Hermoso schedules Instagram posts and Reels from the same place it makes them. It publishes through your connected Facebook Page, checks Instagram's real rules the moment you schedule, and refuses anything Instagram will not accept before it is queued.
The reason to schedule here rather than in a dedicated tool is that the post usually did not exist ten minutes ago. Hermoso researches what is already running in your market, renders the creative with your real product, copy and CTA, and then queues it. The queue itself, and the other seven networks, are on the social media scheduler page.
What Instagram actually allows
The caption cap is 2,200 characters, checked when you schedule. Over-length copy is refused with the number rather than trimmed to fit.
Visibility is public and nothing else. Instagram publishes immediately when it publishes at all — it has no unlisted, private or draft post, so there is no fourth state hidden behind a setting. Asking for one is refused rather than quietly turned into a public post you did not choose.
Media is required. An Instagram item is a photo or a Reel, and there is no text-only Instagram post, so a caption on its own cannot be scheduled at all.
Identity comes from the connected Facebook Page: Instagram publishing rides the same pageId, which is why connecting Instagram means connecting the Page it is attached to. The account owner ticks exactly which Pages and Instagram accounts Hermoso may use, and the server re-verifies each id against the live connection, so an unticked account is unusable, including by an AI agent, including for its owner.
Refused at schedule time, with Instagram's own rule
Everything that can be refused is refused while you are still there, naming the platform rule and the fix. Schedule a caption-only Instagram post and it is turned down on the spot because Instagram requires a photo or a Reel — not accepted, queued, and then failed the following morning with a log line nobody reads. Ask for a draft and you are told Instagram has none. A refusal costs nothing and tells you what to change.
What Instagram's API will not let anyone do
An Instagram post cannot be edited or deleted through the API. That is Instagram's rule, not a gap in Hermoso, and we state it rather than shipping a button that fails. Get the caption right before it goes out; afterwards the only lever is deleting the post by hand in the Instagram app.
Comments are a different matter. Hermoso can list them, reply to them, and hide, unhide or delete them.
Measurement and the paid side
Organic measurement covers Page and Instagram insights plus per-post insights. On the paid side, Instagram runs on the same full Meta ads tree Hermoso builds for Facebook — campaigns, ad sets, ads, audiences, budgets, targeting, insights, per-placement ad previews and reach estimates — with Instagram placements included. Everything is created paused and the only switch that arms spend is confirm-gated. For the creative, see the AI Instagram ad generator and the AI UGC ad generator.
From the browser, or from an AI agent
Scheduling an Instagram post works identically in the web app, in the in-app Studio chat, and from any AI agent over the MCP server — Claude, Claude Code, Codex, Cursor, Cline or any MCP client. Connecting the account is a one-time OAuth flow in Settings, Connectors: a browser is needed once, and everything after that is agent-callable. No password ever reaches the model.
Timing is the same on every surface: up to 365 days ahead with a minimum lead of more than a minute, or into the brand's posting queue, whose default slots are 09:00, 13:00 and 17:00, with up to 24 slots, a 90-day forward horizon and a real IANA timezone.
What Hermoso does not do here
There are no recurring or repeating Instagram posts, no first-comment automation — a real gap for the hashtags-in-the-first-comment habit, and worth knowing before you switch — no RSS auto-posting and no URL shortener. Per-channel captions are available on the API and from an AI agent, but the web composer has a single caption box shared by every selected channel.
Frequently asked questions
Can you schedule Instagram Reels?
Yes. An Instagram item in Hermoso is a photo or a Reel, and either can be scheduled up to 365 days ahead or dropped into the brand posting queue. Media is required either way: there is no text-only Instagram post, so a caption on its own is refused at schedule time rather than queued and failed later.
How many characters is an Instagram caption?
Hermoso enforces 2,200 characters at the moment you schedule, which is Instagram’s cap. Over-length copy is refused with the number attached rather than trimmed to fit, so nothing is published with a sentence missing from the end. The check runs before the post is stored in the queue.
Can Hermoso schedule an Instagram draft?
No, because Instagram has no draft. Instagram publishes immediately when it publishes at all, and it has no unlisted or private post either, so public is the only visibility Hermoso can offer. Asking for a draft is refused at schedule time with that reason rather than converted into a public post you did not ask for.
Can I edit an Instagram post after it is published?
No, and no tool can. Instagram’s API does not permit editing or deleting a post once it exists, so Hermoso says so instead of offering a button that fails. Comments are different: Hermoso can list them, reply to them, and hide, unhide or delete them on your published posts.
Do I need a Facebook Page to schedule Instagram posts?
Yes. Instagram publishing rides the connected Facebook Page and uses the same pageId, which is why connecting Instagram means connecting the Page it is attached to. The account owner ticks which Pages and Instagram accounts Hermoso may use, and the server re-verifies every id against the live connection before anything publishes.
Does Hermoso run Instagram ads as well as organic posts?
Yes. Instagram placements sit inside the same full Meta ads tree Hermoso builds for Facebook: campaigns, ad sets, ads, audiences, budgets, targeting, insights, ad previews per placement, and reach estimates before a budget is committed. Everything is created paused, and the only switch that arms real spend is confirm-gated.
Can an AI agent post to Instagram for me?
Yes. The same rules run on three surfaces: the web app, the in-app Studio chat, and the MCP server at https://app.hermoso.ai/mcp, which Claude, Claude Code, Codex, Cursor or any MCP client can call. Connecting the account needs a browser once; every publishing action after that is agent-callable and no password reaches the model.