Rool lets you publish posts directly to Facebook Pages and Instagram Business Accounts. Before you can publish, you need to connect your social media accounts to each branch. This guide walks you through the connection process and explains how to manage your connections.
Before You Begin
To connect Facebook and Instagram, you will need:
Admin or Manager role in your organization
A Facebook Page that you manage (personal profiles are not supported)
For Instagram: an Instagram Business Account linked to your Facebook Page
Why a Facebook Page? Rool uses Meta's official API, which only supports publishing to Facebook Pages and Instagram Business Accounts -- not personal Facebook profiles or regular Instagram accounts.
Why must Instagram be linked to a Facebook Page? Meta requires Instagram Business Accounts to be connected to a Facebook Page. Rool discovers your Instagram account through this link automatically. If you only see Facebook connected after completing the flow, see the Connecting Instagram section below.
Connecting Your Accounts
Step 1: Navigate to Your Branch
From the sidebar, select the branch you want to connect social accounts to.
You will land on the branch detail page, which shows your branch information and social media connections.
Step 2: Start the Connection
In the Social Media Connections card, click the Connect Social Accounts button.
You will be redirected to Facebook to authorize Rool.
Step 3: Authorize on Facebook
Log in to Facebook if you are not already signed in.
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Review the permissions Rool is requesting:
View your Pages -- so Rool can find the Pages you manage
Read Page engagement -- so Rool can monitor post performance
Manage Page posts -- so Rool can publish posts on your behalf
Access Instagram basic info -- so Rool can connect your linked Instagram account
Publish Instagram content -- so Rool can publish posts to Instagram
Select the Facebook Page you want to connect (if you manage multiple Pages).
Click Continue to grant access.
Step 4: Return to Rool
After authorizing, you will be redirected back to your branch page. A success notification will confirm which platforms were connected.
If your Facebook Page has a linked Instagram Business Account, both Facebook and Instagram will be connected automatically.
If no Instagram Business Account is linked, only Facebook will be connected.
Connecting Instagram via Your Facebook Page
Instagram connections in Rool are created through Facebook. When you connect your Facebook Page, Rool automatically checks whether that Page has a linked Instagram Business Account.
If Instagram did not connect automatically, it means your Instagram account is not linked to your Facebook Page. To fix this:
Open the Facebook app or go to facebook.com.
Navigate to your Facebook Page.
Go to Page Settings > Linked Accounts (or Instagram in Page settings).
Follow the prompts to link your Instagram Business or Creator account.
Return to Rool and click Connect Social Accounts again to reconnect. Rool will now detect your Instagram account.
Tip: If you see a message that says "To connect Instagram, link an Instagram Business Account to your Facebook Page first, then reconnect," this is exactly the situation described above.
Understanding Connection Status
Each social profile displays a status badge so you always know whether your connection is healthy.
Status |
Badge |
What It Means |
|---|---|---|
Connected |
Green checkmark |
Everything is working. You can publish to this platform. |
Expiring Soon |
Yellow warning |
Your connection token will expire within 7 days. Reconnect soon to avoid interruption. |
Expired |
Red "Expired" badge |
Your connection token has expired. You must reconnect before you can publish. |
Disconnected |
No badge (shows "Not connected") |
The platform is not connected to this branch. |
Token Expiration
Facebook and Instagram access tokens are valid for approximately 60 days. When a token is nearing expiration:
An expiration warning banner appears at the top of the app for admins, showing which branches have expiring or expired connections.
The connection card on the branch page displays the expiration date and a countdown.
Your organization admins will receive email notifications when tokens are within 7 days of expiring.
To renew an expiring or expired connection, simply click Connect Social Accounts again and complete the authorization flow. This refreshes your token for another 60 days.
Disconnecting a Social Account
If you need to remove a social connection from a branch:
Navigate to the branch detail page.
In the Social Media Connections card, find the platform you want to disconnect.
Click the X button next to the connected account.
In the confirmation dialog, click Disconnect.
The platform will be marked as disconnected and you will no longer be able to publish to it from that branch. You can reconnect at any time by clicking Connect Social Accounts.
Note: Disconnecting a social account in Rool does not revoke Rool's access on Facebook. To fully revoke access, go to your Facebook Settings > Business Integrations and remove Rool from there.
Each Branch Has Its Own Connections
Social media connections are tied to individual branches, not to your organization as a whole. This means:
Each branch can be connected to a different Facebook Page and different Instagram account.
Connecting social accounts on one branch does not affect other branches.
If your organization has 10 branches, you will need to connect social accounts on each one individually.
This design supports multi-location businesses where each branch has its own social media presence.
Troubleshooting
"No Facebook pages found"
You must manage at least one Facebook Page to connect. If you only have a personal Facebook profile, you will need to create a Facebook Page first.
Instagram did not connect
Your Instagram account must be an Instagram Business Account or Creator Account linked to the Facebook Page you selected. See Connecting Instagram via Your Facebook Page above.
"Connection failed" error
This can happen if:
You denied one or more permissions during the Facebook authorization step. Try again and make sure to grant all requested permissions.
The authorization session timed out. Start the connection process again.
There is a temporary issue with Facebook's servers. Wait a few minutes and try again.
Token expired unexpectedly
Tokens can expire before the 60-day window if:
You changed your Facebook password.
You removed Rool from your Facebook Business Integrations.
Facebook detected unusual activity on your account.
To fix this, simply reconnect by clicking Connect Social Accounts on the affected branch.