An AI ranking model has slipped under the radar, changing which posts show up on investor feeds, and highlighting three practical adjustments marketers should make.
The fickle nature of LinkedIn algorithms has plagued marketers across industries for a long-time. The AI ‘revolution’ is only increasing that frequency of change.
Before, what users would see on their LinkedIn feed was governed by a range of ranking systems. This is now being silently overthrown by a single AI model nicknamed “360Brew.”
The model turns away from an old norm of tallying likes and follower counts, and evaluates whether an account has ‘earned the right’ to be able to talk on a particular subject.
This gets determined by an account consistently posting about two or three specific topics for roughly 60 days. Saved posts are weighted 5 to 10 times more heavily than liked posts, externally-linking posts are suppressed up to 30%, and individual posts from a portfolio manager or a CEO get distributed further than anything from company pages.
The effect (analysed by PR agency The Scott Partnership) has seen dedicated company pages hit hard. Organic reach for company posts are down by up to 66% since the rollout.
Organic ‘company content’ of any sort only accounts for 2% of total feed impressions; a tiny crevice of the platform which every company page is jostling for at the same time.
So, what does this mean for fund marketers?
LinkedIn brand pages are faltering in power, and adaptation has to happen fast. Posting from personal profiles will, according to the data, separate the firms able to amplify their market commentary or managerial updates further (and potentially boost trust in their firm’s people simultaneously.)
Of course, the importance of content quality still remains no matter where it is shared. But shifting away from the old reliable company page avoids LP interactions’ stagnating, where adopting a new 360Brew-pleasing posting strategy can be achieved in three simple steps:
- Route any thought leadership through a small selection of named expert portfolio managers and executives (where compliance allows.)
- Embed links into the first comment on a post, rather than linking them directly in the post copy.
- Commit to recurring themes for at least 60 days to judge their value. Trialling several angles in that time period will be penalised by the algorithm for being ‘scattergun.’
Another insightful takeaway from this research is how much more valuable a fund manager’s owned channels are. LinkedIn is after all like a rented property, where organic reach is not guaranteed.
Instead, email subscription lists, investor portals, gated landing pages etc. are what ensure firms can more predictably maintain correspondence with active prospects or existing LPs when planning their content outreach.
Source
The Scott Partnership, “LinkedIn’s 360Brew Algorithm: The B2B Guide to Organic Reach in 2026”
