A good social media approval process has seven steps: agree who approves and how fast, plan the month in one calendar, check posts internally, send the client one link with a deadline, collect a clear decision per post, handle changes as new versions, then schedule and keep a record of who approved what.
Key takeaways
- Decide who approves, and how fast, before the first post is written.
- An internal check catches typos and off-brand posts before the client sees them.
- One link per round with a deadline beats many emails with attachments.
- Three answers per post: approve, approve with small changes, request changes.
- Changes become versions, and every approval is logged.
Most agencies do not have an approval process. They have a habit: send the posts somehow, wait, chase, and hope the answer was a yes. A process is simply that habit written down, so it works the same way for every client and every person on your team.
Here is the one we use with our clients, from a three-post-a-week cafe to brands with a legal team. Copy it, then adjust the numbers.
Step 1: agree on approvers and turnaround
Before the first post, settle three things with the client and write them in the contract or kickoff notes:
- Who approves. Name one or two people. Others can comment.
- Whether one approval is enough or every approver must say yes.
- How fast. Two working days for a monthly batch is a fair default.
This one conversation removes most arguments later.
Step 2: plan the month in one calendar
Write every post in one place, with its date and time, platforms, caption, images or video, and any first comment or link. Use campaign labels so you can send a launch separately from evergreen posts. If you plan for Instagram, check the grid so the profile looks good as a whole.
Step 3: check internally first
Have someone who did not write the posts read them before the client does. A short checklist helps:
- Spelling, names and prices.
- Links work and tags are right.
- Images crop well at the platform’s ratio.
- Captions fit the brand voice and the platform’s limits.
- Claims, offers and contests are allowed for this brand.
The client should only see work you are proud of. It also means their feedback is about the content, not your typos.
Step 4: send one link with a deadline
Send the whole round as a single link that opens on a phone, without a login. Add a short message and a real deadline: “Here are the 12 posts for November. Please review by Thursday 5 pm so we can schedule before the 1st.” Set reminders for 48 and 24 hours before.
Step 5: collect a clear decision per post
Ask for one of three answers on every post:
| Decision | What it means | What you do |
|---|---|---|
| Approve | Publish exactly as it is | Schedule it |
| Approve with small changes | Publish once the small fix in the comment is made | Fix and schedule, no new round |
| Request changes | Change it and send it back | Edit and send version two |
Ask the client to leave comments on the exact spot: a pin on the image, or the exact words in the caption.
Step 6: handle changes as versions
Only resend the posts that changed. Save each edit as a new version and show the client what changed, so they can approve in seconds instead of rereading everything. Keep the earlier comments attached to the earlier version.
Step 7: schedule and keep the record
Move approved posts to your scheduler or post them by hand, then mark each one as published with its live link. Keep the record of who approved which version and when. Export it once a month with the client report. Regulated brands will ask for it, and every client relationship is calmer with it.
A simple timeline for a monthly calendar
- Day 1 to 3: plan and write the month.
- Day 4: internal review.
- Day 5: send the client link, deadline in two working days.
- Day 7: decisions in. Fix changes and send version two.
- Day 8: schedule everything. Done a week or more before the month starts.
You can run this process with any tool. If you want it set up for you, with internal review, client links, reminders, versions and the audit trail built in, that is exactly what Yesmora does. Start a free trial and run next month through it.
Questions people ask
Who should approve social media posts?
As few people as possible. Usually one marketing lead on the client side, plus legal or compliance only for regulated topics, offers and claims. Everyone else can comment without being an approver.
How far ahead should posts be approved?
At least one week before the first post goes out. For a monthly calendar, send the link in the last week of the month before, with a two working day deadline.
What is an internal review in social media?
A check by someone on your own team before the client sees the posts. It catches typos, broken links and off-brand captions, so the client only sees work you are proud of.
Is a spreadsheet enough for social media approvals?
It works for one client and a few posts. Past that, clients struggle to picture the posts, comments get lost and nobody is sure which caption is final. A tool with real previews and one link saves hours per month.
“Clients do not hate approving posts. They hate opening a spreadsheet to imagine what a post will look like. Show them the real thing on their phone and they say yes before lunch.”
Tarek Riman · Founder, Yesmora
Why I built Yesmora
