What is API?

An API, or application programming interface, is a set of rules that lets different software programs talk to each other and share data or actions.

APIs are what make social media tools possible. When a scheduling app publishes a post to Instagram or pulls your engagement numbers from LinkedIn, it does so through that network's official API. Without APIs, you would have to log in and do every task by hand on each site.

Each network decides what its API allows. Some features available in the app, such as certain stickers, music or post types, may not be available to outside tools. Networks also change their APIs, add limits or require approvals, which can affect what third-party apps can do.

When choosing a social media tool, check that it uses official network connections rather than asking for your password. If a feature works in the native app but not in a tool, an API limit is often the reason. Reconnecting your account after a network update can fix many errors.

Example

An online pet supply store connects its accounts to a scheduling app, which uses each network's API to publish posts automatically.