Rool's post wizard walks you through four steps to compose, customize, and schedule social media content across all your branches in one go. You can find it by navigating to Posts in the sidebar and clicking Create New Post.
Step 1: Select Accounts & Platforms
Start by choosing which branches (accounts) should receive this post and which social platforms to publish to.
Picking accounts
Use the search bar at the top to find accounts by name or location.
Use tag filters to narrow the list (e.g., show only "West Region" branches). When filtering by multiple tags you can choose to match accounts that have any or all of the selected tags.
Check the box next to each account you want to include, or use the select-all checkbox in the header row to add every visible account at once.
Choosing platforms
The grid displays a column for each supported platform. Currently available platforms are Facebook and Instagram (TikTok and LinkedIn are coming soon).
Both Facebook and Instagram are enabled by default. Click a platform's column header checkbox to toggle it on or off for all selected accounts at once.
Need a different mix for a specific branch? Toggle individual platform checkboxes in that account's row. Accounts with a custom platform selection are labeled with a Custom badge.
Post format
Once you have at least one account selected, the Post Format selector appears. You can choose one or more formats:
Feed Post -- A standard image or video post in the main feed.
Reel -- A short-form vertical video. When you select Reel, a Share Reel to Feed toggle appears so you can decide whether the Reel also shows in the main Instagram feed.
Story -- A temporary post that disappears after 24 hours (labeled "24h" in the selector).
You can select multiple formats at the same time (for example, Feed Post + Story).
A summary at the bottom shows how many accounts are selected and the total number of individual posts that will be created.
When you are happy with your selections, click Continue to move on.
Step 2: Add Media
Attach images or videos to your post. This step is optional -- you can create a text-only post if you prefer.
You have two ways to add media:
Library -- Opens the asset picker so you can choose files already uploaded to your organization's media library.
Upload -- Lets you pick files from your computer. Supported types are images (up to 50 MB each) and videos (up to 200 MB each).
Selected files appear as thumbnails. Click the remove button on any thumbnail to take it out of the post.
Click Continue when you are done (or skip ahead if you do not need media).
Step 3: Captions
Write the text that will accompany your post. Rool offers two caption modes -- choose whichever suits your workflow.
AI-generated captions
Select Generate AI at the top of the step.
Type your Base Caption -- the core message you want to communicate.
Pick a Tone from the dropdown. Built-in options include Professional, Casual/Friendly, Playful/Fun, Urgent/Promotional, and Inspirational. Your organization may also have custom brand tones available.
Optionally expand Additional Instructions to give the AI extra guidance (e.g., "Include a call-to-action" or "Mention weekend hours").
Click Generate Variants. Rool's AI creates a unique caption for each selected account so your posts feel authentic rather than duplicated.
After generation you can:
Edit any variant directly by clicking on it.
Regenerate a single variant by clicking the refresh icon next to it.
Regenerate All to create an entirely new set of variants.
If your organization has a configured brand voice, you will see a notice that it will automatically be applied to generated captions.
Manual captions
Select Enter Manually at the top of the step.
A text field appears for every selected account. Type or paste a caption into each one.
Turn on Customize per platform if you want to write separate captions for Facebook and Instagram on the same account. When enabled, each account shows a base caption field plus optional Facebook-specific and Instagram-specific fields. If you leave a platform field empty, the base caption is used.
Character guidelines are shown next to each field (500 recommended for Facebook, 2,200 limit for Instagram).
Once every account has a caption, click Continue to Scheduling.
Step 4: Schedule Post
Decide when your post goes live. There are three scheduling options:
Post immediately
The post will be published as soon as it is approved (or right away if the target accounts do not require approval).
Schedule for a specific time
Pick an exact date and time using the date-time picker. The picker respects the timezone of your selected accounts.
If you have multiple accounts selected, you can click Customize time per account to set a different publish time for each branch individually.
Stagger posts across a time window
This option appears only when you have selected more than one account. It spreads out your posts so they do not all go live at the same moment.
Set a Start Time and End Time for the window.
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Choose a Distribution Strategy:
Random times (recommended) -- posts are assigned random times within the window.
Evenly spaced -- posts are distributed at equal intervals.
Review the Schedule Preview to see each account's assigned time. You can click Shuffle Times to re-randomize, or manually adjust individual times.
Reviewing and Submitting
At the bottom of the scheduling step you will see a Post Summary card showing the number of accounts, total posts, and the chosen schedule.
When everything looks right you have several options:
Preview -- Opens a preview dialog so you can see how the post will look before submitting.
Create Post -- Submits the post. Depending on your account settings, the post will either publish right away, be queued for its scheduled time, or be sent for approval.
Save to Drafts -- Saves your work-in-progress so you can come back and finish it later. Drafts are also auto-saved as you work, so you will not lose progress if you navigate away.
Discard -- Deletes the draft and returns you to the posts list.
Tips
Creating from a content request -- If you start a post from a content request, the target accounts are pre-selected for you and a banner links back to the original request.
Approval routing -- Accounts that require approval are labeled with a Requires Approval badge in the account grid. Posts targeting those accounts will be sent for review before publishing.
Drafts auto-save -- Rool automatically saves your draft to the server after you add media or enter a caption, so your work is safe even if you close the browser.