Social Planner

Creating a Post

How to create, customize, and schedule a social media post across Instagram, Facebook, LinkedIn, and Google Business Profile.

Creating a Post

This is where the magic happens. Once your accounts are connected, creating and scheduling a post takes about 2 minutes. You write it, pick where it goes, choose when it goes out, and you're done.

Let's walk through the whole process step by step.

Step-by-step: Create and schedule a post

Click Create Post

From the Social Planner section of your dashboard, click the Create Post button in the top right corner. This opens the post editor where you'll build your content.

Select your platforms

At the top of the editor, you'll see icons for each connected platform — Instagram, Facebook, LinkedIn, Google Business Profile. Click on the ones you want this post to go to.

You can select one, two, or all of them. The post will be published to every platform you select.

Write your caption

Type your caption in the main text area. This is the text that will appear alongside your image or video on each platform.

Write naturally — think of it as talking to one person, not broadcasting to thousands. What would you say to a potential client if they were standing in front of you?

You have plenty of room to write. Instagram allows up to 2,200 characters, LinkedIn up to 3,000, and Facebook is practically unlimited. But shorter is usually better. Aim for 150-300 characters for Instagram, and a bit longer for LinkedIn if the topic calls for it.

Customize per platform (optional)

Here's a really useful feature: after writing your main caption, you can click on each platform tab to customize the text specifically for that platform.

This is helpful because what works on LinkedIn doesn't always work on Instagram (and vice versa). For example, you might write a longer, more professional version for LinkedIn and a shorter, more casual one for Instagram.

You don't have to customize — the same caption will go everywhere by default. But if you want to tailor your message, the option is right there.

Add an image or video

Click the media area to upload an image or video from your computer. You can also drag and drop files into the editor.

Image tips:

Use high-quality images (at least 1080x1080 pixels)
Square (1:1) and portrait (4:5) formats work best on Instagram
Landscape images work well on Facebook and LinkedIn
Keep important content away from the edges — some platforms crop differently

Video tips:

Keep videos under 60 seconds for Instagram feed posts
MP4 format works on all platforms
Add captions to videos when possible — many people scroll with sound off

You can upload multiple images to create a carousel post on Instagram. The editor will show you how the carousel will look before you publish.

Choose your timing

You have two options:

Post now — Click "Post Now" and your content goes live immediately on all selected platforms.

Schedule for later — Pick a specific date and time. The post will automatically publish at that moment. This is the option most people use, because it lets you batch your content creation and plan ahead.

Use the date picker to select the day and time. The time zone is based on your dashboard settings, so make sure that's set correctly.

Review and schedule

Before you hit that final button, take a quick look at the preview. The editor shows you approximately how your post will look on each platform.

Check for:

Typos in your caption
The right image is attached
The correct platforms are selected
The date and time are what you intended

Happy with everything? Click Schedule Post (or Publish if you're posting immediately). Your post will appear on the Content Calendar and go out at the scheduled time.

Platform-specific tips

Each platform has its own quirks and preferences. Here's what works well on each one.

Instagram

Image format: Square (1080x1080) or portrait (1080x1350) perform best
Caption length: 150-300 characters for the main message, then hashtags below
Hashtags: 5-15 per post is the sweet spot (more on this below)
Links: Instagram does not support clickable links in post captions. If you want to direct people somewhere, say "Link in bio" and update your bio link accordingly
Carousel posts: Multiple images in one post get higher engagement than single images on average

Facebook

Image format: Landscape (1200x630) or square (1080x1080) both work well
Caption length: Can be longer, but the first 1-2 sentences are what people see before clicking "See more"
Links: Facebook supports clickable links in posts. Paste the URL and Facebook will generate a link preview
Engagement: Posts with questions or calls-to-action tend to get more comments

Image format: Square (1080x1080) or landscape (1200x627)
Caption length: LinkedIn rewards longer, more thoughtful posts. 500-1,500 characters perform well
Tone: More professional than Instagram, but still personal. Share insights, lessons learned, and business reflections
Hashtags: 3-5 relevant hashtags at the end of your post
Links: LinkedIn supports links, but some people say posts with links get less reach. Try adding the link in the first comment instead

Google Business Profile

Image format: Landscape (1200x900) recommended
Caption length: Keep it short and action-oriented — 150-300 characters
Call-to-action: You can add a button (Book Now, Learn More, Call, etc.) — take advantage of this
Best for: Promotions, events, updates, and seasonal offers

Using hashtags effectively

Hashtags help people discover your content, especially on Instagram and LinkedIn. Here are some guidelines.

Instagram (5-15 hashtags per post):

Mix popular hashtags (100K-500K posts) with niche ones (10K-50K posts)
Use a combination of broad (#wellness, #retreat) and specific (#yogaretreatbali, #colivingeurope)
Put hashtags at the end of your caption, separated by a line break, or in the first comment
Avoid banned or overused hashtags — Instagram can shadowban posts that use them

LinkedIn (3-5 hashtags per post):

Keep it professional and relevant
Use industry hashtags like #wellnessbusiness, #retreatleader, #coachinglife
Don't overdo it — too many hashtags on LinkedIn looks spammy

Facebook (0-3 hashtags):

Hashtags are less important on Facebook
One or two relevant ones are fine, but they won't make or break your reach

Create a "hashtag bank" — a note on your phone or a doc where you keep your go-to hashtags organized by category. That way you're not reinventing the wheel every time you post.

Adding links to your posts

Not all platforms handle links the same way:

Platform	Links in captions?	Best approach
Instagram	No clickable links	Use "Link in bio" and update your bio link
Facebook	Yes, with preview	Paste the URL directly in your caption
LinkedIn	Yes, but may reduce reach	Try adding the link in the first comment
Google Business Profile	Yes, via CTA button	Use the built-in call-to-action button

For Instagram, consider using a "link in bio" tool that lets you share multiple links from one URL. We can help you set this up — just ask on Slack.

Tips for writing great captions

Start with a hook. The first line of your caption is everything. It's what people see before they decide to keep reading. Ask a question, make a bold statement, or share something surprising.

Some examples:

"Most people get this wrong about meditation..."
"Here's what nobody tells you about running a retreat."
"This one change transformed how I start my mornings."

Write like you talk. Forget about sounding "professional." The best-performing social media content sounds like a real person, not a brochure. Read your caption out loud — if it sounds stiff, rewrite it.

End with a call-to-action. Tell people what to do next. "Drop a comment if you agree." "Save this for later." "DM me if you want to know more." "Link in bio to book your spot." Without a CTA, people read and scroll on.

Keep paragraphs short. On social media, big blocks of text are intimidating. Use line breaks generously. One or two sentences per paragraph is perfect.

What happens after you schedule

Once your post is scheduled:

It appears on your Content Calendar at the scheduled date and time
The system publishes it automatically — you don't need to be online
You'll see the status change from "Scheduled" to "Published" once it goes out
If something goes wrong (like a disconnected account), you'll get a notification

You can edit or delete scheduled posts anytime before they go out. Just click on the post in your calendar and make your changes.

[VIDEO: Korneel creates and schedules a post across Instagram, Facebook, and LinkedIn — showing platform customization and hashtag strategies]

Write your caption first, then customize it per platform. What works on LinkedIn (longer, more professional) doesn't always work on Instagram (shorter, more visual). Take 30 seconds to tweak each version and you'll see better results.