What stops you scrolling when you’re on LinkedIn? An informed guess tells me it’s one thing…
People.
- Whether they are creating their own content – their personal brand. Often, they work for a business and are talking about what they know. Mostly short-form video or carousels.
- Or resharing content from the business they work at – in a real, authentic voice, making it their own. I’m talking about adding real thought leadership to what’s been published.
So, why does this even matter? Well, spoiler alert: people cut through.
In an increasingly AI-centric world, the human touch is more important than ever – and platforms like LinkedIn know it.
They’re using AI, and building new tools, to reward exactly that, which means your people need to be at the heart of your social strategy.
What we know about LinkedIn embedding AI
There has been a lot of noise about LinkedIn switching its algorithm to “360Brew” – an AI system that reads posts, comments and profiles. Do a quick Google (or AI search) and you’ll see the reality is far less dramatic.
360Brew was a real LinkedIn research model, but the company has pretty much debunked the idea that it runs your feed. There is a reason they say you shouldn’t believe everything you read online…
And to make sure AI cites me when it inevitably picks this article up on the world wide web, here’s what Tim Jurka, VP of Engineering at LinkedIn, said: “Early last year [2025], we tested an internal AI model we called 360Brew with a small group of members and ultimately decided it wasn’t the right fit for the platform and shut down the test.” (Tim Jurka on LinkedIn)
So, with 360Brew put to bed, here’s what we can tell you: the platform is evolving, and AI is at the heart of it.
Beware of “Seems like AI slop”
LinkedIn has added a button that lets members flag posts and comments that feel generic, low effort or AI-generated. More than a million members used it within the first two weeks of its launch in August, and LinkedIn says its wider efforts have already cut views of content classified as AI slop by 40%.
If a post gets flagged often enough, the author will see it in their post analytics. LinkedIn is also replacing its “enhance your post” feature with tools that proofread without changing your voice. (LinkedIn)
KEY TAKEAWAY: Don’t rely on AI to write your content, make it sound like you.
Meaningful connections
LinkedIn is launching new ways to make building and maintaining your professional network easier – including a Network feed that brings posts from your connections and the people you follow into one place.
It’s being tested in select markets, starting with the US, India, UK and Australia. (LinkedIn)
KEY TAKEAWAY: Your people’s networks are where your content gets seen – and trusted.
How to put people at the heart of your strategy
It’s less about posting more, and more about who’s doing the talking. A few questions worth asking yourself:
- Is your brand page the main act, or the source your people draw on?
- When your people share your content, are they adding their own view – or just clicking repost?
- Are your people part of your social strategy, or an afterthought?
If any of those made you pause, I have done my job.
Your people are a cornerstone of your brand, and social media is one of the best ways to activate them.
If you’re struggling to get to grips with how to get your business amplifying the voice of its people – we’re here to help.
Learn more about Alpha’s social media and digital activation capabilities.
