Posts is the section where you prepare Instagram content in the panel and publish it now or schedule it for later. It covers what the section does, what it cannot do and which screens it has.
The Posts section lets you prepare and publish Instagram content inside {{brand.name}}: you pick the file, write the caption, set the time, and the post goes out on its own when that moment arrives. For example, you shoot a product photo on Saturday morning and schedule it for Monday at 12:00 — on Monday you do not have to touch your phone.
⚠️ Note: Posts works on Instagram only. WhatsApp has no concept of a post, so the section does not appear at all when you switch to a WhatsApp account. To open the section, the account must have a connected Instagram account — see .
Preparing. You build posts, Reels, stories and carousels. Every field Instagram accepts — caption, location, people tags, collaborators — is here.
Scheduling. You set the content for a later moment. When the time comes, {{brand.name}} sends the post to Instagram itself; you do not need to open the app or keep a browser tab running.
Tracking. Everything waiting to go out, every draft and every published item sits in one list. If a post could not be published, the reason is written under the card and one button queues it again.
What this buys you is time. You prepare a week of content in one sitting, line it up on the calendar, and then spend the week on incoming messages only.
Which screens the section has
You enter the Posts section from the My profile screen: the Create post link under the Account sections heading brings you here. It has no separate row in the left menu.
Inside the section there are two tabs:
Queue — items waiting to go out, drafts and history, with each item's status, time and error note. Covered in The Posts screen.
Calendar — a weekly or monthly grid of scheduled and published items, where you drag a card to change its time. Covered in Calendar view.
On top of these there are two editing screens: New post (preparing new content) and Edit post (changing a saved draft or schedule).
What the panel can and cannot do
Not everything you can do in the Instagram app can be done from the panel. The reason is not {{brand.name}} but the interface Meta opens to applications: Instagram keeps some features inside its own app. To set your expectations correctly, here are the limits in one place.
Possible
Publishing a single photo, a single video, a Reel, a story and a carousel of up to 10 items.
Writing a caption with hashtags (#) and mentions (@).
Adding a location, people tags and collaborators to a post.
Giving a Reel a cover frame, a cover image and an audio name.
Scheduling content up to a year ahead and moving it on the calendar.
Reading and answering comments on published posts from the My profile screen.
Not possible
Editing or deleting a published post from the panel. Instagram does not offer this through the API; to correct the text you delete the post in the Instagram app and publish it again.
Choosing a track from Instagram's licensed music library. On Reels you can only type the name of the audio.
Searching for a location. Instagram does not give apps a location search endpoint, so you type the Facebook Page ID of the place by hand.
Searching for Instagram usernames. In people tags you type the username yourself; suggestions come from people who wrote to your account.
Adding story stickers such as polls, question boxes or music.
Publishing anything to WhatsApp.
💡 These limits sit on Meta's side and apply to every tool that uses Instagram's API. A field missing from the panel is not an oversight — it is a field Meta does not provide.
Who can see it, who can publish
The Posts section does not open the same way for everyone on your team.
Owner, admin and editor prepare, edit, schedule, cancel, delete and retry posts.
Agent and viewer only see the list and the calendar. The New post button and the action buttons on each card are never drawn for these roles.
On top of that, the section may be closed in the portfolio's access policy. When it is closed the section does not appear in the menu and does not open even if you know the address. See Access policy and Roles.
A concrete example
A bakery wants to announce its weekend menu. On Friday evening it shoots three photos and opens the panel:
A carousel scheduled for Saturday 09:00: three photos, the menu and prices in the caption, four hashtags underneath.
A story scheduled for Saturday 12:00: a vertical video of the same product, no caption.
A Reel scheduled for Sunday 10:00: a video of the counter, cover frame at 2000 ms, audio name "Sunday morning".
On Saturday morning the baker is in the kitchen and the post goes out by itself. The "how much?" comments under the carousel are met by an automation that sends the price list by DM to whoever commented. How these two pieces fit together is explained in Triggering an automation from a post.
How posts, automations and insights connect
Posts is not an isolated section; it is wired into the rest of the panel.
Automations. A post you publish becomes selectable in the post picker of the comment trigger, so you can build the rule "send this to anyone who comments on that post".
Inbox. DMs coming from a post land in the inbox like any other message, and the sender is added to your contacts.
Insights. Your posts' metrics are written to the insights archive and feed the good-hours suggestion on the editing screen.
Media. Every file you upload lands in the media library, so you can reuse the same file in a second post without uploading it again.
Used properly, Posts separates producing content from answering messages: you prepare in batches, the panel publishes at the right hour, and an automation meets the interest that arrives.