A post is created, attached to accounts, given a time, and held until approved.
The steps
- Create the post, or generate one from Campaign Builder.
- Attach media from the Media Library.
- Choose which connected accounts it goes to.
- Set the time.
- Approve it.
Approval is not a formality
A post that has been generated but not approved shows as pending review, and it will not publish in that state. One left pending past its date does not go out late — it does not go out.
That is the safety catch and it is deliberate. Generated content is drafted, scheduled and held; the last step is always a person reading it.
Choosing accounts
Accounts are connected in Technology, not here — see connecting social accounts. Marketing publishes to whatever is already connected.
A post that fails usually failed because a connection lapsed rather than because of the content.
Timing
The calendar is where gaps and pile-ups become visible. Individually posts look fine; on a calendar you can see the three-week gap nobody planned and the four posts stacked on one Tuesday because three campaigns each picked a good day.
Consistency beats frequency. Two posts a week every week outperforms eleven in a burst and then nothing.