What goes out on each network
Each network’s posts rotate through the formats it rewards and its API can publish, so a calendar mixes images, documents, carousels and short video.
| Network | Formats | Where it posts |
|---|---|---|
| Image, document (all slides as one PDF), text, short video | Your Company Page, connected by a Page admin | |
| X | Image (up to four), text, short video | Your account, within the X allowance in your plan |
| Image, short video, text; Reels and Stories | Your Page | |
| Image, carousel (up to ten), video as a Reel; Stories | The professional account linked to your Page | |
| TikTok | Short video, photo carousel | Your TikTok account |
| Text and image posts; galleries and video when the creative has them | Your own profile or a subreddit you moderate | |
| YouTube | Video | Your channel; uploads are private by default |
| Bluesky | Image (up to four), text, short video | Your account, connected with an app password |
Reels, Stories and the feed
Facebook and Instagram posts each have a placement: feed, Reel or Story. The calendar rotates them: every third post with an image or video becomes a Story, other videos run as Reels and the rest stay in the feed. Reels and Stories get a vertical 1080 × 1920 rendition laid out for a portrait canvas.
Stories carry no caption or link, because the platforms’ APIs publish neither. Until a post goes out you can move it between the three in the Social tab, as long as the creative fits: a Reel needs a video, a Story one image or video. A failed post that you move goes back on the schedule.
From message to published post
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Written from your messages
Posts come from the same messages and personas as your ads. Multi-page posts carry slides: cover, pain, product, proof and a call to action.
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Laid out in your brand
Images, carousels, documents and video render from your design profile: colours, fonts and logo from your site, your design system or reference images. See brand design.
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Approved, then scheduled
Only approved creatives go on the calendar, four weeks ahead, in each network’s business-hour window in your workspace’s time zone. In live mode only networks you have connected get posts; the others are listed so you can connect them, and a post whose network is disconnected is marked failed with the reason instead of reported as published.
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Checked again at publish
Text, title and alt text get the copy clean-up once more. A post that still reads as machine-written is marked failed with the reason, and nothing is sent.
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Tagged for attribution
Links carry utm_medium with the network (organic_linkedin, for example) and utm_content with the creative’s id, so tracked visits credit the post’s creative, message and persona. See attribution.
Default cadence
Posts are spread over weekdays at each network’s busier business hours. Higher-priority awareness posts get the earlier slots.
| Network | Posts a week | Preferred slots |
|---|---|---|
| 3 | Tuesday to Thursday, 08:00 to 10:00 | |
| X | 5 | Monday to Friday, 09:00, 12:00 or 15:00 |
| 2 | Tuesday to Thursday, 09:00 or 13:00 | |
| 2 | Tuesday to Thursday, 11:00 to 13:00 | |
| TikTok | 2 | Tuesday to Thursday, 12:00, 17:00 or 18:00 |
| 1 | Monday to Thursday, 07:00 to 09:00 | |
| YouTube | 1 | Thursday or Friday, 14:00 to 16:00 |
| Bluesky | 3 | Monday to Friday, 09:00, 12:00 or 15:00 |
Due posts are published by a sweep that runs every 10 minutes. Media, link and title are read from the creative at that moment.
Worth knowing
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01
Blog posts get promoted
Publishing a blog post creates promotion posts on the persona’s networks among LinkedIn, X, Facebook, Bluesky and Reddit, scheduled through the same calendar.
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02
X bills every post
X charges for each post through its API, more when it carries a link. Posts draw on the X allowance in your plan and stop with a reason when it is used up; packs add more.
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03
Subreddit rules apply
Karma, account age, flair and spam filters can still reject or remove a Reddit post. Keep self-promotion within each subreddit’s rules.
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04
Channels per plan
Plans differ in how many social channels a workspace connects. See pricing.
Questions people ask
Can Demander post from my personal LinkedIn profile?
It publishes to your LinkedIn Company Page. Personal profiles are not supported. For one-to-one first messages from a person, see the assisted sends in e-mail outreach.
Does anything get posted without my approval?
Only approved creatives are put on the calendar. Each scheduled post is visible in the Social tab before its time, and a post that fails a check is held with the reason instead of going out.
How do I see which posts bring pipeline?
Every link is tagged with the network and the creative, so a tracked visit becomes a touch on that post. Attribution and the account timelines then show posts next to ads and e-mails, by creative, message and persona.
Why did a post fail?
The Social tab gives the reason: copy that still reads as machine-written, a platform limit such as too many images, the X allowance used up, or an error from the network. Fix the creative and schedule it again.