Message Templates in Jetpack Social

Create reusable formats for your social posts with Message Templates, using placeholders that automatically fill in with your post’s content.

Instead of manually typing custom messages for every post, you can set up templates once and have them apply to all your shares.
Message Templates feature is available in the paid Jetpack Social plan only.

Why use Message Templates?

The Message Templates feature has many benefits that can elevate your post sharing across social media.
With the Message Templates, you can:

• Save time: Set up your preferred format once and reuse it for every post.
• Stay consistent: Ensure all your social shares follow the same branding and style.
• Add dynamic content: Automatically include hashtags from your post tags, your site name, author info, and more.
• Customize per platform: Use different templates for different social networks (paid feature).
• Track campaigns: Add UTM parameters directly in your templates for analytics.

Available placeholders

Use these placeholders in your templates. They’ll be replaced with actual content from your post when shared:

Placeholder	Description	Example Output
{title}	The post title	“10 Tips for Better Blogging”
{excerpt}	Post excerpt (manual or auto-generated)	“Learn how to improve your blog…”
{content}	Full post content as plain text	(Full post text)
{url}	Full permalink to the post	https://example.com/my-post/
{short_url}	Shortened wp.me URL	https://wp.me/p123-ab
{tags}	Post tags formatted as hashtags	#WordPress #Blogging #Tips
{categories}	Post categories	“Tutorials, How-To”
{author}	Post author’s display name	“Jane Smith”
{date}	Publication date	“May 13, 2026”
{site_name}	Your site’s title	“My Awesome Blog”
{meta:field_name}	Custom field value	(Depends on field)

Tip: For custom fields, replace field_name with your actual custom field key. For example, {meta:product_sku} would insert the value of a custom field named “product_sku”.

Note: Some social networks, such as Threads, need {url} in the message to generate a link preview card. Without {url}, Threads will publish the post as text only.

Setting a global (site-wide) template

The global template applies to all your social connections by default. It’s available on both Free and Paid plans.

How to set up your global template:

1. Go to WP Admin → Jetpack → Social.
2. Find the Message Templates section.
3. Enter your template in the text area.
4. Click the placeholder chips below the text area to insert them, or type them manually.
5. Use the Preview to see how your template will look with actual content.
6. Click Save to apply your template.

Note: If you leave the template empty or click Reset to default, Jetpack Social will use the standard format: post title followed by the URL.

Per-connection templates

This feature requires a paid Jetpack Social plan.

With per-connection templates, you can set different message formats for each of your connected social accounts. This is useful when you want, for example:

• A professional tone on LinkedIn.
• Concise posts on Bluesky (which has a 300-character limit).
• Hashtag-heavy posts on Mastodon.
• Different UTM parameters for different platforms.

How to set a per-connection template

1. Go to WP Admin → Jetpack → Social.
2. In your connections list, find the account you want to customize.
3. Click the template icon next to the connection, or click Manage and select the Template tab.
4. Enter your custom template for this connection.
5. Click Save.

Connections without a custom template will show “Using default” and fall back to your global template.

Template examples

Here are some templates for common use cases:

Basic blog post with hashtags

New post: {title}

{excerpt}

{url} {tags}

Marketing campaign with UTM tracking

{title} {url}?utm_source=social&utm_medium=jetpack&utm_campaign=spring2026

Bluesky (concise, within 300 characters)

{title} {short_url}

LinkedIn (professional, longer format)

{title}

{excerpt}

Read the full article: {url}

{tags}

Mastodon (hashtag-focused)

{title}

{excerpt}

{url}

{tags} #Blog #{site_name}

Author spotlight

New from {author}: {title}

{excerpt}

Read more → {url}

Character limits

Each social network has different character limits:

Platform	Character Limit
Bluesky	300 characters
Mastodon	500 characters (varies by instance)
LinkedIn	3,000 characters
Facebook	63,206 characters
Tumblr	4,096 characters (caption)

Jetpack Social automatically truncates your message to fit each platform’s limit. The preview shows approximately how your post will appear after truncation.

Plain text still works

If you prefer not to use placeholders, you can still use plain text as custom message or for Message Templates. Users who don’t need dynamic content can continue using Jetpack Social exactly as they always have.

When editing a post, you can also override the template by typing a custom message in the Jetpack Social panel. This one-time message will be used instead of your template for that specific post.