Publishing and Scheduling is where you write a post once and send it to every account you have connected, letting any one of them carry a different caption, crop or placement. Reach for it when the same idea has to go live on several networks without retyping it in each app, and when you want to know afterwards which of them it worked on. The overview lives on Publishing and Scheduling; this page is the instructions.
Before you start
You need at least one connected account. Open Integrations under Workspace in the sidebar, pick a network and authorize it. Everything except Bluesky connects through a normal OAuth screen, and Bluesky asks for an app password you generate in its own settings. Nine networks are supported: Instagram, Facebook, TikTok, YouTube, LinkedIn, X, Threads, Pinterest and Bluesky.
Some carry conditions that belong to the network, not to us: Instagram needs a Business or Creator account, LinkedIn connects as your personal profile or a Company Page you administer, TikTok as a Creator or a Business account. The connect screen states each one before you commit.
How many accounts you can connect follows your plan, as do how far ahead you can schedule and how much you can send per month. Composing, scheduling, previewing, overrides, the calendar, the queue and retries cost no credits. Only the AI actions are paid (writing a caption, rewriting one, adapting it for a platform, suggesting hashtags), and they are charged only when they return something, so a failed generation costs nothing. Prices are on the pricing page.
Publish your first post
Open Publish in the Social section. It is a four-step wizard: Compose, Customize, Schedule and Review. Back, Next and Save draft sit in the bar at the bottom.
- Pick the accounts. The picker lists everything you have connected, filterable by platform and by group. As you select, the composer shows the character limit that applies to your picks and warns you as you near it, not after you blow past it.
- Write the caption. This is the base every account inherits. The toolbar adds emoji, mentions and hashtags; the AI assist writes one from a topic, from your own text or from a URL, and can improve, lengthen or shorten what is there. Every AI result appears beside the original, to accept or discard.
- Attach media, or don't. Upload files, pull them from your Media Library, or search free stock photography without leaving the step; drag the tiles to reorder. Text-only posts are fine where the network accepts them, and carousels exported from the Content Creator reach you here through the library.
- Go to Customize. Each selected account gets a card with a readiness badge: ready, a warning, or a blocker. Here you choose the format per account (a feed post, a reel, a story) and override anything that should differ; see below.
- Choose when. The Schedule step offers Post now or Schedule, with quick picks based on general engagement windows or a date and time you set yourself. It uses the timezone from your settings, and a scheduled time survives a daylight-saving change rather than quietly moving an hour.
- Review, then send. The last step gives you a per-platform preview showing what each feed will render rather than one generic card, a summary of accounts, media, caption and hashtags, and the preflight result. Blockers must be cleared before the button will publish; warnings let you through. Some blockers offer an auto-fix, and each links back to the field that caused it.
You do not lose a draft by leaving: the wizard autosaves and shows when it last saved, and an unsaved post greets you next time with Resume or Discard.
Give one account its own version of the post
Everything in Customize starts inherited. Override only what should differ; the rest keeps following the base.
- A different caption. Turn on custom text for that account and edit it, or let the AI adapt the base caption to that network's tone and length. Reset it and the account goes back to sharing the base.
- A different format. Formats a platform will not accept for your current media appear as unavailable with the reason attached, such as "add a video to use this format", instead of silently refusing to select.
- Different media or a different crop. An account can carry its own image selection, crop and video thumbnail, picked from a frame or uploaded.
- Platform-only fields. A YouTube title, a Pinterest board, an X poll or quote tweet, TikTok's content disclosure, a location. Only the fields a platform actually has appear on its card, and required ones are marked. Platform fields goes through them network by network, and explains what makes one of them appear or disappear.
A value set here belongs to that one account. The single control that copies to the others is the video cover, which offers Apply to all accounts.
What happens to the media on its way out
Three things can be done to an image between the review step and the network, and all three happen at the moment of publishing rather than when the file was uploaded.
Cropping to the ratio the account is set to. Where an image is not already in that shape, a centred crop-to-fill copy is made so the file that ships matches the preview instead of being trimmed by the network wherever it feels like. Images only, never video. An image already at the ratio is passed through untouched.
A crop you set by hand always wins. The automatic one only fills in where nothing was cropped manually for that account, so opening the crop tool is how you overrule it.
A cover for a video. Pick a frame from the clip or upload an image, per account. An uploaded cover is baked to the ratio that account's format wants, because the network does not crop covers itself. There is no automatic cover, so a video published without one is left to the network's own default, and the library tile shows a placeholder instead of a frame. See Workspace.
A watermark, if the account has one. Point a connected account at a logo and every image it publishes carries it, at the position, size, opacity and padding set for that account, and a single post can move it, fade it or drop it for one account only. It is stamped onto the cropped copy, so the mark lands where the preview showed it. Images are stamped; videos publish exactly as they were uploaded.
The original is never rewritten in any of this. Each crop and each stamped copy is a separate file kept beside it, keyed to the image, the settings and the logo it was made from, so sending the same image again reuses the work instead of repeating it.
Set a post to repeat
In the Schedule step, switch to Schedule and turn on the repeat option. Choose daily, weekly on specific days, or monthly on a day of the month, then how it ends: never, on a date, or after a number of occurrences. Leave the rule incomplete (weekly with no days ticked, say) and it is held as pending rather than silently running wrong.
Each occurrence becomes its own post, linked back to the schedule that made it, so you can edit or delete one without touching the rest. From a post's detail page you can pause the schedule, resume it, or stop it; stopping keeps everything already created.
To see it laid out, use Calendar for a month or week grid you can drag posts around in, and Posts for the flat list, searchable and filterable by status, platform and account. On the calendar only drafts and scheduled posts move, since a published one has already gone. Recurring series need a paid plan; the pricing page says which.
Reading the results
A post has one status; each account under it has its own. Go out on four networks and fail on one and the post reads partially published, with the account list naming the one that failed instead of averaging it away.
Open any post from Posts to see per-account delivery, the live link where it published, and its numbers. Metrics are captured at four fixed ages: an hour, a day, a week and a month after publication. That is what makes two posts comparable, since you read them at the same age, not one at three days against one at three months. You can also refresh the numbers by hand.
Analytics is the wider view. Pick one connected account and it reads that account's whole feed, not only what you published from here, over a period you choose: engagement rate against an industry average, likes, comments, shares and views, a breakdown by content type, posting-time analysis by hour and weekday, and the hashtags, words and mentions your captions keep returning to, ranked by the engagement they brought, which matters more than how often you used them. The table exports to CSV. Post analytics is a paid-plan feature.
What this does not do
- Tagging people in a photo works on Instagram and Facebook only. Other networks have no equivalent, so the option is absent rather than ignored.
- A TikTok post sent as a draft lands in the creator's TikTok inbox for them to finish there. That is TikTok's rule, not ours: the post never goes public on its own, and never collects metrics here.
- Metrics are snapshots, not a live feed. They are taken at those four ages, and only where the post actually published.
- Analytics reads one account at a time. There is no combined view across accounts and no side-by-side comparison.
- Approval is not part of the wizard. Nothing in the four steps asks for sign-off. Client review is arranged afterwards, from the post's own detail page, and it is described in Sharing with Clients.
When something looks wrong
One account failed and the others published. Open the post and retry that account alone. Nothing already published is touched or duplicated. Each account can be retried up to three times; past that the button says the limit is reached, and the stated cause is worth reading instead.
A post sits in Processing. Publishing is asynchronous, so a short wait is normal. After about a quarter of an hour the post picks up a Stuck badge. That is the cue to use the refresh-status action on its detail page, which re-asks the network for the outcome.
An account is greyed out or blocking the post. Connections expire; networks force reauthorization periodically. A post using an expired account flags it as needing reconnection, with a link straight to Integrations. Reconnecting keeps the account and its history rather than making a new one.
The publish button does nothing. That is a blocker, not a bug. Read the review step's issue list: each entry names the account, states what is wrong and links to the field that fixes it.
Something else. If a post is neither published nor visibly failed, or the numbers look impossible, contact support with the link from its detail page.