Creating Video Posts

These days, social video marketing has become a no-brainer for most brands as videos are engaging internet users like nothing else. If you want to be where your customers are, video content should be an important part of your marketing strategy.

Social Media Management supports video post creation, customization, and performance tracking. This article covers all the Social Media Management features available for creating video posts.

Creating a video post

Facebook, Instagram, Twitter, LinkedIn, and TikTok all support video posts. Social Media Management enables you to create these types of posts in roughly the same way for each of the networks:


Publish also supports the creation of Instagram reels. For instructions and special considerations on creating reels, please see the section below.

  1. In Publish, click Create Post in the top left.Screenshot 2023-10-12 at 9.15.49 AM.png
  2. Choose the network and channels you'd like to publish your video post to, then click Create Post on the right side of the screen.


    Currently, it is only possible to create a post on one network at a time. However, you can select multiple channels on the network to publish your post to.

    Screenshot 2023-10-12 at 9.16.29 AM.png
  3. Add your post text in the text box and upload your video asset using one of the following methods:
    • Drag and drop your video file to the file area.
    • Click the file area to open a local file browser. Choose the file to add from there.
    • While hovering over the file area, click the Cloud link to open a file picker popup. You can access various cloud storages such as Google Drive and Dropbox.
    • While hovering over the file area, click the Content Pool link to select files stored in the Content Pool.


    To prevent errors when uploading your video file(s), please check our media attachments guide to make sure your file falls within the supported media specifications for each network.

  4. Consider any additional options such as selecting a video thumbnail or adding captions.
  5. Once you're happy with your post, click Publish, Schedule, or Send for Approval.Screenshot 2023-10-12 at 9.21.49 AM.png


Due to API limitations, TikTok post creation in Publish does not support any creation features such as embedding music or filters, etc. Any desired media should be included in your video prior to uploading in Publish. If a TikTok video has embedded copyrighted music, whether it is uploaded from the API or natively, it may get flagged. If you wish to safelist a song for your own usage in videos, contact TikTok user support directly from the TikTok app or through TikTok's feedback form.


Use Campaigns and the Content Pool to upload and keep your video stock assets in Publish. From there, your team can easily access your media files for future posts.

Adding a thumbnail image

A thumbnail for your video post will be provided automatically. For Facebook, Instagram, or TikTok video posts, you have the option to select a specific thumbnail from 10 provided options. For Facebook video posts only, you can upload your own image file as a thumbnail. 

Selecting a video frame as a thumbnail

  1. Create a Facebook, Instagram, or TikTok video post.
  2. Once you've added your video to Publish, Social Media Management will automatically select 10 frames from your video that can be used as a thumbnail. Hover over the video thumbnail under the file area and use the right/left arrows to cycle through the pre-selected thumbnails to select the one you want.Screenshot 2023-10-12 at 10.27.56 AM.png


For TikTok posts, your post will preview in Publish with the first video thumbnail. However, your post will published using the specific thumbnail you selected.

Uploading a custom thumbnail image

Please note that uploading a custom thumbnail is currently only available for Facebook video posts. Visit our media attachments guide for guidelines on recommended file types and properties for thumbnail images.

  1. Create a Facebook video post.
  2. Once you've added your video to Publish, hover over the thumbnail and click the Upload thumbnail button.Screenshot 2023-10-12 at 9.26.47 AM.png

  3. Select your thumbnail file and upload it to your post.

Adding captions


At this time, adding captions is only supported for Facebook video posts.

About 85% of videos on Facebook are watched without sound. Facebook algorithms also penalize videos without captions, making captions vital for achieving reach.

To help you with captions, Social Media Management supports the SubRip (SRT) file format. SubRip files are plain text files that contain all subtitle information. They can be created with any professional video editing software.

Facebook recommends naming your SRT file in the following way: filename.[language code]_[country code].srt. (Download an example file).

Here's how you can add captions in Social Media Management:

  1. Create a Facebook video post.
  2. Once you've added your video to Publish, click the Add Captions button underneath your uploaded video.Screenshot 2023-10-12 at 9.29.22 AM.png
  3. Add your SRT file and click Apply.

Repeat the above steps if you'd like to add captions in additional languages. If you experience any issues adding captions, consult Facebook's troubleshooting guide.

Creating Instagram reels

When creating an Instagram post, you can create Instagram reels in Publish using the Reels tab in the post editor: Screenshot 2023-10-12 at 10.02.20 AM.png

You may only upload one video file when creating a reel. Check our media attachments guide for the recommended file specification for reel videos.

When creating a reel, you will have the option to click Rename Audio to customize the audio name and toggle Share to Feed on or off. If toggled off, the reel will only publish to the Reels section in your instagram account, rather than your Posts feed.


Instagram video posts published using the Posts tab in the Publish editor will always post to both your Instagram account's Posts feed and Reels section, provided the video file meets the media specifications for reels.

If you create a reel using the Reels tab in the Publish editor and Share to Feed is toggled on, the reel will only publish to both your Instagram account's Posts feed and Reels section if your video file meets the media specifications for reels. If your video file does not meet the media specifications for reels, it will publish to neither your Posts feed or Reels section. Please check our media attachments guide before publishing reels to prevent potential publishing errors.

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