Multi-Platform Publishing

Rool lets you publish a single post to multiple social platforms and multiple branch accounts at the same time. This guide explains which platforms and formats are available, how to tailor captions for each platform, and how to track the publishing status of every post.

Supported Platforms

Rool currently supports two social platforms:

• Facebook -- Publishes to your branch's Facebook Page.

• Instagram -- Publishes to the Instagram Business Account linked to that Facebook Page.

TikTok and LinkedIn appear in the platform grid but are not yet available. They are labeled Soon and cannot be selected.

How the connection works

Both platforms are connected through a single Facebook OAuth flow. When you connect a Facebook Page, Rool automatically detects any Instagram Business Account linked to that page. This means:

• A Facebook Page connection is required before you can publish to either platform.

• If your Facebook Page has a linked Instagram Business Account, Instagram will appear as a connected profile for that branch automatically.

• If no Instagram Business Account is linked to the page, only Facebook will be available for that branch.

Your organization admin manages social connections in account settings. If a platform shows as unavailable for a branch, ask your admin to check the connection.

Post Formats

When creating a post you can choose one or more formats from the Post Format selector:

You can select multiple formats at the same time. For example, choosing both Feed Post and Story will publish the content as a regular feed post and as a story for each selected account and platform.

Format behavior by platform

• Facebook feed posts support text-only posts, single-image posts, and video posts.

• Facebook Reels publish as videos through the Facebook video endpoint.

• Facebook Stories support a single image or a single video. Captions are not included in stories (this is a platform limitation).

• Instagram feed posts require at least one image. If a video is attached it is published as a Reel that also appears in the feed.

• Instagram Reels require a video. A Share Reel to Feed option lets you control whether the Reel also shows up in the main Instagram feed (enabled by default).

• Instagram Stories support a single image or a single video. Like Facebook Stories, captions are not included.

If you select the Story format, only the first media item in your post will be used. Stories do not support multiple images or videos.

Choosing Platforms Per Account

When you reach the account-and-platform step of the post wizard, you will see the Platform Account Grid -- a table with your branches listed as rows and platforms as columns.

Global platform selection

• Click a platform's column header checkbox (e.g., the Facebook column header) to toggle that platform on or off for every selected account at once.

• Both Facebook and Instagram are enabled by default when you select an account.

Per-account overrides

• You can toggle an individual platform checkbox in a specific account's row to customize which platforms that branch publishes to.

• Accounts with a custom platform selection display a Custom badge next to their name so you can easily spot them.

This flexibility means you can publish the same post to Facebook for all branches but limit Instagram to only certain locations, or any other combination.

Per-Platform Caption Customization

Rool supports writing different captions for different platforms on the same post. Each account's caption can be either:

• A single caption used across all platforms for that account.

• A per-platform caption where you write separate text for Facebook and Instagram.

When per-platform captions are configured, the publishing system automatically picks the right version:

1. If a platform-specific caption exists (e.g., a dedicated Instagram caption), that text is used.

2. If not, the account's default caption is used.

3. If no account-specific caption exists at all, the post's base caption is used.

Previewing per-platform captions

The post preview panel lets you cycle through accounts and toggle between platforms to see exactly what each post will look like before publishing. The preview updates the displayed caption based on the selected account and platform.

Publishing Status Tracking

After a post is published (or attempted), Rool tracks the outcome for every combination of account, platform, and format. You can view this information in the post details side panel.

Status categories

The publishing section shows three counts:

• Published (green) -- The number of account/platform/format combinations that were successfully published.

• Failed (red) -- The number that encountered an error during publishing.

• Pending (blue) -- The number still waiting to be published (for example, scheduled posts that have not reached their publish time yet).

Below the counts, recent publishing events are listed with timestamps so you can see exactly when each post went live or what went wrong.

Post-level statuses

Based on the individual publishing results, your post will show one of these overall statuses:

Automatic retry protection

Rool prevents duplicate publishing. If a post has already been successfully published to a specific account/platform/format combination, it will not be published there again -- even if the publishing process is retriggered.

Tips

• Connect both platforms for each branch to get the most out of multi-platform publishing. A single Facebook OAuth connection covers both Facebook and Instagram.

• Use per-platform captions when the tone or content needs to differ. Instagram audiences often respond better to different language than Facebook audiences.

• Check publishing status after scheduled posts go live. The details panel updates in real time so you can catch any failures quickly.

• Stories expire after 24 hours -- Rool tracks the expiration time for story posts so you know when they will disappear.

• Reels need video -- Make sure your post includes at least one video attachment before selecting the Reel format.