Skip to content

Instagram & Facebook

Instagram and Facebook are both connected through Meta. Once you've linked an account, you can publish feed posts, carousels, stories, and reels to either one from the Composer. This page covers the formats, limits, and quirks specific to each.

Both platforms process video before a post goes live, so a reel or video post may take a moment to appear after you publish. See How publishing works for the full picture.

Instagram

Formats and limits

Setting Limit
Caption Up to 2,200 characters
Hashtags Up to 30
Formats Single image, carousel, story, reel
Carousel 2–10 items
Alt text Up to 1,000 characters per image
First comment Up to 2,200 characters
Collaborators Up to 3 co-authors
Publishing rate About 50 posts per 24 hours per account

Instagram always needs media

Instagram rejects text-only posts. Every Instagram post must have at least one image or a video — the Composer blocks you from scheduling a caption on its own.

Media rules

  • Images are converted to JPEG automatically. Instagram only accepts JPEG, so any PNG or WebP you upload (or that the AI generates) is transcoded to JPEG at publish time. You don't need to convert anything yourself.
  • Feed video — about 100 MB, up to 90 seconds.
  • Reel — about 300 MB, up to 15 minutes. A reel post requires a video; attach one or the post won't publish.
  • Story video — up to 60 seconds.

A single video posted to the feed is published as a reel — on Instagram today, a feed video and a reel land in the same place.

Stories

Instagram stories are a distinct format. When you publish a story:

  • The caption, first comment, and collaborators are dropped — stories don't carry any of these.
  • If you attach several images, each is published as its own story and they appear as a swipeable sequence on your profile.
  • Stories disappear after 24 hours.

First comment, collaborators & options

  • First comment — Buzzator can auto-post a first comment right after the post publishes. This is the common home for links, which Instagram de-prioritizes in captions.
  • Collaborators — invite up to 3 accounts as co-authors. Supported on feed images, reels, and carousels (not on single feed videos).
  • Disable comments — turn the comment thread off for a post.
  • Branded content — flagging a post as sponsored prepends #ad to the caption when no disclosure tag is already present.

Facebook

Formats and limits

Setting Limit
Caption Up to 63,206 characters
Formats Single, carousel, reel, story, text-only, link share
Carousel Up to 10 photos
Alt text Up to 1,000 characters per photo
First comment Up to 8,000 characters
Reels About 30 per Page per 24 hours

Facebook accepts text-only posts — a caption with no media publishes fine.

Attach a URL and Facebook renders a clickable link-preview card.

You can't combine a link card with media

A link preview only appears on a text-and-link share. If you attach an image or video, Facebook drops the link card — put the URL in the caption body instead, or post the link on its own.

Reels & stories

  • Feed video — about 1 GB, up to 4 hours.
  • Reels — up to 90 seconds. A Page can publish roughly 30 reels per 24 hours.
  • Story photo — about 4 MB maximum, smaller than the feed image cap.
  • Stories drop the caption and first comment, and disappear after 24 hours.
  • Multi-photo posts are images only — if you attach a video alongside photos, the video is dropped from that post.

First comment

Like Instagram, Facebook supports an auto-posted first comment (up to 8,000 characters) that fires right after the post publishes — handy for links or extra context.