Social media was never just a one-way broadcast channel. A holistic social media strategy includes creating useful, entertaining content and building a community.

But it's hard to connect with your audience if you're leaving comments unanswered, ignoring direct messages (DMs), and skipping brand mentions.

If you're here, you already understand why engagement matters. And whether you're a creator, small business owner, or agency, it can be tough to make time to reply and engage — never mind doing this across multiple different platforms.

Social media engagement tools help you monitor interactions, respond to conversations, and track engagement metrics so you can build better connections with your audience without drowning in manual effort. You might also see them called social media engagement platforms, engagement software, or community management tools.

When you're evaluating tools, here are the features worth looking for:

• Unified inbox: Pulls comments, DMs, and mentions from multiple platforms into one place
• Automated comment moderation: Uses AI or rules to filter spam, offensive content, or off-topic noise
• Team collaboration: Lets you assign conversations, leave internal notes, and share access with teammates
• Social media listening: Monitors brand mentions, keywords, and industry conversations beyond your own posts
• Analytics and reporting: Tracks response times, sentiment, and engagement trends so you can keep improving

Not every tool will check every box, and that's OK. The right pick depends on your size, budget, and the platforms you're most active on. Let's dig in.

Key takeaways

• Best for creators, small businesses, and growing agencies: Buffer's Community inbox brings comments from 10 networks, plus mentions from X, LinkedIn, and Instagram, into one place.
• Best for enterprise teams: Sprout Social and Hootsuite combine engagement with social listening, and Sprout Social alerts you to unusual spikes in brand messages.
• Best for customer service: NapoleonCat keeps each customer's conversation history, internal notes, and sentiment in a social media CRM.
• Best for automating DMs: Manychat sends automatic replies when people comment a keyword.
• Best for agencies: Sked Social combines a shared inbox with client approvals and internal comments.
• Best for comment moderation: CommentGuard auto-hides profanity on Facebook and Instagram, and BrandBastion moderates comments across 109 languages.
• Best free option for Facebook and Instagram: Meta Business Suite is entirely free and brings DMs and comments into one inbox.

Social media engagement tools at a glance

Here's how the 12 tools compare on free options and starting prices.

Here are 12 tools to help you with social media engagement, organized by what each does best.

1. Community in Buffer

Best social media engagement tool for creators, small businesses, and growing agencies

Buffer is a social media management tool designed to make engagement feel calm and manageable rather than chaotic and overwhelming. Community, Buffer's engagement dashboard, gives you a unified inbox with all the key features you'd need.

It covers more social networks than most tools on this list. You can see and reply to comments from 10 networks: Facebook, Instagram, Threads, LinkedIn, X/Twitter, TikTok, YouTube, Bluesky, Mastodon, and Google Business Profiles. Mentions come in from X/Twitter, LinkedIn, and Instagram. When you connect a new account, Community also brings in comments from the last 30 days, so you’re not starting with an empty inbox.

It helps you reply faster. Filter your comments by unanswered, newest, or oldest so the comments that need you come first. To speed things up even more, save replies for the questions you get every week or use AI reply suggestions when you’re stuck. Buffer’s AI assistant learns how you write, so the drafts sound like you and not a help desk. You can reply from the Buffer mobile app, so a quick reply while you’re in line for coffee works, too!

It works for teams. Give each teammate full access, view-only access, or no access, either across all your channels or one channel at a time. Perhaps you have some teammates focused on particular accounts, or you want everyone to chip in everywhere — it’s completely customizable to how you work. 

It helps you build the habit. Beyond the usual social media management platform toolkit, Buffer gives you a “comment score” that tracks how consistently and how quickly you reply over time. It’s a small nudge, but it makes social media engagement feel like a routine rather than a chore you get to when you remember.

My favorite feature is the ability to create a new post from one of your comments. Often, engaging with your audience sparks content ideas, and you can turn those ideas into posts directly from Buffer. It's social listening in action, but a lot smoother and faster than the manual way.

Of course, Buffer is about more than engagement — it's an all-in-one social media marketing tool that helps you schedule posts, track performance, collaborate with your team members, and so much more. And it has a free version (with affordable paid plan options), so you won't break the bank to get smoother, faster social media management.

Get Buffer at no cost today.

2. Sprout Social

Best social media engagement tool for detecting unusual spikes

Sprout Social, like Buffer, is a full-fledged social media management tool. It’s best suited for large companies because of its price and features, including real-time alerts for unusual activity in brand messages.

Those alerts ping you as soon as brand messages spike, which can come in handy to maintain brand image and detect a potential crisis before it blows up. Its unified social inbox brings comments, mentions, and DMs from multiple social media platforms into one feed, so you’re not switching between apps to keep up when mentions pick up.

Sprout Social also connects to review sites like Yelp and Google Business Profile, and helpdesk tools like Salesforce Service Cloud. With reviews and support conversations in one place, you can keep an eye on customer satisfaction across multiple channels without switching between tools. You can even create team reports to understand how quickly your support reps are responding to queries raised via social media.

All of these engagement capabilities are in addition to social media metrics, post scheduling across platforms, social listening, and even influencer marketing campaigns.

The drawback is that, because of its cost and extensive feature set, Sprout Social is not the right fit for creators or small teams. Plans start at $99/seat per month, but inbox management isn't included until the higher-tier Standard plan. This makes it best suited for enterprise organizations that want to run various kinds of digital marketing campaigns using a single tool. 

Try Sprout Social for free.

3. NapoleonCat

Best social media engagement tool for customer service

NapoleonCat can help you schedule posts, analyze social media performance, and create reports. But its strongest area is customer service. If you handle dozens of customer questions on social media every day, this might be the best tool to manage them.

For starters, it has a dedicated social media CRM so you have all the historical customer conversations in one place. You or your team can add internal notes, comments, and relationship sentiment so anyone who picks up a conversation gets the full context in seconds. Treating customers like people you already know — because you do — goes a long way for your brand reputation.

Beyond this, NapoleonCat also offers sentiment analysis, a unified social inbox, and scalable collaboration features, all of which are handy when your brand and team are growing.

The trade-off? Its supplementary features (creating social media posts, built-in analytics, etc.) might not be robust enough if you need a one-stop social media management tool.

Try NapoleonCat for free.

4. Manychat

Best social media engagement tool for automating direct messages

Ever seen one of those posts where creators ask their audience to comment “link” or something specific to receive a free resource? Manychat is a DM automation tool that sends automatic replies when people comment a keyword or send you a message.

Manychat isn’t a traditional social media engagement tool where you keep track of messages or comments and type in replies. Instead, it helps you do some very specific tasks with the help of automations. 

You can use Manychat to auto-reply to a keyword or even incoming DMs that ask FAQs. It's really simple to set up DM automations, too. You can get it up and running in just a few clicks.

It’s an excellent tool to add to your tech stack to boost engagement. It prevents comments and DMs from piling up and acts as your support rep 24/7.

Depending on the plan, Manychat supports Instagram, TikTok, Facebook Messenger, WhatsApp, Telegram, SMS, and email. 

Try Manychat for free.

5. Sked Social

Best social media engagement tool for agencies managing multiple brands and client approvals

Sked Social is a strong fit for agencies managing multiple clients across several social channels. Yes, it has a single inbox for all comments, DMs, and brand mentions.

It also has excellent collaborative tools, allowing you to check in with your clients before responding to anything you're unsure about. You can assign tasks to different team members, tag stakeholders for approval, and leave internal comments.

In addition to its community management features, Sked Social also has agency-friendly workflows to schedule social media posts, get detailed analytics, practice social listening, and conduct competitive analysis. Each feature has built-in approval systems that help you collaborate smoothly with internal team members and external clients.

My favorite feature lets you turn engagement into content: when people tag you or mention your brand in user-generated content (UGC), you can save those posts straight to your Sked Library, ready to share back with your audience.

Try Sked Social for free.

6. Eclincher

Best social media engagement tool for inbox analytics

Eclincher is a good fit for teams or agencies that need detailed analytics on their inbox performance.

The Inbox Report in Eclincher gives data like:

• Response time, broken down by team member
• Number of incoming messages in your inbox per day
• Completed vs. open items in your inbox per day
• Busiest time for your inbox

You can filter this data even further to get granular analytics. Compare how many messages you get on each social channel, and you’ll know which channel to staff first and where to focus your response-time goals. You can also split team performance into completion time vs. first response time, which tells you whether your team is slow to reply or slow to resolve.

Besides advanced inbox analytics, Eclincher also has a unified inbox to help you respond to DMs more quickly and effectively. If your DMs are where most of your conversations take place, Eclincher has some great features for you. The only con is that it doesn't offer the same level of depth in its analytics for comments.

You can also use Eclincher to manage your entire social media presence — create a content calendar and schedule posts, run social media marketing campaigns, and track overall performance. 

Try Eclincher for free.

7. Agorapulse

Best social media engagement tool for responding to ad comments

Agorapulse is a social media management software that can do a host of tasks, but it's one of the few tools I found that can help you respond to ad comments across multiple social networks: Facebook, Instagram, LinkedIn, and TikTok. Ad comment moderation is available on a higher plan.

If you’re running ads on social media, you need an easy way to track conversions and pay attention to the comments. You can do both with Agorapulse. An unanswered negative comment is visible to everyone the ad reaches and can hurt your brand’s reputation. 

Adding UTM tracking to links in ad comment replies helps you get a more accurate attribution of clicks and sales. And because ad and organic comments land in the same inbox, your team won't miss any complaints or issues and can make sure every comment gets addressed. 

You can also add labels to messages and comments to categorize them, track sentiment, and manage spam on higher plans.

Try Agorapulse for free.

8. BrandBastion

Best social media engagement platform for multilingual comment moderation

Going viral is great until the comments start pouring in from corners of the globe you didn’t expect, in languages you can’t read. BrandBastion is an AI comment moderation platform trained across 109 languages, so it can keep your comment section clean and aligned with your values wherever your audience is.

Its proprietary AI technology is built on millions of social conversations. It can detect nuance, context, sarcasm, and subtlety within your comment section without you lifting a finger.

What also stood out for me was that you don’t have to run it yourself. With its managed service, BrandBastion handles replies for you around the clock, using responses you’ve approved in advance, with a community manager reviewing each one before it goes out.

The tool also goes beyond your own comment section: the Outbound Inbox pulls in posts that mention your brand (even when you’re not tagged), brand and campaign hashtags, brand keywords on YouTube, and trending TikTok content in your industry, so you can join relevant conversations while they’re still happening.

Book a demo with BrandBastion.

9. Siftsy

Best social media engagement platform for getting insights on your comment section

Siftsy is a social media engagement tool that focuses entirely on your comment section. Upload a CSV file with your social media post or profile links, and Siftsy will analyze the comments to find what customers love, complain about, and want more of.

You can use the tool in many different ways:

• To understand buyer sentiment when one of your product-related posts goes viral
• For social listening and market research, to dissect key themes, questions, and complaints in your comment section
• In influencer marketing campaigns, to understand how influencers’ audiences interact with them and what they say about your products

You can even use Siftsy to see how audiences are reacting to competitors' posts — in your CSV file, simply drop the competitors’ post or profile links you want to analyze. 

You can also export the insights you get using Siftsy for social media reporting. You may not need a recurring subscription, but pulling it out once a quarter (or after a big campaign) to deeply analyze your comment section can surface insights you'd otherwise miss.

Book a demo with Siftsy.

10. Hootsuite

Best social media engagement platform for enterprise companies

Hootsuite is a social media management platform that combines a shared inbox, DM and workflow automations, and customer privacy features in one tool, which makes it a strong fit for enterprise teams. If you have the budget, it can handle a complex social media strategy in one place.

Hootsuite’s new Nest inbox offers a lot of basic engagement features — like a unified social inbox and AI replies — plus some that are more advanced. It can detect more than 60 languages and route comments or DMs to the right person on your team to reply in that language. Information masking lets you protect your customers’ sensitive data, like credit card numbers. Automations let you create workflows that automatically reply to some conversations and route conversations for others. 

There are a few drawbacks to keep in mind:

• Steep learning curve: You'll need some time to get the hang of all the features.
• Price: Most creators or small businesses don't need this many functionalities on a daily basis. It's often more affordable to stitch together lighter tools as you need them.
• Paywalled features: Many of the most useful capabilities are tucked away in the highest-tier plan.

That said, if you're part of a team that needs enterprise-level features and has the budget, Hootsuite is worth looking into.

Try Hootsuite for free.

11. CommentGuard

Best social media engagement tool for automated comment moderation on Facebook and Instagram

CommentGuard is a moderation tool specifically for Facebook pages and Instagram business accounts. Its unified inbox pulls in all the comments on your posts as well as ads.

CommentGuard can automatically hide comments containing profanity, negative language, spam, and even images that fall under those categories. If there are words you’d rather not see under your posts, you can add them to a keyword list, and CommentGuard will hide those comments for you. You can even block or mute users who repeatedly post spam or offensive comments on your posts.

Besides moderation, there are a few engagement-specific features as well, like scanning and tagging comments that need a reply, saved replies, AI-assisted responses, and automated replies.

CommentGuard is a great choice if you want a tool specifically for comment moderation, but it's limited to only Facebook and Instagram at the time of writing this article. If these are your primary social channels and you're spending too much time moderating comments, it'll save you hours.

Try CommentGuard for free.

12. Meta Business Suite

Best free social media engagement tool for Facebook and Instagram

Meta Business Suite is Meta's own tool for managing Facebook and Instagram, and it's entirely free. There are no paid plans and no trial to keep track of.

If you’re wondering why it’s on this list when CommentGuard handles the same social media channels, it’s because they do different jobs. CommentGuard’s strength is automated moderation at scale, hiding profanity and topics you choose so you don't have to review every comment yourself. Meta Business Suite is a free place to engage with your audience across Meta's apps.

Its inbox brings DMs from Facebook, Instagram, Messenger, and WhatsApp Business, plus comments from Facebook, Instagram, and Threads, into one place. Comments on your ads show up in the inbox alongside comments on your regular posts, so paid and organic conversations sit in the same place. You can also set up automated replies for first-time messages and away messages, which is handy if your business keeps set hours.

It only works with Meta's platforms, but if most of your conversations happen on Facebook and Instagram and there's no budget for a paid tool, it's a good place to start.

Try Meta Business Suite for free.

How to choose the right social media engagement tool

Let’s be honest, nobody got into social media because they wanted another inbox to manage. Whether you’re a creator building an audience, a small business keeping customers happy, or an agency juggling clients, you’re here to connect with people. But it’s challenging (and overwhelming!) to keep up as you grow and start managing multiple networks at once.

Social media engagement tools help you reclaim your time while increasing the quality of your engagement. No better win-win, if you ask me.

When you’re looking for a tool that works for you, a roundup like this is a starting point. The real test is trying a tool with your own accounts. These questions can help you narrow down the list:

• Do you need a free tool, or can you budget for one? Meta Business Suite is entirely free, and Buffer and Manychat have free plans. The rest offer free trials or demos. If you're a creator or a social media manager at a small business, look for a tool that covers the basics well — a unified inbox and solid collaboration features — without blowing your budget.
• How many people are replying? Sprout Social, Agorapulse, and Hootsuite charge per user or seat, while Buffer charges per channel. Other tools charge differently, like a specific number of social channels per plan. If your team is growing, look for enough flexibility to grow with you.
• Where do your conversations happen? Meta Business Suite and CommentGuard cover Meta platforms only, and Manychat doesn't support X or LinkedIn. Buffer brings in comments from 10 networks.
• Is most of your engagement customer service? NapoleonCat's social media CRM keeps each customer's conversation history and notes in one place.
• Do you need automation or moderation at volume? Manychat automates DMs, CommentGuard filters profanity, and BrandBastion moderates comments in multiple languages.
• Are you an agency? Sked Social is a good fit for client approvals, and Eclincher for detailed inbox analytics.
• Do you run social ads? Agorapulse handles ad comments across multiple networks. CommentGuard and Meta Business Suite inbox also show ad comments on Facebook and Instagram.
• Do you want insights from your comment section? Siftsy analyzes what your commenters love and don’t care for. NapoleonCat, Agorapulse, and Sprout Social offer sentiment analysis.

Most of the tools on this list have a free plan or a free trial, so make the most of them before you commit. Connect the accounts you actually post from, reply to a week's worth of comments, and see whether the tool saves you time or just gives you another inbox to check.

If Buffer sounds like the right fit, give the Community inbox a spin — the free plan covers three channels. If another tool on this list suits how you work, that's OK too. The best engagement tool is the one you'll actually open every day.

Get started with the free plan today.

FAQs about social media engagement tools

What's the difference between a social media engagement tool and a scheduling tool?

Scheduling tools handle what you send out: planning and publishing your posts. Engagement tools handle what comes back: comments, mentions, and messages. Many all-in-one tools, like Buffer, Sprout Social, Hootsuite, and Agorapulse, do both. Specialist tools on this list, like Manychat, CommentGuard, and Siftsy, focus only on engagement.

Is there a free social media engagement tool?

Yes. Meta Business Suite is entirely free, with no paid plans, and covers Facebook, Instagram, Messenger, WhatsApp Business, and Threads. Buffer's free plan includes the Community inbox for up to three channels, and Manychat has a free plan for up to 25 active contacts per month. Most of the other tools on this list offer a free trial instead of a free plan.

What are social media engagement tools?

Social media engagement tools help you monitor, respond to, and track conversations across your social accounts all in one place. Instead of jumping between apps to reply to comments, DMs, and mentions, they bring everything into a single dashboard, often called a social media inbox. Many also include team collaboration features, saved replies, and analytics so you can spot trends and improve how you connect with your audience over time.

What features should I look for in a social media engagement tool?

The most important features in a social media engagement tool are a unified inbox, filters, saved replies, team collaboration, analytics, and AI-assisted replies. Here's what each one does for you:

• A unified inbox pulls comments, DMs, and mentions from multiple platforms into one place.
• Filters let you sort by unanswered, newest, or oldest messages so nothing slips through.
• Saved replies that speed up responses to common questions.
• Team collaboration lets you assign or track conversations.
• Analytics help you track response times and engagement rates so you can see what's working
• AI-powered features like sentiment analysis or suggested replies can save extra time as your audience grows.

What are some examples of digital engagement tools for social media?

Digital engagement tools for social media range from all-in-one platforms to more focused solutions. Some help you manage comments and DMs across multiple networks from a single dashboard. Others focus on social listening, automated comment moderation, or team-based workflows. Examples of digital engagement tools for social media include all-in-one platforms like Buffer, Sprout Social, and Hootsuite, and specialist tools like Manychat for DM automation and CommentGuard for comment moderation. The right tool depends on your team size, budget, and which platforms you're most active on.

More social media tools resources

• Buffer vs. Agorapulse: How Do They Compare?
• 17 Best AI Tools for Social Media Content Creation
• The 9 Best AI Image Generators of 2026 (+ Examples)
• The 11 Best Social Media Analytics + Reporting Tools
• Buffer vs. Metricool: An Honest Comparison

If you love geeking out over the numbers, Metricool is a good fit. It’ll tell you what's working, how your competitors are doing, and where your traffic is coming from. Plus, it gives you plenty to work with at a starting price that's easy on the wallet.

That said, Metricool gets trickier to stick with as your setup grows. Some of the features people reach for sit behind add-ons or higher plans, so the price you start with isn't always the price you end up paying. For example:

• Platform access: LinkedIn and X/Twitter are missing from the Free plan entirely, and while X is available for paid plan users, it’s a paid add-on for each account you connect
• Analytics: the full analytics suite and custom reports need an upgrade or a paid add-on, and complete X analytics are available on the higher tiers only
• AI features: AI credits are capped on every plan, and when you run out, you either move up a plan or wait for it to reset next month
• API and agency features: API access and white label sit on the higher tiers, while the MCP has limits on lower ones
• Expensive hashtag tracking: While it's one of the few tools that support hashtag tracking on X and Instagram, it comes at an eye-watering cost of €25/day per social media channel (but only for the days you use it)

If you're looking for a Metricool alternative, there are many social media management tools that do everything it does. I've tested a whole bunch of them, both as a creator and as someone who works in marketing, and each of the seven options below brings its own strengths to the metaphorical table.

Even if Buffer isn't your pick, this list should help you land on the tool that fits the way you work.

Key takeaways

• Best overall value: Buffer has a free plan, paid plans from $6/channel per month, and X/Twitter and LinkedIn are included on every plan.
• Best for tracking competitors: Hootsuite's competitive benchmarking sits right next to your own performance data.
• Best for high-volume comments and DMs: Sprout Social's Smart Inbox pulls messages from across your social channels and ads into one stream.
• Best for in-depth analytics and ROI reporting: Agorapulse ties social activity to tangible results.
• Best for agencies that want a white-labeled platform: SocialPilot lets you hand clients a dashboard on your own domain, with your branding.
• Best for visual planning, especially on Instagram: Later's drag-and-drop calendar and grid preview show your feed before anything goes live.
• Best for multi-step client approvals: Planable's approval workflows are strong, so posts only publish once everyone has signed off.
• Pricing reality: Metricool's Starter plan for one user runs from $25 per month billed monthly, and Advanced plan for teams from $67 per month. But X/Twitter costs $10/month more per account, advanced analytics is a paid add-on, and white label needs a custom plan — the alternatives here bundle those features differently, so check which ones you'd actually be paying extra for.

Metricool alternatives at a glance

1. Buffer

Best for creators, small businesses, and growing agencies that want a flexible, affordable social media management tool.

Buffer is the tool I keep returning to, no matter how many others I try. It covers what most creators and small teams need day-to-day, from generating and publishing content to tracking its performance and staying on top of comments and mentions across platforms.

That's not just me saying it because this is the Buffer website — I've been a Buffer user both as a creator and part of a small team managing a brand, so I speak from experience here.

Buffer doesn't charge extra for any of the supported platforms. If you're coming from Metricool, that's one thing you'll notice right away: X/Twitter and LinkedIn are included on every plan, free included, at no extra cost.

Here's what you get on the Free plan:

• Post to 12 social media platforms: Connect X/Twitter, LinkedIn , Instagram, Facebook, TikTok, Substack, Pinterest, YouTube, Threads, Bluesky, Mastodon, and Google Business Profile.
• Schedule posts across three channels: Keep up to 10 posts queued per channel, and a slot opens back up every time one publishes. Crossposting lets you write a post once and tweak it for each platform from the same composer.
• Save ideas in Create Space: Save up to 100 content ideas, tag them, sort them in a Kanban view, and turn them into drafts when you're ready. The template library gives you a starting point when you're stuck.
• Use the AI Assistant as much as you like: There's no credit cap on any plan for using AI in content generation. Draft posts, repurpose old content, brainstorm ideas, write alt text, or test different hooks without watching a counter.
• Reply from one inbox: The Community inbox pulls comments and mentions from Facebook, Instagram, Threads, Bluesky, X/Twitter, LinkedIn, TikTok, YouTube, Mastodon, and Google Business Profile into one place, with five AI reply suggestions a week.
• Get analytics that tell you what to do next: Insights shows 30 days of history, and the AI-powered takeaways give you suggestions for what to do next based on what's working and where you could use a little nudge.
• Build your own workflows with the API and MCP: The API is available on every plan, including Free. The MCP connects Buffer to tools like Claude, ChatGPT, Perplexity, Notion, Zapier, Cursor, n8n, and Raycast.
• Talk to a human when you need help: Support is handled by people, with 24/7 coverage on every plan, so you'll always have a human to help you out. Buffer's AI chatbot helps you search the docs, with an easy way to reach the team if you need more help.

If you need more than three channels, unlimited scheduled posts, unlimited AI reply suggestions, unlimited analytics history, and exports, the Essentials plan starts at $6/channel per month.

For teams, the Team plan starts at $12/channel per month and adds unlimited team members at no extra cost, permission levels set per channel, comments to collaborate on drafts, and approval workflows so nothing goes out without the right person seeing it first.

Both come with a 14-day free trial, so you can try every feature before you commit.

2. Hootsuite

Best for teams that want competitor benchmarking alongside their own analytics.

If competitor tracking is the Metricool feature you'd miss most, Hootsuite is a good fit. It's an enterprise-grade platform built for marketing teams with the budget to match.

Competitor tracking lets you build a private watchlist of competitor accounts and follow their posts, engagement, and follower growth. Competitive analysis is where that data becomes useful. You can benchmark against those competitors or your wider industry, spot gaps in what you're posting, and set goals based on what's realistic in your space.

On the flip side, Hootsuite lets you track 20 competitors to Metricool's 100 on the higher tiers. If you need more, the Enterprise plan has you covered.

Hootsuite also brings bulk scheduling and more than 100 integrations, including Canva, Salesforce, and Zendesk. That's a lot of tool — and starting at $149/user per month, it's priced for teams that will use most of it.

3. Sprout Social

Best for teams that handle a high volume of comments and DMs across networks.

Sprout Social is great for teams that spend a big chunk of their day replying to people on social media. If your channels regularly field comments, questions, and DMs, Sprout Social is worth a close look.

The Smart Inbox gathers incoming comments, mentions, messages and even Meta and TikTok ad comments in a single feed so your team can manage paid and organic conversations in one place. Teammates can hand off conversations to someone else and tag them by topic or sentiment. You can also set spike alerts and inbox rules to notify the team if there's an unusually large number of conversations or a keyword in a message triggers a rule. On X, you can even pull in posts that name your brand without tagging it.

Sprout Social also plugs into helpdesk tools like Zendesk, Salesforce, and HubSpot so you can turn your social media conversations into a full customer support workflow. In all, it's a pretty strong set of inbox tools for teams that spend a lot of time interacting with their audience.

Some of these inbox features sit on Sprout's higher tiers, so check the pricing page for the plan that includes what you need.

4. Agorapulse

Best for teams that need in-depth analytics, from ROI reporting to a Looker Studio connection.

If reporting depth is the Metricool feature you'd miss most, Agorapulse is a good fit.

Agorapulse's ROI reports tie your social activity back to results, which makes it easier to show leadership that the time and budget going into social is paying off. On top of that, you get data about your post performance, audience demographics, ads performance, and even community management to see your team's response rate and time.

You can turn all this data into incredibly detailed custom reports to share. Its read-only API is laser-focused on data, so you can export it into an external tool of your choice for analysis. And if Metricool's Data Studio connection (formerly known as Looker Studio) is what's keeping you, Agorapulse has you covered here too.

You also get bulk scheduling, Facebook post boosts, and Archie, an AI content creation studio that repurposes your blog posts, YouTube videos, podcasts and the like into posts for your socials.

5. SocialPilot

Best for agencies that want a fully white-labeled platform to give clients.

SocialPilot is a strong tool for agencies that want to offer clients a fully white-labeled social media platform.

You can run the whole platform on a custom domain, with a branded login page, dashboard, and custom emails. White-labeled reports round it out, so your analytics reports also contain your agency's logo and colors. White label isn't on the $30 entry plan, so you'll need one of SocialPilot's higher tiers to unlock it.

Beyond that, you get bulk scheduling with CSV uploads, granular team permissions, and an asset library to store your images and videos.

6. Later

Best for brands that plan their content visually, especially on Instagram.

Later is a good fit for creators and brands that plan by how their feed looks, and it's especially handy if Instagram is where most of your content lives.

The drag-and-drop calendar makes it easy to shuffle posts around, and the Instagram grid preview shows exactly how your feed will look before anything goes live. Plus, there are some solid features for Instagram: tagging products, scheduling collab posts, creator marketplace, and a whole influencer marketing platform (that's a separate cost).

Later's strongest for Instagram, but it isn't limited to it. You can use it to manage your social media presence across most major social networks, including TikTok, Pinterest, Facebook, LinkedIn, YouTube, and Threads, and it's one of the few tools on this list that supports Snapchat.

7. Planable

Best for teams and agencies that need multi-step content approvals with clients.

Planable is a social media management tool that takes the guesswork out of content approvals. If your team has strict controls for sign-off before anything publishes, Planable has approval workflows for exactly that.

You've got different approval levels to choose from: none, optional, and required. At the most comprehensive end is multi-level approval, where a post moves from one reviewer to the next and only publishes once everyone on the list has signed off.

Team members can leave internal comments and keep drafts private before anything goes in front of a client. Clients can leave feedback directly on posts without signing in to Planable at all.

The more advanced approval chains sit on Planable's higher plans, so check which approval types your plan includes. And if you need analytics and a social inbox, factor in that those are paid add-ons, not part of the plans' listed prices.

How to find the right Metricool alternative for you

There's no one tool on this list that's right for everyone. It comes down to how you use Metricool today and what you want more (or less) of. Here are a few questions to help you build a shortlist:

• What's your budget? Buffer's paid plans are flexible, starting at $6/channel per month, so you only pay for the channels you actually use. There's also a free forever plan for up to 3 channels if you'd like to start there. Hootsuite, Sprout Social, and Agorapulse charge per user, which adds up as your team grows.
• Which networks are you active on? If X/Twitter, LinkedIn, or Substack are in your mix, Buffer includes them all on every plan, Free included. Later is worth a look if Instagram gets most of your attention, and it supports Snapchat, too.
• How deep does your reporting go? If you report ROI to leadership, Agorapulse's integrations, custom reports, and API make that easier. If competitor benchmarking is part of the job, Hootsuite covers it. If you need raw data turned into insights, Buffer turns the data into plain-language takeaways, so you know what to post more of, what to repurpose, and where to engage.
• Are you an agency or managing your own brand? Agencies get the most out of SocialPilot's white label and Planable's client approvals, where clients can leave feedback without signing in. If it's your own brand, Later is a good fit for Instagram, and Buffer is a flexible, easy-to-use option if you post across several networks.
• How busy is your inbox? If your team spends a big part of the day replying to comments, mentions, and DMs, including on ads, Sprout Social's Smart Inbox and spike alerts help you keep up.

Every tool on this list has a free trial, and some — including Buffer — offer free plans. Pick two or three that fit and run them alongside Metricool for a couple of weeks to get a feel for them.

Using them with your real accounts is the fastest way to see which reports, calendar, and workflow actually suit you.

If Buffer turns out to be the one, we'd be glad to have you. If not, I hope this list helped you land on the right tool for your brand.

FAQs about Metricool alternatives

Is there a free alternative to Metricool?

Yes. Buffer's Free plan includes three channels, 10 scheduled posts per channel at a time (refilled as they publish), unlimited AI Assistant, analytics and insights, the Community inbox, and API access. X/Twitter and LinkedIn are both included at no additional cost, as is Substack. Planable also has a free plan, capped at 50 posts total. Later's free plan is limited to 12 posts per month per social channel.

Does Metricool have a free plan?

Yes. Metricool's Free plan covers one brand and up to 20 posts a month, with tracking for up to five competitor profiles. LinkedIn and X/Twitter aren't available on the Free plan, and some analytics and custom reports require an upgrade.

Does Metricool charge extra for X/Twitter?

Yes. On Metricool's paid plans, X/Twitter is a paid add-on that costs $10/month for each X account you connect. It isn't available on the Free plan at all. Buffer includes X/Twitter on every plan, including Free, with no add-on.

Is Metricool cheaper than Hootsuite?

Generally, yes. Metricool has a free plan, and its Advanced plan for teams starts at $67/month billed monthly for up to 15 brands. Hootsuite has no free plan and starts at $149/user per month billed monthly. Metricool's add-ons for X/Twitter and advanced analytics may close some of that gap, depending on your setup.

What is the best Metricool alternative for agencies?

There are many social media management tools well suited for agencies looking for a Metricool alternative. SocialPilot offers a white-labeled platform with a custom domain, branded login, and white-labeled reports on its published plans. Planable is a good fit for agencies that need structured approval workflows. Buffer's Team plan includes unlimited users, customizable permission levels, and approval workflows if you mostly need a flexible way to manage client content.

Can I switch from Metricool without losing my content?

Your published posts and accounts live on the social platforms themselves, so switching tools won't remove them. Connect your accounts to the new tool before you cancel Metricool, then recreate any posts still scheduled there. Some tools, including Buffer, also pull in past post data when you connect a channel, though how far back that goes depends on what each platform allows.

More resources

• Buffer vs. Metricool in 2026: An Honest Comparison
• 20+ Social Media Management Tools
• 22 Top Social Media Analytics Tools
• 8 Sprout Social Alternatives to Try in 2026

I run a Facebook group called Freelancers Who Work Smart, Not Hard, but, for ages, I managed it the hard way, not the smart way.

The hard way looks like this: trying to remember to post regularly (when I sometimes can’t even remember what day of the week it is), coming up with some of my best ideas at 3 a.m. (before promptly falling asleep and forgetting them), and posting sporadically with neither consistency nor strategy. Days or even weeks (eek) would go by without me posting, and the group would lose momentum. 

Somewhat ironically, things changed when I went on maternity leave. Before taking three months off work, I scheduled two posts a week to keep the group active while I was dealing with diapers. In doing so, the group became more active than it’s ever been!

So in the interest of working smarter, not harder — whether you run a Facebook Page, a profile in professional mode, or a Facebook Group — let me walk you through how to set up a similar process.

The short version: you can schedule a post on Facebook natively from a Page, a professional-mode profile, or a Group you admin, but not from a regular personal profile.

In this guide, I'll walk you through how to schedule a post on Facebook three ways: in the Facebook app, in Meta Business Suite, and with Buffer. I'll also cover what to do when the schedule option goes missing, and how to find, edit, or delete posts you've already scheduled.

Key takeaways

• You can schedule a post on Facebook natively from a Facebook Page, a profile in professional mode, or a Facebook Group you admin or moderate. Regular personal profiles can't schedule posts.
• Meta Business Suite schedules posts to Facebook Pages and Instagram, but not to Facebook Groups.
• Buffer publishes scheduled Facebook Page posts automatically and sends Facebook Group posts to your phone as a notification to publish yourself. It doesn't connect to personal or professional-mode profiles.
• If the option to schedule is missing, the most common causes are posting from a regular personal profile or not having admin access to the Page or Group.
• You can edit, reschedule, or delete a scheduled post on Facebook, Meta Business Suite, or, for posts you scheduled there, in Buffer's calendar.
• Buffer's analysis of more than 1 million Facebook posts found that posts shared at 9 a.m. on Thursday performed best.

Can you schedule a post on Facebook? (Pages, profiles, and Groups)

Yes, you can schedule a post on Facebook. But where you can schedule depends on the type of Facebook account you're posting from:

Facebook Pages

Pages have the most options. You can schedule from the Facebook app, from Meta Business Suite, or with a third-party tool like Buffer, and posts publish automatically at the time you pick.

Personal profiles (and professional mode)

Facebook doesn't offer scheduling on a regular personal profile. Turning on professional mode for your profile unlocks Facebook's built-in scheduling. Third-party tools are a different story: Meta's API doesn't let them auto-publish to personal profiles, so at best they'll send you a reminder to post yourself. Buffer doesn't connect to personal or professional-mode profiles at all, so if that's where you post, Facebook's own tools are your route.

Facebook Groups

If you're an admin or moderator, you can schedule posts from inside the Group itself, and Groups also support recurring scheduled posts. Meta Business Suite doesn't support Groups. Buffer can schedule Group posts, but because Meta doesn't allow automatic publishing to Groups, Buffer sends you a notification at the scheduled time and you publish the post from your phone.

How to schedule a post on a Facebook Page or professional profile

If you have a Facebook Page or a profile in professional mode, you can create, schedule, and manage posts directly in the Facebook app.

On the Facebook app

1. At the top of your feed, Page, or profile, tap 'What's on your mind?'
2. Create your post.
3. Tap 'Next,' then 'Schedule' to open post settings and scheduling options.
4. Choose a time to publish your post, hit 'Save,' then 'Schedule.'

How to schedule a post in a Facebook Group

This is the one I use most. If you're an admin or moderator of a Group:

1. Tap 'Write something' in your group and create your post.
2. Tap the calendar icon to set a date and time, then tap 'Schedule'.

Groups also let admins set up recurring posts, which is handy for a weekly thread like an intro post or a "wins of the week" check-in.

How to schedule a post on Facebook using Meta Business Suite

Meta Business Suite is a free tool from Meta that lets you manage your Facebook and Instagram content in one place.

Compared to Facebook's native scheduling in the app, Meta Business Suite gives you more control and lets you post to both platforms at once, though it is a bit more complicated to use.

1. Navigate to the business Page you manage.
2. Click on 'Meta Business Suite' on the left-hand menu.
3. Click 'Create post': Choose where you want to publish (Facebook, Instagram, or both), then write your post, add media, and links.
4. Scroll down to 'Scheduling options' and toggle 'Set date and time'.
5. Pick the date and time you want the post to go live.
6. Click 'Schedule' to confirm.

How to schedule a post on Facebook using Buffer

If you manage more than one channel, or you'd rather not open Facebook every time you post, a social media management tool like Buffer lets you schedule everything from one place. (Yes, this is the Buffer blog, so factor that in.) Buffer works with Facebook Pages and Facebook Groups, but not personal or professional-mode profiles.

Here's how, in four steps:

1. Go to your Buffer dashboard and click 'New' > 'Post' to open the composer.
2. Select your Facebook Page or Group.
3. Create your Facebook post.
4. Schedule your post.

1. Go to your Buffer dashboard

Once you’ve signed up for Buffer and connected your Facebook Page or Group, you’ll see your Buffer dashboard.

2. Select your Facebook Page or Group 

A pop-up where you can craft your post will appear. Choose Facebook from the channel list on the top left. You can also add any other channels you have connected to crosspost your content elsewhere.

3. Create your Facebook post

Use an idea you've saved or start from scratch. Choose 'Post,' 'Reel,' or 'Story,' depending on what you want to share — Reels are available on Facebook Pages only. Upload your media and add your caption.

4. Schedule your post

Once you've crafted your post, choose when it goes out:

• Next Available: Add the post to the next open slot on your posting schedule.
• Prioritize: Put the post at the top of your queue so it goes out next.
• Set Date and Time: Schedule the post for a specific date and time.
• Now: Share the post immediately.

Then click 'Schedule Post.'

Facebook app vs Meta Business Suite vs Buffer: how the scheduling options compare

Buffer is the tool behind this blog, so read that column with that in mind! I've tried to be straight about where Facebook's own tools do the job just as well.

How to find, edit, or delete scheduled posts on Facebook

Spotted a typo? Or perhaps plans changed and that "sale ends Friday" post is now wrong? Good news: you can find, edit, reschedule, or delete a scheduled Facebook post. Where you do it depends on where you scheduled it, because a post you scheduled in a third-party tool like Buffer lives in that tool until it publishes, not in Facebook.

How to find your scheduled posts on Facebook

• Facebook app: On your Page or professional profile, tap 'Manage Posts' to see everything you've scheduled. You'll find the option below your bio, just above your most recently published post. Then tap the 'Filters' button and change the post status to scheduled. Tap on each scheduled post to edit, delete, or reschedule it.
• Meta Business Suite: On desktop, click 'Business Dashboard' > 'Planner' in the left-hand menu. You'll be taken to a content calendar, where you can hover over each scheduled post to edit, delete, or reschedule it.
• Facebook Groups: Admins can see the Group's scheduled posts by heading over to the Group's 'Community home' page, choosing 'Admin tools' from the menu on the left > Scheduled posts.
• Buffer: Open your Facebook channel's queue, or switch to the calendar view to see every scheduled post across your channels.

How to edit or delete a scheduled post in the Facebook app

1. Head over to your Page or professional profile, tap 'Manage Posts' to see everything you've scheduled. You'll find the option below your bio, just above your most recently published post.
2. Tap the 'Filters' button and change the post status to 'Scheduled' to see a list of your scheduled posts.
3. Tap on each scheduled post to edit, delete, or reschedule it.

How to edit or delete a scheduled post in Meta Business Suite

1. On desktop, click on 'Business Dashboard' in the left-hand menu, then choose 'Planner.' You'll be taken to a content calendar.
2. Hover over each scheduled post to edit, delete, or reschedule it.

How to edit or delete a scheduled post in Buffer

1. Open the calendar or queue in Buffer to see all your scheduled content.
2. Click the post, then click the pencil icon to edit it. Make your changes and click 'Save.'
3. To reschedule without changing anything else, drag the post to a new date and time on the calendar.
4. To delete it, hover over the post, click the three dots, and select 'Delete.'

Why can't I schedule a post on Facebook?

If the scheduling option is missing or won't work, it's almost always one of these:

Where did the schedule post button go on Facebook?

Facebook makes menu and interface changes fairly often, so it's probably just on a different screen! In the Facebook app, you can find the scheduled button by writing your post, then tapping 'Next' > 'Schedule' > pick a time > 'Save' > 'Schedule.'

In a Facebook Group, tap the calendar icon after writing your post. In Meta Business Suite, scroll down to 'Scheduling options' and toggle 'Set date and time'. If none of those appear, check the table above: you're most likely on a regular personal profile or don't have admin access.

Why schedule Facebook posts? 5 benefits

Whether you're trying to increase brand awareness, grow your audience, build community, or generate leads (or all four!), scheduling your Facebook posts in advance helps with all of them.

1. Maintain consistency

When you post regularly, your audience knows what to expect and when to expect it. And you stay top of mind so they don't forget who you are and what you do.

The numbers back this up. Buffer's data team analyzed engagement across all platforms Buffer supports — Instagram, Facebook, TikTok, LinkedIn, Bluesky, Threads, X, YouTube, Mastodon, and Pinterest. And guess what? The most consistent posters received five times more engagement per post than users who posted inconsistently.

From my own small and less impressive dataset, I can definitively say that scheduling = consistency. Check out my stats below. I was on maternity leave (with scheduled posts) from May 1 to July 31. There's clearly a lot more activity happening in the former half of the chart compared to when I relied on my ad-hoc posting (after August 1).

So Buffer's data and my one small group point the same way.

2. Create higher-quality content

Scheduling gives you time.

Instead of scrambling to come up with something on the fly, you can plan ahead and make sure each post is thoughtfully crafted and not just checking the box of, "Oh heck, I need to post something before people think I've disappeared." (Yes, I am speaking from personal experience.)

A post you wrote on Sunday and reread on Tuesday is almost always better than one you dashed off in five minutes. Plus, you've got a buffer (no pun intended) to refine things before hitting publish.

3. Be more efficient and save time

Posting on Facebook can eat a surprising amount of time, especially if you're creating your posts one by one on the day you plan to share them.

Switching between tasks all day is also draining. Did you know, according to a 2024 study, multitasking makes you slower, less accurate, and more mentally drained? I certainly don't need that in my life, and I doubt you do either.

When you schedule your posts ahead of time, you can batch your work instead of breaking your flow to post on the fly. Setting aside an hour or two once a week to plan and schedule means you'll save time, and you won't be breaking your focus every day to post.

As I mentioned earlier, I created my content in batches before I went on maternity leave, which made the task more manageable. So much so that it's the most consistent I've ever been, despite being away from my desk.

4. Optimize reach by posting at the best time for your audience

Part of your content strategy involves figuring out the best time to post on Facebook for maximum engagement.

Buffer's data team dug into this, too. They analyzed more than 14 million Facebook posts sent via Buffer by businesses, creators, and influencers to find the best time and day to post, and which content performs best.

One caveat before the number: there's no universal best time. It always depends on your audience.

With that in mind, according to Buffer data, the best time to post on Facebook is 9 a.m. on Thursday.

Note that this doesn't necessarily mean this is when audiences are up and consuming your content — it's likely that posts need some time to gain momentum on the feed. Either way, it's when the best-performing posts went out, and unless you're free every Thursday at 9 a.m., scheduling is how you hit that slot.

In my group, for example, I'm reaching two main audiences: South Africa (SAST) and the US, so I need to find a time that works for both. I aim to hit the South African audience at lunchtime, and the US audience first thing in the morning as they start their day.

5. Better content planning and control

I know that random posting can feel a bit like throwing spaghetti at the wall to see what sticks. But when you schedule posts, you're in the driver's seat.

You can plan strategically, so you're not posting three promos in a row and then nothing for a week. This also allows you to plan for time-sensitive content, ensuring it goes out when it's most relevant.

It's also much easier to keep a consistent voice when you're in control of your posting schedule. Instead of lashing out with something spicy and off-brand because you've had a bad day, planning ahead means a bad day doesn't end up on your Page.

For me, scheduling Facebook posts provides peace of mind that everything's taken care of, leaving me with more brain space to a) do my real job, and b) focus on creating even more awesome content.

4 quick tips for scheduling Facebook posts

1. How often to post

We recommend posting to Facebook up to once or twice a day, but five to seven solid posts a week is a realistic place to start.

⚡️ Action step: Plan a week's worth of posts in one sitting and schedule them in one go.

2. Best time to post

Our data suggests that early weekday mornings are the best time to post on Facebook.

⚡️ Action step: Use Buffer's Insights feature to help you find the best times to post.

3. Stay consistent with goals and streaks

Buffer's posting goals and streaks features show you at a glance whether you're keeping to the schedule you set, and Buffer's data team ties that consistency to five times more engagement per post.

⚡️ Action step: Set a posting goal in Buffer and use the streak tracker to keep yourself accountable.

4. Track analytics and engagement

Analyzing post performance helps you improve future content.

⚡️ Action step: Use Buffer's Insights dashboard to track engagement, reach, and click-through rates across posts. Repurpose or expand on what worked and ditch what didn't.

Facebook post scheduling FAQs

Can you schedule a post on a personal Facebook profile?

Not on a regular personal profile. Facebook's scheduling tools work on Pages, profiles in professional mode, and Groups, so turning on professional mode is the way to get scheduling on your own profile. Third-party tools can't auto-publish to personal profiles because Meta's API doesn't allow it, and Buffer doesn't connect to profiles at all.

How do I find my scheduled posts on Facebook?

On the Facebook app, go to your Page or professional profile, tap 'Manage Posts' to see everything you've scheduled. Tap the 'Filters' button and change the post status to scheduled. Tap on each scheduled post to edit, delete, or reschedule it.

On Meta Business Suite: click 'Business Dashboard' > 'Planner' in the left-hand menu. You'll be taken to a content calendar, where you can hover over each scheduled post to edit, delete, or reschedule it.

Can you edit a scheduled post on Facebook?

Yes. On the Facebook app, tap 'Manage Posts' from your Page or professional profile. Tap the 'Filters' button and change the post status to scheduled. Tap on each scheduled post to edit, delete, or reschedule it. In Meta Business Suite, go to 'Business Dashboard' > 'Planner,' then hover over each scheduled post to edit it.

Can you schedule posts in a Facebook Group?

Yes, if you're an admin or moderator: write your post in the Group, tap the calendar icon, and set a date and time. Groups also support recurring posts. Meta Business Suite doesn't support Groups, and Buffer schedules Group posts as a mobile notification that you publish yourself.

Can you schedule Facebook Reels and Stories?

With Buffer, yes. You can schedule reels to Facebook Pages (3 to 90 seconds, vertical 9:16 video) and stories (one image or video per story, with videos up to 60 seconds).

Does scheduling Facebook posts hurt your reach?

No. Using scheduling tools won't hurt your engagement — a 2020 analysis found that Facebook posts scheduled through third-party tools got 10.3% more engagement than posts published natively. Scheduling won't fix weak content, though. It just gets your posts out on time and frees you up to reply to comments, which is the part that actually moves engagement.

Over to you

Scheduling didn't turn me into a more organized person. It just meant my group kept ticking over while I was busy with diapers. Whether you use the Facebook app, Meta Business Suite, or a scheduling tool like Buffer, the win is the same: you decide what to post once and stop having to remember. Happy scheduling!

If you're a freelancer and want to see how this plays out in a real group, come say hi in Freelancers Who Work Smart, Not Hard.

More Facebook resources

• Best Time to Post on Facebook: We Analyzed 1 Million Posts
• Meta Ad Library 101: 7 Ways to Use the Facebook Ad Library to Improve Your Ads
• The Ideal Facebook Cover Photo Size and How To Make Yours Stand Out (+ 11 Ideas and Examples)
• How to Run Facebook Ads: Beginner's Guide to Advertising on Facebook

The good news: Instagram has transparently shared a ton about the magical, majestic Instagram algorithm. (At Buffer, we’re big believers in transparency, so hat tip to Instagram for that!)

The not-so-good news: Instagram has different algorithms for all parts of the app — namely feed, stories, explore, and reels.

“Does this mean I have to optimize my Instagram content four different ways to please the algo?”  

Not really. 

The overarching signals — such as watch time, likes, and sends — are the same everywhere. And the principles behind them are evergreen enough to survive the small updates. Follow these, and you’re (mostly) golden.

But still, knowing the specifics of how each subset of the algorithm works helps reach your goals faster. Reaching new people on Instagram works a tad differently from deepening relationships with the audience you already have, for instance.

Here’s how each algorithm works, the evergreen principles behind all of them, and what to do about it.

Key takeaways

• Instagram has a different algorithm for each part of the app: Instagram ranks feed, stories, explore, and reels separately, using one system for accounts you follow and another for recommendations from accounts you don't.
• Three signals matter most: Watch time, likes per reach, and sends per reach are the signals Instagram Head Adam Mosseri says carry the most weight in ranking.
• Likes matter for followers, sends matter more for reaching new people: Likes matter slightly more for reaching your followers, while sends via DM matter slightly more for reaching non-followers.
• Original content wins: Instagram gives more distribution to the original creator than to reposters, and accounts that mostly repost others' content aren't recommended to non-followers.
• Viewers can shape what they see: Your Algorithm (in reels and explore), Favorites, and "Not interested" let people tell Instagram what they want more or less of.
• Reels for reach, carousels for engagement: Reels get 36% more reach than carousels, while carousels get 12% more engagement than reels (based on our analysis of 4M+ Instagram posts).

How does the Instagram algorithm work? The short version

If you didn’t already know, Instagram’s feeds are not in chronological order. The algorithm decides how to rank content. Why not chronological?

Adam Mosseri explains ranking has two goals: 

• help people find what interests them most
• grow the overall pie of reach so there's more to go around

Without ranking, feeds would be overrun by the accounts that post most often, which tends to mean businesses and brands, and the average creator's reach would shrink.

And Instagram doesn’t have one algorithm. It runs a separate ranking system for each part of the app (feed, stories, explore, and reels), because people use each one differently. Mosseri groups them into two general types: 

• One ranks content from accounts people follow
• The other ranks content from accounts they don't follow (Instagram calls these recommendations)

Underneath, they all work the same way. They predict how likely someone is to like, comment on, send or watch a post, turn those predictions into a relevancy score, and order posts by it. Recency matters too, which is why your feed is roughly, but not strictly, chronological.

For creators, the split between the two types is the one to remember. The first decides whether your followers see you, and likes count slightly more there. The second decides whether anyone else does, and sends count slightly more. That's how new people find you.

Here's how each part of the app fits in. 

In short: Feed and stories are where you keep the people you already have, and reels and explore are where you reach new ones. We break down each one below.

What the Instagram algorithm rewards across the app: Content principles and key signals

Instagram runs separate algorithms for feed, stories, explore, and reels, but they reward the same four content principles and lean on the same core engagement signals.

4 key Instagram content principles: Originality, recency, breaking content and model size

In part two of his ranking series, Adam Mosseri named four principles Instagram values when ranking content. Here’s what they are in a jiffy:

If you need to understand these principles more deeply and how to apply them, continue reading:

1. Originality

“We want to create a platform that gives more distribution to the original content creator than to those who repost it,” Mosseri says. 

Instagram estimates how likely a post is to be original by looking at what the account has posted in the past, along with other signals, and Mosseri says the percentage of impressions going to original content has gone way up over time.

This has been a long time coming: Mosseri announced Instagram will has been reducing reach for aggregator accounts since April 2026. So Instagram’s been doubling down on pushing original content for a while now.

2. Recency

Instagram wants to keep up with the world as it happens. "It used to be that something might happen and you would see it on Instagram three, four, five days later, and that just doesn't work," Mosseri says.

To fix that, Instagram shortened how long it takes to understand a new post and get it into ranking, especially for people who don't follow the account. The measure it tracks is the share of each day's impressions that go to posts less than 24 hours old, and Mosseri says that number has gone way up as well.

3. Breaking content

This one is good news for smaller accounts. "We want to be a place where a new creator with a great idea can actually reach a massive audience," Mosseri says.

Instagram does this by “auditioning” content. Auditioning just means showing posts from public accounts to some people who don't follow them, and if a post does well, the platform continues pushing that post to other people. 

That's how a post from a small public creator can reach hundreds of thousands, or even millions, of people.

As someone who scrolls on Instagram way too much, I can confirm this is true: I see posts from new creators all the time in my feed now — it’s mixed with content from people I follow and other content Instagram thinks I might like.

4. Model size

The last principle is about the system rather than your content. Instagram has made its AI models "larger and larger over the last few years in order just to get better at ranking overall," according to Mosseri.

The 3 Instagram engagement signals that matter the most

Instagram tracks thousands of signals, from comments and saves to profile taps and story replies. Mosseri has named three as the most important: watch time, likes and sends. 

Likes count slightly more for reaching followers, and sends count slightly more for reaching non-followers.

How the Instagram Feed algorithm works

The Instagram Feed algorithm ranks three kinds of content:

• Posts from accounts that you follow
• Recommended posts that Instagram thinks you might like
• Ads

You can find all content formats ranked on your Feed — videos, photos, and carousels. 

Instagram uses thousands of ranking factors (called 'signals') to organize your feed, prioritizing content that's most relevant to each person based on their interests and past interactions.

Here are the most important signals, ranked by importance:

• What a user engages with: Posts a specific user likes, shares, saves, or comments on tell Instagram what content resonates with that person.
• Info about the content and its performance: This includes how many people like a post, how quickly people engage with it, plus more information about the post itself, like when it was posted and any location tags.
• Information about the person who posted: Instagram looks at how many people have interacted with the creator in the past few weeks. "This helps us get a sense for how interesting the person might be to you," says Instagram on their blog.
• Relationship history: Consistent interactions between accounts — like commenting on each other's posts — tell Instagram who might want to see more of your content.

With all that information, Instagram makes a series of calculated guesses about how likely a user is to interact with a post, as Instagram says:

"In Feed, the five interactions we look at most closely are how likely you are to spend a few seconds on a post, comment on it, like it, share it, and tap on the profile photo. The more likely you are to take an action, and the more heavily we weigh that action, the higher up in feed you'll see the post."

How to improve your reach in the Instagram Feed

All of these signals come down to whether people interact with your posts, so here's how to give them more reasons to.

1. Share carousel posts

If you have multiple photos (or videos) that work well together, try sharing them as one carousel or even a few mini carousels.

You can include up to 20 photos or videos in a single carousel. When a follower doesn't swipe through to the end, Instagram treats those unseen slides as "new content."

The platform will show your carousel to that same person again later, picking up with the first slide that they didn't swipe to. This gives your carousel multiple chances to get engagement.

This matches what we found in our analysis of more than 4 million Instagram posts: carousels earn around 109% more engagement per person reached than reels, and single images earn about 34% more than reels.

2. Add audio to posts

Audio isn't limited to videos — you can add a soundtrack to single photo posts and carousels as well.

It's not a requirement, but as Mosseri points out, it can grab the attention of people who browse with sound on — and that can mean more engagement.

Plus, adding audio to a post or carousel means it can also show up for users in the Instagram Reels feed.

3. Use recommended post dimensions

The image size and dimensions of your posts can make a big difference in how they perform.

When you follow Instagram's ideal image sizes, your feed posts will appear exactly as intended with no awkward cropping or pixelation issues. This keeps your content looking polished and gives it a better chance of getting engagement.

How the Instagram Stories algorithm works

The Instagram Stories algorithm ranks stories from accounts you already follow, putting the ones you're most likely to tap, reply to, and watch at the front of your tray. Stories (photos and videos that disappear 24 hours after posting) offer creators and businesses a way to appear at the top of followers' screens as soon as they open the app.

Keep in mind that it can be tougher for brands or creators to show up here — Instagram sees stories as a place where people look for their closest friends.

Here's what Instagram's Stories algorithm looks at:

• Viewing history: Instagram tracks how often someone views an account's stories to determine how high to place them in the stories tray. The more often someone watches your stories, the more likely they are to appear first.
• Engagement history: A user's interactions — such as sending a DM or liking stories — signal to Instagram that they're interested in seeing an account's stories.
• Relationship connections: Instagram considers how close someone is offline to a creator — such as friends or family — when considering where to place a story.

Again, these signals will be used to "make a series of predictions about stories you'll find more relevant and valuable," Instagram says, "including how likely you are to tap into a story, reply to a story in DMs or move on to the next story — to determine which stories will be shown higher in your stories tray."

Instagram Stories aren't typically the best way to reach new people — Mosseri has confirmed this too. Instead, think of stories as a way to build deeper connections with people who already follow you.

They're perfect for building a community that keeps coming back. You can show up when followers open Instagram, learn more about them, and point them to your other platforms.

How to improve your views in Instagram Stories

Here are some ways to engage your existing audience with your stories to move to the front of their tray.

1. Post interactive stories

Add polls, questions, and other interactive elements to get people tapping, liking, and sharing. The more someone engages with your stories, the more likely Instagram is to bump your stories to the top of their tray.

A question sticker can turn into an entire AMA event, where you create a series of follow-up stories with your responses. It's a popular approach — even Mosseri uses it.

These interactive features also work as research tools. Polls, questions, and 'add yours' stickers can help you learn more about who's in your audience and what they actually want to see from you. Win-win.

2. Share timely, authentic, or behind-the-scenes content 

As a serial stories watcher, I love when creators share some timely, behind-the-scenes, human stuff that makes me feel connected to them. Think…

• A food creator teasing a new recipe they will share soon by showing me the ingredients (yum)
• A productivity creator randomly talking about what they do when something derails their day (I feel seen)
• A beauty creator showing me a quick hack she uses to look put together when she’s already late (it’s all about the right lipstick and mascara)

If you're only sharing your posts to stories with a quick tap, you're not giving people much of a reason to view them. Instead, mix in genuine off-the-cuff content that's relatively easy to create and shows your human side.

3. Share user-generated content

When someone tags you in their post or story — maybe they love those shoes they bought from you, or your productivity tips helped them — reshare it to your stories with a quick thank you.

This kind of user-generated content shows followers who aren't customers yet that real people love what you offer, and it builds stronger connections with your existing community. It also encourages others to tag you, since they know you might feature them.

How the Instagram Explore page algorithm works

The Explore algorithm surfaces posts from accounts you don't follow, ranked mostly by how popular a post is and how much you've engaged with similar content.

Here's where things get interesting for creators and brands looking to reach new audiences. The explore page was designed to help users find new accounts. In other words, it helps new audiences find you.

This grid-style feed shows photos and videos you're likely to be interested in based on your past activity: posts you've liked, saved, shared, and commented on.

Here are the signals that influence the Instagram Explore page algorithm.

• Information about the post: Like with feed, Instagram looks at how popular a post seems to be. How many people like, comment on, share, or save a post? And how quickly are they doing so? Post popularity signals matter more in the explore page than in feed or stories.
• A user's activity in explore: Instagram pays attention to what content a user has engaged with before, and how they've interacted with posts in the explore page in the past. The more someone engages with a certain type of post, the more likely they are to see similar content show up.
• A user's interaction history with the poster: Most content in the explore page comes from accounts people don't follow or haven't seen before. But if someone has interacted with an account before, Instagram sees that as a sign that they might be interested in more content from this account.
• Information about the person who posted: Here, Instagram looks at how often users have interacted with posts from an account in the past few weeks, to help users find "compelling content from a wide array of people," says Instagram.

Here's an example from Instagram that I found really helpful in making sense of the explore page algorithm.

"Let's say you've recently liked a number of photos from San Francisco's dumpling chef Cathay Bi (@dumplingclubsf). We then look at who else likes Cathay's photos, and then what other accounts those people are interested in.

Maybe people who like Cathay are also into the SF dim sum spot @dragonbeaux. In that case, the next time you open explore, we might show you a photo or video from @dragonbeaux."

How to get your posts in front of more people using the explore page

Here are some tips to optimize your content for Instagram’s Explore page:

1. Use trending audio tracks

Instagram pays attention to which audio tracks are taking off. When you add these popular sounds to your reels, photo posts, or carousels, your content has a better chance of reaching new people.

You don't need to awkwardly force trending audio into everything you post, but it's worth picking a trending track when it naturally complements what you're creating.

2. Give people a reason to engage right away

The explore page leans on how popular a post looks, including how quickly people like, comment, share or save it. A post that gets reactions fast has a better chance of being picked up.

A few ways to make that easier:

• Put something save-worthy in the post. A checklist, a template or a how-to that people will want to come back to.
• Tell people what to do with it. A line like “save this for later” or “send this to someone who needs it” is enough.
• Reply to comments as they come in. In Buffer’s 2026 engagement report, Instagram posts where the account replied to comments earned 21% more engagement. That’s an association, and the data can’t show that replying caused it.

3. Track post shares

Shares — especially DMs from people who don't follow you — count for more when Instagram is deciding whether to show a post to non-followers, Adam Mosseri explained in his podcast with Colin and Samir. When someone likes your content enough to send it to a friend, Instagram sees that as a strong signal of quality.

Tap View insights below a post to see which posts are being shared the most. When you spot patterns in your most-shared content, you can focus on creating more of what people want to pass along to their friends.

How the Instagram Reels algorithm works

The reels feed is almost entirely recommended content, so it's where watch time and sends do the most work. 

That makes the reels feed a particularly important area if you're looking to grow your audience. It also means the clearer your content is about what it's about (topics, niches, keywords), the easier it is for Instagram to match it with the right people.

Instagram looks at:

• A user's activity: Instagram looks at what reels people have liked, saved, reshared, commented on, and engaged with recently. When someone engages with content similar to yours, they're more likely to see your reels.
• A user's interaction history with the poster: When someone engages with an account — whether through likes, shares, or comments — Instagram takes that as a sign that they want to see more content from that account, even if they aren't a follower.
• Information about the reel: Everything from the visuals to the use of trending or original audio, overall watch time (short, punchy clips tend to win), and early engagement signals influence how widely a reel is distributed across Instagram.
• Information about the person who posted the reel: Instagram looks at signals like a creator's follower count and engagement levels to share content from a mix of creators.

Short-form video is also a big part of how Instagram connects people with their friends. Here’s what Adam Mosseri shared in his conversation with YouTube podcasters Colin and Samir:

"Short-form video is so symbiotic with connecting people with their friends," Adam told Colin and Samir. "Part of our [Instagram's] reason to be is to connect people with friends."

In other words: optimize your Instagram content to start conversations. Think about what makes your followers want to share your reel with someone they care about. Maybe it's relatable, helpful, funny, or thought-provoking.

Every audience is different, so you'll need to experiment to find what works for yours.

How to work with the reels algorithm:

A majority of the work in creating better-performing reels boils down to creating quality content your audience actually wants to see consistently. Here are more practical tips:

1. Build on momentum

If a reel takes off, you don't need to post immediately — but following up within a day or two is a smart move.

Remember, the Instagram Reels algorithm looks at how recently people have engaged with your videos, so timing your follow-up while interest is high can help you stay in their feeds. A viral reel shows Instagram that people are interested in your content, which increases the chances your next post gets seen too.

2. Think about different user types

Mosseri told Colin and Samir that about half of Instagram videos are watched without sound, so your reels need a strong visual hook to grab the attention of people who watch on mute (like me).

Add text to the first frame so it's clear what your reel's about right from the start. Creator @thepotatosauraus does this well in his music reaction videos — they work even when you're watching on mute. Each reel has the title or theme written at the top throughout, so you can see from the very first frame what he — and we — will be listening to.

3. Avoid logos or large watermarks

Instagram has said it repeatedly: Reels with logos from other apps will get pushed down in the algorithm. This doesn't apply to your own branding — only to TikTok logos or watermarks from other video editing apps.

If you're sharing videos across multiple platforms, save a version before adding any platform-specific elements. That way, when you're ready to share it on Instagram, you can upload a version that doesn't have any third-party app logos that will limit your reach.

4. Test new ideas with trial reels

Trial reels are shown to people who don't follow you first, so you can test a new format or hook without it landing in your followers' feeds. It's a do-it-yourself version of the auditioning Instagram already does for small creators. 

P.S. Did you know you can schedule trial reels with Buffer, too? 👀

How Instagram allows users to control their algorithm (and how it impacts your reach)

Instagram launched Your Algorithm to allow users more control over what they see on their app. It shows an AI-generated summary of the topics Instagram thinks a viewer is interested in, and lets them ask for more or less of a topic, remove it, or add one Instagram has missed.

It's live on reels, explore, and feed per Instagram's announcement. 

In part three of his ranking series, Mosseri said: "You can add topics you want to make sure that you never see anything from, and we're going to do our best to live up to those requests."

What it means for your reach: When a post is recommended because of a viewer's chosen topic, Instagram labels it with that topic (for example, "From Running"). To get matched, name your topic in captions and on-screen text, and stick to one niche so Instagram knows who your content is for. Instagram hasn't said how much weight declared topics carry compared with what people actually watch, so treat them as one more signal, not a shortcut.

Viewers also have three smaller tools to steer their feed.

Favorites

Viewers can add an account to Favorites from its profile. That account's posts then show at the top of their feed whenever it posts. 

What it means for your reach: A follower who favorites you sees everything you post, so it's the strongest vote a viewer can give you. It's worth asking your most engaged followers to add you.

Following feed

The following feed shows posts from accounts a viewer follows in chronological order, with no recommendations mixed in.

What it means for your reach: only your followers can see you there, and because it's chronological, your reach in that feed depends on who follows you and when you post, not on ranking.

Not interested

Viewers can tap the three-dot menu on a post or reel and choose Not interested, and Instagram will show them less content like it. For a full fresh start, they can reset their recommendations entirely (here's how), which clears what Instagram has learned about them.

What it means for your reach: a post that doesn't fit your niche is the one most likely to get tapped away, and it can teach Instagram to show that viewer less of your content. Staying on topic keeps your audience's signals working for you.

When Instagram stops recommending content

Instagram wants to keep potentially offensive content from appearing in users' feeds. To that end, it has published detailed recommendation guidelines for creators.

Posts that go against these guidelines might not violate Instagram's Community Guidelines and are still allowed on Instagram, but they won't appear on the explore page or reels tab.

Some examples of things that go against the recommendation guidelines are:

The same goes for accounts that mostly repost other people's work: since April 2026, they aren't recommended to non-followers, even if each post follows the guidelines.

8 evergreen best practices for your Instagram strategy

Instagram uses a different algorithm for each part of the app, but they do have something in common — content that people find engaging and relevant.

Here are some practical ways to work with Instagram's algorithms to get your content in front of more people.

1. Stay consistent

Posting regularly might seem like obvious advice, but the numbers back it up.

Buffer's analysis of more than 100,000 users across social media platforms shows that people who post consistently receive nearly five times more engagement per post than those who post only occasionally. And Instagram sees this recent and regular engagement as a sign that your content should be shown to more people.

Find a posting schedule you can stick with long-term, whether that's daily content or three high-quality posts a week, to avoid burning out.

2. Create original content

Originality is one of Instagram's four content principles, and it now has real teeth. Mosseri has repeatedly confirmed that accounts mostly posting content they didn't create or meaningfully transform aren't recommended to non-followers.

Creating original content could be as simple as snapshots from your morning walk, or as in-depth as a Canva design tutorial. The key is that it's yours, and not aggregated from others' accounts.

If you do want to share someone else's post, use Instagram's repost button or a collab post — both credit the original creator, which is what Mosseri has said Instagram wants to reward.

3. Look at your engagement rate, not just your reach

A post seen by 50,000 people isn't automatically better than one seen by 5,000. In part four of his ranking series, Adam Mosseri's first piece of advice to creators was to look at rates instead of raw numbers. “Too often creators look at how many views a post got or how many likes a reel got, but not at the [engagement] rate,” he says.

Engagement rate is the share of people who saw your post and engaged with it. The rates Mosseri points to are the percent of viewers who liked a reel, the percent who sent it to a friend, and average watch time. Compare them across your last 30 days of posts to see which ones actually landed.

With Buffer Insights, you don’t have to do this calculation (for each post!) manually. You can see the engagement for every post along with a platform-wide engagement rate.

4. Vary your post types

Sharing your content in different formats — single images, carousel posts, reels, stories, and lives — helps you reach a wider range of people.

It's one of the simplest ways to show up across more than one of Instagram's algorithms, and it's a great way to repurpose your content. Not everyone watches a video, so you can turn your reels into a carousel post. Or you can appeal to Instagram Story lovers by re-sharing feed posts in your stories (along with the fresh content we talked about earlier).

Below you can see how we've been making an effort to diversify the post types we use on Buffer's Instagram account:

At Buffer, we're really leaning into content repurposing not just within Instagram, but across social platforms as well.

For example, most of our reels can be used on TikTok and YouTube Shorts, too. Here's how we repurpose content across platforms — without using the other app's logos and watermarks, of course.

5. Post at the best times for you

Buffer's analysis of 9.6 million Instagram posts found the best times to post are Thursday at 9 a.m., Wednesday at 12 p.m., and Wednesday at 6 p.m. Wednesday is the best day overall, while Friday and Saturday are the weakest. Test out these best times to post on Instagram if you're new to the platform.

If you've been posting regularly to Instagram for some time, Instagram Insights will have data on the best times for you. To see your followers' most active times:

1. Go to your profile and tap Professional dashboard.
2. Tap New followers.
3. Scroll to Follower active times.

6. Develop a keyword and hashtag strategy

It's official: hashtags don't help reach, as per the man, the myth, the legend, Mosseri himself.

Instagram has also capped how many hashtags you can use in your posts and reels — and the magical number is five. So fewer, targeted tags work better than lots of generic ones.

So what works instead? Focus on adding relevant keywords to your post captions and your profile. These help people find you through Instagram's search feature and tell the algorithm what your content is about.

And don’t worry, hashtags aren't completely dead — people can still find your posts through hashtag searches. Just make your five count: pick tags that describe the post rather than generic ones like #reels or #explore. Here's how to choose your Instagram hashtags. 

If you use hashtags, Buffer’s (free!) hashtag generator can be a really helpful time-saver. With it, you just have to share what your post is about and get instant recommendations on what hashtags you should use. 

7. Focus on authentic engagement

Instagram's algorithms reward engagement, so focus on the connections you build with your audience.

Interactive stickers on your Instagram Stories — polls, questions, sliding scale rankings — are a simple way to get your followers to engage with you.

Also make sure you reply to direct messages and comments on your posts.

New comments are easy to miss among the likes, follows, and mention notifications on Instagram. To help, Buffer has engagement features that surface unanswered comments on your Instagram posts and help you reply to as many as possible, quickly. You can even create a new post from your replies using Buffer.

8. Use analytics to see what's working

One of the best ways to understand what your audience enjoys seeing is to dig into your Instagram analytics data.

Using Instagram Insights, you can check out which of your posts have had the most interactions. You can also sort posts by most comments, likes, and saves if you'd like to dig into more specific engagement metrics.

Buffer's Insights will also help you uncover your best posts (those with the highest engagement) in just a few clicks:

Once you have a list of your most engaging Instagram posts, you can start to identify what commonalities they might have. For example:

• What types of posts are they?
• What's the style of the creative?
• How is the caption structured?

With this data, you can begin to reverse-engineer what your audience is most likely to engage with and build a strategy to help get the most out of Instagram's algorithm.

How to make the Instagram algorithm work for you

The Instagram algorithm isn't one thing, and it keeps changing. But what it rewards hasn't: original content that people watch to the end, like, and send to a friend.

So you don't need to chase every update. Make something worth watching, stick to a clear niche so Instagram knows who it's for, and check your engagement rate, watch time, and likes and sends per reach to see what's working. Do that consistently and the rest gets a lot easier.

FAQs about the Instagram algorithm

What is the Instagram algorithm?

The Instagram algorithm is a set of AI systems that decide what each person sees. There are separate systems for the home feed, stories, reels, and explore, split into two broad types: one ranks content from accounts you follow, and one ranks recommendations from accounts you don't. Each predicts how likely you are to like, comment on, send, or watch a post, then orders posts by those predictions.

What are the most important Instagram ranking signals?

Head of Instagram Adam Mosseri has named three: watch time, likes, and sends, which creators can track as average watch time, likes per reach, and sends per reach. Likes count slightly more for reaching your followers, and sends count slightly more for reaching people who don't follow you.

What is Your Algorithm on Instagram?

Your Algorithm is an Instagram tool that shows an AI-generated summary of the topics shaping your recommendations and lets you add topics, remove them, or see more or less of them. It launched on reels in December 2025 and is now live on explore and feed too. To open it, go to Settings and activity, then Content preferences, then Your algorithm.

How can I improve my reach with the Instagram algorithm?

Create original posts people want to watch to the end and send to a friend, since watch time and sends are two of the three signals Instagram weighs most. Then post consistently, mix reels, carousels, and stories, reply to comments and DMs, and use your Insights to see which posts get the most shares.

Do the Instagram algorithms prefer videos?

No. Instagram ranks every post by how each user usually engages — not by format. If someone often watches and shares videos, they'll see more videos. If they tap on photos, they'll see more photos. Videos sometimes reach farther overall because people tend to watch and share them, not because Instagram gives them extra weight. In our analysis of more than 4 million Instagram posts, reels got 36% more reach than carousels, but carousels got 12% more engagement than reels.

Does posting too frequently impact ranking?

It might. Dumping several posts in a row can cause Instagram to hide some of them to keep feeds balanced. Give each post room to breathe — schedule them a few hours apart or on different days — so every update can earn its own likes, comments, and shares. You can schedule Instagram posts to appear at different times and days throughout the week to avoid spamming users' feeds. Instagram suggests spreading out your posts rather than publishing several back-to-back.

Are business, creator, and personal accounts ranked differently by the algorithm?

Your content's reach depends on engagement and relevance, not account type. As reported by TechCrunch: "Instagram doesn't give extra feed presence to personal accounts or business accounts, so switching won't help your reach."

Will posting Instagram Stories or live videos affect ranking?

Creating Instagram Stories or live broadcasting on Instagram won't affect how your content ranks within the feed, but experimenting with a wide variety of content means it's far more likely that your content will appear in more places on the app.

How do I reset my Instagram algorithm?

Go to Settings and activity, then Content preferences, then Reset suggested content. For lighter tweaks, edit your topics in Your algorithm or tap Not interested. Learn more in our guide to resetting your Instagram algorithm.

What is the 5-3-1 rule on Instagram?

The 5-3-1 rule on Instagram is a way to make your Instagram activity feel more human and more connected. For every post you share, you interact with others by liking 5 posts, commenting on 3 posts, and following 1 new account.

It's a small routine that encourages thoughtful engagement and helps more people discover your brand.

What is the 4-1-1 rule on Instagram?

The 4-1-1 rule is a content-mix rule of thumb, not an Instagram rule. For every six posts, share four that educate or entertain, one soft promotion, and one direct promotion. It keeps your feed from turning into a stream of sales pitches. 

What is the 3-second rule on Instagram?

The 3-second rule on Instagram is about keeping users 'hooked' to your reel. Those first three seconds decide whether someone keeps watching or scrolls away. A clear hook helps people understand what they're about to get. This could be a quick headline, a striking visual, or a question or statement that sets the tone. When that opening lands, your video has a better chance of holding someone's attention.

I don't just work at Buffer; I've been using it as a marketer for more than 12 years!

Which is why I'm so excited about Buffer Insights, the new analytics suite. It tracks follower growth, engagement, and impressions across Instagram, Facebook, X, LinkedIn, TikTok, Pinterest, Threads, Substack Notes, Bluesky, YouTube, and Mastodon, lets you compare performance across date ranges, channels, and post types, and exports reports as PNG, PDF, CSV, or Markdown.

I thought an, ahem, insight into how I personally use analytics in Buffer might be useful for anyone getting started with it. So these are my top four Insights features that I can't live without.

1. Claude Connector

I pretty much live inside Claude these days, especially when I'm thinking about social content. I don't use it to write posts, but I do use it to plan them.

I typically start each month by working on a rough content plan. Because Buffer has an MCP that connects to Claude, ChatGPT, and others, I can easily pull my social data into a conversation and get suggestions for what topics and post types have been performing best. Here's the prompt I use:

Plan a month's worth of content for my LinkedIn and Threads profiles. Start by pulling my Buffer data from the past year and tell me what's resonating the most

From there, Claude helps me put together a rough plan for the month.

This has become the way I plan almost all of my social content, and I reckon it saves me a few hours every week. It also reduces the mental load of having to think about content all the time.

2. Weekly Pulse

Even though I like to plan content over a month, I still need to keep track of how things are going, and I tend to make a lot of adjustments on the fly. Social media moves lightning fast, and there are usually some trending topics or new products that I want to post about.

The Weekly Pulse shows me where I'm at for the week, including how many posts I've shared, how follower growth is tracking, and how much engagement I'm getting. I'm working hard on improving my comment score as I know that replying to comments is a great way to boost post visibility.

3. Tags

There are tons of ways you can use Tags in Buffer, but I primarily use them to capture results for product launches and announcements. The setup takes two steps: add a tag to each post when you schedule it, then filter by that tag in Insights to see how those posts performed as a group

For example, we recently launched support for Substack Notes in Buffer, and every launch post is tagged so I can see the results in one place. So far, so good — those six posts on launch day drew 254 engagements and 17,000 impressions!

Because each launch gets its own tag, I can also compare launches with one another. That’s handy when you’re working out which launch metrics are actually worth tracking.

4. Reports

If a tree falls in a forest but no one hears it, did it really fall? I feel the same way about social content. If you don't communicate the results, whether to a client or a teammate, you might as well not have posted at all.

Buffer's reporting features aren't just handy for agencies — I use them all the time to show our product and leadership team how our product marketing campaigns are performing.

There are a few report export options, including CSV, Markdown, and PDF. I use PNG snapshots most often, as they're the fastest and simplest way to highlight a win in Slack.

Using these features together

Each feature covers a different part of my month:

• At the start, I plan with the Claude connector.
• As I go, I check the Weekly Pulse and adjust.
• For launches, I use tags so I can measure each one as a group.
• At the end, I share the results through reports.

Buffer Insights is available on every plan, including the free one. If you’ve found a smarter way to use any of these (or any of Buffer’s other features!), I’d love to hear it, so come find me on LinkedIn and tell me about it!

LinkedIn has become a mainstay platform for our content team. That’s probably inevitable when: A, you work at Buffer; B, you’re trying to post consistently; and C, the obvious place to start practicing is something you’re already doing every day: work. And along the way, several of us have built up sizable audiences.

Kirsti Lang has 16K followers, Sabreen Haziq has just over 36K, and I have just over 25K. And that doesn’t count Instagram, YouTube, or TikTok. We’ve all been taking brand deals since 2025 across platforms, and so whenever teammates reach out for advice, as Hailley Griffis, Director of Communications and Content at Buffer, did, those of us who have been at it for a while have a ton to share.

Hailley got her first inbound request and asked in Slack what to charge, and while troubleshooting, we all thought, “This would make a great blog post.”

Because, really, how do you charge as a creator? None of us would call ourselves influencers, but between us, we’ve worked with more than 50 brands, and each of us determines our rates in vastly different ways. And we all did a lot of trial and error on our own to reach this point, benefiting from the generosity of other creators’ transparency. To pay it forward, we put together this article.

I’ll caveat that we’re all mid-size creators in pretty SaaS and tech that historically pay well, with experience, time, and research behind us. But I still think the knowledge shared in this article can work for any type of creator.

So, without further ado, let’s get into it.

Key takeaways

1. As of October 2026, the three of us charge $500–$1,000 for a sponsored LinkedIn text or single-image post. A short video costs $900–$4,000, depending on how much production goes into it.
2. Follower count doesn’t work well as a pricing formula. At $10 per 1,000 followers, my 25K LinkedIn following would put a post at $250. I start at $650.
3. Format determines the price more than anything else. Brands mostly ask for video, and video takes longer to make. Kirsti’s short videos take about 11 hours each, which works out to roughly $80–$110 an hour.
4. Charge separately for usage rights, exclusivity and extra revisions. Between the four of us, letting a brand run your post as an ad adds about 30% to 60% to the base rate.
5. Keep discounts for long-term partnerships, where they save you admin and negotiation time. Don’t discount a one-off deal in the hope of more work.
6. Raise your rates when you have proof: a brand’s own performance data, strong engagement on your first posts, or brands coming back to book you again.
7. Before you quote, ask which platforms the brand wants, whether they’ll run the post as an ad, what exclusivity they need, and the timeline, deliverables and budget flexibility.

Jump to a section

How much we charge for sponsored posts

Here are our rates as of October 2026, in US dollars.

Of course, these rates are not set in stone (I’m personally looking for bigger and bigger deals every time), but they should give a good baseline for how you can think about your own pricing.

Kirsti prices for her time

Kirsti makes content about home office setups and productivity tools. She got her first LinkedIn brand partnership in 2025 and has worked with around 10 brands since. Most of her requests come through Passionfroot, a creator storefront, but her best-fit partnerships are usually direct. Lately she's been reaching out to brands she loves herself, and she's been surprised by how well that works.

“I’m becoming more selective about who I work with now,” she says.

She's clear about what she's pricing: “My time, for sure. I’m a mom, and I only have 4-5 hours a week to spend on content creation. Most of that has to go to my organic content. So that doesn’t leave time for more than a single sponsored post a month, really.”

“Now, I charge what the time is worth to me, rather than what is the ‘going rate.’ … I’m fortunate enough to have a full-time gig at Buffer that I have no interest in leaving! I have no doubt that would be different if creator work was my primary income source.”

When I asked how long one short-form video takes, she broke it down: about two hours of admin, two hours of scripting, an hour of setup plus hair and makeup, two hours of filming, three hours of editing, and an hour of revisions. Then she adds: “Wait, that is crazy!”

And it is. Because that's 11 hours and at $900 to $1,200 per video, it works out to roughly $80 to $110 an hour.

The most she's been paid is about $2,400 for a high-production YouTube video plus a Short with perpetual usage rights. She went in higher than she felt comfortable and was glad she did, because it was a lot of work. And her reason for pricing at the higher end for her audience size hasn't changed since our Slack thread: it “weeds out the poor-fit brands.”

Sabreen prices the production behind each post

Sabreen writes about the creator economy, marketing, and the AI tools changing how marketers work. Since May 2025, she's worked with close to 40 brands on roughly 100 sponsored pieces, and several of those brands have booked her six to 10 times.

Almost all of that happens on LinkedIn. Her Instagram and YouTube are for a different kind of content (self-improvement and cultural unlearning), and while brands do push for Instagram, it's never part of her standard bundle.

“The audiences follow me for different reasons on different channels, and I protect that,” she says.

Her short video range is wide on purpose. A straightforward talking-head video sits at the $1,500 to $2500 range. One where she builds animations separately, hand-draws elements, or films from a point of view that complicates the edit sits closer to $4,000. Her biggest deal, around $7,000, was an in-person event: a pre-event post, a recap video, an interview video, and ad boost rights, priced for her days on site as well as the deliverables.

Her lowest was about a year ago: “I accepted $500 for a video post. I was new to the space and hadn’t yet understood what my production was worth.”

She prices production first and audience second, with one caveat about LinkedIn: “I've had strong posts sit flat for days and then pick up, so I try not to over-index on reach and impressions in a quote. I price the work based on production value, and I report on performance honestly afterward, with added context.”

And she’s careful about what she puts her name behind: “I push back on product teams quite a bit. If a demo isn’t producing the outcome I’m supposed to show on camera, I’ve ask teams to rework things before I film, because I’d rather do more work on both sides than put my name behind a claim the product can’t support.”

Tami (that’s me!) started at $150, and now I mostly take agency rates

I started out posting about my career on LinkedIn: looking for remote work, landing my first remote content marketing job, and eventually joining Buffer. I have just over 25K followers there and a little over 3K on Instagram, which is where most of my energy has gone this year.

My first deal was $150. I'd pitched an AI writing tool, so I priced it low to make it worth their while, even though I had nearly 20K followers at the time. They said yes without hesitating, and that gave me the confidence to quote $350 to a video call app I was talking to at the same time. Within four months, I was at $500, which felt like the sweet spot.

Since then, most of my deals have come in through agencies and the occasional DM. And because running a deal myself is a lot of extra work, I tend to take whatever rate the agency shares.

That's how I ended up with $1,000 for a single-image post with a workspace app and $2,000 for two videos with a video production tool. Side by side, those are a bit unbalanced. By the rates I'd quote today, the image post came in above what I'd charge and the videos came in under, especially since one of them took a full day of vlog footage plus a voiceover.

So that's what I want to change in 2027: getting the most value out of each deal, for me and for the brand.

6 guidelines for setting your rates as a creator

None of the three of us uses any specific formula, but I found that similar patterns, which I’ve categorized into rules, come up in how we each set our rates.

1. Price by format, not by follower count

Follower count is no longer used to gauge what a sponsored post is worth. By that metric, if you priced a partnership at, say, $10 per 1,000 LinkedIn followers, that would put my paid content at $250. I start at $650 for one text post.

Nowadays, though, brands want to know how far your posts travel compared with your follower count. “Your rate is relative to meaningful engagement,” says Sabreen. Favikon's 2026 B2B pricing guide puts it the same way: “Follower count sets a floor, not a price.”

Sabreen’s test comes from the brand’s side: “Your success as a creator comes down to whether they get better value from you than from putting the same money into an awareness marketing ads.”

Format, on the other hand, changed our numbers a lot. Kirsti goes from $500–$700 for text to $900–$1,200 for a short video. Sabreen goes from $600–$1,000 to $1,500–$4,000, and I go from $650–$750 to $1,250–$1,500. Brands mostly ask all three of us for video, and video takes longer to make, so it costs more.

“Being a video creator on LinkedIn is a real advantage right now, because the supply of creators who can produce it well is still thin,” Sabreen says.

⚡ Pro tip: Time one deal from the first email to the final revision, then divide your rate by the hours.

2. Charge separately for usage rights and exclusivity

If a brand wants to run your sponsored post as an ad, charge for that separately. Kirsti adds about 50% for usage rights, depending on how long the brand wants them. Sabreen adds about 35% for 90 days and 50% for six months, or a flat rate of around $400 a month on long retainers.

Exclusivity is the one I'm firmest on. I always charge for it, or I won't sign. Most of my deals are with software companies, and so many tools overlap that a competitor clause can block a lot more than you'd expect.

Sabreen learned that the hard way. A 30-day competitor blackout on either side of a monthly post turns into a year of exclusivity if the deal runs for a year. She now prices exclusivity on what it blocks her from taking, and asks for the narrowest window the brand can live with.

Revisions are worth a line in the agreement too. Kirsti and Sabreen both cap revisions at the script stage and won't reshoot, because changing one moment usually means refilming the whole video to match the lighting and outfit and on and on. Sabreen shares, “Brands get two rounds on the script, and script sign-off is the point of no return.” I just add a line item for any extras, but that hasn’t come up yet.

3. Decide whether your rate card shows your top price or your starting price

Kirsti and Sabreen publish their rates in opposite ways. Kirsti's rate card shows the top of her range, because “folks will always want to negotiate down, no matter where you are priced.” Sabreen's Passionfroot storefront prices sit at the low end as an entry point, and she quotes each deal once she knows the deliverables, timeline, usage, and how much production it needs.

“My actual quotes change constantly, since I don’t believe pricing is one-size-fits-all,” Sabreen says.

Sabreen also doesn't believe in the “it never hurts to ask for more” mentality, and her first deals with a new brand run slightly lower before she moves them up. I don't think either approach is wrong. I think they suit different volumes: Kirsti has room for about one sponsored post a month, and Sabreen has brands rebooking her six to 10 times, so that’s an incentive to keep them coming back.

I keep a rate card in Notion (it does need updating), but I treat each deal as its own thing.

4. Save discounts for long-term deals

Kirsti and Sabreen both discount retainers, because a long-term deal saves them hours of negotiation and admin. A one-off discount in the hope of more work is a different story.

Kirsti took $700 for a cross-platform video she'd usually price around $1,200, because it was a big brand she really wanted to work with long term. In her words from the Slack thread: “Alas, it was not to be!” She currently has a retainer with another tech brand she loves, which is the kind of long-term partnership she prefers: $600 a carousel and $900 a video, about one post every two months.

Sabreen has been there too: “Earlier on, I was a bit of a pushover when a brand came in under my number. Now I turn those deals down, because a budget that far below market rates won’t materialize into a healthy, meaningful long-term partnership. If a brand is out of touch with market rates, it’s usually also out of touch with the brand equity a creator brings by putting their name behind a campaign.”

Sabreen describes what she gets for the retainer discount as “a booked calendar, a brand team that already trusts my judgment, one round of negotiation instead of twelve.” She thinks of it as hours back rather than money off, and Kirsti used almost the same phrase. Sabreen keeps that discount small, though, because the production time doesn't shrink.

In Kirsti’s words: “All of the admin and negotiation that comes with kicking off a deal is time consuming. With a long-term partnership, you usually only have to do that once. So I see this as getting hours ‘back,’ if that makes sense?”

My first deal was a discount too: $150, because I was the one pitching. It worked out in a roundabout way, since the quick yes gave me the confidence to quote $350 to the next brand. But on discounting to win more work, Kirsti's take is the one I'd pass on: “This is a recipe for burnout. Quality will always bet better than quantity, for you and your audience!”

5. Raise your rates when the results back you up

Sabreen raised her rates the same day she learned that a brand's own data showed she'd delivered the best cost per acquisition on its campaign.

Two things happened around the same time. She was on a call with a creator who had fewer followers and was charging close to double her rate for the same deliverable. Then she found out a brand she'd worked with had shown that creator which creators performed best, and it was her, with a note that she should be charging more.

She shares, “Hearing it from the buyer's own numbers, rather than from another creator's encouragement, is what moved me. I reset my rate card the same day.”

“I took the slower route, built long-term relationships, and proved to brands over time that I’m worth investing more in. The rate followed the proof,” she adds.

My version of this experience was smaller, but it followed the same logic. I went from $150 to $350 to $500 in under four months, and each jump came after some proof: a brand saying yes without hesitating, then how those first posts performed. My first brand report showed 4.5K+ reach and 3.72% engagement. Looking back, I wish I'd factored my engagement rate into my pricing a lot sooner.

6. Ask these questions before you send a number

Before quoting, the three of us ask some version of the same questions:

1. Which platforms do you want this on?
2. Do you want to run it as an ad, and for how long?
3. Do you need exclusivity, and how wide?
4. What's the timeline, and how many deliverables?
5. What do you want to see in the post, and do you have examples of what good looks like?
6. Is the rate flexible?

Then there's the question we ask ourselves: does this fit my niche? None of us takes work outside it, because the post would underperform. As Kirsti put it, “There's nothing worse than sharing a sponsored post's performance when it has tanked.”

Kirsti learned that one early: “In my second or third brand deal, they requested that I change the sequence of the shots so that the product was in the very first frame. I knew that would be a terrible hook and for some reason I felt weird about pushing back? I wish I had because the post performed terribly.”

I turn deals down all the time when they don't fit my values or my audience. Sometimes I suggest a different angle on the brief, and sometimes it's just a no.

So, what did Hailley put on her rate card?

Hailley built a sponsored post page on her site, listed her rates, and sent it to the interested company. They ended up coming back with a much smaller budget, which she chose not to move forward with.

Hailley ended up going with slightly higher rates than she initially researched, because she knew any post would be a big time investment for her and she wanted to get the production of it right. At the time of writing this post, her rates are:

• $700 for a LinkedIn text or single-image post
• $900 for a carousel
• $1,800 for three posts over four to six weeks
• $200 to add a mention in her newsletter

On top of that, she charges 30% more for six months of brand-owned use, 60% more for 30 days of whitelisting or Thought Leader Ads, and 50% more for three months of category exclusivity. She doesn't offer perpetual rights at all. Her audience stats come into the page through Buffer's API, so a brand always sees current numbers.

I have a feeling the next deal will be a firm YES.

Once the deal is signed, the posts still have to get made, scheduled, and reported back to the brand. We can help with that: **Get started for free.**

Managing social media with more people means… more tools. And, often, a lot of red thread to connect the dots between them all. Feedback comes in emails, Slack, sometimes a DM from someone on Instagram.

This new Buffer feature will put an end to all that (and save you some red thread!).

What's new

Mention your teammates. Type @ and a teammate's name to mention them in a note. They'll know exactly which post needs their eyes and what you need from them.

Get notified. When you're mentioned, or when someone adds a note to a post you created, you'll get an email right away, so feedback reaches you whether or not you're in the app.

See the conversation happen live. New notes appear in the thread as they're written; no refresh needed. If you and a collaborator are both looking at a post, you can hash it out on the spot and settle the question in one sitting.

Format your notes. Notes now recognize Markdown, so you can add links, lists, and headings to keep longer feedback readable.

React with an emoji. When a thumbs up covers it, you can react to a note instead of adding a reply.

Notes are now available on every plan, including Free. Even working solo, it's a handy spot to leave yourself context on a post, like a reminder to update the copy before it goes out.

A discussion about discussions

Some behind-the-scenes from the project: we nearly renamed this feature to Discussions.

When the team scoped the revamp, a debate kicked off in Slack about whether "Notes" still fit. The case for renaming it Discussions was pretty solid, since with mentions and live replies the feature now hosts full back-and-forth conversations, and a few of us felt the old name undersold that. Conversations was a on the table too, along with some creative alternatives once we realised we'd already used most of the good collaborative words elsewhere in Buffer.

We landed on keeping Notes because it matches how people naturally talk. Saying "I left you a note" sounds like something a colleague would say, whereas "I started a discussion with you" does not. If Notes keeps growing into a bigger home for team conversations in Buffer, we may revisit the name down the track, and we'll keep you posted if we do.

Built for teams of two or twenty

If you're an agency juggling client feedback, Notes gives you one place where approvals and revisions happen, with a record of every decision that anyone on the team can find later. If you're a small business that recently added a second person to the social workload, Buffer starts working as a shared space where you can plan and review posts together.

We've been using it ourselves too. Our remote team works across time zones and leans on Notes for handovers, leaving context on a post so the next person can pick up exactly where things left off.

And there's more collaboration work on the way. Real-time notes are the groundwork for much of what we're building next, so if working on social as a team is central to how you use Buffer, keep an eye on this space over the coming months.

Try it out

Open any post in Buffer, add a note, and mention a teammate. If you don't have teammates in Buffer yet, you can invite collaborators on the Team plan.

Get started for free

I don’t know about you, but my earworms are pretty much exclusively trending songs from TikTok at this point. (Even the non-music sounds from TikTok tend to get stuck in my head, but I digress…)

The catchiness of these tunes is incredibly powerful for creators and brands on the social media platform to tap into, because not only do users remember the song; chances are, videos that featured the track will probably stick in their minds, too.

Beyond memorability, of course, is the algorithmic effect of being right on the cusp of a trending TikTok song. And who would say no to a little boost for the content they worked so hard on?

In this post, I’ll share the most viral songs and sounds on TikTok in October 2026 — and how to use them to boost your content.

Why trending TikTok sounds matter

Since you’re here, I probably don’t need to tell you that using a hot sound on TikTok can increase your chances of landing on the For You page, especially if you’re early to the trend.

TikTok’s algorithm often prioritizes familiarity and repeatability, so when a song is on the rise, jumping on it can give your post more visibility.

For example, if I’m scrolling through my FYP and watch a video with a particular audio, the TikTok algorithm will likely test the waters with another video that uses the same sound a couple of videos later. The algorithm wants to understand exactly why I lingered on the first video. Was it the music?

If yes, boy, does the FYP have more where that came from.

The right TikTok sounds or songs can instantly set the tone, spark emotion, or cue a punchline for your audience, particularly if the sound, like many of the ones below, has been used in a specific way.

The songs or sounds that become so viral they turn into a moment in internet culture are the really special ones.

All that said: you don't need to spend hours scrolling to find the best audio for your next post. Here are the most popular TikTok songs and audio right now, updated in 2026. We’ll keep this list regularly updated, so do be sure to bookmark this page and come back if you need more inspiration!

How to find trending songs on TikTok

• Browse TikTok’s Creative Center: Visit the Creative Center to see top trending songs by region and time period (above). It’s TikTok’s built-in trend tracker for sounds, creators, and hashtags. Note: TikTok Creative Center trends lists are currently undergoing some changes, and no trending audio is available for now. Watch this space for updates.
• Use TikTok’s search bar: Search phrases like “viral sound” in the TikTok app, tap the Sounds tab, and scroll through the most-used tracks labeled popular.
• Get personalized recommendations from TikTok: When you upload a video, TikTok will suggest music that matches your content, a great shortcut for finding relevant sounds.
• Discover playlists curated by TikTok: Tap Add Music > Discover more sounds to browse playlists by genre, category, or what’s hot in your region.
• Check out Tokchart: Tokchart shows the fastest-rising TikTok sounds from the past 24 hours, updated in real time. You'll need a paid account to get all the details.
• Look for trending audio on Instagram: Instagram Reels often feature songs that cross over to TikTok. Tap the music icon in the reels editor and check the Trending tab for current hits.

💡 Bonus tip: Always preview how a sound is being used. Tap the sound name on TikTok to watch example videos — this gives you the context you need to ride (or remix) the trend.

13 trending TikTok songs and sounds

Updated October 2026

1. Ramalama (Bang Bang)

The ‘Ramalama costume walk’ trend is back for spooky season, and it's fairly simple to swagger to. Strut to Ramalama by Róisín Murphy as the camera pans up from your feet to reveal your full Halloween get-up.

🎧 Get the song

2. original sound by Nileyna Garcia

Let your face do the talking: Pick a topic from your niche, rank your options using facial expressions and hand gestures, and let viewers see what you really think.

🎧 Get the sound

3. original sound by Harvey Guillén

Apologize for being a little dramatic, only for friends or family to reply, “It’s OK, I’m used to it.” The music switches to Poker Face by Lady Gaga for a perfectly timed punchline: looking personally offended by this response.

🎧 Get the sound

4. alkuperäinen ääni

If you're feeling some main character energy this month, this trending TikTok sound uses Drake’s “October is all about me” line with simple videos and on-screen text to celebrate numero uno.

🎧 Get the song

5. sonido original

Upside Down by Diana Ross is soundtracking a quick and easy transition trend on TikTok. Creators sync their hand gestures to the lyrics, then reveal their finished look.

🎧 Get the song

6. pll purposes only ty

This trend borrows the ominous text messages of Pretty Little Liars, where a mysterious villain known as “A” sends threatening messages to the main characters. Creators are using the show’s sound and on-screen text that ends with “-A” as a (somewhat creepy) narration of their everyday moments.

🎧 Get the sound

7. Wyw my sweetie #JerseyClub - Slowed

The “Find the Beat” challenge uses a slowed Jersey Club track to test someone's dance-floor instincts. One person knows the moves, while their partner has to find the beat on the spot. Try it with a partner, coworker, friend, gym buddy, or anyone who’s a good sport.

🎧 Get the song

8. Spooky, Scary Skeletons (House VIP Remix)

'Tis the season of the skeleton. This fun song is an added bone-us (sorry) for any Halloween content. A lot of creators are using it for recipes of themed treats.

🎧 Get the song

9. original sound by 𑣲sydney

Set to The Reason by Hoobastank (I may or may not have been played this song after a break-up in high school), creators share a confession, then act out the lyric “I’m not a perfect person”.

🎧 Get the song

10. son original - 𝙞𝙩'𝙨 𝙟𝙪𝙨𝙩 𝙖 𝙙𝙧𝙚𝙖𝙢

This creepy TikTok trend pairs this eerie clip with a strange "fact" on screen. Museums, history accounts, and true-crime creators can use it to share spooky stories from their own niche.

🎧 Get the sound

11. original sound by EDCapCut

The Step Brothers "Wipe Me Down" dance trend has creators using a CapCut template to put their own faces into a synchronized dance clip. Use the CapCut template to cast yourself, your friends, or your favourite characters in the ridiculous dance.

🎧 Get the song

12. Be OK

Cheerfully dance through whatever life is throwing at you with Ingrid Michaelson’s Be OK. Add an on-screen confession about work stress, money worries, personal drama, or a very specific industry headache, then let the upbeat chorus deliver the punchline.

🎧 Get the song

13. original sound by Navy (Taylor's Version)

This sound clip uses Taylor Swift’s Cleveland! as the perfect song for romantic wedding-day reflections: "Now I'm wearing white, so hate all you'd like. This is the love of my life".

🎧 Get the sound

⚡Pro tip: For business use on TikTok, only use songs from TikTok’s Commercial Music Library or tracks you have a royalty-free/commercial license for. Using personal-use music in ads or branded content can get your videos muted or removed, so always double-check the license before posting.

Found a track for your next TikTok?

When you're creating content for your business or personal brand, staying on top of TikTok's audio trends can help you reach new audiences and keep your content fresh.

Start with one or two of the methods we discussed to find popular sounds, and don't forget to save your favorites for later.

If you've created a TikTok post with audio from this list, we'd love to see it. Tag @bufferapp on TikTok so we can find you!

Later is a strong tool for visual-first creators and social media managers. It supports a whole bunch of social channels, but where it really shines is with Instagram.

You get a polished grid preview and plenty of Instagram-specific features (think: tag products and scheduling collab posts), plus a creator marketplace to monetize your social media presence. If your content is heavily Instagram-driven, Later could be a great choice for you.

Brands also get an influencer platform for finding creators and running campaigns.

But it comes with some constraints that start to matter as you grow:

• Post volume: monthly caps per social media channel that bite for high-output creators or anyone managing several active channels
• AI access: capped credits per month on every plan, with paid top-ups available once you hit the ceiling
• Analytics history: limited data going back on lower tiers, and no analytics for LinkedIn company pages
• Add-on costs: extra social sets come at a notable premium per month
• Bulk upload: no CSV bulk upload, which makes scheduling large campaigns a manual affair
• No X/Twitter support: if X is part of your social strategy, you need a way to schedule tweets outside Later
• Limited free plan: limited to 12 posts per channel, the link in bio page, plus access to the media library and creator marketplace with no unified inbox or analytics and reporting (you may not realize the free plan exists because it's not listed on the pricing page, but it does.)

If any of those feel familiar, the seven Later alternatives below may help.

Key takeaways

• Best overall swap: Buffer removes the posting caps, AI credit limits for publishing, and bulk upload restrictions that push most Later users to upgrade — and it has a real free plan.
• Best free option: Meta Business Suite covers Instagram, Facebook, and Threads scheduling at no cost, and it's strong for users already managing paid ads there.
• Best for influencer-driven brands: Sprout Social's influencer marketing platform is the closest match to Later's for creator partnerships.
• Best for enterprise teams: Hootsuite brings social listening, industry benchmarking, and 100+ integrations to large marketing teams.
• Best for social and paid ads teams: Agorapulse pulls ad comments into the same inbox as organic posts, making it the standout for teams running both channels side by side.
• Best for creator monetization: Planoly's Creator Store lets creators sell products, digital downloads, and services directly through a link in bio tool.
• Best for video content: RecurPost provides an Instagram feature set that rivals Later's and goes deep on publishing controls for TikTok and YouTube.

Later alternatives at a glance

Paid plan prices reflect each tool's entry-level plan, billed monthly. See each tool's section for detail. Last reviewed and pricing verified: October 2026

1. Buffer

Best for creators and teams who want a flexible, affordable social media management tool.

I'll be upfront: I've tested a lot of scheduling tools both as a creator and someone who works in marketing. There are some solid social media tools out there that handle everything from publishing posts to analyzing your social presence. And I always find myself using Buffer.

Why? It's an easy to use, affordable tool that helps me manage and grow my social media presence across many platforms, Instagram included.

Buffer offers creators two options — the Free and Essentials plans — for social media management, and a solid set of tools for creators and teams that focus on Instagram:

• Add music to your Instagram Reels: Search and preview music from Instagram and attach it directly to your reel while scheduling in Buffer.
• Tag collaborators on your posts: You can add up to three Instagram accounts to share a collab post, reel, or carousel.
• Schedule Trial Reels: Test your content — and reach new Instagram accounts — by posting a reel to accounts that don't follow you before it reaches your followers.
• Post several stories in one go: Add multiple photos or videos (or both) to one Instagram Story post, and Buffer will schedule it as a sequence.
• Use your Instagram bio link to sell things: Shop Grid turns your Instagram bio into a shoppable landing page where every scheduled post links out to a custom URL, with UTM tracking. Grid Preview shows you how your feed will look before anything goes live.

That's just Instagram. Here's everything you can do with the Free plan across multiple channels:

• Choose from 12 social media platforms: You can post on LinkedIn, Facebook, Instagram, TikTok, Pinterest, YouTube, and Threads, plus Bluesky, Substack, Google Business Profile, Twitter/X, and Mastodon, all of which Later doesn't support.
• Schedule across three platforms with no monthly posting cap: There's no ceiling on how many posts you can publish. You keep up to 10 posts queued per channel at a time, and slots open up again when posts are published. If you're posting the same content to multiple platforms, you can write once and adapt the copy for each from the same composer, rather than building each post separately.
• Use Buffer's AI Assistant as much as you want: There's no credit limit on any plan, including free. You can draft posts, repurpose old content, generate ideas, write alt text, or test hooks without watching a counter or being nudged to upgrade.
• See everything in one calendar: All your scheduled posts and drafts across every connected channel show up in one view. You can drag things around to reschedule without having to open each post individually.
• Get data that comes with recommendations: Insights tracks your metrics, and the AI-powered takeaways tell you what to do with them, so you're not staring at a graph trying to figure out what it means.
• Engage with your audience without switching apps: The Community inbox brings comments and mentions into one place. You don't have to check Instagram, then LinkedIn, then Facebook... it's all here, with AI-suggested replies if you want them (five per week on free, unlimited on paid).
• Save ideas before they get lost: Create Space holds up to 100 ideas that you can tag, organize in Kanban view, and develop into drafted posts without leaving Buffer. There's also a template library, pre-made and custom, for when you need a starting point.
• Connect Buffer to other tools, or build on top of it: You get a read-write API on every plan, including free, plus an MCP that connects to Claude, ChatGPT, Perplexity, Cursor, and Raycast, among other tools.

If you need more than three channels or want features like analytics exports, advanced analytics, unlimited post scheduling, and CSV upload, the Essentials plan starts at $6/channel per month for one user.

If you’re not ready to commit, Buffer offers a 14-day free trial on all paid plans. You can test every part of the publishing workflow and see for yourself how it feels to use.

Buffer's team collaboration features are designed to help small to medium marketing teams and growing agencies work smoothly together.

The Team plan starts at $12/channel per month. Here's what it adds:

• Unlimited users at no extra cost: There's no extra charge whether you have three team members or 30. You can add as many clients or new teammates as you like without boosting your monthly bill.
• Set permission levels by channel: Each team member can have full publishing access, a needs-approval status, or no access at all — set independently for every connected channel.
• Run an approval workflow: Team members who need sign-off submit posts before they publish. Nothing goes out without the right person seeing it first.
• Collaborate on content ideas: Create Space is shared across the whole team, so you can develop, tag, and refine up to 5,000 ideas together before anything hits the schedule. That can comfortably cover as many social accounts, campaigns, and clients as you need.
• Leave notes directly on posts: Add comments to drafts and pending posts — anyone with publishing access can read and reply, keeping feedback in Buffer rather than a separate thread or DM.

2. Meta Business Suite

Best for businesses and creators who work entirely within Facebook and Instagram.

Meta Business Suite is the most direct option if you're looking for a free Later alternative. It covers Instagram, Facebook, and Threads (to a limited extent), and it's built specifically around that scope.

You'll get publishing workflows of course, and perks like being able to add a story directly to Instagram Highlights without opening the Instagram app — a small thing, but one of those details that adds up over time.

Meta Business Suite also connects directly to Ads Manager, so you can create and boost posts, run AI-optimized ad campaigns, and see organic vs. paid performance in the same dashboard. If you're running Meta ads alongside your organic calendar, having them both in one native interface saves meaningful context-switching every week.

It sounds like a no-brainer because it's a Meta-owned platform — like Instagram, Facebook, and Threads — and it's free. And if your focus is on just these platforms, it's a solid option for creators and teams alike.

If you're active on LinkedIn, TikTok, Pinterest, or anywhere that isn't a Meta platform, you'd either need another social media management tool to complement or have to post on those platforms directly.

3. Sprout Social

Best for brands that run influencer campaigns alongside their organic social content.

If influencer marketing is a big part of your social strategy, Sprout Social is the most natural Later alternative from this list.

With Sprout Social's influencer marketing features, you get discovery, campaign management, and performance tracking in one place, not as a third-party plugin or integration.

Like Later, Sprout Social offers influencer marketing tools at a cost that's separate from its social media management tools. And at $249/user per month for teams, or $99/month for solopreneurs, Sprout is already a meaningful investment.

It's also one of the best-known social media management tools on this list. It earns its place for brands where influencer campaigns, advanced social listening, unified social inbox, and advanced analytics and reporting are core to the strategy — not peripheral features being explored for the first time.

4. Hootsuite

Best for enterprise teams that need advanced features like social listening and industry benchmarking.

Hootsuite shares some ground with Later on social listening — both tools offer brand monitoring and trend tracking — so it's a logical move for teams that want to keep that capability while gaining a more enterprise-grade platform underneath.

Beyond listening, Hootsuite brings bulk scheduling, industry benchmarking, customizable reports, employee advocacy, and a library of over 100 app integrations.

At $149/user per month, it's a significant jump in price compared to many tools here and closest to Sprout Social. That cost makes sense for teams with enterprise needs, and it's worth the steep learning curve for all the power it brings.

5. Agorapulse

Best for teams that want social inbox management for organic and paid post comments.

Agorapulse is a good option for teams that want to manage comments, DMs, mentions, and ad comments in a unified inbox.

Where Later's Social Inbox supports Instagram, Facebook, and TikTok, Agorapulse supports eight social channels — plus comments on boosted posts as well. If you're running paid social alongside organic, Agorapulse closes a gap that tools like Later leave open.

It also includes comment assignment, inbox moderation, message sentiment, collision detection (so two team members don't accidentally respond to the same message), and CRM integrations with HubSpot and Salesforce. That's a really solid toolkit for teams where audience engagement takes place across a wide range of platforms and ways to interact.

Agorapulse also goes deep on bulk scheduling via a CSV file — something Later doesn't offer — and offers advanced analytics and reporting, including for your Meta and LinkedIn ad campaigns.

6. Planoly

Best for creators who want to sell products or services directly through their social profiles.

Planoly is a Later alternative that takes a different approach to creator monetization: it gives creators the tools to sell directly to their audience.

The Creator Store is Planoly's standout feature, and it goes further than a standard link-in-bio tool. You get a URL to add to any platform's bio, which functions as a full storefront: physical products like merch (which you can also design through the store) and digital products like courses, ebooks, memberships, and consultations.

Hook up your Stripe or PayPal account, and you're ready to make money on Instagram, TikTok, or wherever you live on socials. There's a dashboard to track your products, orders, customers, and earnings.

For creators just getting started, Planoly offers free Canva-integrated templates you fully customize instead of starting from scratch. You can also set up automated DMs to send the right products to your followers when they comment on your posts.

One caveat to know before you sign up: although Planoly covers Instagram, Facebook, X/Twitter, Pinterest, LinkedIn, YouTube, Threads, and TikTok for scheduling, it doesn't have a social inbox for replying to comments or DMs across your channels.

If actively responding to your audience is a regular part of how you work, you'd want to pair Planoly with another tool for that. Buffer covers it if you're on multiple platforms; Meta Business Suite works if you're primarily Facebook and Instagram.

7. RecurPost

Best for video creators who want deep per-platform publishing controls.

If you post heavily to Instagram, YouTube, or TikTok, RecurPost's per-platform publishing controls are worth exploring.

The Instagram feature set here is more complete than you'd expect for $9/month. From the composer, you can post trial reels, add licensed audio, tag products and collaborators, boost posts, and set up automated DMs that trigger the moment a specific post goes live.

On YouTube, RecurPost lets you add custom thumbnails, set the video's privacy, add it to a playlist, and tag it as made for kids. For TikTok, you can set privacy per post, turn off comments, and enable duets and stitches right from the scheduling flow.

These video platforms aren't the only ones RecurPost supports. Like most of the tools on this list, it also supports Facebook, Pinterest, X/Twitter, Bluesky, LinkedIn, and Google Business Profile.

Which is the best Later alternative?

There's no single "best" alternative to Later. Which one is best — and right for you — depends on how you work, what you're managing, and what you actually need from a tool.

Most tools on this list have a free tier or trial. Narrow it down to a few that piqued your interest, then sign up and use them for yourself to see which one suits you best.

Here are a few questions worth thinking through to help you make a shortlist:

• What's your budget? Buffer's affordable, flexible pricing (plans from $6/channel/month, with a free plan to start) and Meta Business Suite (free, Facebook and Instagram only) are the two lowest-cost entry points.
• How many channels are you managing, and which ones? If you're entirely on Instagram and Facebook, Meta Business Suite covers that natively. If you have multiple social media accounts on platforms that aren't Meta-owned, you'll need one of the other options.
• Are you managing a team? Buffer's Team plan includes unlimited users, approval workflows, and per-channel permissions. Agorapulse adds collision detection and CRM sync for teams where inbox management is the priority.
• Do you run paid ads alongside organic? Agorapulse pulls ad comments into the same inbox as your organic social posts, and lets you track LinkedIn ad performance. Meta Business Suite connects directly to Ads Manager.
• Is influencer marketing central to your strategy? Sprout Social's influencer platform handles discovery, campaign management, and performance tracking in one place.
• Do you want to sell directly through your social profiles? Planoly's Creator Store lets you sell products, digital downloads, and services through a link-in-bio storefront.
• Do you post heavily to Instagram, YouTube, and TikTok? RecurPost's per-platform publishing controls — trial reels, licensed audio, TikTok privacy settings, full YouTube uploads — are worth a look.

If Buffer ends up being the right fit, we'd love to have you. And if it's not, I hope this helped you find the one that is.

FAQs about Later alternatives

Is there a free version of Later Social?

Yes, Later does have a free plan, although it isn't listed on the pricing page or promoted anywhere on the website. The most reliable way to end up on it is for your trial to expire and your account to downgrade automatically. The free tier gives you 12 posts per channel and the link-in-bio page, plus access to the creator marketplace and media library, but there's no social inbox or basic analytics available.

What is the best alternative to Later?

The best Later alternative depends on your goals, budget, and which platforms you're active on. There's no single right answer. The tools in this list cover a range of use cases, from flexible, multi-platform publishing to creator monetization to enterprise-level inbox management, so the right pick will come down to how you work and what you need from a switch.

Is there a free alternative to Later?

Yes. Buffer's free tier includes three channels, 10 social posts per channel queued at a time (refillable as they publish), unlimited AI Assistant, Create Space, and a Community inbox. It's a genuine free plan with no strings attached. Meta Business Suite is entirely free with no paid tier, though it covers Instagram, Facebook, and Threads only.

Which is better, Later or Buffer?

It depends on how you work. Later is a strong tool for visual-first creators — particularly those whose content is heavily Instagram-driven — with a polished grid preview, Instagram-specific publishing features, an influencer marketing platform, and a creator marketplace. Buffer is a better fit if you're managing multiple channels (including X/Twitter, Bluesky, or Mastodon, which Later doesn't support), want unlimited AI on every plan, or need to scale a team without per-seat fees. Our full Buffer vs. Later comparison goes deeper if you want to see how the two tools stack up across pricing, features, and use cases.

Can I switch from Later without losing my content?

Your published posts and social accounts live on the platforms themselves, so you won't lose them. What you'll need to rebuild are any scheduled posts queued inside Later. Most tools here let you reconnect your social accounts in a few minutes and start scheduling right away. If historical analytics matter to you, some tools (including Buffer) can pull in past post data on connection, though how far back they sync depends on what each platform's API makes available.

More Instagram marketing resources

• How to Get More Followers on Instagram in 2026 (13 Tried & Tested Tactics)
• Best Time to Post on Instagram in 2026: Data from 9.6 Million Posts
• Instagram Marketing in 2026: The Complete Guide to Form Your Strategy (+ Best Practices)
• Instagram Image Size Guide 2026: Post, Story, and Reels Dimensions
• 6 Instagram Analytics Tools That Will Help You Grow Your Audience in 2026

Every few years, someone declares that Facebook is dead. And then 3 billion people log in anyway.

When it comes to social media platforms, Facebook is as crowded as they come. The social network currently has 3 billion active users — so almost a third of the world's population has a Facebook account they use regularly.

Crowded as it may be, it's still a powerful social media marketing platform for businesses and creators — it’s why I’ve recently added Facebook into my social media crossposting strategy.

I already have some Instagram content that I think will resonate on Facebook, and I’m experimenting with crossposting it there. With all that solid content locked and loaded, one of the first things I defined in my shiny new Facebook social media strategy was when to post for maximum engagement.

When it comes to the Facebook algorithm, engagement — reactions, comments, shares, and likes — is a strong signal that your content is valuable and that more people will enjoy having it in their Facebook news feeds.

The higher your engagement, the higher your reach tends to be — and the greater your chance of achieving your social media goals, whether that means driving traffic to your website, making a sale, or simply growing your Facebook following.

So, how do you pinpoint the best time to post on Facebook for your audience, especially if you're just starting out (or you’ve dusted off an old Facebook account, like me)?

The first place I looked was our data.

The Buffer data team has analyzed the performance of more than 14 million Facebook posts sent via Buffer by businesses, creators, and influencers to pinpoint the best time to post on Facebook, the best day to post on Facebook, and which days and times are best avoided.

Ready to jump in?

Key takeaways

• Peak posting time: The single best time to post is Thursday at 9 a.m., with Wednesday and Sunday mornings also delivering strong engagement.
• Best day: Wednesday is the top-performing day for Facebook engagement overall, with Thursday and Tuesday following close behind.
• Morning advantage: Engagement peaks between 6 a.m. and 11 a.m. on most weekdays — Monday is the exception, with its best slots between 7 p.m. and 10 p.m. Afternoons (12 p.m. – 5 p.m.) consistently show the lowest engagement.
• Avoid the weekend: Saturday is the worst day to post on Facebook, with engagement dropping significantly compared to mid-week — Sunday performs slightly better but still trails weekdays.

Is there a best time to post on Facebook?

There's no magic, universal best time to post on Facebook, during which your content is guaranteed to go viral (if only it were that easy).

The best time to post on Facebook — or any social media platform — always depends on your audience and how they engage with your content. (It's the same story on every platform — our best times to post on social media roundup shows how much the windows shift from one network to the next.)

That said, our data analysis has picked up some definitive links between posting times and high engagement rates, which could be a great starting point if you're new to Facebook.

My advice is to use these times as a springboard for experimentation — that’s exactly what I’ve been doing for the past few weeks. Luckily, we have plenty of high-engagement times on Facebook, so there are plenty of options for your posting schedule.

The best times to post on Facebook

According to Buffer data from analyzing 14 million posts, the best time to post on Facebook is 9 a.m. on Thursday. Our analysis showed that mid-morning on Thursday consistently delivers the highest engagement of the week.

The data reveals that morning posting times tend to perform best — we pinpointed other hotspot times on Thursday at 8 a.m. and 10 a.m., which round out the top three posting times.

🌅 Overall, posting in the morning hours between 6 a.m. and 11 a.m. on weekdays gets solid engagement, as you'll see from our analysis.

The data shows that engagement remains strong through mid-morning, with a slight peak around the 8-10 a.m. window. Performance tends to drop off during the afternoon hours (12 p.m. - 5 p.m.), making these generally the worst times to post.

It's helpful to consider these posting times in the context of general audience behavior as part of your overall posting strategy — which is why I always tend to turn to demographics.

The largest demographic of Facebook users is aged 25-34 (closely followed by ages 35-44). This suggests that users are more likely to check their Facebook News Feeds during their morning routine or early work hours, making it an ideal time to post.

A fascinating report by the Pew Research Center found that an overwhelming majority (93%) say keeping up with friends and family is a reason why they use Facebook. By comparison, the primary use case for other social media platforms like Instagram (86%) and TikTok (95%) is entertainment.

With this in mind, it makes sense that morning hours see strong engagement on Facebook, where users check in to catch up with loved ones — a higher priority than a mindless scroll through, say, some Instagram Reels.

Weekend behavior shows lower performance overall, with Saturday and Sunday seeing notably less engagement than weekdays (more on this below).

The best time to post on Facebook at a glance

Here are the top three posting times for each day, based on Buffer's analysis of more than 14 million Facebook posts:

The best time to post on Facebook on Monday

The best time to post on Facebook on Monday is 9 p.m., followed by 10 p.m., and then 7 p.m. Monday evening sees strong engagement, though Monday overall ranks among the lower-performing days of the week.

The best time to post on Facebook on Tuesday

The best time to post on Facebook on Tuesday is 8 a.m., followed by 7 p.m., then 7 a.m. Tuesday shows a strong morning performance, with early hours delivering solid engagement rates.

The best time to post on Facebook on Wednesday

The best time to post on Facebook on Wednesday is 8 a.m., followed by 9 a.m., then 6 p.m. Wednesday is the best day of the week overall for Facebook engagement, and its 8 a.m. slot is the second-best posting time of the entire week.

The best time to post on Facebook on Thursday

The best time to post on Facebook on Thursday is 9 a.m. — the single best posting time across the entire week. Other peak times on Thursday include 8 a.m. and 10 a.m., making Thursday morning the golden window for Facebook engagement.

The best time to post on Facebook on Friday

The best time to post on Facebook on Friday is 8 a.m., with other strong posting times at 7 a.m. and 6 a.m. Friday maintains solid morning engagement, though performance begins to taper as the weekend approaches.

The best time to post on Facebook on Saturday

The best time to post on Facebook on Saturday is 10 p.m., with other peak times at 6 a.m. and 9 p.m. However, Saturday overall shows significantly lower engagement compared to weekdays, making it one of the least optimal days to post.

The best time to post on Facebook on Sunday

The best time to post on Facebook on Sunday is 10 a.m., followed by 9 a.m. and 8 a.m. Sunday's 10 a.m. slot is the third-best posting time of the week, but Sunday as a whole trails the weekdays.

The best day to post on Facebook

The best day of the week to post on Facebook is Wednesday — posts shared on the platform mid-week tend to see the highest engagement overall.

Thursday comes in a very close second, with Tuesday rounding out the top three. The data shows that mid-week posting (Tuesday through Thursday) consistently outperforms both the beginning and end of the week.

There is a noticeable dip in content posted on the weekend. Saturday is the worst day of the week to post on Facebook, with engagement dropping significantly compared to weekday performance. Sunday shows slightly better engagement than Saturday, but still falls well below the mid-week sweet spot.

So if you're building a schedule from scratch, start in the middle of the week, particularly Wednesday and Thursday mornings.

Get the best times to post on Facebook right in Buffer

You could add these times to a spreadsheet or set reminders on your phone, whatever works for you. But if you really want to work smarter, not harder, you can create an automatic optimal posting schedule right in Buffer. It's really easy to set up, too.

You can automatically set these recommended times for Facebook and your other social media platforms. They'll appear as posting slots in your queue and calendar, making it super easy for you to schedule posts at the best times.

It'll take you less than a minute to set up:

1. Select Facebook on your channels list on the left.
2. Click on the settings (gear) icon above the calendar.
3. Scroll to Posting Schedule and under Posting Times, click the Generate New Posting Times button.
4. Then Use Recommended Posting Times.

The schedule will automatically update to include the best posting times for the week, based on our latest analysis of millions of Facebook posts.

The next time you schedule a post, you can easily choose one of these high engagement slots. No more guessing!

Your checklist for high-performing Facebook posts

Figuring out the best time to post on Facebook can be helpful, but it's not the ultimate secret to Facebook success (again, if only it were that simple!).

As we unpack in our guide to the Facebook algorithm, there are several other things you can do to give your content the best possible chance of reaching more people (and our tips for increasing Facebook page engagement go deeper). Here's a high-level overview:

1. Share content that prompts conversations: Producing high-quality content should always be your priority on social media. Tap into your Facebook Insights or Buffer Insights to stay on top of the content that resonates most with your audience. Remember: Facebook likes authentic accounts that contribute to their community and create meaningful interactions.
2. Cultivate authentic relationships with your fans: Reacting and replying to comments and always responding promptly to DMs is only half the battle — be sure to be thoughtful and authentic in your replies to really connect with your audience.
3. Experiment with different content types: While photos generally perform best, your target audience might respond better to something else. Text, photos, GIFs, Reels — be sure to try them all more than once.
4. Tap into user-generated (UGC) content and mentions: When people tag you in posts, take notice. This is a perfect opportunity to share their content as user-generated content — with their permission, of course.
5. Aim to be on users' 'Favorite' lists: Facebook users can take more control of their feeds with the Favorite list feature. Encourage your fans to add you to that list so they never miss your content.
6. Don't resort to clickbait or engagement bait: Clickbait is exaggerated, over-sensationalized content that doesn't deliver on its promise. Engagement bait uses captions or photos that contain phrases like, "Like this if you like dogs better, share this if you like cats better." Facebook regularly updates its algorithm to downrank content like this, making it a terrible way to attempt to get maximum engagement.
7. Verify all the news you share: Another thing the Facebook algorithm doesn't like: fake news. Facebook is vigilant in identifying misinformation and takes strict action against violators, potentially leading to removal from the platform.
8. Stick to Facebook's Community Standards: Facebook takes its Community Standards seriously. The algorithm is pretty good at weeding out posts that violate these rules, but even if a post manages to skirt under the radar, Facebook users can report it and have it taken down anyway. Getting strikes against your account like this could impact future content performance.

When in doubt, always remember: Facebook's algorithm values what users value.

"Facebook's goal is to make sure that you see posts from the people, interests, and ideas that you find valuable," the company says. "Whether that content comes from people you're already connected to or from those you may not yet know."

Thursday at 9 a.m. is the strongest slot in our data, but timing only gets your post in front of people — what they do next depends on the post. Use these times as your starting schedule, then check your own analytics after a few weeks and move the slots that underperform. Buffer can hold the schedule for you, so the time you'd spend remembering to post goes into the posts themselves.

Frequently asked questions

What is the best time to post on Facebook?

Thursday at 9 a.m. is the best time to post on Facebook, based on Buffer's analysis of more than 14 million posts. Thursday at 8 a.m. and 10 a.m. are the next-strongest slots.

What is the best day to post on Facebook?

Wednesday is the best day to post on Facebook, followed closely by Thursday and then Tuesday. Mid-week posts consistently outperform those shared at the start or end of the week.

What is the worst time to post on Facebook?

Saturday is the worst day to post on Facebook, and afternoons (12 p.m. – 5 p.m.) are the weakest hours on most days.

Do these times apply to my time zone?

Yes. Buffer's data team normalized the results to local time, so 9 a.m. means 9 a.m. wherever your audience is. There's no conversion needed whether you're in EST, PST, or IST.

What is the best time to post reels on Facebook?

Our analysis looks at Facebook posts as a whole rather than breaking out Reels separately, so the times above are the best starting point for Reels too. Schedule a few Reels in the top slots, then compare their reach against your other posts in your analytics. For format tips, see our guide to Facebook Reels.

More Facebook resources

• What Is a Good Facebook Engagement Rate? Data From 52 Million+ Posts
• How to Schedule Facebook Posts in 3 Easy Ways (+ Save Hours Every Week)
• The Ideal Facebook Cover Photo Size and How To Make Yours Stand Out (+ 11 Ideas and Examples)

Today, we finally get to talk about something we've been building behind the scenes for months: Buffer Commit, our first build contest on the Buffer API!

We’ll run Buffer Commit every year, and it will grow alongside our builder community.

This year, registration is open from October 15, and the build window runs from October 28 to November 13, 2026. Our prize pool is 10% of our net profit for August 2026, which comes to $25,600, shared equally among up to 16 winners for $1,600 or more each. (We lined up the 16 winners and $1,600 as a small nod to Buffer turning 16 on November 30 of this year.)

The inspiration for Buffer Commit came alongside our release of Buffer's new public API in May of this year, which we built so that anyone, from a solo creator automating their own posting to a team building a product of their own, could build on top of Buffer. What we've seen in the months since has been incredible, and we're beyond thrilled to be investing in the folks building on our API directly.

In this post, I'll share a bit more about the why behind this contest, what Buffer Commit is, who it's for, how it works, and what we hope comes out of year one.

Why we're doing this

Back in November 2010, Buffer's Founder CEO Joel Gascoigne built the first version of Buffer during a Startup Sprint to solve a problem he was experiencing himself. He wanted a way to space out when his tweets were sent, and it turned out that plenty of other people were looking for the same solution.

Buffer has grown a lot since then, but that story still matters to us, because it's a reminder that useful software often starts with one person solving a specific problem in their own work. Sixteen years later, that belief shaped one of the bigger product bets we've made.

The API we launched in May is a new product, built over the past year on the same GraphQL foundation that has powered Buffer's own apps since 2019. It was designed from the start to be open to everyone. We launched it without knowing how many people would build on it. We built it for developers, and just as much for the creators, marketers, and small business owners who connect Buffer to the tools they already use. That's why we invested in an MCP server, a CLI, and connector integrations alongside the API itself. Since launch, more than 100,000 users have built with the Buffer API, creating more than 300,000 ideas and 20 million posts through it.

Hiding Elephant and PostIQ are two of the many projects that have come out of it, and they're exactly what we hoped to see. When Amanda Marochko, the Staff Product Manager behind Buffer's API, wrote about the rebuild last July, she described exactly this. Buffer can't and shouldn't build everything itself, and the people closest to a workflow are often the ones best placed to improve it, especially now that AI and low-code tools let far more of them build without an engineering background.

More about Buffer Commit

Our API gives builders the tools to create on top of Buffer, and Buffer Commit puts Buffer's own resources behind the people building, from time with our team to a public stage for their work.

The name is a nod to the commit, the small act of saving a finished piece of work that every builder on our API will recognize. It also has a nice tie-in to the commitment we're making to our community, backed by a share of our profit. We capped the number of winners at 16 because Buffer turns 16 on November 30, one share for each year Buffer has been around!

Each winner receives a Commit Award, which includes their equal share of the prize pool, a place in the Buffer Commit project gallery, a mention in our wrap-up blog post, a virtual group session of about 90 minutes with our Founder CEO Joel Gascoigne and the other winners, and a year of Buffer Essentials or their current paid plan covered. Everyone who submits an eligible project will get a Buffer Commit cap, whether they win or not. The full terms cover eligibility and everything else you'll want to know before you register.

Who Buffer Commit is for

Buffer Commit is open to anyone 18 or older with a Buffer account, free or paid, building alone or as a team. In practice, that covers two kinds of builders:

• Power users who've built a tool around their own workflow and are ready to open it up so other Buffer users can connect their accounts and use it too.
• Developers building tools for other people to use, like Hiding Elephant and PostIQ above.

If you've built something on Buffer that other people could use, or have an idea for an app that other Buffer users would want, this is for you.

How Buffer Commit works

You can register by logging in with your Buffer account, and registration stays open until submissions close.

For this first edition, we hope to see apps and integrations that solve a real-world problem for the people who use Buffer every day. Whatever you build needs to be publicly available through judging, let any Buffer user connect their account through Buffer OAuth, and make successful calls to the Buffer API.

The build window runs from October 28 to November 13 at 11:59 p.m. PT. Existing projects are welcome, and only work done during this window will be judged.

Our Discord server is home base for the contest. It has a dedicated support forum, office hours with Buffer engineers, and a live Q&A on Zoom on October 27 at 11 a.m. ET, where Joel will share the vision behind Buffer Commit, and the Buffer team will get into contest details to answer any questions you may have. We’ll send you the Zoom invite soon!

To submit, you'll need a link to your publicly hosted project, a demo video of two minutes or less showing it working end to end, and a short written overview of what you built and why.

Joel Gascoigne (Founder CEO), Amanda Marochko (Staff Product Manager), and Joe Birch (Staff Engineer) will judge every eligible submission on three criteria: whether the project is useful, how well it's built, and how creative it is. Up to 16 winners will be announced on December 7.

Two additional awards come from the design and content teams at Buffer, chosen from among the winners:

• The Delight Award goes to up to three winners with the most distinctive user experience, chosen by our design team.
• The Build-in-Public Award goes to up to three winners who shared their progress along the way, chosen by our content team.

If you'd like a starting point for posting about your build during the contest, head to the Buffer Template Library and look for the Buffer Commit category. The prompts there give you a structure for sharing your progress, from your first commit to your final demo. To count toward the Build-in-Public Award, each post needs to mention that it's part of Buffer Commit. Happy posting!

What we hope comes out of this build contest

Buffer exists to help creators and small businesses get off the ground and grow, and for close to 16 years that has meant helping them grow an audience. Buffer Commit extends that mission to the people building on Buffer.

We're hoping some of these projects outlast the contest: tools that earn their builders something on the side within a few months and, over time, grow into businesses in their own right. We'd love for this contest to be where stories like that begin, and Buffer will keep supporting the ones that take off.

For the builders taking part, we hope the build window gives you three things:

• A stretch of focused time to turn an idea into a working project you can keep growing toward real users.
• A sense of community with the people at Buffer and the other builders working alongside you.
• A direct line to the team that builds Buffer's API, so that what you learn while building shapes what we build next.

For the wider Buffer community, we hope it means more tools that fit the way they already work, built by people who understand the problem from the inside.

This is year one

Buffer Commit will return every year, and the builders who take part in this first edition will have the most influence on what it becomes. What you build, the questions you ask in our community, and what you tell us about the API during the contest will shape how we invest next year and the years after that.

Registration is now open, and our Discord community is a great space for accountability, so come hang out and meet other builders. If you've already built something on the API, we'd love to see it. If you've been waiting for a reason to build, this is it. So, what will you build?

Choosing the right trending audio to accompany your latest Instagram post is an art, not a science. Still, opting for a trending sound or music clip could provide the boost you need to get your video on the Instagram Explore page or Instagram Reels feed.

While it used to be just for Instagram Reels, you can now also add trending audio to your carousels and single photo posts. This gives your posts a better chance of landing on the Explore page, and it makes carousels and photos eligible to appear on the reels feed, too. That opens up a new way to expand your reach.

But where can you find trending audio on Instagram? If you feel like you’re always chasing the tail end of trending songs on the app, you’ve come to the right place.

Here are some of the most viral, versatile, trending songs and sounds on Instagram right now.

13 trending songs and audio on Instagram

Here's a quick summary of what is trending in October 2026.

1. What You Waiting For?

What You Waiting For? by Gwen Stefani is the soundtrack to an Instagram trend about taking chances and seeing how far you can go. Creators use quick cuts to tell their personal, career, or business stories, with the lyrics “take that chance ’cause you might grow” and “what you’re waiting for?” appearing word by word in time with the beat. Color me inspired!

🎧 Get the song

View this post on Instagram

A post shared by PNW Elopement + Micro-Wedding Photographer | Riley Jean (@rileyjeanphoto)

2. Last Train to London

Last Train to London by Electric Light Orchestra is soundtracking a simple but aesthetically satisfying fall outfit trend on Instagram. Creators are showing off a week of looks through a collection of quick cuts, making me admire those who show up chic five days a week.

🎧 Get the song

View this post on Instagram

A post shared by Rachel Lauren (@rachelthompsn)

3. Upside Down

Diana Ross's catchy classic is giving before-and-after transitions a disco makeover 🪩. Creators are mouthing the lyrics, flipping the camera, and hitting the hand gestures to reveal everything from new hairstyles to outfit changes and makeup looks.

🎧 Get the audio

View this post on Instagram

A post shared by eva (@evajan.x)

4. Windows in Brazil (Sped Up)

If you remember the iconic Windows startup sound, this trend will take you right back to your family's first PC. Set to Windows in Brazil (Sped Up), creators are turning their GRWMs into a loading screen, starting at 0% in PJs and eye patches before revealing the finished look at 100%.

🎧 Get the audio

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A post shared by Yuliya| Beauty Creator 💄 (@glam.byyuliya)

5. Autumn Journey

No prizes for guessing why this one is trending. Andrea Vanzo's song is bringing a mellow, seasonal feel to your October reels. Creators are pairing the calming instrumental with all things autumn.

🎧 Get the audio

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A post shared by Joly Poa (@jolypoa)

6. My October

Again, no surprises here. Celebrate the season of the pumpkin using this song by The Folks as your autumn backdrop.

🎧 Get the song

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A post shared by Hedi (@adreamerontherun)

7. Original audio by traavloo

The “Getting robbed, but first...” trend pokes fun at being so absorbed in your phone that you miss what's happening around you. Creators film themselves glued to their phones while a bag gets stolen from their arm.

🎧 Get the audio

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A post shared by Sheer Socialx | Digital Marketing & Content Strategy Agency (@sheersocialxx)

8. My Own Universe

My Own Universe by PattiJ North is the sound for slowing down and embracing autumn’s softer side. Creators are pairing the song with cozy seasonal moments, adding a dash of on-trend whimsy.

🎧 Get the audio

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A post shared by dominiqueansel (@dominiqueansel)

9. we fell in love in october

This song by girl in red is for the hopeful romantics this month. The indie track works well for lip syncs, couple montages, photo carousels, and nostalgic clips.

🎧 Get the audio

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A post shared by K E R I S (@kerritz_)

10. Goo Goo Muck

It wouldn't be spooky season without Goo Goo Muck by The Cramps. The 1971 song featured in the Netflix series Wednesday, and has been a Halloween staple ever since.

🎧 Get the song

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A post shared by Ricka Raga (@rickaraga)

11. STORM II

STORM II by Gener8ion and Yung Lean is one of those epic-sounding tracks that sets up dramatic visuals like sweeping landscapes and cityscapes. It works well for cinematic travel footage that deserves the big-screen treatment.

🎧 Get the audio

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12. Patient Zero

Released at the end of September, Patient Zero by Taylor Swift has Swifties celebrating the new song and using the lyrics to capture feelings and experiences they relate to.

🎧 Get the song

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13. Nicole Kidman

The lyrics to ADÉLA's new song have set the scene for a cheeky dance trend. Creators are lip-syncing along and serving looks with a little extra support up top 😉.

🎧 Get the song

⚠️ Caution: NSFW

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How to find trending audio on Instagram

Not loving any of the above options? No sweat: here’s a crash course on how to find trending sounds on Instagram Reels.

1. Use Instagram’s trending audio list: Check Instagram’s built-in leaderboard for the top 50 trending songs updated every few days. Find it when creating a post, story, or reel on the Instagram mobile app by tapping the music icon, then selecting ‘Trending.’ Save tracks for later with the bookmark icon.
2. Check the professional dashboard: If you have a professional account in the US, visit the Professional Dashboard on your profile, scroll to Tips and resources, and tap Trending audio for curated suggestions on Instagram Reels.
3. Look for the arrow icon: As you scroll reels, watch for an upward arrow next to audio tracks—that’s Instagram’s indicator that a sound is trending.
4. Follow Instagram’s Creators account: The @creators account shares regular updates on trending songs, editing tips for Instagram Reels, and feature announcements. Check out their IG Anthems highlight for more trending songs and trending sounds.
5. Check TikTok or YouTube Shorts for early trends: Many trending Instagram Reels sounds originate on TikTok or YouTube Shorts. Browse trending sounds there, then search for those tracks on Instagram to get ahead of the curve.

Don't forget about original audio

As you can see from some of the audio we've mentioned on the list, many creators are making waves with their own clips, and jumping on a trending original track can give your content an extra boost and help it stand out in feeds.

💡 Pro tip: You can find trending original audio on your professional dashboard under the Original audio tab.

Happy posting with these trending Instagram songs!

You're well-equipped to find the next great trending audio on Instagram for your reels, carousels, or single-photo posts — and you've got several great tracks to put in your back pocket if you get stuck!

If you’ve created an Instagram Reel with one of these trending songs, we’d love to see it. Tag @buffer on Instagram so we can find you!

Your cover photo is the biggest image on your Facebook Page, and it's usually the first thing people see when they land there. It's also super easy to get wrong. A design can look great on your laptop, and then you open the Facebook app on your phone, and the edges of your headline are gone (or your profile picture is sitting right on top of an important detail).

That happens because Facebook shows the same cover photo in a different frame on desktop and mobile. So it's worth spending a few minutes on the dimensions before you upload, rather than a lot of time repositioning after.

If you want to jump right to changing your picture: The recommended Facebook cover photo size is 851 × 315 pixels, according to Meta's Help Center. Upload it as an sRGB JPG under 100 KB, and keep text and logos near the middle so nothing important gets cropped on mobile or desktop.

Below, I'll walk through how cropping works on each screen, how to design a cover that fits the rest of your Facebook marketing, and 11 brand examples to borrow ideas from.

Key takeaways

1. Upload your Facebook cover photo as an sRGB JPG under 100 KB, or as a PNG if it includes a logo or text. Meta says PNG files can give you a better result.
2. Facebook won't accept a cover photo smaller than 400 × 150 pixels.
3. Facebook fits your cover photo to a 16:9 frame on computers and a 2.4:1 frame on mobile, aligned to the left, so the same image shows differently on each screen.
4. Keep text and logos in the middle of your Facebook cover photo. Your profile picture covers part of the left side, and Facebook may crop the edges to fit different screens.
5. Facebook group covers use 1640 × 856 pixels, and event covers use 1920 × 1005 pixels.
6. The strongest Facebook cover photos do one clear job, like explaining what you do, promoting an event, or announcing a launch. The 11 brand examples below show how.

Jump to a section

What’s the ideal Facebook cover photo size?

The recommended Facebook cover photo size is 851 × 315 pixels, according to Meta's Help Center. Upload it as an sRGB JPG under 100 KB, and it'll load fastest. (sRGB is the standard color profile for screens, so it's worth checking your export settings aren't set to Adobe RGB.) Anything smaller than 400 × 150 pixels won't meet Meta's minimum requirement.

Once it's uploaded, Facebook fits your cover to each screen. On computers, it shows in a 16:9 frame, and on phones it's 2.4:1. Both are aligned to the left, and your profile picture covers part of the left-hand side (it overlaps the cover by about 40 pixels on mobile). So the middle of your cover is the safest spot for text and logos.

⚡ Sizing ads instead? Our Facebook ad specs guide covers those, and our social media image sizes guide has every other network.

Pro tip: Facebook's reposition tool opens automatically when you upload a new cover, so you can drag the image into place before you save. It's the quickest way to nudge anything important away from the left edge.

💡 Posting to Facebook regularly? With Buffer, you can schedule posts to Facebook Pages and Groups, see how they perform, and keep on top of comments from one dashboard. Learn more →

How Facebook crops your cover photo on mobile and desktop

Facebook doesn't show your cover photo the same way on every screen. According to Meta's Help Center, covers display at a 16:9 aspect ratio on computers and 2.4:1 on mobile. In both cases, the image is aligned to the left and fills the frame edge to edge, so parts of it may be cropped or resized to fit.

Your profile picture sits on top of the cover too. It covers part of the left-hand side, and on mobile it overlaps the cover by about 40 pixels.

Here's how one cover looks on desktop:

And here's the same Page in the Facebook app:

How to make your Facebook cover photo fit

1. Design at 851 × 315 pixels, and keep text, logos, and faces in the middle, away from the left edge where your profile picture sits.
2. Upload your cover and drag it into place with the reposition tool before you save.
3. Check your Page on a computer and in the Facebook app on your phone.
4. If anything important is cropped or hidden behind your profile picture, move it in your design file and upload it again.

People see your profile picture and cover photo together, so it's worth designing them as a pair. Our guide to choosing a profile picture covers what makes one work.

How to design a Facebook cover photo that stands out

A Facebook cover photo works best when it has one clear focal point, feels like your brand, and keeps any text short enough to read on a phone. Since Facebook crops the cover and puts your profile picture over it differently on each screen, simple designs tend to hold up better than busy ones.

Start with one clear focal point

The images that get shared most on social media tend to make people feel something, and they feel relevant to whoever's scrolling. Both apply to your cover photo.

So pick one thing for people to look at: your product, your team, or a scene your audience will recognize. Burger King's cover, for example, shows a group of friends sharing a meal, which says more about the brand than a burger on a plain background would.

Color does a lot of the work too. For more on how colors shape what people feel about a brand, our piece on the science of colors in marketing is a good place to start.

If you add text, keep it to a few words in a clear, readable font. It has to work at phone size, where a short headline will do more than a full sentence.

Use visual cues to point people where you want them

People tend to look where other people in an image are looking, and arrows pull the eye in a similar way. Researchers call this the gaze-cueing effect.

So if you want people to notice a particular spot on your cover, like a call to action, you could add an arrow, a circle, or a person looking toward it.

Pick a tool to make it

• Canva is the quickest route if you don't design. It recommends 851 × 315 pixels for Facebook covers (the same as Meta), and its Facebook cover templates give you a starting point to swap your own photo, colors, and text into.
• Photoshop, or any design tool you already use, gives you pixel-level control. Set your canvas to 851 × 315 pixels and export as an sRGB JPG, or a PNG if your cover has text.
• Your own photos often work best, especially of your team or space. If you don't have any, try a free stock photo site and check that the license allows editing.
• AI image generators like Midjourney or Canva's AI image generator can fill the gap when you need something specific. AI images can come out with odd details, so look closely before you use one. Our guide to AI image generators has more options.

11 Facebook cover photo ideas and examples

So what should yours actually look like? Here are 11 ideas, each with a real brand's cover photo, so you can see how they work in practice.

11 examples and ideas for your Facebook cover photo

So what should your cover photo actually look like? Here are 11 ideas, each with a real brand's cover photo, so you can see how they work in practice.

1. Sum up what you do

If someone lands on your Page without knowing who you are, your cover can tell them in one line. Motion, a task management app, puts a product screenshot and a short description right in its cover photo. is a task management app that automatically schedules your tasks. They describe this right in their cover photo, so there's no question about what they do.

It's a simple move, but it means nobody has to scroll to figure out what Motion does.

2. Share your mission or values

Your Facebook cover photo is an excellent opportunity to showcase your brand values and encourage people to join and support your cause. The Rainforest Alliance works to protect forests and the people who depend on them, and its cover says that plainly.

3. Show off your product

Sometimes the product is enough. Ferrari's cover is just two of its cars, without a single word of text.

This luxurious image speaks for itself!

4. Introduce your team

Putting your team in your cover photo is one of the quickest ways to make a Page feel human. It works especially well for service businesses, where customers meet your team in person. Physical therapy clinic Helix Sport and Spine uses its cover to show patients who they'll be working with.

5. Reinforce your brand identity

If your brand has a look, a tagline, or a phrase people already know, your cover is the place for it. Nike uses "Just do it," which anyone visiting its Page will recognize straight away.

6. Announce something new

Launching a product or feature? Your cover photo is prime space to tease or announce it. When we launched Buffer's API, we updated our own Facebook cover accordingly.

7. Promote an event

Your cover can work like a billboard for something coming up. UFC uses its cover to show who's fighting and when to tune in.

8. Change it with the seasons

A lot of brands swap their cover photo for holidays and seasons, which also gives returning visitors something new to see. For fall, Starbucks went with pumpkin-shaped disco balls.

9. Promote a social media campaign or hashtag

If you're running a campaign, putting the hashtag in your cover photo helps people find it. Lego did this with #SuperpowerOfPlay.

10. Make a statement

Your cover can carry a message as well as a picture. Skillshare's cover reads "The world is full of surprises. But so are you," which is a nice nudge for anyone who follows the Page to go and make something.

11. Have some fun

It doesn't always have to be serious. The Chicken & Rice Guys recreated The Beatles' Abbey Road album cover with their staff in costume, which tells you a lot about the brand before you've read a word.

Start creating

Once your cover photo is sorted, it's worth giving your posts the same attention. Our social media image sizes guide has the right sizes for Facebook posts and the other major networks, and our guide to the Facebook algorithm explains what helps those posts get seen.

And if you're posting to Facebook regularly, Buffer can help you schedule your posts, see how they perform, and keep up with comments in one place.

Frequently asked questions about Facebook cover photo sizes

Is a Facebook cover photo 16:9?

On computers, yes. According to Meta's Help Center, Facebook Page cover photos display at a 16:9 aspect ratio on computers and a 2.4:1 aspect ratio on mobile. The recommended upload size is still 851 × 315 pixels.

What size is a Facebook cover photo without cropping?

There isn't one size that avoids cropping completely, because Facebook shows covers in a 16:9 frame on computers and a 2.4:1 frame on mobile. Upload at 851 × 315 pixels, keep important content in the middle, and check your Page on both screens after you upload.

What's the minimum size for a Facebook cover photo?

A Facebook cover photo must be at least 400 pixels wide and 150 pixels tall, according to Meta.

What file type should I use for a Facebook cover photo?

Meta says Facebook cover photos load fastest as an sRGB JPG under 100 KB. If your cover includes a logo or text, a PNG file may give you a better result.

What size is a Facebook event cover photo?

Facebook event cover photos use 1920 × 1005 pixels, a 1.91:1 aspect ratio.

What size is a Facebook group cover photo?

Facebook group cover photos use 1640 × 856 pixels.

How do I make my Facebook cover photo fit?

Upload your cover at 851 × 315 pixels, then use the reposition tool that opens on upload to drag the image into place. Keep text and logos away from the left edge, where your profile picture overlaps the cover, and check the result on both a computer and your phone.

More Facebook resources

Looking to grow your audience on Facebook? Here's our latest guidance:

📚 How to Get More Followers on Facebook: 13 Tried-and-true Tactics

📚 How to Create a Facebook Group That Your Audience Loves: The Ultimate Guide

📚 Decoding the Facebook Algorithm in 2024: Everything You Need to Know

📚 The Best Time to Post on Facebook: A Complete Guide

I don't use AI image generators in my creative process. Or at least, I didn't before writing this article. Every time I tried to think of a reason to generate an image, my brain went straight to photos.

And then I'd think: why wouldn't I just pick up my phone and take a picture of the thing? But it turns out, I was only considering one slice of what these tools can do.

I'm not particularly artistic. Here's the evidence:

I can write. I can build a (pretty good, if I do say so myself) carousel in Canva or even Figma. But I can't draw, and I can't create the kind of illustrations I see other creators using across their content. That turned out to be exactly the gap where AI image generators are most useful — not replacing photography, but creating visuals I couldn't make on my own.

So I tested nine of them on three things I'd actually use for social media: an illustrated sticker sheet, a styled product shot, and a text-based graphic. If you just want the short answer, Nano Banana 2 was the most consistent across all three, and Seedream and Ideogram 3.0 were the most reliable with text. The rest of this article covers how I wrote the prompts, how each tool did, and which one fits the kind of graphics you make.

Key takeaways

• Nano Banana 2 (Google) was the most consistent performer overall. It handled illustration accuracy, came closest on the product shot, and handled typography well. If you only try one model, start there.
• Every tool struggled with the product shot in some way. None produced an image I'd confidently use as a real product photo without editing, especially when the prompt included brand names or device screens.
• Typography was the biggest divider. Seedream and Ideogram 3.0 were the most reliable at spelling and placing text. Others, like Midjourney and GPT Image, garbled words or skipped them entirely.
• For everything else, Recraft V4 Pro gave me the most control over style and color palettes, Midjourney had the most artistic, mood-driven results (as long as you don't need text), and Firefly 5 is worth trying if you already work in Photoshop or Illustrator.
• Prompt structure matters across every tool. Leading with the subject, using photography terms for product shots, and describing colors in plain words instead of hex codes improved results across much of my testing.
• Multi-model platforms where you can access several AI image generators in one place are increasingly common. I ran most of my tests inside Leonardo.ai because it integrates directly with Canva, which is where I do all my visual design work.
• Commercial-use rights vary by tool and plan. In the U.S., purely AI-generated material generally isn’t eligible for copyright protection without sufficient human authorship, though human-created elements of AI-assisted work may be protected.

What makes a good AI image prompt?

When I first sat down to test every tool in this article, I blanked completely. The generators have gotten remarkably good, especially in the past year. But I couldn't think of a single image I needed.

I think that's where most people get stuck. The tools aren't the bottleneck anymore. Knowing what to ask for is.

So I spent time researching before I started testing. I read through creator communities like r/midjourney on Reddit, studied prompt breakdowns on Instagram, and went through Envato's illustration prompt guide. Then I ran dozens of prompt variations across every tool on this list. A clear pattern emerged in what works and what doesn't.

Start with the subject, not the style

The first few words of your prompt carry the most weight. Every tool I tested responded better when I led with what's in the image before describing how it should look. "A ceramic mug on a wooden desk next to an open laptop" before "editorial lifestyle photography, warm natural light."

When I flipped the order and led with style, the results lost focus. The model seemed to treat the style as the priority and get vague about the actual content.

Use camera language for more realistic images

"Shallow depth of field." "Shot from a slight angle." "Soft golden hour lighting." "35mm film photography."

Photography terms can be especially effective because image-generation models often respond well to language commonly used to describe photographs, such as lighting, lenses, composition, and depth of field. I leaned on this most for the product shot prompt.

Vague descriptors like "beautiful" or "high quality" rarely move the needle; specificity is what actually shapes the output.

Describe colors in words, not codes

I tested the same prompt with hex codes and with plain descriptions ("light blue," "butter yellow"). The descriptive version was more accurate in the majority of tools I tested.

This one has some nuance, though. The Envato guide recommends hex codes for brand accuracy, and some tools (particularly ones built for designers, like Recraft) handle them better than others. If you're not sure, start with descriptive color names. If you're working with a specific brand palette and a design-focused tool, try the hex codes and see what you get.

Anchor your illustration style, or the tool will choose for you

This was the biggest lesson from the illustration tests. When I prompted for a product shot, the tools mostly knew what I meant. When I switched to illustration, the results fell apart until I got specific about what kind.

"Hand-drawn doodle, light blue ink, single color, simple line art with slightly wobbly quality, outlines only" gave me something usable. Without those anchors, most tools defaulted to either a photo-style image or a generic, flat illustration style that didn't reflect what I had in mind.

The Envato guide breaks illustration styles into specific technique language: "ink hatching, gouache blocks, flat vector shapes, stipple shading, gestural linework." The more precise you are about the medium and technique, the closer the output gets to what you actually pictured.

Tell the tool what you don't want

Negative prompts are underrated. Adding "no watermark" and "no text" to my illustration prompts cleaned up the outputs noticeably. But they only work when the core prompt is already solid. You can't subtract your way to a good image from a vague starting point.

Put your most important exclusions early in the negative prompt. Leading with "no watermarks, no text" performed better than burying those instructions at the end.

A prompt template worth bookmarking

Here's the structure that worked consistently across the tools I tested:

[Subject and what they're doing] + [setting or context] + [2 or more specific details] + [style]

And here are the prompts I came up with, one for each kind of graphic I make for social media.

For illustration:

A sticker sheet of hand-drawn doodle illustrations on a butter yellow background, with generous spacing between every object so each can be cropped as an individual sticker. Exactly these objects and nothing else: 1) a structured clutch bag with clasp hardware, 2) a tall oval perfume bottle with a label reading "Orpheon", 3) chunky lace-up trail running sneakers, 4) wireless square transparent over-ear headphones with absolutely no wire and no earbud attached completely standalone, 5) angular rectangular sunglasses, 6) a leather zip-up moto biker jacket with zippered pockets, 7) an anthurium plant with large waxy leaves and a spadix, 8) an open laptop computer, 9) a smartphone with a screen, 10) a single hot steaming cup of tea in a teacup on a saucer no iced drinks, no straws, no second cup, 11) an open journal with handwritten lines on the pages, 12) a flat neat stack of magazines with spines reading Kinfolk, Dazed, i-D, 13) a plain simple canvas tote bag with handles not mesh, not net. Light blue line art on butter yellow background, single color, simple wobbly hand-drawn line art, outlines only, zero shading, zero fill, zero color blocks. Flat lay arrangement.

For product shots:

A realistic image of an iPhone resting on a light marble surface, screen facing up, showing a colorful Instagram feed. A small iced coffee in a clear cup and a sprig of eucalyptus beside it. Three-quarter overhead angle, soft natural window light from the right, gentle shadows. Clean, styled, editorial product photography. No people, no hands, no text overlays, no watermarks.

For typography as design:

Square graphic. The phrase 'Brand Partnerships 101' rendered as colorful embroidery stitching on light blue linen fabric background. Letters in butter yellow thread with visible stitch texture, cross-stitch style. Small decorative floral embroidery accents in coral and white thread flanking the text. Fabric has subtle woven texture. Warm, tactile, handcrafted feel. No photographs of real objects, no watermarks.

You'll see how each model handled these prompts (and where they fell apart) in the reviews below.

The nine best AI image generators

I tested nine AI image generation models across three prompts: a hand-drawn doodle sticker sheet, a styled product flat lay, and an embroidered typography graphic.

Some of these are models (the AI that generates the image), and some are platforms (where you access the model). Think of it like this: Nano Banana 2 is a model made by Google, but you can use it inside platforms like Leonardo.ai without going to Google directly.

Rather than trying multiple tools across different websites, I used Leonardo.ai as my testing hub for the models available there, testing the most recent version of each. Then I tested Midjourney, Recraft, and Adobe Firefly as standalone tools.

Once you've made your graphics, you can schedule them with Buffer for free to Instagram, TikTok, LinkedIn, Threads, and more from one place.

Now, the results.

Nano Banana 2 (Google)

Best for: Creators who want the most accurate rendering of specific real-world objects and styles, particularly for illustration work.

Nano Banana 2 is a Google model, and part of a family that's actively evolving. When I asked for a "Diptyque Orphéon" perfume bottle or "chunky trail running sneakers from Salomon," Nano Banana seemed to actually know what those things look like. This one got the closest to reality.

How it handled illustration: This was my top pick for the illustration prompt. The hand-drawn style landed, the proportions were correct, and nothing felt off. It got the style of the perfume bottle right and even rendered the magazine spines with fonts that felt close to the real publications.

How it handled the product shot: Nano Banana came closest to generating a realistic Instagram feed, and the phone itself felt more believable. It added elements I hadn't asked for that made the scene feel lived-in.

How it handled typography: The embroidery text came out whimsical and stylized, with visible texture on both the fabric and the stitching. The flowers and surrounding design elements had a cohesive quality.

Seedream (ByteDance)

Best for: Creators who need reliable text generation in their images and access within CapCut.

Seedream is ByteDance's image generation model. You can use it if you have CapCut Pro.

How it handled illustration: Seedream produced the most sticker-like effect. Text generation was spot-on. Every label, every spelling, every piece of text in the image was correct. It also correctly rendered an anthurium instead of defaulting to a monstera.

How it handled the product shot: The phone was the weak point: it was clearly not a real device. But the surrounding elements held up. The shadows were well-placed, and the coffee cup was good.

How it handled typography: Seedream did well here. The fabric texture behind the text looked realistic, and it got most of the prompt elements right. The font weight felt slightly cartoonish compared to the fabric realism.

Recraft V4 Pro

Best for: Creators and designers who want serious control over visual style and want access to Recraft's reference and refinement features.

Recraft has a massive library of existing designs from real designers that you can use as reference images. You can assign a color palette, select from a wide range of visual styles, and work with its agentic chat to refine your images through conversation.

It's also one of the tools that handles hex codes better than others, which helps if you're working from a brand palette.

How it handled illustration (using the Vector Pro model): The images had that hand-drawn quality I was going for. Objects like the plant and the coffee cup looked right. But inconsistencies crept in: the sneakers felt generic, and the laptop suddenly introduced a color that nothing else in the image had.

How it handled the product shot (using the V4 Pro model): At a glance, the image looked like a real product photo. The objects cast very realistic shadows and the condensation detail on the iced coffee caught my attention. But zooming in told a different story: the phone dimensions looked off, and the table was sinking into the wall.

How it handled typography: Recraft went its own direction here. It didn't deliver the embroidery realism I asked for, but what it did produce had a clear aesthetic vision and a handcrafted feel that I could actually see myself using.

Midjourney

Best for: Creators who want artistic, mood-driven visuals and don't need precise text or highly specific object rendering.

Midjourney has a reputation as the "artistic" AI image generator, and the visual richness of its outputs backs that up. The editing experience is button-based: you can vary elements to be subtle or strong, lean more creative, and even animate your results without leaving the tool.

How it handled illustration: Of the four images Midjourney generated from my sticker sheet prompt, only one was close to usable. Midjourney struggles with this level of detail and specificity. When you're listing 13 distinct objects with particular characteristics (a clutch with clasp hardware, transparent over-ear headphones, magazines with specific spine text), it can't keep up. The objects it did render looked good individually, but it missed the brief.

How it handled the product shot: The composition, lighting, and overall mood landed well. But the details fell apart: the "iced coffee" had no ice (just an ambiguous glass of something), and the Instagram feed on the phone screen was warped beyond recognition.

How it handled typography: This is where Midjourney hit a wall. It spelled "brand" correctly and got "101" right, but "partnerships" was garbled. The embroidery stitching itself looked genuinely handcrafted, maybe even the best texture of the bunch.

Adobe Firefly 5

Best for: Creators already in the Adobe ecosystem who want clean commercial licensing and don't mind working around brand-name restrictions.

Adobe Firefly 5 is the latest image-generation model from Adobe, and its biggest selling point is its workflow integration. If you're already in Photoshop or Illustrator, you can generate an image and move it straight into your editing workspace.

I don't use Photoshop or Illustrator in my day-to-day workflow, but if they're part of your workflow, the direct handoff alone might make Firefly worth trying.

How it handled illustration: The hand-drawn illustrations had a whimsical quality to them and felt truly hand-drawn. There were some attempts at making things feel "human-generated," like scribbles on the page, which was a nice touch. But the accuracy wasn't there: the leather jacket had zipper placements at the collar and bottom that were visibly wrong.

How it handled the product shot: This is where Firefly's copyright-conscious training showed up in a way I wasn't expecting. It declined the words "iPhone" and "Instagram" in the prompt, which aligns with how Adobe avoids potential trademark issues.

How it handled typography: The embroidery prompt was one of Firefly's better results. The fabric behind the text looked realistically aged and worn, the text itself was legible and well-generated, and there was genuine depth to the stitching.

FLUX.2 Pro

Best for: Creators who want a model that takes creative liberties with prompts and produces outputs with a distinct point of view.

FLUX.2 Pro is another model available inside Leonardo.ai. It's been gaining attention in the AI image generation space for its balance of quality and speed.

How it handled illustration: FLUX created what looked like printed-out stickers that had been physically laid on a surface. The model found its own middle ground between illustration and photography. The hand-drawn feel was there, but I wished the stickers sat flatter against the background.

How it handled the product shot: FLUX handled shadows well and even added branding to the coffee cup. The phone was much closer to reality than the images from other models.

How it handled typography: The stitching texture is genuinely impressive. It looks like real thread. But the text itself looked slightly glued on rather than stitched into the fabric.

Ideogram 3.0

Best for: Creators who want accurate text in their generated images and are willing to trade visual personality for spelling precision.

Ideogram 3.0 is positioned as being great at generating images with text, but I found that it only got 75% of the way there in some of my requests.

How it handled illustration: The colors were off: the yellow was deeper than requested and there was no blue. The illustrations themselves were generic. It gave me something closer to a monstera when I asked for an anthurium.

How it handled the product shot: The image had that slightly-off quality that's hard to name but easy to spot — close to real, but not quite there. The coffee looked slightly fake in a way that's easy to pinpoint as AI. The shadows and lighting were actually good.

How it handled typography: Ideogram went for a cartoonish take on the embroidery. The effect didn't land for me. It felt tool-generated rather than handcrafted.

GPT Image 1.5 (OpenAI)

Best for: People already using ChatGPT who want quick image generation without switching tools.

I tested GPT Image 1.5 inside Leonardo.ai. You can dig deeper into style selection, adjust quality settings, and control image dimensions.

How it handled illustration: This was not GPT Image's strongest showing. The sticker images looked almost compressed, probably because the spacing I requested resulted in a lot of empty space that the model didn't know how to handle. The whole image also had that yellowish tinge.

How it handled the product shot: It came closer than the illustration prompt, but the Instagram feed on the phone screen was missing the visible branding and layout cues.

How it handled typography: GPT Image leaned hard into the cross-stitch texture, which was technically what I asked for. It followed the prompt more faithfully than several other tools.

Lucid Origin

Best for: Creators who want quick generation with a distinctive dimensional quality and don't need pixel-perfect prompt adherence.

Lucid Origin offers both fast and ultra generation modes, plus a more limited set of style options compared to some other models on the platform. The ultra mode adds more detail but takes longer.

How it handled illustration: On closer inspection, the text generation was poor, and several requested objects didn't quite match the prompt. On the positive side, the stickers had an almost 3D quality that was visually interesting.

How it handled the product shot: This was one of the few tools that actually interpreted "flat lay" literally, going full top-down. But the ice in the cup and phone content looked deeply unrealistic.

How it handled typography: I liked what Lucid Origin generated here. The colors were nice and the embroidery had a slightly raised quality. It didn't get every element right, but the overall aesthetic was appealing.

Ready to put your AI-generated visuals to work? Get started with Buffer for free and start scheduling your content today.

FAQs about AI image generators

What is the best AI image generator overall?

Nano Banana 2 (Google's model) was the most consistent performer across all three of my test prompts. It handled illustration, the product shot, and typography well.

I tested it inside Leonardo.ai, which I'd recommend as a starting point since it gives you access to multiple models in one platform. If you're already in the Adobe ecosystem, Firefly 5 is worth trying for the workflow integration and cleaner copyright positioning. And if you want the most artistic, visually rich outputs, Midjourney still has a distinct quality that other tools can't match, as long as you don't need accurate text.

What's the best AI image generator for social media graphics?

It depends on what kind of graphics you're making:

• For illustrated elements: Nano Banana 2 and Recraft were the strongest.
• For product shots: Nano Banana 2 and FLUX.2 Pro produced the most convincing results.
• For text-heavy graphics: Seedream and Ideogram 3.0 had the most reliable text generation.

Once you've generated your visuals, tools like Buffer can help you schedule and publish them across all your social channels so you can go from creation to posting without switching tabs.

Can AI image generators put text on images?

Some can, some can't. Seedream and Ideogram 3.0 were the most reliable at spelling and placing text in my tests. Adobe Firefly 5 handled it well. Midjourney struggled badly with anything beyond short, simple words.

How much do AI image generators cost?

Most have a free tier, but it comes with limits. You'll usually get a daily or weekly credit allowance rather than unlimited access, and on most free plans, everything you generate is public.

From the tools in this article: Leonardo.ai, Recraft, and Ideogram all have free plans, with credits that refresh daily (Leonardo.ai and Recraft) or weekly (Ideogram). Midjourney is the exception. It doesn't have a free plan, and its cheapest plan is $10 a month.

If you're making graphics for a business, I'd check the plan details before you start. Free plans often make your images public, and some (like Recraft's) don't allow commercial use at all, so a paid plan is usually the safer bet for brand work.

Can I use AI-generated images for my brand or business?

Yes, many AI image generators allow commercial use under certain plans or terms, but the rules vary by platform. Check the tool’s current terms before using generated images commercially.

But there's an important distinction: commercial use rights aren't the same as copyright ownership. The U.S. Copyright Office has ruled that typing a prompt doesn't make you the legal author of the output, which means someone else could theoretically use the same (or very similar) image without infringing on your work.

If your brand relies on original, distinctive visuals, that's worth factoring in. AI-generated images work great as supporting graphics, social media content, and inspiration, but for your core brand assets, you may still want human-created originals you can fully protect.

Can ChatGPT generate images?

Yes. ChatGPT can generate images using OpenAI's image generation model. You can type a description directly into ChatGPT, and it will produce an image for you.

In this article, that same model is tested as GPT Image 1.5 inside Leonardo.ai, which gives you more control over style settings and image dimensions. It's a solid option if you're already using ChatGPT and don't want to switch tools. Just know that complex, detail-heavy prompts (like a sticker sheet with 13 specific objects) can trip it up.

Do AI-generated images look obviously AI?

It depends on the type of image. For illustration and stylized graphics, most AI outputs are convincing enough to use as-is. For product shots, the cracks usually show on closer inspection — phone screens, text within the image, and small product details are the biggest giveaways.

Resolution matters, too. Some tools now generate at native 2K or even 4K, which helps images hold up in larger formats. If you're generating at lower resolutions and then scaling up, the AI-ness becomes much more visible.

How do AI image generators work?

Every AI image generator on this list works by turning text into pixels, but they don't all do it the same way. They use different model architectures to turn prompts into images. Some use diffusion-based techniques, while newer multimodal models integrate language understanding and image generation more closely. The technical approaches vary by model, and companies don’t always publish every architectural detail.

Diffusion models start with visual noise and gradually remove it until an image forms.

Autoregressive models work more like writing a sentence, generating the image piece by piece.

Some newer image models use more advanced reasoning capabilities to interpret complex prompts before generating an image, which can improve instruction-following, text rendering, and object accuracy.

One more thing worth knowing: these models learn from images and their descriptions. That's why photography terms work so well in prompts (the training data is full of photo captions) and why specific illustration vocabulary like "ink hatching" or "gouache blocks" gets better results than "make it look drawn." You're speaking the language the model was trained on.

How do I make social media graphics with an AI image generator?

Choose a tool from this list, then type a description (called a prompt) of the image you want. Most tools are free to start and don't require design experience.

The key is being specific. Lead with your subject ("a ceramic mug on a café table"), then add style and lighting details ("hand-drawn illustration, single color, line art only"). Vague prompts produce generic results. The prompting section above has a template you can follow for illustrations, product shots, and text-based graphics.

Once you have an image you like, I'd bring it into Canva (or whatever design tool you use) to add your branding, then schedule it in Buffer with the rest of your posts.

More AI resources

• 14 AI tools for social media content creation: my workflow guide
• The 11 best AI video editors for creators and marketers
• The top 10 AI writing tools I recommend as a professional writer
• 8 of the best AI productivity tools

Until 2026, the answer to "can you schedule Substack Notes?" was a flat “nope.” But now, folks looking to schedule their Notes on Substack are spoilt for choice.

Substack has its own built-in scheduler, and a handful of third-party tools can do it, too.

Why would you want to schedule anywhere other than Substack, though? Good question! If you’re a Substack- only creator, that option probably does make the most sense for you.

But plenty of Substack writers don't post exclusively on Substack. A Note that lands well is often just as good on Threads, LinkedIn, or Bluesky — and manually copy-pasting it can become a bit of a nuisance.

That's where third-party tools (particularly feature-rich social media schedulers) earn their keep. Most of them let you line up a week or two of Notes and social posts in one sitting instead of scheduling them one by one. Bonus: Several tools will even show you detailed analytics on how each Note performed — and which brought in new subscribers.

Sounds great, but with so many options, how do you know which Substack scheduler is the best fit for you? I explored six of the most popular options, including Substack's own, to see how they compare.

Key takeaways

• Substack now schedules Notes natively and for free, up to about three months ahead. The catch is that you schedule one Note at a time, with no queue, calendar, or bulk scheduling.
• The biggest difference between third-party schedulers is how they publish. Some post from your open browser, some from a stored copy of your Substack login, some hand Notes to Substack's own scheduler, and some use a direct integration.
• If you post a few Notes a week and nowhere else, you probably don't need a paid tool.
• If Notes is one channel among several, a multi-platform scheduler (Buffer, Typefully) saves the most time. If Substack is your whole world, a Substack-only tool like WriteStack goes deeper.

The best Substack Notes schedulers at a glance

Can you schedule Substack Notes natively?

Yes, you can schedule Substack Notes. Substack rolled out native Notes scheduling in spring 2026, on both web and mobile.

Here’s how to do schedule on Substack:

• On web: open the Notes composer, click the calendar icon, choose a date and time, hit Save, then Schedule.
• On mobile: tap the three-dot menu in the composer, choose Schedule, and pick your slot.

You can schedule up to about three months out. Scheduled Notes sit in your drafts until they go live, so you can still edit them. (If you're newer to the platform, our guide to how Substack works covers Notes versus posts.)

The catch is that you schedule one Note at a time. There's no queue, no bulk scheduling, and no way to crosspost your content elsewhere (say, Threads, X, or LinkedIn, which are all natural fits for Notes-type content.)

Those are the gaps all the third-party tools are trying to fill.

How a scheduler publishes might matter more than its features

Before we dig in, a quick note on something that tripped me up a little in testing. Not every scheduler publishes the same way, and the method might affect whether your Note goes out at all. Here are the most common ways:

1. Browser extension. The tool posts from your own browser at the scheduled time. WriteStack works like this, and it’s only available in Chromium-based browsers (basically, not Safari or Firefox).
2. Stored session. The tool keeps a copy of your logged-in Substack session on its servers and posts from there. This works with your laptop closed. The trade-offs: sessions expire, so you'll reconnect every so often, and you're trusting a third party with access to your account.
3. Handoff to Substack's scheduler. The tool pushes your Notes into Substack's native scheduler ahead of time, and Substack publishes them. Nothing on your end needs to stay switched on.
4. Direct integration. You connect your Substack account the same way you'd connect Instagram or LinkedIn: sign in to Substack, approve access, and you’re done! The scheduler then posts through Substack's own API. Nothing needs to stay open on your end, and the tool doesn't store a copy of your login. Buffer and Typefully both work this way.

That doesn’t necessarily mean any of the above is a ‘bad’ choice. But it's still worth knowing how these things work before you sign up (and pay!) for them.

The 6 best Substack Notes schedulers

1. Buffer — best Substack Notes scheduler for crossposting to other platforms

Buffer added Substack Notes in September 2026, after the integration request passed 1,100 upvotes. You connect Substack alongside X, LinkedIn, Threads, Bluesky, Instagram, and more, and schedule Notes from the same calendar. You can schedule Substack Notes on Buffer’s forever-free plan (which includes up to three channels), too!

Quick disclosure: I work at Buffer, so my view here is certainly not biased. But, as a long-time creator, social media manager, and newsletter writer who used Buffer for many years before I was hired, I genuinely find the tool tough to beat for ease-of-use and flexibility. Plus (this really matters to me as a serial tool tester) the app is just beautiful. It’s a pleasant, smooth place to work — which takes so much of the friction out of staying consistent.

What stands out:

• Write once, adapt per channel. You can tweak the LinkedIn or Threads version of a Note without copy-pasting between tabs.
• Subscriber analytics. Buffer shows which Notes bring in free and paid subscribers, plus impressions and engagement.
• Resharing old posts. You can connect your Substack as a feed so your published posts are ready to share on your other channels.
• Teams and multiple publications. You can collaborate on drafts and schedule across more than one Substack account.

Pricing: Substack Notes scheduling is available on the Free plan (you can have up to three channels). Paid plans start at $6 per channel per month, or $5 per channel when billed annually.

2. Substack's native scheduler — best free option for a few Notes a week

If you post two or three Notes a week, and aren't creating on any other social platforms, I'd recommend you start with this option.

What stands out:

• Free and built in. There's no extra login, extension, or account connection.
• Substack publishes it, so it goes out whether your laptop is open or not.
• Three months of runway. That's enough for a quarter's worth of launch Notes, if you're that organized (I am not).

Pricing: Free.

3. WriteStack — best for Substack-only writers who want research and analytics

WriteStack is a well-loved Substack-only tool, built by solo founder Orel Zilberman. (Fun fact: WriteStack is partly built on Buffer's API, and we've written about how Orel built cross-platform scheduling for Substack creators!)

What stands out:

• A queue built around your followers, with default posting times set by when your followers are most active.
• Research: a searchable feed of top-performing Notes across Substack.
• Subscriber analytics: every Note in one sortable view, including which ones converted to free and paid subscribers.
• AI Notes in your voice, trained on your past posts, plus an MCP connection for Claude.

Worth knowing: WriteStack only works in Chromium browsers (not Safari or Firefox).

Pricing: No free plan (7-day trial). $23.99, $32.99, or $99.99 a month

4. Typefully — best Substack Notes scheduler for writers whose main platform is X

Typefully added Substack Notes in July 2026, on every plan including free. Notes sit next to X, LinkedIn, Threads, Bluesky, and Mastodon in a writing-first composer.

What stands out:

• Notes on the free plan. This is one of the cheapest ways to schedule Notes alongside other platforms (Buffer also offers this).
• A composer built for writers. Typefully has a really clean, focused composer, with an AI writing assistant built in.
• Images and GIFs are supported in Notes.

It’s worth noting that Typefully doesn't support video in Notes yet, so now that Substack Notes supports video (woohoo!), you might want to look elsewhere, like Buffer, if you plan to post video.

Pricing: Free plan includes Notes; paid from $99 per year.

5. Narrareach — best for turning articles into Notes with AI

Narrareach's pitch: paste in an article, and its AI cuts it into Notes and short posts, then batch-schedules them.

What stands out:

• Article-to-Notes repurposing. A helpful way to go from zero to one in converting long-form content into posts.
• CSV import and batch scheduling, for planning several weeks at once.
• Crossposting to LinkedIn, X, Bluesky, Threads, and Medium. It's the only tool on this list that covers Medium.

Setup runs through a Chrome extension, and Narrareach hands your Notes to Substack's own scheduler to publish. It only does this for "eligible" Notes, and doesn't say which ones qualify, so double-check before relying on it for anything with media.

Pricing: Free plan (5 Notes a month, Substack only). Paid plans: $19, $39, or $89 a month.

6. StackSweller — best simple Notes queue at a flat price

StackSweller does one thing: a Substack Notes queue that publishes from the cloud, so your laptop can be closed when your Note goes out. There's no crossposting and no research feed — it's a scheduler and nothing else, which is exactly what some writers want.

What stands out:

• Unlimited Notes: As many Notes as you can post for one monthly or annual fee.
• Slot-based scheduling: set your posting times once, then fill them.
• Paste-in bulk scheduling, plus AI that turns a post into a stack of Notes.

However, StackSweller is still in beta, so you may encounter a few bugs here and there. Also, it stores your Substack session on its servers. Setup has involved pasting a session cookie by hand, which isn't for everyone, and sessions can expire, so you may need to reconnect from time to time.

Pricing: $25 per month or $250 per year.

How to choose a Substack Notes scheduler

Start with two questions: where else do you post, and how many Notes a week?

• A few Notes a week, Substack only: the native scheduler.
• Daily Notes, Substack only: WriteStack if you want research and your computer is reliably on. Try StackSweller if you just want a queue.
• Notes plus X, LinkedIn, Threads, or Bluesky: You can’t beat Buffer for cross-platform planning, scheduling, and analytics.
• Long posts you want chopped into Notes: Narrareach.

A scheduler's job is to keep you posting consistently, which does most of the work when you're trying to grow a newsletter. Posting four times a day doesn't help if you can't write four good Notes a day, so it's absolutely fine to start with one.

If you're not sure where to start, try Substack's native scheduler for a couple of weeks. You'll find out quickly whether scheduling one Note at a time works for you, or whether you'd rather have a proper queue — and by then, you'll have a better sense of which Notes are worth sharing beyond Substack, too.

Happy scheduling (and happy Noting)!

Frequently asked questions

Can you schedule Substack Notes?

Yes. Since spring 2026, Substack schedules Notes natively on web (calendar icon in the composer) and mobile (three-dot menu, then Schedule), up to about three months ahead. Third-party tools add queues, bulk scheduling, and crossposting.

What's the best free Substack Notes scheduler?

Substack's own scheduler is free and doesn't require your computer to be running in order for your posts to be published. For free scheduling alongside other platforms, Buffer is an excellent choice — the forever-free plan gives you access to planning, scheduling, analytics, and a bunch of other powerful features for up to three channels (including Substack Notes).

Is it safe to give a scheduler access to my Substack account?

It depends on how the tool publishes:

• Browser-extension tools post from your own logged-in browser.
• Stored-session tools keep a copy of your login on their servers.
• Handoff and direct-integration tools avoid both.

I always recommend you check a tool's help docs and user reviews before connecting.

Can I crosspost Substack Notes to X, LinkedIn, and Threads?

Yes. Buffer, Typefully, and Narrareach all do it from one composer. WriteStack does it through its Buffer add-on.

More Substack + newsletter resources

• Can You Schedule Substack Notes?
• How to Use Substack
• How I Built a Profitable Newsletter Business