Automated Labeling and Mandatory Labeling

Applying labels to your content in Social Media Management is one of the most effective ways to organize your posts, filter your customer interactions, and create flexible reports. Because labels are internal to our platform, you can get creative with them — they will not be visible to your customers on your published posts.

In this article, learn how to streamline and optimize your labels workflow with automated labeling and mandatory labeling.

What's the difference between automated labeling and mandatory labeling? 

Automated labeling is applied to content after it's been published, based on the specific triggers that you select. Any label can be used to create an automation rule, and automated labeling can be applied to both your own content and to incoming content from fans (posts, comments, replies, and direct messages). For this reason, automated labeling is managed in Engage.  

Conversely, mandatory labeling is a setting that requires you to add at least one label to your posts before they can be published, scheduled, or saved to drafts. Mandatory labeling only applies to outgoing content created in Publish, not incoming content from fans or posts that you published natively. It is also enforced for all users in your organization, regardless of their team or user role. For this reason, mandatory labeling is managed on the backend by our development team, and it is toggled on/off at your request.

Automated labeling is useful if you want to apply specific labels based on specific circumstances. Mandatory labeling is useful if you want to build labeling generally into your publishing workflow. Both tools can be used together or separately to organize your content.      


Because automated labeling is applied after publication, it will not satisfy the mandatory labeling requirement if you have it enabled. Posts will still need to be labeled manually before they can be published. 

Setting up automated labeling


Only Admins can access Engage's Automations menu to set up labeling rules.

When creating an automation rule, you must choose one or more conditions — or triggers — and one action to take when those conditions are met. However, there are a few practical limitations to the size of your automations. There is a maximum of:

  • 25 keywords per condition.
  • 10 conditions per rule.
  • 150 rules per organization.

Here's how you a create a rule:

  1. In the left-hand sidebar in Engage, select Labels & assignments under Automations.

    Screenshot 2023-07-28 at 4.50.19 PM.png
  2. Click Add Rule in the top right.Screenshot 2023-07-28 at 4.52.35 PM.png
  3. Choose your If condition(s) and Then action from the available options. You can choose to Match Any or Match All of the following conditions: 

    Detected language
    Triggers based on the selected language detected. For more information and a full list of languages supported, please see our Language Support article.
    Triggers based on one or a few keywords in the post copy. You can decide if some, all, or none of those keywords should be included.


    Keywords and phrases are case sensitive. Press Enter after typing each keyword or phrase to add it to the rule.

    Triggers based on the network the content comes from. You can choose from Facebook, Twitter, Instagram, TikTok, WhatsApp, LinkedIn, YouTube, or Google Business Profile. You can either include or exclude them from the trigger.
    Triggers based on the channel the content comes from. You can either include or exclude them from the trigger.
    Content type
    Triggers based on the content type. You can choose posts, comments, replies, or direct messages, and you can either include or exclude them from the trigger.


    Engage does not ingest Instagram stories as posts, so please be aware that automated labeling is not available for Instagram stories in Publish.

    And you can choose one of the following action types:

    Assign to
    Assigns the piece of content to a user or a team.
    Add labels
    Adds one or more labels of your choice to the piece of content. Multiple Add labels rules can be applied to one piece of content. 
  4. Give your rule a descriptive title, and use the checkboxes to apply it to your Incoming content, Own content, or both. When ready, click Add Rule in the bottom right.

Your rule is now created and it will be applied to your new incoming and/or owned content based on your rule settings.

Requesting mandatory labeling

To request mandatory labeling for your organization, please reach out to your Customer Success Manager. If you're not sure who your Customer Success Manager is, you can reach out to our Support team for their contact info.

Once mandatory labeling has been enabled, you will see a red asterisk next to Labels in the Publish post creator. This means a label will need to be applied to the post before it can be saved, scheduled, or published.    


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