LinkedIn’s big algorithm change is SEXY for MSPs

Hey. Let's talk about something that’s changed very quietly on LinkedIn, but actually matters a LOT for MSPs.

It’s an algorithm change called 360Brew. Yes, it sounds like something you’d order in a trendy coffee shop. Or maybe an expensive craft beer.

But this isn’t a small tweak or a minor algorithm nudge. LinkedIn has fundamentally changed how it judges your content and decides who sees it.

And the good news is: If you understand this properly, it works very much in your favour.

Let me explain. Until this was rolled out last year, LinkedIn judged each of your posts in isolation. Each post lived or died on its own merits.

• Did it get engagement quickly?
• Did people react, comment, or share?
• If yes, great... that post got traction. If not, it quietly disappeared

It was essentially a post lottery model. Sometimes you won, sometimes you didn’t, and often you had no idea why.

It’s also what led to people chasing engagement tricks. I’ve done it myself. You probably have too. The “say this to get comments” stuff.

😵 That model is now dead 😵

With 360Brew, LinkedIn no longer looks at individual posts in isolation. Instead, it looks at everything about you...

• Your posting history
• How consistently you show up
• What topics you talk about
• Who engages with you over time
• Whether people stop scrolling when your name appears

In other words, LinkedIn is now building a reputation profile for every person who publishes content.

This bit is important, so I’ll say it again. In bigger text.

Every post you publish is now judged in the context of everything else you do, not on its own.

And if you’re consistent, especially if you talk about the same core problems for the same audience... this is fantastic news!

Because random posting on LinkedIn is officially dead.

What LinkedIn is trying to do now is understand who you’re for, what you’re about, and whether the audience you’re speaking to actually cares. If it can’t work that out, it plays safe and shows your content to fewer people.

That’s why posting every couple of weeks about random things, in random formats, just doesn’t work anymore. LinkedIn can’t form a clear picture of you, so it doesn’t know who to show your content to.

But if you show up regularly, talking about the same themes (using technology to solve problems and grow your business), for the same audience (business owners and managers), something interesting happens...

LinkedIn starts to trust you.

• It learns that you talk about this stuff
• It sees that the same people engage with you over time
• It understands who finds your content relevant
• And then it starts showing more of your content to more of the right people.

That’s the flywheel.

And this is exactly why I’m so excited about 360Brew, because it finally rewards what I’ve been recommending to MSPs for years.

You don’t need viral posts anymore.

You don’t need tricks.

You don’t need to reinvent the wheel every time.

You need predictable, consistent content, covering the same few topics, from different angles.

That’s exactly how we’ve built the MSP Marketing Edge membership over the last 9 years. The content is consistent. The themes are consistent. The audience is consistent. We’re always talking about technology for business owners... outcomes, productivity, security, growth, and running a better business.

And now LinkedIn’s algorithm has caught up with that approach. You can imagine how happy this has made me 🤣

One more important change: Engagement now compounds over time

When the same people regularly like or comment on your posts, LinkedIn sees a relationship forming. That strengthens future reach. Which means replying to comments is no longer optional. If someone takes the time to engage with your post, YOU MUST REPLY.

That two-way interaction now matters.

So... here are my practical takeaways

1) Post consistently. I still recommend one piece of content every 24 hours because consistency matters more than ever.

2) Stick to the same audience. Business owners and managers. Figure out your Ideal Client Profile (ICP) and stick to that.

3) Stick to the same themes. If you use my MSP Marketing Edge content, great. We've been on this for years. If you swap in some of your own content, that’s fine too. Just make sure it’s still on-theme.

4) Reply to all comments. If someone engages with you, treat that engagement like gold dust.

All of this has been baked into the MSP Marketing Edge system for a while now. Ha, it almost feels like LinkedIn has finally caught up.

And that’s why this algorithm change is so exciting. It's going to reward MSPs who are highly consistent. I hope that's you.