What is ICYMI?

Also called in case you missed it.

ICYMI stands for "in case you missed it": a label put at the start of a post that re-shares an earlier post, update or announcement for followers who may not have seen it the first time.

Why it matters

Only some of your followers see any one post. ICYMI gives you a polite, honest way to share something again, such as a launch, an offer or a useful guide, without it looking like you have simply run out of ideas. The label tells regular followers they can skip it, and tells newer ones it matters.

Example

A bike shop posted on Monday that its winter service bookings were open. On Thursday it shares a Story: "ICYMI: winter service slots are open until 30 November. Link in bio to book."

How businesses use ICYMI

ICYMI works best for things that are still useful or still available. It also suits a weekly round-up of your best posts.

  • A reminder before a deadline, such as the last day of a sale or the last places at an event.
  • Re-sharing your most helpful post from last month to people who followed you since.
  • A Friday round-up on LinkedIn or X linking to the week's posts or news.
  • Pointing followers to an announcement made on another platform or in your newsletter.
  • A reminder that a popular product is back in stock.

When not to use it

Don't put ICYMI on everything. If every second post is a repeat, followers notice and start to skip you. Change the wording, image or format when you share something again, so it gives people a reason to look twice. And avoid ICYMI for news that has expired, such as an offer that has already ended.

How to share something again without boring people

The best ICYMI posts are not exact copies. Keep the message and change how it is delivered.

  • Turn a long caption into a short video or a carousel of three key points.
  • Lead with a new detail: "ICYMI: only 12 tickets left" is more useful than repeating the whole announcement.
  • Share it in a different place: a Story instead of the feed, or a pinned post on your profile.
  • Add proof that has arrived since, such as a customer photo or a quick review you were given permission to share.

Common questions

Is ICYMI formal enough for LinkedIn?

Yes, it is widely used on LinkedIn and in newsletters. If your audience is very formal, "In case you missed it" written out in full reads just as well.

How long should I wait before reposting with ICYMI?

There's no fixed rule. A few days later suits a time-limited offer; a few weeks or months later suits evergreen guides. Look at your own results to see what your followers respond to.

What's the difference between ICYMI and TBT?

ICYMI re-shares something recent that is still relevant, such as this week's announcement. TBT (Throwback Thursday) shares something from the past on purpose, such as an old photo, for nostalgia rather than as a reminder.

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