The Reintroduction Post: Why Followers Forget Who You Are
A surprising share of your followers arrived long after you told your story, and they have no idea what your business actually does. Here's how a simple reintroduction post every couple of months turns those silent scrollers into enquiries.
Dave Smith
# The Reintroduction Post: Why Followers Forget Who You Are
Here's an uncomfortable thought: a decent chunk of the people following your business right now have absolutely no idea what you do.
Not because they're daft. Because they arrived late.
Maybe they followed you after a friend tagged them under a post about your bank holiday opening hours. Maybe they found you through a local Facebook group, or a customer shared one of your photos and they hit follow on a whim. Whatever brought them in, they missed the introduction. They never saw the post about how you started, what you specialise in, or why you do things the way you do. They walked into the cinema forty minutes into the film, and you're assuming they've seen it from the start.
Why this matters more than you'd think
When you post day to day, you naturally write for the audience in your head — and the audience in your head knows everything. They know you're the second generation running the business. They know you only use suppliers within twenty miles. They know "the workshop" means that lovely converted barn, and that Sandra who gets mentioned occasionally is your longest-serving member of staff.
Your actual audience doesn't know most of that. Follower lists churn quietly all the time: new people arrive, others drift off, and the ones who've been there for years have foggy memories anyway. Research on social media reach has shown for years that only a fraction of your followers see any given post — so even the ones who were around when you shared your story probably scrolled past it.
The result is a strange gap. You feel like you're repeating yourself, whilst a good portion of your audience is quietly wondering whether you actually sell to the public, whether you cover their area, or what it is you do beyond the one post they originally saw.
That gap costs you enquiries. Someone who isn't sure whether you're relevant to them doesn't send a message to check. They just keep scrolling.
The fix: reintroduce yourself on purpose
The solution is almost embarrassingly simple: every so often, post as if nobody knows who you are. A reintroduction post.
It's exactly what it sounds like. A post that says: here's who we are, here's what we do, here's who it's for, and here's the bit of our story that explains why we're like this. Not an advert — an introduction. The social media equivalent of shaking hands with everyone who's wandered in since the last time you did it.
If that feels awkward — "surely everyone knows this already" — remember the cinema. New people are arriving constantly, and the old hands barely remember the opening scenes. What feels like repetition to you lands as brand-new information for most of the people reading it.
How to write one
A good reintroduction post has four ingredients:
1. The plain-English what. One or two sentences on what you actually do, written for someone who knows nothing. Not "bespoke solutions for discerning clients" — more "we make made-to-measure curtains and blinds, mostly for homes within an hour of York."
2. The human who. Who's behind the business? First names, faces if you're comfortable. If you're a one-person band, say so — plenty of customers actively prefer buying from a real individual.
3. The one story that explains you. Not your whole history. One detail that makes you make sense. The redundancy that pushed you to go it alone. The hobby that got out of hand. The moment you realised nobody in your town offered the thing you now offer. One story, told properly, beats a timeline of dates.
4. The gentle what-next. Finish by telling people what to do if any of this is relevant: "If you've been meaning to ask about X, the DMs are open" or "We're booking for September now." Low pressure, clear direction.
Add a photo of an actual human or your actual premises — this is the one post where a face genuinely outperforms anything else — and you're done. Aim for the length of a decent text message to a friend, not an essay.
How often, and what to do with it
Every couple of months is about right for most businesses. If your following is growing quickly, more often. Nobody who saw the last one will mind, because you'll tell the story slightly differently each time — a different detail, a different photo, a different reason for posting it now.
Two extra tricks worth stealing:
- Pin it. Your pinned post is the first thing a curious visitor sees. A reintroduction sitting at the top of your profile quietly does the handshake for you, every day, while you get on with other things.
- Watch what people reply. Reintroduction posts reliably surface comments like "I never knew you did that!" — and every one of those comments is telling you something your regular content isn't communicating. That's next month's posts sorted.
If keeping up this sort of rhythm is exactly the thing you never get round to, this is the kind of gap tools like Aunty Social are built to fill — it learns your business's story from your website and keeps content going out even when you're flat out.
But tool or no tool, the principle stands. Stop assuming your audience was there at the beginning. Most of them weren't. Walk out front, stick your hand out, and introduce yourself again.
The people who already knew you will skim past without a second thought. The ones who didn't might finally send that message.