Lost in the Feed: Why Context Matters in Social Media Posts

We've all seen them: social media posts that feel like you've walked into the middle of a conversation you weren’t invited to.

Maybe it’s a photo of a random person with no name or explanation. Maybe it's a cryptic inside joke that makes the team chuckle — but leaves your audience scratching their heads. Here’s the thing: what’s obvious to you isn’t always obvious to your audience. And in the world of social media — where attention spans are short and scrolls are fast — clarity is everything.

He's done it again! 😂🔥 #FridayFeels #Legend

You Only Get One Shot

The average person sees hundreds of posts per day. You have seconds to grab attention and less than that to make a connection. If your post relies on prior knowledge, inside jokes, or context that only your internal team understands, you risk losing that moment.

Worse, you risk losing trust. A confused audience doesn’t convert. They scroll on.

Who Is This? And Why Should I Care?

Let’s say you post a photo of someone from your business — perhaps they’re a staff member, a long-time volunteer, or a new supplier. But you don’t explain who they are. There’s no caption, no tag, no backstory.

What happens? Your audience either thinks it's random, weird or are just plain confused. It’s just another random face in the feed.

Inside Jokes Don’t Always Travel

Internal humour is fantastic for team culture — not always for public posts. It’s tempting to share lighthearted, funny moments from behind the scenes, but without the right framing, these can come off as alienating or confusing.

Before you hit “post,” ask yourself:

• Will someone who’s never seen our content before understand this?

• Does this need more context to make sense?

• Am I speaking with my audience or just at them?

If the answer feels fuzzy, it might be time to add a little more information — or rethink the angle altogether.

Social Media Is a First Impression

Your content might be someone’s very first experience with your brand. Are you giving them a reason to stay?

Good posts don’t just look good — they make people feel like they belong. That starts by meeting your audience where they are, not expecting them to already be in on the story.

Quick Tips to Keep Your Posts Clear & Engaging

• Introduce people. Names, roles, and relevance go a long way.

• Avoid unexplained jargon or acronyms. Spell it out (at least once).

• Frame inside jokes. If you must use one, add context so outsiders can laugh too.

• Use descriptive captions. What’s happening, why it matters, and how it connects to your audience.

• Think like a first-time follower. Would this post make sense if you knew nothing about the brand?

Context isn’t just a nice-to-have — it’s the difference between connection and confusion.

So next time you’re about to post that hilarious team moment or spotlight a staff member, pause for a second and ask: Does this make sense to someone new?

Because clarity builds connection. And connection builds community.