How to Build AI Workflows Using the Walls.io Social Media Content API & Make.com

Make.com lets you connect your social wall to the rest of your stack without having to write any code. With the Walls.io social media content API as one visual building block, you can send fresh posts to Slack, convert the people who submit content into HubSpot contacts, or publish new posts straight to your wall. This guide shows you how to create three of those scenarios step by step. Then, it shows you the much bigger set of things you can do once your wall content flows into Make.

Want the wall itself first? The developer guide and the VibeCoding guide cover displaying one. Prefer a self-hosted, open tool over a hosted one? We built the same three automations with n8n in a companion article. This piece is the Make.com route.

What is a social wall, and why plug it into your other tools?

A social wall gathers posts from many networks into one feed. These posts appear on an event screen, a website, or a display in a venue. That is the part people see. They don’t realize that a lot of that content could be used elsewhere. For example, a post could be shared with the team, a submission could be saved along with the email it came with, or an important moment could be responded to right away. Link the wall to your other tools, and that tool will automatically connect to the wall. Make.com is one of the easiest ways to do that.

What is Make.com?

Make (formerly Integromat, and now part of Celonis) is a visual automation platform used by more than 400,000 organizations. You build a “scenario” by dragging modules onto a canvas and connecting them. Each module can trigger the flow, call an app, or change the data that is passing through. It connects to over 3,000 apps and, through its HTTP module, to any service with an API. This is how Walls.io joins the party. Make now includes AI Agents and modules for models like OpenAI and Anthropic Claude, along with the classic building blocks like routers, iterators, aggregators, filters, and data stores. This means that a scenario can not only move data from A to B, but also make decisions. There is a free tier to experiment with, and paid plans when you need more.

How the Walls.io social media content API feeds every social media platform into Make

Make ships modules for some social networks, but not all, and each one is limited by that network’s own API terms. Walls.io removes that ceiling. Since it works as a Meta-API that already blends every connected network into one Social Media Aggregation feed – collect content from social media and display it anywhere – a single HTTP module aimed at GET /posts pulls content from all of them together, in one tidy format. Add a source in your Walls.io settings and it flows into the very same scenario, with no new module to install and no separate login to manage. One connection in, every network out.

Setting up your Walls.io API key in Make

Every call is authenticated with an access token tied to your wall. In the Walls.io dashboard, open the wall’s settings, find the API section, select Activate API access, and copy the token. API access is included on every paid Walls.io plan; the pricing page lists the tiers, and the API docs on GitHub hold the full reference.

In Make, keep that token out of the scenario itself. When you add the HTTP module, set its authentication to an API key connection, which Make stores in its encrypted keychain. Create one, name it something like “Walls.io Key,” and configure it to send the token as a query parameter called access_token. Every request includes the token automatically, and anyone you share the scenario with never sees it. If a token has already made it into an exported scenario or a screenshot, regenerate it in your wall settings before you go live.

Use case 1: post new social content to Slack

The aim: on a schedule, check the wall for new posts and send each new one to a Slack channel, without ever repeating a post. In Make this comes together as an HTTP module to read the wall, a Data store to remember what you have already sent, a Filter to let only fresh posts through, and the Slack module to deliver them. Download this workflow as JSON and import it in Make!

1. Read the wall. Add the HTTP module “Make a request”. Method GET, URL https://api.walls.io/v1/posts, and select your Walls.io API key connection. Add a query parameter limit (say 5), and it is worth adding sort = -created_timestamp so the newest posts come first. Turn on “Parse response” so Make reads the JSON into usable fields. The output includes a data array of posts.
2. Split the array into single posts. Add an Iterator (under Flow control) and point it at the data[] array from the HTTP module. Each post now travels through the rest of the scenario on its own, which is what lets you treat several new posts in a single run.
3. Look up whether you have seen this post. Create a Data store (Make’s built-in mini database) to hold the IDs you have already sent. Then add the module Data store > “Get a record”, using the post’s id as the key. If a record with that ID exists, the post is old news.
4. Let only new posts through. On the link leaving the Data store, add a Filter with the condition that the record “Does not exist”. This gate is the heart of the deduplication: without it, every scheduled run would fire the same posts into Slack again.
5. Send the Slack message. Add Slack > “Create a message”, choose your Slack connection and channel, and build the text from the post fields, for example:New post by {{external_name}} {{comment}} {{post_link_wallsio}}
6. Remember what you sent. This step is easy to forget and essential. After the Slack module, add Data store > “Add/replace a record” and store the post’s id as the key. That is what makes the lookup in step 3 find something next time, so each post is sent exactly once.
7. Schedule and switch on. Test the scenario once, then set its schedule (every 15 minutes is a sensible start) and turn it on.

Use case 2: turn Direct Posts leads into HubSpot contacts

Walls.io Direct Posts lets visitors submit content through a form on your wall. When you collect their details, each submission becomes a lead with an email attached. That is a quiet goldmine at events and campaigns. This scenario reads the leads and files each one in HubSpot. Two working modules do it: the HTTP request and a HubSpot create/update module. Download this workflow as JSON and import it in Make!

1. Enable lead capture. In your wall settings, switch on Direct Posts with the fields you want, including an email. Submissions now show up as leads on the API.
2. Read the leads. Add the HTTP “Make a request” module, method GET, URL https://api.walls.io/v1/leads, your Walls.io API key connection, and “Parse response” on. The output is a data array of leads, each carrying whatever the form collected, such as email and location.
3. Split into single leads. Add an Iterator on the data[] array so each lead flows through on its own.
4. Create or update the contact. Add HubSpot CRM > “Upsert a contact” and pick your HubSpot connection. Map the Email property to the lead’s email and Country/Region to the lead’s location, then add any other properties you collect. Because upsert creates a contact when the email is new and updates it when it already exists, you do not need a separate step to avoid duplicates.
5. Schedule and switch on. Submit a test post with an email through the wall, confirm the contact lands in HubSpot, then schedule and activate.

Swap the HubSpot module for Salesforce, Google Sheets, Mailchimp, or any of Make’s other 3,000-plus apps and the same two-step shape still holds.

Use case 3: publish posts to your social wall

The API also writes. You can push content onto your wall with a direct post, which is how you feed it from other systems, or from an AI step. This is the shortest scenario of the three, and the one that turns Make into a genuine content engine for your wall. Download this workflow as JSON and import it in Make!

1. Pick a trigger. Run it manually to test. In real use you would start it from something else: a schedule, a new item in another app, or the output of an AI module.
2. Post to the wall. Add the HTTP “Make a request” module, method POST, URL https://api.walls.io/v1/posts, with your Walls.io API key connection. Set the body type to Multipart/form-data and add two fields: text (the post content) and user_name (the author name shown on the wall).
3. Run it and check the wall. The post appears on your wall. Depending on your moderation settings it may first land in the moderation queue for approval, which is usually what you want for anything posted automatically.
4. Let AI write it. Put an OpenAI or Anthropic Claude module, or a Make AI Agent, in front of the HTTP module and have it produce the text – a recap, a rephrased headline, a caption for an image – then map that output into the post. Your wall now publishes on its own.

Get creative: less obvious things to automate

Once you can read posts, read leads, and publish posts, Make’s building blocks let you do a lot more than just a Slack ping. A router can send a new post to multiple locations at the same time. An AI Agent can read a post and decide what to do with it. A data store can keep track of how many items there are. Here are some ideas that people are often surprised by:

A reaction that happens right where it’s made. When a new post is made during an event, have Make flip a smart light, play a sound effect through a connected speaker, or print the post on a receipt printer at your booth. The wall is no longer a screen; it becomes part of the room.

A moderation co-pilot. Use an AI module to check each post for spam and inappropriate tone. Approve the clean ones automatically, and send any posts that are questionable to a Slack message with “approve” and “reject” options. A human will make the final decision.

More ways to connect your wall with Make

There are a few more ideas to explore, each of which is only a module or two long.

• Use a router to send one new post to Slack, Microsoft Teams, and Discord at the same time.
• Use an AI module to detect negative sentiment and automatically open a support ticket.
• Improve each Direct Post lead, assign a score, and create a HubSpot contact and a sales follow-up task all at once.
• Send a personal thank-you to everyone who sends a post on your wall.
• Make a graphic with your brand on it to use in posts. Then, use that graphic on your own social media pages.
• Save every post in Notion, Airtable, or a data warehouse so you can make reports.
• Look for a specific hashtag or keyword and share only the posts that contain that hashtag or keyword.
• Play a pre-recorded message over the public address system when a very important person posts.
• Connect new leads to your email platform and start a nurture sequence the moment they sign up.

Start connecting

Make gives you one clean source of social content, a way to publish back to it, and thousands of apps to connect it to. You can create three different versions of this program. The first version will send you a Slack alert. The second version will create an AI Agent that will post on its own. Pick one, drag in the modules, and it can be running this afternoon. Start your free trial, copy your token, and point Make at the Walls.io API docs.