the_content filter not applied in custom loop

I have a custom page template the shows a page post, and then queries for more posts and displays them as well. The shortcode (that’s apparently not a shortcode) renders for the original post, but not for the second loop. What is the work around for this?

I am using the_content to display the posts in the second loop. The shortcode is not removed or rendered. I still see [jwplayer mediaid=”19″] in the posts.

(As a side note, could you not use regular shortcodes and ask users to use a ‘–‘ in place of a ‘.’ that you could swap out or something like that? Seems easier than re-implementing/breaking the usual wordpress shortcode system.)

https://ww.wp.xz.cn/plugins/jw-player-plugin-for-wordpress/