Hi Reader,

A top creator asked me something interesting at the end of last year.

"Are you feeling the algorithm change? I used to get 30,000 impressions. Now I'm getting a fraction of that."

Honestly? I hadn't noticed.

Not because my reach is magical. I've never gone viral. Never had those big numbers.

But my business is better than it's ever been.

But There Was a Change in the Algorithm:

LinkedIn quietly rolled out something called 360Brew.

It's one massive AI model that replaced thousands of smaller algorithms.

And it changed completely how content gets distributed.

The short version:

• It actually reads your content (not just keywords)
• It checks if your content matches your profile
• It matches you to people who'd find you relevant
• It detects and suppresses gaming (pods, AI-generated content, viral hook templates)

This is why reach feels different. The AI got smarter.

I knew this was coming.

An article came out in summer 2023 in Entrepreneur Magazine where LinkedIn's editor-in-chief and director of product actually pulled back the curtain.

They said:

• They don't celebrate virality
• They reward genuine expertise
• AI is reading your profile to determine if you're qualified to talk about what you're posting

I wrote about this in a previous newsletter earlier last year.

Ever since reading that article, I changed how I approach LinkedIn:

• Prove you do what you say you do
• Focus on genuine engagement over reach
• Quality over quantity
• ​Block party, not stadium​

So while everyone's panicking...

The people who've been dropping trust deposits?

Every genuine comment. Every helpful DM. Every coffee chat without an agenda.

They're fine.

The algorithm didn't break their strategy. It validated it.

Now here's where some people get this wrong.

They hear "your profile needs to match your content" and think: I need to be more literal. More generic. More safe.

No.

I think it means the opposite.

Be MORE bold. Be MORE you. Speak directly to your ideal clients… really speak to them.

With that in mind, here's how I think about your headline, for example:

What's the thing you say to clients that makes their eyes light up?

That one phrase where they go, "Oh yesss. That's exactly it. I need to work with this person."

THAT goes in your headline.

Not a generic job title. Not a cutesy pun. The thing that actually resonates.

Then you add your positioning statement, "I do X for Y" so it's crystal clear who you serve.

This isn't being clever for the sake of being clever.

It's being bold for the sake of planting YOUR Flag.

It's refusing to blend in like everyone else in your industry.

The algorithm rewards specificity. So does your ideal client.

I get comments on my headline weekly. Sometimes daily.

That's not a vanity metric. That's a conversation starter.

And conversations are the whole point.

What this means for you:

1. Make sure your profile clearly says what you do and for whom - in language that makes the right people lean in
2. Post content that proves you do what you say you do
3. Focus on conversations, not just content
4. Stop trying to game a system that now understands meaning

You can't hack an AI that reads.

You CAN build a genuine reputation it recognizes as expertise.

Toodles,
Natasha
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P.S. Got a question about LinkedIn you can't figure out? Reply here, let's get you unstuck!! (Seriously! I respond to every email!) Not sure what to say in a DM? Let's think it through. Not sure who's post to engage with? I gotchu. 🫶
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