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Using variations (and AI)

Learn how to create post variations manually or with AI to keep your content fresh and personal.

Stefan Kapteijns avatar
Written by Stefan Kapteijns
Updated this week

Your employees often have overlapping networks, which means posting the exact same message across multiple accounts can feel robotic or spammy. That’s why Apostle lets you create multiple variations of a single post using manual edits, translation, or our built-in AI copywriter (ChatGPT).

More variation means more authenticity, more reach, and less content fatigue.

Key benefits / use cases

  • Avoid duplicate content in shared networks

  • Increase post engagement by sounding more human

  • Save time with automated variations in multiple languages

  • Target better by assigning variations to specific people or groups


How to use variations

Start by going to Create Post and writing your main post. Then click Add variation. You’ll see three options:

  • Duplicate your original post and make manual changes

  • Translate the post using the Google Translate engine

  • Variations with AI Use Apostle’s AI (ChatGPT) to rewrite the same message in different words

    • Choose how many versions you want

    • Pick a language

    • Generate your copy

💡 Tip: Always double-check the AI-generated posts before sending them out.

Assign variations to your team

Click Proceed to move to Choose Channels. For each variation, you can assign:

  • Individual brand ambassadors

  • Individual business pages

  • Specific groups

  • People linked to certain topics

💡 Tip: Want Apostle to mix up who gets what? Select Random and choose the members you want. Apostle will automatically distribute the variations among them. Prefer more control? Click on each variation to manually assign specific people. Just make sure each variation is linked to at least one person.

Schedule your post

In the Send step, set the timing and schedule your post as usual. You’re now ready to launch a post campaign that feels much more personal and dynamic.


Best practices and use cases

For personal account sharing

If your ambassadors mainly share to their personal accounts, the best practice is to create multiple variations and assign them randomly. This helps avoid everyone posting the same text at the same time, keeping the feed more natural and engaging.

💡 Pro tip: You can even create a special version for your CEO or executive team using their unique tone of voice. Name your variation after them, assign it directly and use the prio star to make sure they share first.

⚠️ Important: Personal accounts can only receive one variation. It’s not possible for users to choose between different versions themselves.

For platform-specific business page posts

If your team is focused on business pages, variations can also be used to tailor posts per platform. This is especially helpful when optimizing content for different image or video formats across LinkedIn, Facebook, Instagram, or X.

  • Name your variations after the platform

  • Use the platform selector dropdown in each variation to define the target platform

  • When selecting business pages in the next step, Apostle will automatically filter and show only the pages relevant to the chosen platform

⚠️ Important: It is not possible to create multiple platform-specific posts for personal accounts. This setup only works for business pages, as personal profiles are limited to one variation per post.

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