ThumbStopper Announces Fully Automated Social Media Content Syndication Through Instagram

ThumbStopper’s content syndication software now supports fully automated content syndication for brands and their retailers through Instagram.

TAMPA, FL (April 16, 2021) – ThumbStopper®, the leader in social media automation and intelligent syndication for multi-location brands and their retailers, recently announced fully automated support now available for Instagram within its Brand Manager™ platform. Utilizing the recently released Instagram Content Publishing API, retailers can now connect their business’s Instagram Account. This will allow retailers on Brand Manager to enjoy the same hands-free content publishing they already receive for their business’s Facebook page. 

Retailers that want to continue to review, revise and syndicate content can still do so through Brand Manager, but for the majority of connected retailers–retailers that rely on automated, hands-free content publishing–the platform’s newest feature will mean more opportunities to get their social content in front of their fans and followers. 

“We’re thrilled to be able to continue to expand in our key area of focus, organic social content syndication,” said Matthew Brown, President and CEO of ThumbStopper. “As consumers continue to increase their daily social media consumption, across a variety of social platforms, we know it’s important to help our brand and retailer clients meet their consumers where they are with high-quality, engaging social content. Small businesses want to engage socially, but are often burdened to find time to create fresh content and get it on their pages. By automating that part of the process for them now with Instagram, we hope to take a small but important task off their plates.”

As one of the first software companies to utilize the recently released public version of the Instagram Content Publishing API, Brand Manager maintains approval through the rigorous App Review process, ensuring that content syndicated through to Instagram is done so within the guidelines and policies set out by Facebook.

Why Was Instagram Chosen for Full Syndication Support? 

What Does Full Instagram Syndication Support Mean for Retailers

Instagram is the second most popular mobile social networking app in the US, with over 121 million Monthly Active Users. Facebook, currently fully supported by Brand Manager, is the most popular mobile social app in the US, with just under 170 million Monthly Active Users.

Instagram, the photo and video-sharing social networking platform launched in 2010. After being acquired by Facebook in 2012, it continued to grow its market share, capitalizing on users’ desires to consume engaging visual content. 

“With 81% of people using Instagram to research products and services, it is a natural fit for our brand and retailer clients,” said Carissa Mastry, Vice President of Operations at ThumbStopper. “Our brands create killer photo and video content for their retailers to syndicate, so leveraging the leading platform for visual sharing will make a huge impact for our retailers’ businesses and the brands whose products they sell.”

What Does Full Instagram Syndication Support Mean for Brands? 

Brands on ThumbStopper’s Brand Manager platform will have an updated, streamlined user experience that allows content approvers to easily customize, tag, and approve content between social platforms. With new Content Modals, brand users can modify the same asset differently, so it can be optimized for the social platform it will be syndicated through. 

ThumbStopper’s new content modal makes it easy for brand content approvers to optimize content for various social platforms.

Once a brand chooses to enable Instagram, their retailers with a connected business Instagram page can immediately begin receiving content through their page. What’s more, with the addition of Instagram as a fully supported platform, brand clients of ThumbStopper will unlock the added benefit of retailer-level social performance data, now from Instagram’s analytics.

What Does Full Instagram Syndication Support Mean for Retailers?

Retailers with Facebook pages already connected to their brand’s content via Brand Manager will now be able to get the same hands-free automated publishing through their business’s Instagram page. Once their brand enables Instagram as a social channel for syndication, the majority of retailers will immediately receive brand content through their Instagram page as well. Retailers will continue to benefit from Brand Manager’s intelligent syndication, that ensures no two pieces of content are published at the exact same time or identically across retailers or channels.

“Retailers on ThumbStopper already see Fan Growth and Organic Reach on Facebook that outpaces their peers,” said EVP of Business Development Branden Elwell. “With Instagram now a fully supported channel for content syndication, we expect that those Facebook growth numbers will be reflected for our retailers on sister platform Instagram.” 

Full Instagram Syndication Support via Brand Manager is currently in its final beta phase and will be made available as a feature enhancement to ThumbStopper brand clients over the coming weeks, with a full rollout expected by the end of Q2 2021. 

Check Out the Full Press Release Here

Featured Resources
How to Reach a Local Audience With Automated Content Distribution
Lifehacks that Every Big Brand CMO Needs to See
The Story Behind A National Powersports Brand’s New Recreational Vehicle Launch
How STIHL Canada Drove a Successful Co-Op Marketing Campaign Utilizing Marketing Technology
How to Get Retailers to Participate in Your Channel Marketing Program

Key Points:


  • Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
  • Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
  • Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.



Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.


The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.

Social Media for All

The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.

Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.

Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns. 


Making Content Accessible

Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.

For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It's one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.

None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible. 


  • Use plain language that’s easy to understand 
  • Avoid text in all caps
  • Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case


  • Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
  • Add your own subtitles or enable auto-subtitles on the video platform of your choice
  • Use captioning for live videos when possible


Distribute Accessible Content

Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.

That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience - with your accessible, branded content - in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business. 

Ready to see how ThumbStopper can help your brand improve its reach? Check out our brand reach calculator or book a demo.



What Is Social Media Automation?
10 Ways to Automate Your Marketing
How Effective Is Your Social Media Strategy