How Instagram works with Buffer Publish

Buffer supports Instagram business accounts. If you’re unsure which type of Instagram account you have, please see here.

Instagram works a bit differently than other social networks, and not all posts can be published automatically. In Buffer Publish we have both direct scheduling (posts that can be published automatically) and reminders (posts that you’ll receive a push notification for). Scheduling your Instagram posts works the same way for both, but the type of content you’re sharing will determine whether the post can be published automatically or not. Whenever you're scheduling a post, we'll let you know if it's going to be scheduled as a reminder.

Direct scheduling vs. reminders

Direct scheduling

Single image or video posts will be published automatically, assuming the image or video is within Instagram's accepted aspect ratio range. Additionally, videos must be between 3 and 60 seconds.

Reminders

Posts containing multiple images, or 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 Publish is only supported for business accounts, not for creator accounts.

📝 Keen 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 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
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