Fans were confused by the television personality’s social media post.

Simon Cowell regularly updates his fans on his goings-on via social media, from acting as a judge on both Britain’s Got Talent and America’s Got Talent, to sharing videos of his dogs.

The longtime television personality often starts his selfie videos by introducing himself and saying, “this is Simon,” before launching into his message, but his latest video has left fans with more questions than answers.

In an Instagram post shared on Sunday, Feb. 23, Cowell could be seen standing in what appears to be an alley or behind a building, with an overflowing trash bin in the background and a wooden pallet leaning against a graffitied wall.

“This is Simon Cowell, live on location,” he said in the video just after an off-camera voice chimed in, “you said it well before.”

Cowell then snorted and smiled at the camera as the six-second video cut out. The video’s caption didn’t offer much insight, as it was essentially the same message as the video. “Live on location…! Love, Simon x,” he wrote.

Fans were confused by the post, as Cowell’s update videos are typically much longer, with the American Idol alum appearing more engaged than in the latest video.

“You okay Simon?” asked one fan, and more shared the sentiment. “Blink twice if you need help Simon ❤️😂,” one teased, but others took the video more seriously, commenting, “Is this a cry for help? Are you ok?”

Others were concerned about Cowell’s location, asking, “Where are you ?” and “Have you been kidnapped? Lol.”

Two days earlier, Cowell shared a video on TikTok promoting the return of Britain’s Got Talent, explaining that he was in Miami but wanted to share the news with his fans.