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How do I create and publish social posts in HubSpot?

HubSpot's social tool lets you write one social post and publish it to several networks at once, customizing it for each network as needed. You can then track engagement alongside the rest of your marketing in HubSpot.

Before you start:

  • Plans: requires Marketing Hub Professional or Enterprise.
  • Permissions: you need All accessible accounts or Their connected accounts social permissions to publish. Users with Draft only permissions can create drafts but can't publish.
  • Connected accounts: your social accounts must be connected to HubSpot. See How do I reconnect or disconnect my social media accounts in HubSpot?

Step 1: Start a new post

  1. In HubSpot, go to Marketing > Social. If you see More in the main navigation, click it first.
  2. In the upper right, click Create post (or Create, then Create from scratch).
  3. In the composer, click the Select accounts dropdown and check each social account you want to post to. You can post to Facebook, Instagram, LinkedIn, X, TikTok, YouTube and Reddit.

Step 2: Write your post

On the Draft (all networks) tab, write one version of your post. It's copied to every selected account, and previews for each network appear on the right.

  • Caption: enter your text. Each network has its own character limit:
    • Facebook: 2,500
    • Instagram: 2,200
    • LinkedIn: 3,000
    • X: 280, or 25,000 for Premium accounts
    • YouTube: 5,000
    • TikTok: 2,200 for video posts, 4,000 for photo posts
  • Hashtags: type # to add hashtags, or click the hashtag icon to use and manage your saved hashtags. Hashtags become clickable once the post is published.
  • Emojis: click the emoji icon.
  • AI help: click the AI icon to have Breeze Assistant draft a post or suggest hashtags, if AI features are turned on in your account.
  • Links: paste a link into the text box to share a web page. A preview is created automatically.
  • Undo or redo: use the icons below the text box, or Ctrl+Z / Cmd+Z.

Please note:

  • Links in Instagram and TikTok captions show as plain text and aren't clickable.
  • Link shortening: HubSpot shortens links automatically (for example, hubs.ly) and adds tracking so you can see traffic from each post. Custom tracking URLs can't be used. To use your own branded short links, connect a Bitly account.

Step 3: Add images or video

In the Upload Media section, click Select media. You can also drag and drop files into the composer.

Images:

  • Choose an existing image, upload one, or add one from a URL.
  • Design one with Canva or Adobe Express, or generate one with AI (Content Hub Starter or higher).
  • Click the edit icon to crop or resize.
  • Click the T icon to add alt text (not available for Instagram).

Video:

  • Choose an existing video or upload a new one.
  • Use Generate with AI > Clip a video to create short clips from a longer video.
  • Click the captions icon to add or check captions.
  • With Content Hub Professional or Enterprise, click the edit icon to trim, crop or brand the video.

Image and video requirements vary by network. JPEG images and MP4 or MOV videos work on most networks. See HubSpot's image and video requirements for social posts.

Step 4: Customize for each network (optional)

Click a social network icon to edit the post just for that network or account. You can:

  • @mention other accounts (see below).
  • Click More options to add a first comment and other network-specific settings.
  • Click Duplicate post to create another version, or the trash icon to remove that account.

Tip: customize each network's post as your last step. Once you edit a post for a specific network, later changes on the Draft (all networks) tab won't update it.

@mention tips:

  • LinkedIn: you can mention company pages and personal profiles. To mention a person, they must have a public profile, follow your LinkedIn page, have a first name, last name and headline, and have English as their default profile language.
  • Facebook: only Facebook pages can be mentioned, not individual people or events.
  • Instagram: mentions won't auto-complete in HubSpot, but will work once the post is live.
  • X: only accounts you follow will auto-complete. For others, type the full handle.
  • TikTok: mentions are clickable in the preview so you can check them before publishing.

Step 5: Schedule and add to a campaign

  1. Expand Schedule post:
    • Choose Publish now, or
    • Choose Schedule for later and pick a date and time, or pick one of Your saved times from your social publishing schedule.
  2. Expand Add to campaign (optional) and select a campaign, or click Create campaign, to track the post alongside your other campaign content.

Step 6: Review and publish

  1. In the top right, click Review & Schedule.
  2. Check the content, accounts, campaign and timing for each post.
  3. Click Schedule or Publish.

Please note: on the social network, the post will show the name of the HubSpot user who connected that social account as the creator.

For network-specific posts, such as Instagram reels and stories, LinkedIn polls and documents, and YouTube videos, see HubSpot's guides for each network.

Related articles: Why am I getting an unsuccessful social post error in HubSpot? · How do I reconnect or disconnect my social media accounts in HubSpot?

Need help? Contact the Gate 39 team through the Customer portal.

 

 References
[1] HubSpot – Create and publish social posts (updated Sep 11, 2026)
[2] HubSpot – Optimize social post captions and publishing