Content View in Publish

Your Publish content (posts) can go through several states on the path from getting created to appearing on a social network. You might start with creating a draft, then send your post for approval, then schedule it, then eventually publish it. Each of those steps lands your post in a different state and each state has a corresponding section in Publish.

This article describes each of the post states that your content can be in and how to navigate Content view.

Content by state sections

The Content menu on the left in Publish organizes your content by post state.

Content view sections.png

All of your content will be collected under the All section. Your content can't be in multiple states at once, but it will often move from one state to another based on your actions or certain Social Media Management automations.

As in Calendar view, you can sort each section by date range, newest/oldest first, match all/any, and also filter by specific labels or the following categories: Channel, Team, Author, Network, Channel Group, Placement, Assigned Approver, Promotion, and State.

Your content will be organized by the following state sections:

This section contains all of your Publish posts in any state.
Contains posts that have neither been scheduled nor published, yet they could be published in their current form. Clicking on a post in Drafts opens it in the Publish editor where you can continue preparing it for publication. Find out more about saving posts as drafts.
Awaiting approval
Contains posts that have been sent for approval to you or one of your colleagues. The post is ready to be published but needs a review and possibly further editing. A user with approval rights can open posts in this section and edit or approve them. Find out more about content approval.

Contains posts that have been scheduled for a future date in Social Media Management or on Facebook natively. Posts scheduled in Social Media Management will automatically get published at the right time. Certain Instagram post types can't be published automatically, as explained in our article on publishing Instagram posts with the Hub app.

Find out more about scheduling posts in Social Media Management or on Facebook natively.

Contains any content that is currently in the process of getting published to a social network. Most posts stay in this state only for seconds, before moving to the Published state. Certain Instagram post types can stay in this state for longer since they need a manual completion of the publishing process. Check our article on common publishing errors to learn more.
Publishing errors

Should your scheduled content fail to get published, it goes to the Publishing errors section. Opening a post with a publishing error shows a red bar at the top with an error message. We've described the most common publishing errors and their solutions in the help center.

Once the error is resolved, you can publish or schedule the post again.


All posts that have been successfully published to your social media channels will appear in this section. Even posts created outside of Social Media Management will appear. The only exception are Instagram story posts, those do not get indexed in Social Media Management if they were created natively.

Clicking on any Published post will open a detail view with a few basic performance statistics and buttons to view the post natively, handle engagement with the post in our Engage module, or copy it to a new post.


Shared externally is not a post state but rather a way to share your planned or published content with external stakeholders that do not have access to Social Media Management. You can find out more in our article on sharing Publish content externally.

Was this article helpful?
0 out of 1 found this helpful
Brandwatch Academy

The Brandwatch Academy is here

Access on-demand courses on the Brandwatch product suite, plus live events to enrich your knowledge.