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How Instagram works with Buffer

💡 Just need a point in the right direction? If you're experiencing trouble connecting Instagram to Buffer, head to this article: Connecting your Instagram business account to Buffer.

⚡️ You're in the right article if you're looking to…

  • understand the two ways to publish Instagram posts: through direct scheduling or reminders.
  • make sure your posts are eligible for Instagram direct scheduling.
  • figure out if your Instagram account is classified as a personal, creator, or business account.

Sharing a mix of images, videos, Reels, and carousels on Instagram keeps your posts in favor of the algorithm and your followers. Whether you’re planning to take advantage of Buffer’s direct scheduling or you’d prefer to use the reminders system, this cheat sheet will keep your Instagram content rolling.

📝 To make a connection between Instagram and Buffer, Buffer requires that your Instagram business account be connected to a Facebook Page. Because of this, when you connect your Instagram business account, you will be prompted to log into the personal Facebook profile that is an admin on the Facebook Page that is connected to your Instagram account. Learn more about connecting your Instagram business account to Buffer here.

This article contains the following sections:

  1. Direct scheduling vs. reminders
  2. Instagram personal profiles vs. business accounts
  3. Video: Using Instagram with Buffer

Direct scheduling vs. reminders

Direct scheduling

Posts with a single image, multiple (carousel) images, single video posts, and reels will be published automatically, assuming the image(s) or video is within Instagram's accepted aspect ratio range. Additionally, videos must be between 3 and 60 seconds. Reels must be between 5 and 60 seconds long. All videos uploaded to Instagram must be under 100 MB.


Posts containing an image or video that falls outside of Instagram's accepted aspect ratio range will be scheduled as reminders. Whenever you're scheduling a post, we'll let you know if it's going to be scheduled as a reminder.

Posts scheduled as reminders will display a bell icon in the queue.

The reminder will be sent as a push notification to your phone when it's time for your post to be published. When the notification comes through, you'll be able to complete the posting process in the Instagram app itself. Learn more about this process here.

Instagram personal profiles vs. business accounts

  • Instagram personal profiles are public or private accounts that are for personal use. People largely use personal profiles for keeping in touch with friends and sharing personal photos and stories.
  • Instagram business accounts are public accounts, specifically designed to be used by brands and organizations. Business accounts have access to some neat extra features, like being able to add contact information, accessing insights about followers and posts, and being able to promote posts as ads.

Instagram business accounts fall under the "professional account" category within Instagram. It's important to note that Instagram offers two types of professional accounts - business accounts (for brands and organizations) and creator accounts (for public figures, artists, and influencers). Direct scheduling within Buffer is only supported for business accounts, not for creator accounts.

📝 Would you like to switch to a business account? Follow the steps here!

How to identify what type of account you currently have

Unsure which types of Instagram account you have? Open the Instagram app on your mobile device and go to your profile. Next, tap on the hamburger menu (three horizontal lines) in the upper right corner of the app and head to Settings. From there, tap Account. Here's what you will see at the bottom of the list of options, depending on your current account type:

  • If you currently have an Instagram personal profile, you'll see one option:
    • Switch to Professional account
  • If you currently have an Instagram business account, you'll see these two options:
    • Switch to Personal account
    • Switch to Creator Account
  • If you currently have an Instagram creator account, you'll see these two options:
    • Switch to Personal account
    • Switch to Business Account

Using Instagram with Buffer

In the video below, Katie, from our Customer Advocacy team, will walk you through the many features you can enjoy when you connect your Instagram account to Buffer. 

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