Why didn't my scheduled Instagram post publish?
Updated
Quick answer
A post scheduled with LUME Hub fails to publish on Instagram when the connection expired, the account is not professional, the publishing permission is missing, the file breaks the rules or Instagram refused it. Open Automações, Posts, filter by Com erro (failed), read the reason, fix it and click Tentar de novo agora (try again now).
When a post or Reel scheduled with LUME Hub does not show up on Instagram, the reason is almost always written on the Posts screen. Here is where to look and the causes, from most to least common.
Where can I see the error?
Open Automações → Posts (in the Presence app) and click the Com erro (failed) filter. Each item shows the reason, such as Instagram refusing the post, and how many times the Hub tried. When something failed, a banner at the top says how many posts did not go out. After fixing it, click Tentar de novo agora (try again now) or Agendar para outro horário (schedule for another time).
1. The Instagram connection expired
This is the most common cause. When access expires, the connection shows Expirada (expired) and the post says the Instagram token is unavailable and asks you to reconnect. If no account is linked at all, it says there is no active Instagram connection.
Fix: open Automações → Connections and click Conectar Instagram (or Reconectar, reconnect, when that is the button shown). Accept every permission on Instagram's screen.
2. The account is not professional or lacks publishing permission
The connection requires a professional account (Creator or Business). If the connection shows Incompleta — reconecte (incomplete, reconnect), the publishing permission was left out.
Fix: switch to a professional account in the Instagram app if needed, then reconnect and accept everything.
3. The file breaks the rules
- A carousel needs at least 2 items and accepts no more than 10.
- A Reel over 300 MB, not MP4 or MOV, coming from a pasted link, archived or already posted cannot be scheduled.
Fix: adjust the carousel in CAPI AI, or upload the video through the Hub as MP4 or MOV, and schedule again.
4. Meta was slow or refused it
Videos are processed by Meta. If processing does not finish in time, the error says Meta did not finish processing the video within 30 minutes. If publishing stopped halfway, the Hub says so and retries. Meta can also refuse with its own message, which the Hub shows as received.
Fix: wait a few minutes and click Tentar de novo agora. If the message comes from Meta, fix what it asks for.
5. The schedule was canceled
If the client requested changes to the video before the scheduled time, the Reel's schedule is canceled automatically. Send the new version for approval and schedule again: see How to send a video for client approval.
Frequently asked questions
How many times does the Hub try to publish?
Up to 3 times. The background job checks the queue every 5 minutes. If all 3 attempts fail, the post is marked as failed with the reason and the number of attempts.
I changed the date on the calendar and nothing was posted. Why?
The Editorial calendar date is only the plan. To publish, schedule from the CAPI AI gallery or the Videos screen with the schedule on Instagram button.
My scheduled Reel disappeared from the queue. What happened?
If the client requested changes to the video before the scheduled time, the schedule is canceled and the team gets a notification about it.
Does Meta take long to process videos?
It can. A status saying Instagram is processing the video is normal. If Meta does not finish within 30 minutes, the post fails and can be retried.
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