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By Marcel Czuryszkiewicz, Founder @ bundle.social This is the story of how a digital marketing agency scaled from manually scheduling posts to fully automated content distribution - and what we learned building the infrastructure to support it. bundle.social Key Metrics - powering thousands of teams

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TL;DR

  • The Scale: 8,000+ posts per day across 14 platforms, hundreds of client accounts
  • The Problem: Manual posting doesn’t scale. At 200 clients it’s way beyond your scope
  • The Solution: One API call → 5 platforms. Upload once, distribute everywhere.
  • The Result: 94% success rate, team shifted from clicking buttons to strategy.

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The Numbers

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The Problem: Manual Processes Don’t Scale

When this agency first approached us, they were drowning. They managed social media for hundreds of clients. Each client wanted presence on multiple platforms. Each platform had different requirements, different optimal posting times, different content formats. Their workflow looked like this:
  1. Content team creates assets
  2. Social media managers log into each platform
  3. Upload the same video 5+ times with different captions
  4. Repeat for every client
  5. Track everything in spreadsheets
  6. Pray nothing breaks
At 50 clients, this was painful. At 200 clients, it was impossible. They were hiring more people just to click buttons, and still falling behind. Here’s the math: if posting to 5 platforms takes 10 minutes per piece of content, and each client needs 3 posts per day, you’re looking at 150 minutes per client per day. Multiply by 200 clients. That’s 500 hours of work. Per day. They needed automation. Real automation - not “schedule posts in advance” automation.

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The Requirements

When they came to us, their requirements were clear:

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1. One upload, many destinations

A single video should go to TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and Twitter simultaneously. No re-uploading. No logging into each platform.

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2. Platform-specific optimization

Each platform has different requirements. TikTok wants 9:16 vertical video with specific hashtags. LinkedIn wants professional copy. YouTube needs titles and descriptions. They couldn’t use identical content everywhere - but they also couldn’t manually customize everything.

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3. Scale to thousands of posts per day

Not hundreds. Thousands. With room to grow.

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4. Reliability

When you’re posting for clients, failures aren’t acceptable. If a post doesn’t go out, the client notices. If it happens twice, you lose the client.

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5. No per-platform API maintenance

They didn’t want to hire developers to maintain TikTok integration, Instagram integration, YouTube integration separately. They wanted one API that just works.

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The Architecture

We worked with their team to design a system that could handle their volume.

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Content Pipeline

Their internal tools generate content - videos, images, captions - and store them in their asset management system. When content is ready to publish, their system calls our API. 
[Content Creation] → [Asset Storage] → [bundle.social API] → [14 Platforms]

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The API Flow

Step 1: Upload once Content is uploaded to bundle.social’s CDN via our upload endpoint. They get back an uploadId. 
upload = requests.post(
    "https://api.bundle.social/api/v1/upload",
    headers={"x-api-key": API_KEY},
    files={"file": video_file},
    data={"teamId": team_id}
)
upload_id = upload.json()["id"]
Step 2: Create multi-platform post A single API call schedules the content across all platforms with platform-specific customization: 
post = requests.post(
    "https://api.bundle.social/api/v1/post",
    headers={"x-api-key": API_KEY, "Content-Type": "application/json"},
    json={
        "teamId": team_id,
        "title": "Campaign Video",
        "postDate": scheduled_time,
        "status": "SCHEDULED",
        "socialAccountTypes": ["TIKTOK", "INSTAGRAM", "YOUTUBE", "LINKEDIN", "TWITTER"],
        "data": {
            "TIKTOK": {
                "type": "VIDEO",
                "text": f"{caption} #fyp #viral #trending",
                "uploadIds": [upload_id],
                "privacy": "PUBLIC_TO_EVERYONE"
            },
            "INSTAGRAM": {
                "type": "REEL",
                "text": f"{caption} #reels #instagram",
                "uploadIds": [upload_id],
                "shareToFeed": True
            },
            "YOUTUBE": {
                "type": "SHORT",
                "text": video_title,
                "description": f"{caption}\n\n#Shorts",
                "uploadIds": [upload_id],
                "privacy": "PUBLIC"
            },
            "LINKEDIN": {
                "text": professional_caption,
                "uploadIds": [upload_id]
            },
            "TWITTER": {
                "text": short_caption,
                "uploadIds": [upload_id]
            }
        }
    }
)
That’s it. Two API calls. Five platforms. One piece of content distributed everywhere.

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Handling Scale

At 8,000 posts per day, you can’t just fire API calls and hope for the best. We implemented:

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Queue Management

Posts are scheduled throughout the day, not all at once. Their system distributes posts across optimal time windows for each client’s audience.

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Rate Limit Handling

Each platform has rate limits. TikTok, Instagram, YouTube - they all throttle differently. Our infrastructure handles this automatically, queuing posts when limits are approached and releasing them when capacity frees up.

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Retry Logic

Social media APIs fail. Servers time out. OAuth tokens expire. Every failure is automatically retried with exponential backoff. Their team only gets alerted if something fails multiple times.

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Webhook Notifications

When a post publishes successfully (or fails), we send a webhook to their system. They track everything in their dashboard without polling our API. 
{
  "event": "post.published",
  "postId": "post_abc123",
  "platform": "TIKTOK",
  "externalId": "7123456789",
  "permalink": "https://tiktok.com/@account/video/7123456789",
  "publishedAt": "2026-01-30T15:00:00Z"
}

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The Results

After 6 months of running this system:

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Volume

  • 8,000+ posts per day across all platforms
  • 240,000+ posts per month
  • Peak days exceeding 10,000 posts

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Reliability

  • 94% success rate on first attempt
  • 96% success rate including retries
  • Failures are almost always platform-side issues (account restrictions, policy violations)

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Time Saved

MetricBeforeAfter
Daily manual work~500 hours (theoretical)~2 hours monitoring
Staff for posting15+ people2 people
Client capacity~100 max300+ (and growing)
They didn’t just save time. They made their business model possible.

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Team Impact

  • Social media managers shifted from button-clicking to strategy
  • They took on more clients without hiring more staff
  • Content quality improved because people had time to think

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Technical Challenges We Solved

Building infrastructure for this scale taught us a lot. Here are the hardest problems:

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1. TikTok’s Processing Delays

When you upload to TikTok, you don’t get the post ID immediately. TikTok processes the video, and you have to poll for status. At scale, this means thousands of concurrent polling operations. Our solution: Distributed polling with smart backoff. We batch status checks, prioritize older uploads, and use webhook-style internal notifications when posts complete.

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2. Instagram’s Container System

Instagram doesn’t let you just “post.” You create a container, wait for it to process, then publish it. For carousels, you create multiple child containers, then a parent container, then wait, then publish. Our solution: Abstraction. Their API call is simple. We handle the container dance internally, tracking state across the multi-step process.

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3. YouTube’s Resumable Uploads

YouTube uses resumable uploads - you upload in chunks, and if something fails, you resume from where you left off. Great for reliability, complex to implement. Our solution: Session URI persistence. If an upload fails mid-stream, we store the session state and resume automatically. Their system never knows there was an interruption.

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4. OAuth Token Management

Hundreds of connected accounts means hundreds of OAuth tokens. Tokens expire. Tokens get revoked. Accounts get suspended. Our solution: Automatic token refresh, proactive expiration monitoring, and clear error reporting when an account needs reconnection.

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5. Platform-Specific Rate Limits

TikTok limits daily uploads. Instagram limits API calls per hour. YouTube limits uploads per day. Each platform is different. Our solution: Per-platform rate tracking with predictive throttling. We slow down before hitting limits, not after.

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What We Learned

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1. Unified APIs Are Infrastructure

When you’re posting to one platform, building direct integration makes sense. When you’re posting to five platforms at scale, you need a layer of abstraction. That layer is infrastructure - as important as your database or your CDN.

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2. Reliability > Speed

They don’t care if a post goes out 30 seconds late. They care deeply if it doesn’t go out at all. Every architectural decision prioritized reliability over raw speed.

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3. Monitoring Is Everything

At 8,000 posts/day, you can’t manually check each one. You need dashboards, alerts, and anomaly detection. We built monitoring into every layer.

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4. Platform APIs Change

TikTok changed their API. Instagram deprecated endpoints. YouTube added new requirements. This is constant. Having a dedicated team (us) handling these changes means their system keeps working without code changes on their end.

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The Business Impact

This isn’t just a technical success story. It’s a business transformation. Before bundle.social:
  • Limited by manual capacity
  • Couldn’t scale beyond ~100 clients
  • High labor costs for repetitive work
  • Frequent posting failures and missed schedules
After bundle.social:
  • Capacity limited only by content creation
  • Scaled to 300+ clients (and growing)
  • Team focused on strategy, not execution
  • Near-perfect posting reliability
The agency didn’t just save money. They changed what kind of company they could be.

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Could This Work for You?

Not everyone needs 8,000 posts per day. But the principles scale down:
  • Agencies managing multiple clients
  • SaaS products with social publishing features
  • E-commerce brands with high-volume content
  • AI tools generating and distributing content
  • Marketing teams tired of manual cross-posting
If you’re copying content between platforms manually, or building integrations yourself, there’s a better way.

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Getting Started

We didn’t build this overnight. We started with their highest-volume use case (TikTok + Instagram), proved it worked, then expanded. If you’re interested in exploring what’s possible:
  1. Check our API documentation
  2. See code examples
  3. Start with a single platform and scale from there
The infrastructure is ready. No account limits. The question is what you’ll build on top of it.

API Documentation

Full API reference with interactive examples

GitHub Examples

Ready-to-use code samples

Platform Guides

Platform-specific options and limits