How LinkedIn Decides Post Reach

Why my LinkedIn feed stopped showing me the EU Bubble and started to show me people “like me”.

Ever since I posted about how the LinkedIn algorithm changed, my feed started changing too. Suddenly I’m seeing people who do the same work I do, instead of the people I actually know here in Brussels.

We are witnessing the new logic of the LinkedIn feed.
So what's happening?

💡 LinkedIn moved from a classic network feed to a persona feed powered by an AI model.
💡 You’re now clustered with “people like you” based on your profile, posts, and engagement.
💡 Hashtags are pointless. Your whole content footprint acts as one big semantic tag that tells the LinkedIn powers who you belong with.

That’s why I am seeing content from global creators, communicators and AI trainers instead of friends in the EU Bubble.

I comment on a couple of posts about the LinkedIn algorithm and the next day my feed looks like an international LinkedIn-trainer convention. Meanwhile the people I actually work with in Brussels barely appear.

Some of my own high-performing posts triggered the same thing. Large reach, but largely from global circles instead of the EU audience I know and love.

The system did exactly what it was built to do. Just not for the people I want in the room.

If you’ve been thinking “Why am I not seeing the usual Brussels crowd (or another one) anymore?” this is why.

So what do if you want to see your people again? Good news, the feed is persona-based, so you can train it.

✅ Search for and comment on the people you actually want to see. Comments matter more than likes.
✅ Rebalance what you post. If your recent content leans heavy on content that doesn't involve the people you are interested in, mix in more Brussels and EU policy words, realities, projects, events, case stories.
✅ Use your network deliberately. Visit profiles of the people you miss. Don’t wait for the feed. Save and repost your real community when it’s relevant.
✅ Audit your persona once a month. Scroll your activity and ask: “Based on this, what persona would LinkedIn assign me? And which audience does that attract?” If the answer is “global LinkedIn nerds” when you need “EU decision-makers,” adjust accordingly.

And one more note. This recent change can turn LinkedIn into a neat, tidy echo chamber - even more than it did before. For people working in and around EU policy, that’s not great. We need the cross-pollination across sectors and disciplines. The algorithm wants to cluster us. We should not allow it to box us in.

👋 I’m Liora. Want to remain visible, credible and human in the age of algorithms? With The Think Room I find your unique DNA so you stand out in a tsunami of sameness. Only then do we scale it with AI.