Activating Instagram Direct Scheduling via Buffer

Instagram operates as Facebook’s younger sister, offering a fresh perspective even though it hasn’t been around as long. Recently, Instagram introduced business accounts and advertising options, solidifying its place as a powerful tool for social marketing. However, it had long lacked a third-party scheduling feature, forcing users to set reminders on their scheduling apps and manually post content when the time came.

That’s all changed now.

A few weeks ago, Instagram introduced third-party scheduling, and popular social media tools like Buffer have quickly integrated this feature. To start scheduling posts directly to Instagram, you’ll need to set up your account accordingly.

First, make sure you’re using an Instagram brand account, as these accounts can access analytics, ads, and third-party posting. Note that a brand account cannot be private, so you’ll be prompted to switch that setting. You can convert back to a personal account later, but this option could change at any time, so proceed only if you’re sure.

To convert your Instagram account, open the app and log in. Go to your profile, tap the settings wheel, scroll down, and tap “Switch to a Business Profile.” Follow the prompts and connect a Facebook page when asked. If you skip this, Facebook will create a page for you, which you’ll then need to claim—you can unpublish it later, but it must exist.

With your Instagram account prepped, it’s time to set up scheduling with Buffer. Open your Buffer account, go to the Instagram account you want to use, and click “Set up Instagram direct scheduling.” If you haven’t already switched to a business account, you’ll be reminded to do so. After converting, authenticate your Facebook account in the new tab that opens, then log in and return to your dashboard.

Now, you’re ready to schedule your post. Click in the “What Do You Want to Share” box, upload a photo (Buffer requires one for Instagram posts), and write your caption, including hashtags and tags. Then click “Add to Queue” for Buffer to schedule your post.

Direct scheduling may feel different if you were used to setting reminders before. Reminders provided an extra step to refine your message or add tags before posting. With direct scheduling, posts go live immediately, sometimes only notifying you through likes and comments.