Title: Publishing to Instagram and Facebook from Shopify | AutoPost guides Description: Account requirements, connecting both networks, when a Reel beats a feed post, copy that suits each audience, and the setup errors merchants actually hit. Canonical URL: https://autopostbyamasty.com/guides/instagram-and-facebook-publishing.html Product: AutoPost — AI Social Media Posting — a Shopify app by Amasty (https://apps.shopify.com/autopost-social-media-ai-post) Updated: September 9, 2026 --- # Publishing to Instagram and Facebook from Shopify Instagram & Facebook · 7 min read · Updated September 9, 2026 These two networks share a permission system, so it is tempting to treat them as one channel. They are not: the accounts differ, the formats differ and the audiences differ. This guide covers the setup that trips people up and the settings that make one automation work well on both. ## Contents 1. [Getting the accounts right](#accounts) 2. [Connecting both networks](#connect) 3. [Feed post, Reel or carousel?](#formats) 4. [Copy that suits each network](#copy) 5. [One automation or two?](#one) 6. [Errors you will actually meet](#errors) 7. [A short pre-launch checklist](#checklist) ## 1. Getting the accounts right Nine out of ten setup problems on these two networks are account problems, not app problems. Sort this out first: - **Instagram must be a professional account** — business or creator. A personal account cannot publish through any API, by any tool. The switch is free and lives in Instagram's own settings. - **The Instagram account must be linked to a Facebook Page.** This is a platform requirement for API publishing, even if you never post on the Page itself. - **For Facebook you need a Page you administer**, not a personal profile. API publishing to personal timelines is not permitted. - **If the Page belongs to a Business Manager**, make sure your account has access to it there — otherwise the Page will not appear in the list AutoPost shows you. **Check this before you build automations** Open Instagram, confirm the account type is Business or Creator, and confirm the linked Page. Two minutes there saves an afternoon of wondering why a connection will not complete. ## 2. Connecting both networks In your Shopify admin, open AutoPost and go to **Accounts**. Instagram and Facebook have separate cards, and each one runs its own authorisation: - **Instagram** asks for `instagram_business_basic`, `instagram_business_content_publish` and `instagram_business_manage_comments` — identify the account, publish to it, and manage comments on its own posts. - **Facebook** asks for `pages_manage_posts`, `pages_read_engagement`, `pages_show_list` and `business_management` — publish to a Page, read the state of those posts, list the Pages you manage, and resolve Pages owned by a business. After the Facebook authorisation you pick which Page to publish to. If you create a new Page later, refresh the list in the app rather than reconnecting. Full details are on the [Instagram](https://autopostbyamasty.com/instagram.html) and [Facebook](https://autopostbyamasty.com/facebook.html) integration pages. ## 3. Feed post, Reel or carousel? AutoPost chooses the format from the media on the product, so the decision happens when you attach media in Shopify. | Product media | Instagram receives | Facebook receives | | --- | --- | --- | | One image | A feed image post | A photo post on the Page | | Several images | A carousel | A photo post using the first image | | A vertical video | A Reel | A video post on the Page | | A landscape video | A feed video post | A video post on the Page | Practical consequence: if you want Reels — and Reels are where most new reach on Instagram comes from — attach vertical video to your products. A 15-second clip filmed on a phone in portrait is enough. ## 4. Copy that suits each network Both networks accept up to 2,200 characters, so the limit is not the constraint. The audience is. - **Instagram** tolerates a little storytelling. Put the hook in the first line, because the rest is collapsed behind “more”. Hashtags at the end, three to five of them. - **Facebook** readers skew older and click links more readily. A plain description of what the product is, plus a clear call to action and the link, outperforms clever copy. - **Both** benefit from the product link. Use `{PRODUCT_URL}` rather than pointing people at your homepage. A template that works on Instagram: an `{AI_RESULT}` block for the product-specific hook, then a fixed call to action, then `{PRODUCT_URL}`, then your hashtags. For Facebook, drop the hashtags and lead with what the product does. ## 5. One automation or two? Start with one automation targeting both networks — it is half the setup and the copy is usually good enough on both. Split into two when one of these becomes true: - You want hashtags on Instagram but not on Facebook. - You want a different posting rhythm — daily on Instagram, three times a week on the Page. - You want Reels on Instagram from vertical video, while Facebook gets the image-led version. - Your Facebook audience responds to a different tone than your Instagram audience. Remember that each network consumes its own credit: one product published to both is two posts against your monthly allowance. ## 6. Errors you will actually meet | Symptom | Cause | Fix | | --- | --- | --- | | Instagram will not connect | The account is personal, or not linked to a Page | Switch it to Business or Creator and link the Page, then reconnect | | My Page is not in the list | The Page is new, or owned by a Business Manager your account cannot reach | Refresh the list in the app; check access in Business Manager | | “This Facebook page does not exist” | The selected Page was deleted or your access changed | Refresh and select the Page again | | Posting temporarily blocked | Facebook applied a platform policy restriction | Wait it out; review what was published before retrying | | Connection dropped after a while | Password change, revoked access or an expired authorisation | Reconnect the account in **Accounts** | ## 7. A short pre-launch checklist - Instagram account type is Business or Creator, and a Page is linked - The right Facebook Page is selected in AutoPost - Your products have at least one good image; the hero products also have vertical video - A template exists that reads well with your longest product title - The schedule has slots spread across the day, not stacked together - The first five queued posts have been read in the Calendar before anything goes out **Next:** [Building your first automation](https://autopostbyamasty.com/build-first-automation.html) · [Templates and AI captions](https://autopostbyamasty.com/product-templates-and-ai-captions.html) · [All integrations](https://autopostbyamasty.com/integrations.html)