Creating posts
Threads, carousels and formats
A post’s formats (X thread, carousel, LinkedIn article, story, reel) and what each network does with each of them.
A post can take several forms. What it becomes depends on the network: a real thread of posts, an image carousel, an article, a story or a reel.
Choosing a format
In each network’s card, the “Format” list says what form the network will receive the post in. Each format says whether it “Needs an image”, “Needs a video” or “Can go out without media”.
| Format | Where |
|---|---|
| Post | Instagram, Facebook, X, LinkedIn |
| Photo | TikTok |
| Video | Facebook, TikTok, LinkedIn |
| Reel | Instagram, Facebook |
| Story | Instagram, Facebook |
| Carousel | Instagram, LinkedIn |
| Thread | X |
| Article |
What each network does
| Behavior | Networks |
|---|---|
| A thread of several posts, published as such | X (“Thread”) |
| A carousel of several images | Instagram, LinkedIn |
| A long article | |
| A story, ephemeral | Instagram, Facebook |
| A reel, a short vertical video | Instagram, Facebook |
| A single photo or video, no other format | TikTok |
If the post needs more than the network accepts, the composer tells you before sending, for example “more than N posts in the thread” or “more than N media files”, instead of silently dropping pieces.
Media by format
A single post does not mix photos and video: the composer shows “photos and a video can’t go out in the same post” and asks you to keep either the photos or the video. The number of media files allowed depends on the network and the format; the card flags it when it is exceeded.
Writing for several networks
If you publish the same idea on several networks, choose for each the format that suits it: a thread on X, a carousel on Instagram and LinkedIn, a reel or a story where video works.
Each network keeps its own text and format: see Global vs per-network content. The limits by network are in Posting rules by network.