IYKYK
Also called: If you know, you know
Short for "if you know, you know": used for an in-joke or reference only some of the audience will understand.
IYKYK signals a shared experience without explaining it: a local reference, a niche hobby, a fan-community joke. People who get it feel part of the group; people who don't are curious.
Brands use it sparingly, for references their core audience will recognise. Overused, it just looks like a caption with nothing to say.
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