[Publish] Scheduling posts

IN THIS ARTICLE
Summary Selecting your social accounts
Creating your content Scheduling options
Why you should customize your posts

Summary

Scheduling your social media posts couldn't be easier! Our vision is for users to have a unique voice on social media, and to be able increase engagement and reach of posts by targeting the message to the right audience on each social network. Using the Tailored Posts Composer, you're able to customize your post for each social network that you're sharing to. Learn more about why it's important to customize your social media posts here.

Selecting your social accounts

To get started, click inside the box at the top of any of your Queues, which says "What do you want to share?". This will open up the Composer, which is where you can craft your post. From there, select the social accounts you'd like to include by clicking on the avatars at the top of the Composer.

Notes:

  • Twitter accounts: It's only possible to select one Twitter account at a time, due to Twitter's guidelines. Learn more here.
  • Default social accounts: The check marks next to your social accounts on the left hand side of your dashboard, indicate that they are set as defaults. If a social account is set as default, it will automatically be selected whenever you open the composer to schedule a post. This feature is available on our Pro and Business Plans. Learn more here.
  • Posting Groups: Posting Groups are collections of social accounts, which you can use to make scheduling content to multiple social accounts quicker and easier. With the click of a button, you can select all of the social accounts that belong to a particular Posting Group. This feature is available on our Business Plans. Learn more here.

Creating your content

You're able to customize your post for each social network that you're sharing to. If the message is going to be similar for each one, we would recommend starting with a base for your posts, which you can type in or copy and paste.

From there, click Customize for each network. A separate box will appear for each type of social network that you've selected. For example if you're sharing to Facebook, Twitter, and LinkedIn, you'll have three boxes available. If you're sharing to multiple social accounts of the same network, e.g. multiple Facebook accounts, you'd still only have one box per social network. Learn more here.

You can then modify the text for each one however you'd like. When it comes to adding media to your posts, the options you'll see will vary depending on the social network you're sharing to. Please refer to the table below.

Link attachment Suggested media Image upload Video upload
Facebook βœ“ βœ“ (4) βœ“ (4) βœ“ (1)
Instagram βœ“ (4) βœ“ (4) βœ“ (1)
Twitter βœ“ (4) βœ“ (4) βœ“ (1)
LinkedIn βœ“ βœ“ (1) βœ“ (1) βœ“ (1)
Pinterest βœ“ (1) βœ“ (1) βœ“ (1)

Notes:

  • Link shortening: Any links you paste into the composer will be automatically shortened, using the buff.ly link shortener by default. Learn more here.
  • Facebook Page mentions: To mention a Facebook Page, simply type the @ symbol and start typing the first few letters of the Page you'd like to mention. Matching results will be returned and you can select the Page you'd like to include. Learn more here.
  • Twitter Mentions: To mention a Twitter account, simply type the @ symbol and start typing the first few letters of the account you'd like to mention. Matching results will be returned and you can select the account you'd like to include. Learn more here.
  • Hashtags: You're able to include hashtags in your posts for any social network and they will be hyperlinked once published.

Scheduling options

Once your posts are ready, you'll have a few scheduling options:

  • Add to Queue (default): Your posts will be added to the next available time slots from your Posting Schedules (this is usually the bottom of your Queue). Learn more here.
  • Share Next: Your posts will be saved at the top of your Queues and be the next ones to be published. Other posts in your Queues will be bumped down one time slot. This option is only available on our Pro and Business Plans.
  • Share Now: Your posts will be published immediately, essentially skipping the Queue.
  • Schedule Post: You will be able to choose a custom date and time in the future for the posts to be shared. Learn more here.

Why you should customize your posts

With limited time and resources, creating a unique post for each social media channel can be a challenge, but it’s well-worth the effort. This will help to give your content a fresh feel no matter where your audience lands and show that you’ve put some thought into each update. The other benefit of creating a unique post is that each social media channel has its own set of rules, so what works on one channel may not work on the other.

From our own research and in seeing the best practices of brands like Nike, NASA and leading agencies like VaynerMedia, we’ve noticed an increasingly common trend – prominent brands and those who are most successful on social media are changing their message between networks for any given post. Having a unique voice and sharing content with a message targeted to the right audience on the right network, can make a huge difference in the amount of engagement your posts get and how far your message reaches.

Here are a few examples of brands sharing the same content, while optimising their messages for different social networks.

Nike

On LinkedIn, Nike have made great use of the larger character limit, while on Twitter, they have reduced the message to fit within Twitter's character limit (140 at the time of posting) and kept things simple by using the last line of the verse.

NASA

On Facebook, Nasa have shared one image with this post and mentioned another Facebook page, while on Twitter, they have shared two images, shortened the message to fit within Twitter's character limit (140 at the time of posting) and @mentioned two other Twitter accounts.

Buffer

On Facebook, we kept the native link preview, while on Twitter, we added an extra emoji, slightly changed the text and used a video instead of an image.

For tips on creating unique content on each social network, check out our blog post What to Post on Each Social Media Platform: The Complete Guide to Optimizing Your Social Content!

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