I was planning to launch a content schedule and wanted to use a platform like Buffer, Hootsuite, Later, etc. The client I suggested this to brought up that he tried this some time ago and received way fewer likes than he normally gets.
Do social media platforms punish content posted by a third-party app?
If they don’t, how can I convince him that it was a fluke and we should try again? Any data or articles to show him?
It’s been a few years since I tried Hootsuite, but when I did, yes, IG penalized posts posted by 3rd party apps. They want you USING the platform. It’s how they make money. If you can reap all the benefits without being on the platform itself, it doesn’t do IG/FB much good.
This may have changed, but I’d be surprised if they made it easier to use the platform without actually using it.
Try some test posts though and use your analytics to see if you get less views when posting via a 3rd party.
I have co-created a scheduling tool (SocialBu) and no the content/reach is not punished. Most of the time, it is due to other factors regardless of the fact if it was scheduled or was published without any 3rd party.
While I agree some might see their reach go down when using a publishing tool, I would account that as penalized for not being active on the social media site , not related to how you actually post the content.
A lot of brands start posting from a publication tool and then basically never goes in-platform to engage with any content, which is where I’d flag the drop in performance happens.
To your client – I would say that this would be a major factor, and explain how you’ll be staying active in-platform to fight against this.
Source: in the industry for 10 years, 5 of which I ran an agency where I ran into the same issue.