| Characters | 2,200 | 2,000 |
| Media | a photo or video (required) | optional |
| Hashtags | max 5 hashtags at the END of the caption | 1-3 hashtags |
| Links in body | fine | fine |
| Needs platform approval | yes | yes |
Instagram allows 2,200 characters; Facebook caps at 2,000. A post written to Instagram's length gets truncated — usually mid-sentence — unless it is rewritten, not trimmed.
Instagram: max 5 hashtags at the END of the caption. Facebook: 1-3 hashtags. Carrying the tag block across is the single most obvious sign of an automated cross-post.
Instagram is built for short captions — under 100 characters is rewarded. Facebook is warm and community-toned; 40-80 characters peaks engagement. Those are different jobs, so the same words cannot do both well — and every algorithm here demotes text that obviously was not written for it. The fix is not to skip cross-posting; it is to send a native version to each network.
curl -X POST https://postwire.io/api/post \
-H "Authorization: Bearer $POSTWIRE_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"platforms": ["instagram", "facebook"],
"text": "Your post",
"per_platform": {
"instagram": { "text": "The Instagram version" },
"facebook": { "text": "The Facebook version" }
}
}'
PostWire's /api/generate writes those per-platform versions for you from a single prompt, respecting
every limit in the table above. From an AI agent it is one MCP tool call.
PostWire takes one idea and publishes a version written for each network — the right length, hashtags and format per platform. It also refuses posts that would fail, like a video network with no video, before they are queued.
Free for one brand — 30 posts a month, no card. Starter is $9/month for three brands and 300 posts. There is a REST API and an MCP server if you would rather automate it.
Start free — no card →Other pairs: Facebook to Instagram · all combinations · which APIs need approval
Most tools that do this bill per connected profile. What that actually costs once you add a second brand is worth reading first.