[Publish] How Instagram works with Buffer Publish

Instagram only allow third party apps to publish posts automatically on behalf of a user under specific conditions. In Buffer Publish, this is known as Direct Scheduling. For posts that can't be published automatically, we will instead send a push notification to your phone when it's time for the post to be published. This is known as Reminders.

The process of scheduling your Instagram posts works the same way for both Direct Scheduling and Reminders, but the type of Instagram account you're scheduling the post for, as well as the type of content you're sharing, will determine whether the post is published automatically or scheduled as a reminder. Jump to this section if you're not sure which type of Instagram account you have.

Direct Scheduling vs. Reminders

Direct Scheduling

Single image or video posts being scheduled for an Instagram Business Profile will be published automatically, assuming the image or video is within Instagram's accepted aspect ratio range. Additionally, videos must be between 3 and 60 seconds.

Reminders

Any posts being scheduled for an Instagram Personal Account, regardless of the type of content, will be scheduled as reminders. Additionally, posts being scheduled for an Instagram Business Profile, which contain multiple images, or contain an image or video that falls outside of Instagram's accepted aspect ratio range, will be scheduled as reminders. Whenever you're scheduling a post, we'll let you know if it's going to be scheduled as a reminder. Additionally, posts scheduled as reminders will display a bell icon in the Queue.

The reminder will be sent as a push notification to your phone when it's time for your post to be published. When the notification comes through, you'll be able to complete the posting process in the Instagram app itself. Learn more about this process here.

Instagram Personal Accounts vs. Business Profiles

Instagram Personal Accounts and Business Profiles are similar, but Business Profiles have some neat extra features like being able to access insights about your followers and posts, being able to promote posts as ads, and the option to include a "swipe up" link in Stories if you have more than 10,000 followers.

If you're unsure which type of Instagram account you have, open the Instagram app and head to your profile. Below your profile image and bio, you will see at least one contact option (e.g. Message, Call, Email) if you have a Business Profile. If there are no contact options, you have a Personal Account.

Another way to check is by heading to Settings in the Instagram app and then tapping on Account. If you see the option to Switch to personal account, you currently have a Business Profile. If you see the option to Switch to Professional account, you currently have a Personal Account.

Please note, in addition to Business Profiles, Instagram now offer Creator Accounts. However, it is not possible to connect Creator Accounts to Publish, as there is currently no API connection for third party tools.

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