Social Post Agent is an AI-powered assistant that helps you generate and publish social media posts faster and on-brand. It’s built directly into HubSpot and turns key dates, events, and moments into polished, brand-aligned content across LinkedIn, X, Instagram, and more. All you need to do is press "Run Agent" and this will create posts for all calendar events in the next month for you.

This agent delivers post ideas, drafts, and scheduling recommendations tailored to your company’s tone and voice, all in one workflow.

This is our new and improved version of what was called the "Social Agent". Here's what's new:

1. Each event has three post ideas created. This helps get new angles for each topic. We've heard from customers like you that this helps get over the blank slate problem

2. Post suggestions now much more on-brand and specific to your company and location

3. Updates to the UI to make it much more friendly and quicker for you to edit your draft.

4. You can now edit your "Social Identity" through the Train your Social AI button to sound like you. The Agent will remember your preferences for hashtags, tones, language structures, for every future run. You can upload any brand documents and see the posts sound just like you. We recommend setting this up before you run the agent ✨

Why does it matter?

If you're like most B2B marketers, social media creation is one of your most frequent and most time-consuming tasks. Yet it often starts from scratch, across disconnected tools, with the pressure to be creative, on-brand, and on time.

Social Post Agent changes that. This agent helps you turn calendar events into publish-ready social posts, fast. Whether it’s an upcoming event, holiday, or a cultural moment, the agent surfaces three curated post ideas or angles each aligned with your audience, industry, and marketing goals. You’ll never start from a blank page again.

Better yet, the content is personalized to your brand’s voice using Social Identity - a set of preferences you define once and refine over time. You can tell the agent how you sound:

• Choose your tone
• Define your preferred hashtags, keywords, and topics
• Set your do’s and don’ts for voice and messaging (example: "use all lowercase for Instagram posts")

This means every post the agent creates will sound like it came directly from your team ready to engage, resonate, and convert. Social Post Agent doesn’t just save time - it inspires better content, strengthens your brand voice, and fits seamlessly into your publishing workflow.

How does it work?

Here are instructions on how to get started with Agents.

Getting started with Social Post Agent is easy - and it all happens inside HubSpot. Once you do the main setup steps, you won't have to do them again:

1. Open the Social App: Navigate to the Social Post Agent tab
2. Confirm Settings: "Add" your Social Post Agent. You will have to switch on AI Settings (including "Files"). For best results, make sure your "Company Name" is filled in the Settings under "Account Defaults".
3. (Optional but recommended): In Agent Studio, set up your agent "trigger" to run once a month / at a cadence of your choice. This will tell the agent to run on a periodic basis so you always have content for the next month.
4. Run the Agent: Press "Run Agent" to kick off the agent. Sit back and relax as the agent comes up with suggestions for a full month. This process takes ~5 minutes. You can switch over to a different window, but don't close the tab. The agent will take lead on creating your posts. You will be notified when the agent has run.

5. Review personalized content ideas: Once the agent run has finished, it will link out to your Social App. You can also access this directly by the "Social Post Tab" in the app. Based on upcoming calendar events, the agent suggests three unique angles for each opportunity—tailored to your industry, audience, and brand voice. Each of these posts has a customized version for each network.

6. Ready to post! Edit and Post your ready drafts by choose your accounts. Or save for later! Next time you want more suggestions, just click on "Run Agent."

Pro tips:

1. Schedule with confidence: Get optimal timing suggestions based on past engagement, or set your own schedule—all within the same flow.
2. Customize your Social Identity: To make the agent sound more like you in the future, click on the "Train my Social AI" button. Define your tone, preferred hashtags, keywords, and voice rules in the panel. The agent will use this to create posts that consistently sound like you.