Posts & comments: Facebook and Instagram from the CRM
Under Publish you write one post for Facebook and Instagram at the same time — with a live preview, format check and content calendar. Under Comments you reply to and moderate all comments, sorted by post.
⏱ First post approx. 5 min · Requirement: Facebook Page or Instagram account connected under Settings → Channels · Permissions: Publish posts (posting, deleting comments), View conversations (comments) · Applies to Free & Paid · As of version 1.1.27
1. Connect accounts
Settings → Channels → “Connect Facebook & Instagram”. Meta asks for your Page and your Instagram business account; next to the button there is a step-by-step guide and “We'll help you”. Without a connected account you can try everything — posts are then marked “Simulated – not published” and nothing goes out.
2. Write a post
Publish (sidebar) → “New post”. Choose the platforms: Facebook, Instagram or both.
Format: post, story or reel. Several images become a carousel on Instagram.
Media: upload images and videos by drag & drop or directly on your phone, and change their order.
Text: one text for both — or “Customize for Facebook and Instagram” for a separate text per platform. Character counter per platform (with a hashtag counter for Instagram), emojis and hashtag suggestions from your earlier posts. With your own AI key, “Suggest text” gives you a draft — please read it before posting, the AI doesn't know your prices and dates.
Preview: “How it looks” for the Facebook feed, Instagram feed, story and reel. On a phone via the “Preview” tab.
Publish now, schedule or save as a draft.
3. Format check
Before anything goes out, The-Y checks aspect ratio, file size, video length and text length against Meta's rules — and tells you in plain language, for example:
“Instagram only accepts JPG images” · Instagram: 4:5 to 1.91:1, carousel at most 10 media, text up to 2,200 characters and 30 hashtags.
“Facebook reels at most 90 seconds” · Stories look best in portrait (9:16).
On Instagram an image is required — this is shown as a note, not as an error.
Fix the points marked in red first — or deselect the platform.
4. Scheduling & content calendar
When scheduling, you choose a date and time; the post goes out automatically.
Calendar: month and week view of all scheduled and published posts. On a computer you simply drag scheduled posts to another day (the time stays the same); on a phone via “Move to …”.
When to post? From 10 comments on, The-Y shows at which times most comments have come in for you so far — just a pattern, not a promise.
5. Status & after publishing
Status
Meaning
Draft · Scheduled
Saved, or saved with a date and time.
Publishing
Instagram is still processing videos — the status updates by itself.
Published
With a link to the post.
Failed
With an understandable reason and “Try again”.
Simulated – not published
No account connected, or test environment.
Each platform has its own status. After publishing you see likes, comments and (on Facebook) shares directly on the post, plus “View comments”.
Meta only shows reach in Business Suite. For that, The-Y would need an additional insights permission, which we deliberately don't request.
6. Templates for recurring posts
Under Publish → Templates you'll find examples to start with (e.g. “Holiday opening hours”, “We're on holiday”). You create your own or save a post with “Save as template”; “Duplicate” saves typing.
7. Reply to & moderate comments
Comments (sidebar, under Inbox) shows all Facebook and Instagram comments by post: thumbnail, the post's text and the comments as a thread including replies. Counters for open and new, filters Facebook / Instagram / open. Your own replies appear as “Us”.
Reply publicly — directly under the comment, also with quick replies from your templates.
Reply privately — via Messenger or Instagram Direct. Meta's rule: only one private message per comment, and only within 7 days. If the person replies, the conversation continues normally in the inbox.
“Like” (Facebook), Hide / Unhide, Delete (with confirmation) and Done — this also closes the conversation.
Fetching comments: in addition to Meta's notifications, the CRM fetches new Facebook and Instagram comments itself — automatically every 5 minutes, or right away with “Fetch now” in the Comments view. It covers comments from the last 7 days on your 10 most recent posts; nothing is created twice. Meta doesn't always include the name of the person commenting.
In the inbox a comment shows the post at the top (image, start of the text, link) and takes you to all comments with one click. Replies in the same thread land in the same conversation; edits, deletions and hiding on Facebook are carried over.
“Like” on Instagram comments isn't possible through the API. Instagram doesn't report deletions and edits by the authors — such comments remain visible in the CRM.
Frequently asked questions
Can I try this without a real account?
Yes. In the demo there are posts with images, a calendar, templates and comment threads (including hidden spam and a private reply). You can try everything — nothing goes to Facebook or Instagram.
Why don't I see reach?
Meta only provides reach with an additional insights permission, which we deliberately don't request. You see likes, comments and shares in the CRM; reach in Meta Business Suite.
My Instagram video is stuck on “Publishing”.
Instagram processes videos after the upload; the status updates by itself. If it doesn't work out in time, the post is set to “Failed” with a reason and “Try again”.
