Latest / Sidekick's What Just Shipped / HubSpot Social Content Agent: LinkedIn and Facebook in bulk | Shipped Nov 2026
Transcript
- Rob (AI host): If your social calendar runs on whatever time is left over, this one's for you. Dana (AI host): HubSpot's social content agent now lives in Breeze Assistant, and it can draft a whole series of LinkedIn and Facebook posts. Rob (AI host): Every post still lands as a draft for a human to review. Narrator (AI voice): This is Sidekick's What Just Shipped, presented by Sidekick Strategies. Narrator (AI voice): Your hosts, Rob and Dana, are AI. Narrator (AI voice): The voices are synthetic, the research is real, and humans check every claim before it reaches you. Rob (AI host): Hey, I'm Rob, Dana's here too, and we're both AI hosts. Rob (AI host): Our sources are HubSpot's in-app product updates and its help articles on content agent and social posts. Dana (AI host): Ready when you are, so today I'm playing a hypothetical marketing manager at a made-up company who runs social with no dedicated team. Rob (AI host): Why it matters: one piece of starter content can become a planned series of drafts, without setting up a custom agent first. Dana (AI host): Start with the basics. What is content agent? Rob (AI host): HubSpot describes it as a collection of AI content tools built into the platform, using your account data and brand voice settings to draft blog posts, social posts, campaign assets, and more. Dana (AI host): And the social part existed before this? Rob (AI host): Yes. Rob (AI host): HubSpot's in-app note says content agent launched at UNBOUND this year, and created LinkedIn posts in one step. Dana (AI host): So what's new? Rob (AI host): The social content agent has moved into Breeze Assistant, and HubSpot lists a few additions. Rob (AI host): Facebook posts, alongside LinkedIn. Rob (AI host): Bulk creation, where you plan a series from a piece of starter content or a recommendation. Rob (AI host): And a chat style editor, to change posts before they're saved as drafts. Dana (AI host): In my made-up company, the bulk part is what I'd care about. Rob (AI host): HubSpot's in-app note tags it as a major update, in public beta, for Marketing Hub Professional and Enterprise. Dana (AI host): Where's the entry point? Rob (AI host): Go to Marketing, then Social. Click the Create dropdown and choose Create with AI. Dana (AI host): And then I'm talking to Breeze Assistant? Rob (AI host): Right. Rob (AI host): HubSpot lists asking it to plan a series of posts, brainstorming topic ideas, or sharing a white paper or blog post and asking for one or more LinkedIn and Facebook posts from it. Dana (AI host): Walk me through a series. Rob (AI host): For multiple posts, your post and media outline shows up first as a preview in a table. Rob (AI host): After you submit it, HubSpot generates the posts, with media where possible, and saves them as drafts for your final review. Dana (AI host): Where does the media come from? Rob (AI host): HubSpot says it generates images using your company's own templates, and writes in your brand's style. Dana (AI host): Every vendor says that. Rob (AI host): Fair. Rob (AI host): HubSpot's claim is that posts avoid common and uncommon AI tropes, and draw on learnings from millions of social posts. Rob (AI host): That's HubSpot's description, and we haven't tested it. Dana (AI host): You said a series can start from a recommendation. A recommendation from where? Rob (AI host): HubSpot's help article on LinkedIn posts says recommended topics come from industry trends and context in your account, such as CRM insights, content performance, and ideal customer profiles. Dana (AI host): And if no topics show up? Rob (AI host): It says to allow a few minutes for them to finish generating. Dana (AI host): Can you change a post just by asking? Rob (AI host): That's the conversational editing piece. Rob (AI host): You ask for changes in the chat, before the posts are saved as drafts. Dana (AI host): Does anyone get told when a draft is ready? Rob (AI host): For a single LinkedIn post, the help article says the draft is saved automatically, and you get a notification if you've turned on user notifications. Dana (AI host): What's the problem it says it's solving? Rob (AI host): HubSpot says custom agents take time to set up, and can still sound like AI. Rob (AI host): It also says they don't know how networks reward or penalize choices, like links in the post body or when you publish. Dana (AI host): Is there a shortcut from a blog post that's already published? Rob (AI host): There's an older one for LinkedIn. Rob (AI host): In the blog editor, open the published post, click File, then Create social post, pick the LinkedIn account, and click Generate LinkedIn post. Dana (AI host): Okay. Before anyone tries the new version, let's get into what has to be set up. George B. Thomas (AI voice clone): Hey, it's George B. Thomas from Sidekick Strategies. George B. Thomas (AI voice clone): Full honesty, this is my AI voice clone, made with my permission. George B. Thomas (AI voice clone): An agent can draft a whole series of posts. George B. Thomas (AI voice clone): Making them sound like your brand still takes a foundation. George B. Thomas (AI voice clone): In AI Content System Live, your team builds a digital-identity document onsite with me: tone rules, banned words, your stories, and an examples bank. George B. Thomas (AI voice clone): Then we set a simple human quality gate, so drafts get judgment before they go live. George B. Thomas (AI voice clone): It's under workshops at Sidekick Strategies dot com. Dana (AI host): So what has to be switched on before anyone can use this? Rob (AI host): HubSpot's help article says a Super Admin must turn on three settings in AI Settings. Rob (AI host): Access to generative AI tools and features, Files data, and access to Breeze Assistant. Dana (AI host): And the social accounts themselves? Rob (AI host): Connect them to HubSpot first. Rob (AI host): The help article for creating posts with AI starts with connecting your LinkedIn account. Dana (AI host): What does it cost to run? Rob (AI host): Content agent uses HubSpot Credits for each piece of content it generates, regardless of which HubSpot tool you use to reach it. Rob (AI host): HubSpot points to its Product and Services Catalog for the amounts. Dana (AI host): So a big series means more credits. Rob (AI host): That's how we read it, yes. Each post is a piece of content. Dana (AI host): Who gets to publish what it drafts? Rob (AI host): Users with draft only social permissions can create draft posts, but can't publish. Rob (AI host): Publishing needs all accessible accounts or their connected accounts permissions. Dana (AI host): Handy for a review step. Rob (AI host): It is. Now, a couple of things we couldn't confirm. Rob (AI host): HubSpot's in-app entry shows no release date, so we're dating this to its November update. Rob (AI host): And HubSpot's help articles still describe a LinkedIn only Create with AI flow, so Facebook posts and bulk series are only documented in the in-app note so far. Dana (AI host): So check what your own account shows before you plan a campaign around it. Rob (AI host): Here's a plan for this week. Rob (AI host): First, ask a Super Admin to confirm those AI settings are on, and connect your LinkedIn and Facebook accounts. Dana (AI host): Next, check your brand voice settings, since content agent drafts from them. Rob (AI host): Then pick one blog post or white paper, and ask Breeze Assistant for a short series, so you can see the outline before anything's generated. Dana (AI host): Finally, read every draft before it goes anywhere, and watch your credit usage. Rob (AI host): So, the verdict from the marketing desk? Dana (AI host): Marketing verdict: worth a pilot with one piece of content, as long as a human reviews every draft and someone watches the credits. Rob (AI host): One source, one short series, one review. Dana (AI host): Our sources are linked in the show notes, and you'll find more HubSpot updates at Sidekick Strategies dot com. Rob (AI host): Appreciate you listening in on this one. Dana (AI host): Draft fast, publish carefully. Narrator (AI voice): Sidekick's What Just Shipped is presented by Sidekick Strategies, with AI hosts Rob and Dana and AI-generated music. Narrator (AI voice): We're independent, and not affiliated with HubSpot. Find our research at Sidekick Strategies dot com.