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  Article updated: January 09, 2023

Create a Facebook post

You can create and publish Facebook Page or group content from Composer. To save time, you can publish to several Facebook accounts or social networks at once. Publish posts right away, or schedule them in advance for a specific day and time. Read on to learn about all you can do when creating Facebook posts in Hootsuite.

Watch Best practices for sharing content on Facebook for great publishing guidance. Visit Hootsuite Academy to watch more videos, take courses, or earn industry-recognized certifications.

Note: Publishing to personal profiles is not supported, due to changes by Facebook in 2018 to protect user privacy.

Before you begin

Make sure you’ve already added a Facebook Page or group to Hootsuite. How to add a Facebook account.

Create your post

To get started, select Composer . Then follow the steps in this article to create your post. Hootsuite does not support creating event posts or polls.

Sample post in Composer.

  1. Under Publish to, select the Facebook Page or group you'd like to publish to.
  2. In the Content area, enter your post text. You can proofread your text using Grammarly. The character limit for Facebook posts is 2,000. You can include the following in the body of your post:
    • Links - If you include a link, a link preview appears on the right. Can’t see a link preview? See Overview of link previews.
    • Mentions - To mention a Page, enter @ followed by the Page name, and then select an option from the list.
    • Hashtags - Select the hashtag icon to get some hashtag suggestions. The suggestion list is powered by AI (artificial intelligence), based on your post text and media (see also our guide to using hashtags on every network).
    • Emoji - Select the smiley face to add emoji (see also Add more inclusive emoji).
  3. To shorten a link, below the Content area, select Shorten with The full links remain visible in the Content area, while the post preview on the right displays the shortened link.
  4. To add link tracking parameters, below the Content area, select Add tracking, select, and then select Custom. Enter your campaign name, type, and value, and then select Apply.
    More about parameters

    All plans can add custom link tracking parameters, designed to work with analytics systems. Parameters are tags that identify a link and the post that contains it. See Shorten and track links to learn more. Team, Business, and Enterprise customers can also set up a vanity URL to use as a link shortener instead of To learn more, see Set up a vanity URL.

  5. Add one or more images, a GIF, or a video to your post.
    Media upload options
    • Drag files from your computer into the Content area.
    • Select Upload media.
    • Select Design with Canva (available on paid plans, see Design images with Canva in Composer for details).
    • Select Media library, and then select Free Images or GIPHY from the drop-down. Select a media file, and then select Close media library.

      Note: Uploading multiple images results in one post containing all the images. You can drag the images to reorder them in your posts.

      Images are uploaded to Timeline Photos by default for Facebook Pages, and to Group Feed by default for Facebook groups. Select the default album under your attached media to select a different existing album to upload the images to. New albums need to be created in Facebook and then you can publish to them from Hootsuite.

      To learn more about media file requirements, see Image file requirements and Work with videos.

  6. To edit an image, add filters, or make other adjustments, point to the image thumbnail and select Edit image. For detailed instruction on using the image editor, see Work with images.
  7. To add alt text (descriptive text for your image), point to an image thumbnail and select Alt. Enter the alt text description of the image, and then select Apply. The character limit for Facebook is 500 characters.
  8. To add captions or a custom thumbnail to a video, point to it and select Video settings.
    Edit video settings

    You can do the following in video settings:

    • View the video file's properties.
    • Enter a video title for Page posts that is visible when the video is selected for viewing. The video file name is used by default. Available for Page post videos.
    • Customize the thumbnail cover for Page posts. Select one of the thumbnail options provided, or select Upload a custom thumbnail to add your own.
    • Add captions to your videos. Drag a SubRip Subtitle file (SRT file) from your computer into the Subtitles area or choose Upload an SRT file. One file can be uploaded per post. SRT file names must have the following format: filename.[language code]_[country code].srt. Language codes are two lowercase letters and country codes are two uppercase letters. Example: Refer to the Facebook list of valid language and country codes.

    Tip: If you need to publish your subtitles in multiple languages, use the Schedule and duplicate (or Post and duplicate) option to build the post again with a different SRT file.

Advanced options

When you create your post, you can also take advantage of additional options, such as promoting your post or selecting the specific audience who can see your post.

Promote a post

Select Promote this post under Promotion to boost your post on Facebook. For more details, see Boost a Facebook post.

Specify targeting for a Facebook post

Select Add next to Facebook target audience to select who you’d like to see your post. Select age, country, region, city, ZIP, and postal codes, and then select Add.

Specify a campaign (Business and Enterprise organizations)

Select your organization, and then select Campaign to associate your post with a current or future campaign. To learn more, see Create and manage content campaigns.

Upload images from your content library (Business and Enterprise organizations)

In the Content area, select Media library , and then select Content Library Images from the drop-down to select an image from your pre-approved media files.

Apply a tag (Business and Enterprise organizations)

Select Add next to Tags to apply tags to your posts and analyze their performance in Hootsuite Analytics. Select the tags to add to your post, and then select Add. To find out more, see Add tags to track your outbound posts.

Publish your Facebook post 

When you’re finished creating your post, review it in the preview on the right to see how it will look on your Facebook Page or group. You'll be alerted to any issues with your post. Then select from the following options in the bottom right:

  • Post now - Publish the post right away.
  • Schedule for later - Select a date and time to publish the post, or select a day and choose from any recommended times available (see Schedule posts at recommended times). Select Done, and then select Schedule.
  • Save draft - Select the arrow next to Post now, and then select Save draft if you’re not ready to publish or schedule your post.

Tip: Find and manage your drafts, published posts, and scheduled posts in Planner .

If you want to create another post right away, select the arrow next to Post now (or Schedule), and then select one of the following options:

  • Post and reuse accounts (or Schedule and reuse accounts) - Publish your current post and begin a new one to the same social accounts.
  • Post and duplicate (or Schedule and duplicate) - Publish your current post and retain its content to create a new, similar post with a unique post ID. Promoted ad spend is not retained for the new post.


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