Platform Variants

Not every platform is the same, and your audience on Instagram might respond differently than your followers on X/Twitter. Platform variants let you tailor your content for each network without leaving the composer.

How It Works

By default, all selected platforms share the same caption and media. This is great for quick posts where the message is universal.

When you need to customize, toggle on platform-specific variants. This creates a separate caption and media section for each platform, so you can:

• Write a shorter, punchier caption for X/Twitter (280-character limit).
• Add more hashtags for Instagram to boost discoverability.
• Use a more conversational tone for Facebook.
• Include different media or aspect ratios per platform.

When to Use Variants

Platform variants are especially useful when:

• Character limits differ — Your full caption fits on Instagram but exceeds X/Twitter’s limit.
• Audiences vary — Your LinkedIn followers expect a professional tone, while Instagram is more casual.
• Hashtag strategy differs — Instagram benefits from more hashtags, while X/Twitter performs better with fewer.
• Media needs vary — Different platforms favor different image dimensions or video lengths.

Creating Variants

1. Open the Compose page and write your base caption.
2. Toggle on platform variants using the control in the editor area.
3. Switch between platform tabs to edit each version independently.
4. The live preview updates to show the selected platform’s version.

Each variant is published to its respective platform, so your audience gets content optimized for where they’re reading it. You still manage everything from one place — no need to create separate posts for each network.