Scheduling tweets and Facebook updates is old news. Instagram, though, has long been holding out. Until now.

Instagram made what’s considered a long overdue change earlier this week. It will now allow business account holders to schedule their posts.

Unofficial means – like tools that would send out a push notification to remind you to publish a post at a given time, for instance – have been around for a while now, but no functionality was available within Instagram itself. But according to OurSocialTimes, it’s time to celebrate because you can now somewhat officially schedule posts to your Instagram business account.

Last year, Instagram began updating their API to Facebook’s Graph API, which basically means that Instagram will soon be able to offer many of the same features that brands enjoy on Facebook.

And even though, when it comes to the adult industry, anything Facebook does or says must be taken with a grain of salt, this update does mean the addition of scheduled posts. Further, brands now have the opportunity to schedule posts on Instgram via official partners – accredited platforms like Sprout Social and Hootsuite.

So while it’s not as simple as saying businesses can now schedule Instagram posts — because you need to utilize a third-party tool — there is at least a legitimate option.

Per OurSocialTimes, Ryan Holmes, CEO of Hootsuite, said: “The scheduling and publishing of Instagram content has been the number one request for our customers. Now they can manage large volumes of content, multiple team members and multiple Instagram accounts with ease and security.”

One caution though: Just because you can schedule business posts now in a legit manner doesn’t mean you should, at least not in a willy-nilly manner. It’s very easy to slip from the convenience of scheduling to the dreaded bot-like feed. Always be mindful of the fact that fully automated does not work in social, especially not in 2018.