Read time: 4 minutes.

You probably know the feeling: you publish an important policy update on social media, it seems well-crafted, reviewed by five (or more…) people in your organisation… and then nothing.

No reactions. No comments. No traction.

So, what’s wrong?

Too much policy content is driven by institutional timelines, with organisations speaking about themselves, from the inside out:

In Brussels, this typically means creating posts around another Commission strategy, action plan, or a Parliament vote, or an annual report.

Those are important moments because they set the rhythm of your work.

But if you don’t frame them around what your audience cares about, our content will likely go unnoticed.

That’s where the shift to outside-in communication matters - speaking from your audience’s perspective:

Let’s take a real example to see it at play.

Here is the post from the Facebook page of the EPP Group in the European Parliament:

The post opens with an abstract claim (“the world’s business powerhouse”) and is packed with complex, institutional language (“EU regulatory regimes,” “a 28th regime,” “the Scaleup Europe Fund”). Combined with long sentences and multiple angles, the result feels heavy, more distancing than engaging.

Now imagine this instead:

It begins with a human, emotionally resonant story that makes the issue feel real. The impact comes first, helping people care before the policy is explained.

It translates complex policy terms into relatable benefits and frames the discussion around what is meaningful to people.

Two posts, same policy, two different entry points.

One is institutional. The other is human, grounded, and far more likely to connect.

🫧 Unbubble your social media with me

The example above shows how easily policy content can get lost.

No matter what organisation you work for, chances are you’re facing the same challenge:

Your mission is important, but your social media doesn’t always reflect that.

Your content lives in a bubble:

• it gets low engagement,

• it feels hermetic, jargon-heavy,

• It is published reactively,

• It doesn’t reflect the impact of your work.

To help you change that, I created 🫧 Unbubble, a coaching service for organisations that are ready to make their policy work visible and relatable.

After 🫧 Unbubble, you’ll:

• get crystal clear on what to post, why, and for whom,

• have a system to create quality content thanks to a library of formats and frameworks,

• feel confident that your content supports policy goals

• be visible to the right audiences.

In the coming days, I’ll share more details about 🫧 Unbubble. If you’d like to receive those updates, let me know below:

Thank you for trusting me with this space in your inbox!

Stay curious
— Kasia