Shared and per-channel content

One text for every channel, or a separate version per channel. When to use which, and what you lose when you switch back.

Shared text

By default, you write one version, and the same text goes to every selected channel. This is the shared text. Unless you create a separate version for a channel, it uses the shared text. Fix a typo in the shared text, and it is fixed everywhere.

Channel-specific text

1. 1
   Switch to the channel tab

   Each selected channel has a tab above the editor.
2. 2
   Open the full editor

   Use the Full editor button. From then on, that channel uses its own text.
3. 3
   Write your version

   The character counter now shows the limit that applies to the connected account for that channel.

Channel-specific text applies only to that channel. All other channels still use the shared text.

Switching back to shared

Which to use

• Shared text if the same message goes everywhere. This is the more common case and requires much less maintenance.
• Channel-specific text if the tone really differs: the LinkedIn post is longer and more matter-of-fact, while the TikTok caption is short.
• Channel-specific text also when the character limit makes it necessary. A 280-character X post and a LinkedIn post rarely use the same text.

If you regularly write the same two versions, save them as a set and start the next post from there.

The API equivalent

There is no "shared text" in the API. You provide the content for each channel as a separate item in the posts array. Shared text is a convenience in the interface. When you save, it becomes per-channel content.

{
  "type": "schedule",
  "date": "2026-09-15T09:00:00.000Z",
  "posts": [
    {
      "integration": { "id": "<x-channel>" },
      "value": [{ "content": "<p>Short version for X.</p>" }]
    },
    {
      "integration": { "id": "<linkedin-channel>" },
      "value": [{ "content": "<p>Longer version for LinkedIn.</p>" }]
    }
  ]
}

If you send the same content to both, that is equivalent to shared text. See the Create a post endpoint for the full request specification.