How to set up an automated social media calendar and post automatically

Creating and scheduling content consistently can be a logistical nightmare. Between brainstorming, drafting, approvals, and publishing, managing multiple platforms manually is inefficient. That’s where automation tools like Make.com, Zapier, and Airtable come in—helping marketers streamline workflows, eliminate repetitive tasks, and ensure content is consistent and published on time.

Let’s explore how these tools work together and see a real-world example of automating content scheduling and publishing.

Why Automate Content Planning?

Managing content manually often leads to:

• Missed deadlines due to scattered workflows.

• Duplicate efforts, with teams updating multiple platforms separately.

• Inconsistent posting, affecting engagement and reach.

By automating content planning, you create a centralized workflow where tasks flow seamlessly from ideation to publication—saving time and reducing human error.

Tools You Need: Make.com, Zapier, Airtable & More

To fully automate content scheduling and publishing, you need the right stack. Here’s how each tool plays a role.

Airtable: The Content Database

Airtable acts as the single source of truth for content planning. You can:

• Organize posts by status (Draft, Scheduled, Published).

• Store content details like captions, images, and publishing dates.

• Collaborate with team members in a structured way.

Make.com & Zapier: The Automation Engines

Both Make.com and Zapier automate workflows by connecting apps without coding. They handle tasks like:

• Moving content from Airtable to scheduling tools (Buffer, Hootsuite).

• Sending notifications when content is approved.

• Automatically posting content at the right time.

  
  

Buffer & Hootsuite: Social Scheduling

Once the content is ready, these tools publish it across social media platforms. They allow for:

• Bulk scheduling of posts.

• Analytics tracking to measure performance.

• Multi-platform management from one dashboard.

Alternatively, you can leverage on Make.com to schedule and publish content directly, without paying any membership.

Use Case: Automating Post Scheduling with Make.com & Airtable

Let’s break down a real-world automation workflow using Make.com and Airtable to streamline content publishing.

Step 1: Set Up an Airtable Content Calendar

Start with an Airtable base containing fields for:

• Post Title

• Content (Text/Images/Links)

• Scheduled Date

• Platform (LinkedIn, Twitter, Instagram, etc.)

• Status (Draft, Approved, Scheduled, Published)

This ensures all content is organized in one place before automation kicks in.

Step 2: Create an Automation in Make.com

Make.com allows you to create workflows (called scenarios) that move content automatically.

• Trigger: The automation starts when a new row in Airtable is marked as "Scheduled."

• Action: Make.com retrieves the content and formats it for the chosen platform.

• Post to Buffer or Hootsuite: The post is automatically added to the scheduling tool, or use Make.com to post directly on SM platforms.

• Update Airtable: The status in Airtable changes to "Published" after posting.

This workflow ensures that once content is approved, it moves through the pipeline without manual intervention.

Step 3: Monitor & Optimize

With automation in place, your team can focus on content quality and strategy, rather than repetitive tasks. Use Buffer or Hootsuite’s analytics to track engagement and refine your approach.

Here is another example of what in practice a Make.com scenario we implemented for automated scheduled posting on Instagram would look like:

Starting from AirTable, where all the content is stored, a webhook catches the trigger to schedule te post. Based on the type of post (Carousel, image, reel), Make.com steers the flow to one of the three branches. Assets, stored in a Google drive folder, are retrieved and prepared for posting on Instagram. After posting, AirTable and Google Drive are updated acordingly. Furthermore, there is the possibili to delay the posting until a certain date / hour is reached.

Unlock Efficiency with Automation

Automating content workflows with Make.com, Zapier, and Airtable eliminates bottlenecks, reduces errors, and improves consistency. Whether you're a solo creator or a marketing team, integrating these tools allows you to scale content efforts without added workload.

Ready to streamline your content planning? Start by automating one step at a time—and watch your efficiency skyrocket.

Do you want to automate you SM posting? Let's do it together!

FAQ – Automating Content Planning with Make.com, Zapier, and Airtable

1. What are the main benefits of automating content planning?

Automating content planning eliminates repetitive tasks, reduces human error, and ensures consistency in publishing. Key benefits include:

• Time savings: No need to manually update multiple platforms.

• Improved accuracy: Reduces the risk of missed deadlines or duplicate posts.

• Scalability: Allows teams to manage larger volumes of content efficiently.

• Better collaboration: Centralized workflows keep everyone aligned on approvals and scheduling.

2. How do Make.com and Zapier differ in content automation?

Both tools enable no-code automation but have key differences:

• Make.com offers a visual workflow builder with advanced logic, making it ideal for complex multi-step automations.

• Zapier is more user-friendly for beginners and excels at simple one-to-one integrations between apps.

For intricate workflows (e.g., conditional logic, data transformations), Make.com is often the better choice. For quick automations (e.g., sending an approval notification), Zapier works well.

3. What are common mistakes when setting up automated content workflows?

Some frequent pitfalls include:

• Not defining clear triggers and actions, leading to incomplete or incorrect automation flows.

• Failing to test scenarios, which can result in posts being scheduled incorrectly or not published at all.

• Ignoring API rate limits, especially when integrating multiple tools that sync frequently (e.g., Airtable updates triggering too many requests).

• Overcomplicating workflows, making troubleshooting difficult—start simple and scale as needed.

  
  

4. Can I automate social media posting without using Buffer or Hootsuite?

Yes, you can post directly via APIs from platforms like Facebook, Twitter, or LinkedIn using Make.com or Zapier—but this requires API setup and authentication management. Alternatively, native scheduling tools (like Meta Business Suite for Facebook/Instagram) offer built-in automation without third-party services. However, Buffer/Hootsuite simplify multi-platform scheduling with analytics features that direct API integrations lack.

5. How long does it take to set up a fully automated content workflow?

The setup time depends on complexity:

• A basic workflow (e.g., moving approved posts from Airtable to Buffer) can be done in 1–2 hours using pre-built templates in Make.com/Zapier.

• A more advanced system (with approval stages, notifications, dynamic formatting) may take a few days, including testing.

• Large-scale enterprise solutions require ongoing optimization but typically become fully operational within a few weeks.

Need help implementing your automation strategy? Contact us today to streamline your processes with expert guidance! 🚀