Categorizing social media content often requires tracking campaigns in external spreadsheets or guessing. HubSpot has brought Custom Properties directly to social posts, aligning social content management with the rest of your CRM data model.
What This Update Does
You can now create and assign custom properties directly on social posts, mirroring how properties function for Contacts, Companies and Deals. Marketing teams can now tag individual posts with specific operational metadata, such as Content Theme, Campaign Type or Target Audience, when drafting, scheduling or editing content within HubSpot.
Why It Matters
Without a native categorization system, social performance reporting was often high-level and hard to connect to specific marketing strategies.
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Granular Reporting: Easily answer strategic questions like "Does thought leadership or product-focused content drive higher engagement on LinkedIn?"
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Eliminates External Spreadsheets: Keeps post-level tagging, campaign categorization and performance tracking strictly inside HubSpot.
- Deeper Alignment: Aligns social publishing with standard CRM data structures, enabling richer filtering across custom reports.
How to Customize It
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Go to Settings > Properties, select Social Posts from the object list, and create your desired fields (e.g., single-select dropdowns for "Content Theme" or text fields for "Asset Type").
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Apply these custom property values directly inside the social post editor when composing or scheduling content.
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Use Data Agent to automatically suggest or enrich custom property values on your behalf based on the post text.
- Build tailored visualizations in the Custom Report Builder or filter social analytics using your new post-level properties to identify your highest-performing content themes.
Who Gets Access
This feature is available to users on Marketing Hub Professional and Enterprise.
Final Takeaway
This is a game-changer for content strategists. By extending custom properties to social posts, HubSpot bridges the gap between social publishing and enterprise-level reporting, letting you double down on the themes that drive real business impact.
