What is MeetEdgar's Variation feature?
Edgar’s Variations feature helps you get more value from your content by allowing you to create multiple versions of a single post. This keeps your social feeds fresh, avoids repetition, and increases engagement, without needing to create brand-new content every time.
You can create variations manually or let Edgar suggest them for you.
Why Use Variations?
Using variations allows you to:
Share the same link or idea multiple times without sounding repetitive
Test different headlines, calls to action, or tones
Increase engagement by showing content in new ways
Stay compliant with platform rules (especially X)
How to Create Variations
Step 1: Create New Content
Go to Create Content
Choose a Category for your content
Select the social accounts where you want to publish this content
Step 2: Add your Variations
In Step 3 of the content composer, enter your post text and link
Choose one of the following:
Suggest variations – Edgar pulls suggested text from most English-language websites.
Manually add variation – Write your own custom versions.
There is no limit to how many variations you can add to a post.
Suggested variations work only when a link is included in your caption.
Media Attachments
Each variation can have its own media attachment. For every variation, you can choose to attach:
A link preview
One or more images
A video
Using different media types across variations helps your content stand out and perform better over time.
Best Practices for Strong Variations
For best results, try mixing up:
Headlines or opening lines
Subheadings or emphasis points
Pull quotes
Calls to action (for example: “Read more,” “Learn how,” “Try this”)
Media types (images vs. videos vs. link previews)
The more distinct your variations are, the more engaging they’ll be for your audience.
Advanced Settings (Content Composer)
The Advanced Settings section can be found in the Content Composer.
Use Once
When a post with variations is marked Use Once:
Each variation will publish one time to each selected social account.
Once all variations have published, the post is retired and will not repeat.
This option is ideal for time-sensitive or promotional content.
Expire content at a specific time and date
When an expiration date is set:
The post will expire on the selected date, even if some variations have not been published.
Whether all variations publish before expiration depends on your posting schedule and how many posts are in the category.
Suggested Variations
After you add a link to the first variation, the Suggest variations button becomes available.
Edgar can automatically import up to 4 pull quotes from the linked page.
You can edit these suggestions to add your own commentary or calls to action.
You can also add manual variations alongside suggested ones.
Facebook Requirement
For Facebook, you must manually enter text into the Facebook text box for each variation.
Facebook does not allow auto-populated text. If no text is added, only the link preview or attached media will publish. Learn more about it here.
When Suggested Variations Aren’t Available
Edgar may not be able to generate suggested variations if:
The page does not contain enough text
The site is not in English
The site blocks scraping due to security or formatting
You can always manually create variations if suggestions are unavailable.
Variations Posting Order
Edgar publishes content using a last in, first out order.
The last variation added is published first.
Edgar then works backward through the remaining variations.
If you select Send Now and Save or Schedule Send and Save, the last variation will be published immediately or at the scheduled time.
Category Rotation
Variations from the same post will not publish back-to-back unless that post is the only post in the category.
Example: If you have 3 posts in a category and each has 2 variations, Edgar will publish them in this order:
Post 3 – Variation 2
Post 2 – Variation 2
Post 1 – Variation 2
Post 3 – Variation 1
Post 2 – Variation 1
Post 1 – Variation 1
Split Test Your Variations
If you use Rebrandly to shorten your links, click tracking can help you measure which variations perform best.
Use this data to:
Improve underperforming variations
Remove variations that aren’t working
Double down on messaging that gets results\
My X Posts Ran Out of Variations
X allows content to be published only once per variation.
After all variations for a post have published to X:
The post will be marked “Expired for X” in your Library.
How to Reactivate
Edit the post and add new variations.
Edgar will also email you when your X content is running low. You can use the Has Publishable Variations filter in the Library:
Select your X account
Choose No under Has publishable variations
Note: This rule applies only to X. Content will continue recycling to Facebook, Instagram, and LinkedIn. Pinterest follows its own expiration and reactivation rules.
Pro Tip 💡
If you’re just getting started, aim for 3–5 variations per post. This gives you enough variety without feeling overwhelming and you can always add more later.
If you need any help, please reach out to [email protected] and we'd be happy to assist!
Frequently Asked Questions
How many variations should I create per post?
How many variations should I create per post?
There’s no limit, but we recommend starting with 3–5 variations per post. This provides enough variety to keep your content fresh without overwhelming your library. You can always add more later.
Do variations publish back-to-back?
Do variations publish back-to-back?
No. Variations from the same post will not publish consecutively unless that post is the only one in the category. Edgar rotates through posts in a category before publishing another variation from the same post.
Can each variation have different media?
Can each variation have different media?
Yes. Each variation can include its own media attachment, such as a link preview, image(s), or video. Using different media types often improves engagement.
Why isn’t the “Suggest variations” button available?
Why isn’t the “Suggest variations” button available?
The Suggest variations button appears only after you add a link to the first variation. Without a link, Edgar can’t generate suggested variations.
Why can’t Edgar suggest variations for my link?
Why can’t Edgar suggest variations for my link?
This may happen if:
The page doesn’t contain enough text
The site isn’t in English
The site blocks scraping due to security or formatting
You can always create variations manually if suggestions aren’t available.
Why do I need to manually enter text for Facebook variations?
Why do I need to manually enter text for Facebook variations?
Facebook does not allow auto-populated post text. You must manually enter text into the Facebook text box for each variation. Otherwise, only the link preview or attached media will publish.
What does “Use Once” mean?
What does “Use Once” mean?
When Use Once is enabled:
Each variation publishes one time to each selected social account
The post is retired after all variations publish and will not repeat
This is best for promotions, announcements, or time-sensitive content.
What happens if I set an expiration date?
What happens if I set an expiration date?
When a post expires:
It stops publishing on the selected date
Some variations may remain unpublished, depending on your schedule and category volume
Expired posts will not publish again unless edited.
Why does Edgar publish the last variation first?
Why does Edgar publish the last variation first?
Edgar uses a last in, first out publishing order. This gives you control over what publishes next, just add or edit the last variation if you want to prioritize it.
Why are my X posts marked “Expired for X”?
Why are my X posts marked “Expired for X”?
X allows each variation to publish only once. After all variations have published:
The post is marked “Expired for X”
It will no longer publish to X unless you add new variations
Other platforms are not affected.
Will expired X posts still publish to other platforms?
Will expired X posts still publish to other platforms?
Yes. Expiration for X applies only to X. The same content can continue recycling on Facebook, Instagram, and LinkedIn.
How do I know when I’m running low on X content?
How do I know when I’m running low on X content?
Edgar will email you when your X content is running low. You can also use the Has Publishable Variations filter in the Library to quickly find expired posts.