of AI with Jack Appleby What you will learn: JUST FOR FUN 🤩: Brand of the week: Riverside *From Vibe.co She also brought Ari wine gums. Let's just say, Ari didn't share. Your friend, Daniel | |||||||||||
|
{beacon}
Workweek Newsletter
