Social media publishing

This module does not create content - it distributes what you already have. You connect your Facebook Page and Instagram account, pick a finished photo or video from the asset library, write a caption (a separate one per channel if you want) and publish straight away or at a set time. Insights for posts and for whole profiles are collected automatically and shown in one place.

What it is for#

• For whom: people who run company profiles on social media.
• Use it when: you have finished material and want to post it on several profiles at once, now or at a scheduled time.
• If you still need a graphic for the post, make it in Social posts, then come back here to publish it.

Before you start#

• Permissions: viewing - any role with panel access; connecting and disconnecting accounts - the company's admin or owner in the panel; publishing, scheduling, editing and deleting posts - a role allowed to approve. Scheduling is publishing with a delay, so it needs the same permission.
• Module enabled: "Social media publishing" must be active for your company.
• Facebook Page: you need full control of it (Page settings: Page access). A role limited to selected tasks can't publish.
• Instagram account: it must be a Professional account (business or creator) and linked to the Facebook Page (Meta Business Suite → Settings → Linked accounts → Instagram). No API supports personal accounts.

How to connect Facebook and Instagram#

1. In the company menu open Social publishing → Channels.
2. Click Connect next to Facebook or Instagram - it's one sign-in for both.
3. Sign in to Facebook and choose the Pages (and the Instagram accounts linked to them) you want to manage from our panel. Accept every permission - without them some features won't work.
4. Back in the panel, the channel list shows every Page and every Instagram account separately, with its name, picture and ID.

If you run profiles for several companies. Meta keeps one selection of Pages per person and shares all of it with us, including Pages you manage for other companies. If more than one Page comes back after sign-in, or an account you connected in another company, the panel asks: Which accounts should this company get? Select only this company's accounts and click Save selection:

• accounts marked Already in this company stay selected - signing in again renews their access (remove them with Disconnect);
• accounts marked In another company start unselected;
• don't deselect other companies' Pages on Meta's screen - those companies would lose access. Leave them selected at Meta and simply don't pick them here.

The selection waits for 15 minutes. After that, connect the account again.

If a Page has no linked Instagram account, or you can't publish on it, the panel says so right after you return - together with what to do.

Earlier posts#

Right after a channel is connected we fetch its photo and video posts from the last 6 months (up to 300 per account), including those published outside the panel. After that we pull in new posts published directly on Facebook or Instagram once a day. That way insights, the calendar and AI analysis see the whole profile from day one, not only the posts sent from the panel.

• In Channels each account shows "Earlier posts" - how many posts we fetched and when they were last updated. The Fetch posts button starts fetching right away.
• These posts are marked Outside the panel. We show their results, but you don't edit or delete them from the panel - you do that on the platform.
• Insights for older posts are fetched in the background within a few hours of connecting. A post from a few weeks ago usually has a single measurement instead of a curve from its first day and week.
• We skip posts without a photo or video (text only, links, events) and stories.
• If the platform doesn't share the post list, the panel says so next to the account and tries again the next day.

Dashboard#

The first tab of the module puts the key numbers in one place:

• Last 28 days - reach, views, interactions, engagement (interactions divided by reach) and the follower count of your Page and Instagram account, compared with the previous 28 days. The 28-day window is how Meta counts. The comparison appears once we have readings for the whole window.
• Profile reach - a chart of Facebook and Instagram reach over the last 60 days. Each point is the 28-day reach counted on that day, so the chart shows direction rather than single days. Hover over the chart to see the numbers.
• Channels - whether the connection works, how many followers you have, how long the access is valid and how much of Instagram's daily limit (100) you have used today.
• Recent activity - publications, schedule changes, edits and channel connections, together with the person who made them.
• Upcoming posts and Recently published - for a published post you see its main result and how many times it beat a typical post in the same format on the same channel (90-day median, once there are at least 3 comparable posts).
• Best post in 30 days - the post with the most views.

How to publish#

1. Click New post.
2. Choose the material from the asset library. You can preview videos by hovering over the tile. Want several photos in one post? Switch to Carousel and click photos in order (2 to 10) - the number on a tile is the slide order. Below the library you can reorder them with the arrows or by dragging; the first slide sets the frame on Instagram, and a slide with a different aspect ratio is cropped to it (an icon on the thumbnail warns you).
3. Tick the profiles the post should go to.
4. Write the caption. Use one shared caption or a separate one per channel - and ask for a suggested caption if you like. Polish the finished text with the buttons below the field: Stronger opening, Shorter and Clearer call to action. The AI will not add numbers, links or hashtags that were not in your text (we reject such a version and keep your caption), and Undo brings the previous version back.
5. Look at the live preview. It shows the layout of Meta's apps, not a screenshot of them: the crop, how much text shows before "more" (about 125 characters on Instagram), how the post fits the profile grid (cropped to 3:4) and, for a reel, which areas the app interface covers. Switch views with the IG · Post, IG · Profile and FB · Post tabs (for a video: IG · Reel, FB · Reel; for a carousel: IG · Carousel, where you swipe through the slides like in the app, while FB · Post shows an approximate album layout).
6. Check the Before publishing list above the button: each channel has its own requirements (caption length, aspect ratio, video length), and the list also points out what is missing (such as a caption) and what will not work on the platform (a link in an Instagram caption is not clickable). You see it before anything goes out.
7. Publish now or choose Schedule. Below the date field you get the best times from your past posts (a time slot with at least three posts and clearly higher reach than usual) - a click sets the date and time. With too few posts, no suggestions are shown. Below them you see the typical reach at 7 days for this format on each selected channel: the middle half of your own posts from the last six months. It appears once there are at least 10 such posts; it is a reference point, not a promise. Scheduled posts appear in the calendar next to the blog and newsletter.

Calendar#

The calendar shows the month's posts with a thumbnail, time, channels and status (scheduled, published, needs attention); published posts also show their view count. List is the same month day by day - easier on a phone.

• Channel: the All channels / Facebook / Instagram buttons above the calendar show posts from the selected channel only, just like in Insights. A post sent to both channels then appears as that channel's entry. The publishing rhythm always counts all channels, because the goal applies to the whole company.
• Drag a scheduled post to another day to change its date - the time stays the same. You can't move a post to a day that has passed; change the exact time in the post details.
• On a wide screen a clicked post opens in a panel next to the calendar (details, results, resending a failed post); on narrower screens its window opens right away.
• Publishing rhythm shows how many posts and reels go out each week. Set a goal (for example 6 posts a week, 2 of them reels) and weeks below the goal are marked. The goal is shared by the whole company and can be changed by the same people who schedule posts.

A published post#

Click the publication in the calendar or the list to open it:

• Show content from the platform - click to load the post's text and image straight from the platform (with a link to the post). Requires a click every time - this protects Instagram's shared request quota, which publishing and the stats pull also draw from.
• Edit caption (Facebook) - changes the caption of a post that's already on the Page.
• Delete from Facebook - removes the post from the Page. This can't be undone; the publication stays in the panel marked "Deleted".

Instagram doesn't allow editing or deleting posts through its API - do that in the Instagram app. Posts marked "Outside the panel" are view-only in the panel.

A post deleted on the platform. If you delete a post directly on Facebook or Instagram, the panel notices at the next measurement (posts are measured for 30 days after publishing): the post is marked "Deleted" with a note that it disappeared from the platform, we stop measuring it, and it no longer counts in Insights or AI Analysis. Its last results stay in the post window. The panel also checks that the account itself still responds - if it doesn't, that's an access problem rather than a deleted post, and nothing is marked.

Insights#

At the top you pick the period (30 days, 90 days or all time) and the channel (all, Facebook or Instagram). The choice is stored in the page address, so you can send the same view to someone on your team. Export CSV downloads every post from the selected period, and Explain these numbers opens AI analysis with a ready question about the selected period and channel (you send it yourself).

• Tiles - reach, views, interactions and engagement of panel posts in the selected period, plus new followers. The percentage change compares two full periods, with every post counted at 7 days after publishing: fresh posts are still collecting results, so they don't drag the comparison down. The dates being compared are always shown below the tiles.
• Reach over time - 28-day reach of the whole Page and account, read daily (including posts published outside the panel).
• Which format works - median reach of a single post at 7 days for photos, carousels and reels on each channel. With fewer than 3 posts the row is greyed out. Below it, reels by length (up to 15 s, 15-30 s, 30-60 s, over 60 s).
• When to post - a map of weekdays and times of day: reach of posts from each slot versus your median (1.0× is a typical post). Only your posts count; a slot with fewer than 3 posts is hatched as unexplored.
• Followers - a separate chart per channel, with the axis starting at zero.
• Posts - a table with reach, views, interactions, engagement and saves. Clicking a header sorts it, and a row opens the post details: results against a typical post in the same format on that channel, a chart at 1 h, 24 h, 7 and 30 days with the date of the next measurement, and an interactions breakdown.
• Profiles - views, reach, engagement and follower count for the whole Page and the whole Instagram account over the last 28 days. Refreshed once a day and right after you connect an account.

The first reading of a post arrives about an hour after publishing, then after a day, a week and a month.

AI analysis#

The AI analysis tab appears with the first report. The analysis relies only on the numbers of your own posts and profiles, not on averages from the internet.

• The weekly brief arrives on Monday morning and describes the previous week: posts and their results at 24 hours, the publishing goal and followers. The monthly report arrives on the 1st of the month and uses results at 7 days (posts from the last days of the month are marked as preliminary).
• At the top of a report you see the period's numbers calculated by the system, followed by the key points. Each one can be expanded under Based on to show the numbers behind the sentence. The AI calculates nothing itself: a sentence with a number that is not in the data is rejected. When the AI does not prepare a commentary, the report shows the numbers alone with an explanation.
• Conclusions compare two groups of posts, for example reels and photos on Instagram, how-to posts and other topics, or times of day. A conclusion is shown only when each side has at least 6 posts and the difference is clear and repeats in both halves of the period. The badge shows the signal strength.
• Add to company knowledge: an approved conclusion is taken into account by New post (ideas and captions), AI posts and Reels. You see the knowledge at the side of the tab and can withdraw it with one click. The monthly report checks it against new data and withdraws a conclusion the data contradicts. The people who can approve posts decide.
• Plan for this week suggests posts at your best times, sometimes with library material you have not published yet. Create draft opens a new post with the date and time already set. Nothing goes out without your approval.
• Ask about your data: your own question about the results of the last 90 days, with the answer and its sources. A company has 20 questions a month; a question we failed to answer through our own fault does not count.
• AI commentary appears in the post details after the 7-day measurement, when there is something to compare it with (at least 6 posts in the same format on that channel).
• The monthly report by email goes by default to the people who approve posts; everyone can turn it on or off for themselves in the tab's settings. The owner or an administrator can turn AI analysis off for the whole company. This stops reports, questions and emails, and the content modules stop using the company knowledge.

We recognise a post's topic (for example how-to, promotion, behind the scenes) from the caption and the first frame of the material. AI model providers receive the numbers, the caption text and frames of the material; they do not receive comments or follower data.

Supported formats#

An Instagram photo must have an aspect ratio between 4:5 (portrait) and 1.91:1 (landscape).

A carousel is 2 to 10 photos in one post, on Facebook and Instagram (videos in carousels aren't supported yet). When you choose "Publish now", a carousel is sent in the background - preparing the slides usually takes up to a minute, and the result shows up in the composer on its own. For Instagram's daily limit and your company's limit, a carousel counts as one post per channel.

Disconnecting and deleting data#

• Disconnect next to an account in the channel list immediately deletes the access token, the account ID and name, the links to published posts, the posts fetched from that account (with captions and thumbnails) and the insights obtained for that account. When you disconnect a person's last channel, we also revoke their permission on Meta's side.
• You can also remove the WebImpact app in your Facebook settings (Business integrations) and send a data deletion request - we then delete every connection your account created.
• Disconnecting an account also deletes the AI analysis reports and answers built on its numbers and withdraws the conclusions approved on them.
• Details: Deleting Facebook and Instagram data.

Posts already published stay on the platforms - delete them there or with "Delete from Facebook".

Limits and notes#

• The limit is counted per channel. One publication to three profiles uses three units of the limit.
• Channel requirements are checked before sending, all or nothing: if the material fails for one of the selected profiles, it goes nowhere. Letting "only the valid ones" through would leave an irreversible post in one place and an error in another.
• Insights are fetched in the background, not on demand - platforms have strict polling limits, and publishing comes first.
• We check access every day. If a platform revokes access (password change, lost Page role, removed app), the channel is marked "needs attention" and you get a notification - scheduled posts to that channel won't go out until you connect it again.
• We know the access deadline in advance. Access to a channel can have an expiry date. You get a notification 14 and 3 days before it. If you schedule a publication for a time after that date, you get a warning - reconnect the channel and the post goes out as usual. It's a warning, not a block, because Meta can move that date.

Common problems#

Related pages#

• Social posts - creating the graphic you publish here.
• Asset library - where your materials come from.
• Notifications and integrations - how to get notified about a publication or a broken channel.