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Auto-publishing

Auto-publishing is when a scheduler posts to Instagram or X at a scheduled time without human intervention.

Definition

True auto-publishing uses the platform's official API to POST at the scheduled time. Notification-only "scheduling" (a phone push telling you to open the app) is not auto-publishing.

How to use it

Use auto-publishing for evergreen and campaign content. Keep manual publishing for reactive/newsjacking posts.

Common mistakes

  • Choosing a scheduler that only sends push reminders
  • No retry logic for transient 5xx from the platform API
  • No approval step before autopublish for regulated industries