The Social Publishing Agent plans, generates, and publishes social content automatically—pulling ideas from industry trends, holidays, your top-performing posts, and competitor benchmarks. It produces channel and industry-specific copy, recommends images, and supports optional human approvals, ensuring your calendar stays full without compromising your brand voice.

Navigation

• Click ‘Settings.’
• Go to ‘AI Agents.’
• Select ‘Social Publishing Agent.’

Goals
 

You’ll view the Goals tab. The Goals panel explains what the agent is built to achieve.

• Increase content output and calendar coverage by keeping your social calendar consistently updated with relevant and timely content.
• Increase engagement (likes, reactions, comments) through content tailored to audience behavior, platform trends, and optimal posting times.
• Save hours every week by automating planning, scheduling, and content creation, allowing your team to focus on strategy, not execution.

Trigger — When should this agent run?

Go to the ‘Trigger’ tab and choose how often the Social Publishing Agent should generate the posts.

Weekly cadence - select ‘Every week.’ Click the day dropdown and choose any day of the week (Monday through Sunday).

Example: If today is 3rd September (Wednesday) and you set the agent to run every week on Monday, the agent will create posts on 8th September. These posts will be scheduled for the week of 15th–22nd September.
There’s a one-week gap between when posts are created and when they are scheduled to go live. This buffer gives you (or your approvers) time to review, edit, or approve the posts before publishing.

Monthly cadence - Choose ‘Every month,’ and you will have the option to pick the date 1st or 15th to run the agent.

Example: If you set the agent to run every month on the 1st, the agent will prepare posts in advance.
In this case, posts are being created on 24th September for the scheduling window of 1st–31st October.
Just like with weekly cadence, there’s a buffer period before the posts go live. This allows you or approvers to review, edit, or approve the posts before the publishing window begins.

In this example, the trigger has been switched back to every week on Monday, since we want the agent to create weekly posts. Click ‘Save’ to confirm the trigger.

Tasks

Go to the ‘Tasks’ tab to configure the tasks the agent will perform

Analyze post ideas

The agent can analyze your business context and generate post ideas tailored to your industry.
Click ‘Business Metadata’

A drawer opens on the right side to view the details about your business, such as category, subcategory, business name, description, services, keywords, and products. 

This metadata helps the agent create industry-specific post ideas relevant to your business. You can also edit the metadata if any details need updating. After making changes, click ‘Save’ to confirm.

You can also add a prompt by clicking ‘Add prompt.’

Enter additional instructions. For example, ‘Generate at least one social post idea that highlights our services and provides useful tips for customers.’ Click ‘Add’ to save the prompt.

Find relevant upcoming holiday themes

The agent can automatically identify upcoming holiday themes that are relevant to your business. This ensures your posts remain timely and aligned with holidays that matter to your audience.

Click ‘Holiday Calendar’ to view holidays for your selected country.

You can switch the country from the dropdown. Click ‘Save’ after selecting the country to confirm.

The calendar will show holidays month by month (e.g., Halloween, Election Day, Veterans Day).

Review the best post themes for reuse

The agent can identify and suggest top-performing post themes from your past activity that can be reused. This helps you recycle high-impact content instead of always starting from scratch.

Click ‘Top Posts Finder’ to configure.

Date range: Choose how far back the agent should look (30, 60, or 90 days).

Channels: Select whether to review all channels or filter by specific platforms like Facebook, Instagram, or LinkedIn.

Performance metric: Decide how to rank posts — by Reach, Impressions, Engagement, Engagement rate, Likes and reactions, Comments and replies, or Shares.

Minimum threshold: Enter a number to define the minimum performance benchmark. Click ‘Save’ after configuration.

For example, setting it to last 90 days, all channels, Impressions, and 50 minimum means: the agent will pull all posts from the last 90 days across all channels that generated 50 impressions or more.
 

Discover trending ideas from competitors

The agent can also track your competitors’ top-performing posts and use those themes to inspire new content for your business.

Click ‘Competitor Posts Finder.’

Choose the date range (e.g., last 30, 60, or 90 days).

Select the competitor accounts and channels you want to track (e.g., Facebook, Instagram).

Pick the performance metric to filter top posts — options include:

• Impressions
• Engagement
• Engagement rate
• Likes and reactions
• Comments and replies

Enter a minimum threshold for performance and click ‘Save.’

For example, if you enter 50 impressions, the agent will only pull competitor posts from the last 90 days that have received at least 50 impressions.

This way, you can ensure that only impactful, high-performing competitor content is considered when generating new ideas for your calendar.
 

Adjust style and publishing settings

In this step, you can decide where your posts appear, how they’re styled, and which images they use. Click on ‘Content Preferences’ to open the configuration options.

Publishing Channels: Choose the platforms where the posts should be published. You can select individual channels (Facebook, Instagram, Google, LinkedIn) or choose All channels.

Image preference: Select from multiple sources like ‘Your posts,’ ‘Asset library,’ ‘Pexels,’ or allow the agent to pick from ‘All’ sources.

Caption preferences:

• Toggle whether to include emojis and hashtags in the captions.

For hashtags, you can either:

• Let AI decide automatically, or

Select Manual and enter your own hashtags separated by spaces.

Once your preferences are set, click ‘Save.’

Create posts from identified themes

The agent generates new posts from the themes and topics identified in earlier tasks using the Content Generator.

Click the ‘Content Generator’ button.

Under How many posts should the agent create each week?, select the desired post volume. You can select up to 7. Example: Selecting 3 will generate three posts every week.

Under How should posts be distributed?, choose one of the following:

• Let AI distribute posts – Posts will be distributed across post ideas, holiday posts, top-performing posts, and competitor posts.

• Manually set the post distribution – You decide how many posts of each type should be created. Example: 1 post idea, 1 top-performing post, and 1 competitor post per week. Once preferences are set, click ‘Save’ to apply the configuration.

Set timing and scheduling preferences

Use the Post Scheduler to decide when your posts should be published.

Click ‘Post Scheduler.’

Choose how the agent should add posts to the calendar:

Add to calendar as a suggested post → The posts will be suggested but not automatically scheduled. 
Schedule post for publishing → The posts will be scheduled and published automatically.

If scheduling posts for publishing, you can decide when the posts go live:

Post during the following days and times → Manually select exact days and times for posting.

Let AI decide the best time to post → AI picks the optimal posting time based on engagement patterns. Once your preferred options are selected, click 'Save' to confirm.

Enable approval before publishing

To ensure quality control, you can add a human approval step before the agent publishes posts. This allows designated team members to review, approve, or reject content.

Click ‘Approval Workflow.’

From the dropdown, choose which approval workflow should be used.

Select when reminders should be sent if a post is not approved (options: 6 hours before publish, 12 hours before publish, 24 hours before publish). You can select one or multiple reminder timings.

Choose who should be notified via email if a post is rejected by searching for and adding users.

If you don’t want posts to go through a human approval step, you can disable approvals directly from the Tasks tab. Toggle the switch to turn the task off as shown in the image below.

Run Test (Results)

After you’ve configured the tasks, click ‘Run test’ in the preview section to see how the agent will function in real-time.

The results shown here are directly aligned with the tasks you’ve configured. Since there are 8 tasks in total, you would normally see 8 results. However, because approvals have been turned off, only 7 results are displayed.

Below are the results from the test run:

Analyze post ideas

The agent identified relevant post ideas based on your business category and industry.

Find relevant upcoming holiday themes

No upcoming holiday found for the upcoming schedule days.

Review the best post themes for reuse

The agent identified the Top 84 performing posts from the last 90 days to reuse. Click the ‘Top 84 performing posts’ to view more details.

• It shows the top 50 posts out of 84 top-performing posts.
• View metrics such as impressions, engagements, likes, comments, and shares are shown for each post.

Discover trending ideas from competitors

No top-performing competitor posts were identified for reuse based on impressions over the last 90 days.

Adjust style and publishing settings

Configured preferences applied:

• Copy style → Emojis and relevant hashtags.
• Image sources → Your posts, Asset library, Pexels.

Selected channels: Facebook and Instagram.

Create posts from identified themes

The agent generated 6 posts for the upcoming schedule:

• 2 from top-performing content
• 4 from new post ideas

Click on ‘6 posts.’

You will view all 6 posts generated by the agent, complete with text, hashtags, and images aligned with your business themes. You can also view the reasoning ‘How was this post generated.’

Scroll down to view the other 5 generated posts by the agent.

Set timing and scheduling preferences

The agent identified the ideal publishing time slots based on past engagement data across channels and locations.

You can also preview these on the calendar.

Return to the 'Tasks' configuration page and pause the agent. Once paused, the 'Publish' button will become available—click it to publish the agent.