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Creating Content

Creating a Post, Step by Step

"Create" in the menu, or the button in the top right, takes you to the post editor. The screen is one continuous flow from top to bottom: you work through the sections in order, and the "Edit" / "Preview" switch at the top lets you check at any moment how the post will look on each platform.

You don't have to fill in every section. Only a destination (channel), a format and a caption are required. Everything else refines the result.

1. Template or blank post

At the very top you choose whether to start from a saved template or from a blank post. A template pre-fills format, tone and settings straight away – handy for recurring post types. See Working with Templates.

2. Channels & accounts

This is where the post is going. Only accounts you've already connected can be selected (Connecting Social Media Channels). The summary line under the heading always shows which platforms are currently active, and the bottom of the page tells you how many destinations are selected.

3. Post types – the format

Choose how the post will be published:

  • Single Image – one image.
  • Photo gallery – several images (Instagram & Facebook only).
  • Story – vertical, short-lived.
  • Video / Reel – moving image.
  • Text Only – text with no media.
  • Document – document post (LinkedIn only).

The format also determines which platforms are possible at all. A photo gallery, for instance, can't go to LinkedIn.

4. Media – uploading files

Drag your files onto the field or click to browse. PNG, JPG, GIF and MP4 are accepted, at max. 30 MB each.

  • With several files, drag them to set the order.
  • Hovering over a file reveals options to edit and remove it.
  • After editing an image, confirm with "Apply editing"; "Reset" restores the original.
If a file is rejected, it's almost always the format or the size. Export videos smaller, or compress large images until they're under 30 MB.

5. Tone, length & Brand Voice

This section controls how the AI writes. You can leave everything as it comes from your Brand Voice, or deviate just for this one post:

  • Tone – Inspirational, Professional, Casual & Fun, Witty–Ironic, Storytelling or Minimal.
  • Length – Short (1–2 lines), Medium or Long.
  • Call to action – None, Link in bio, Shop now, Sign up, Learn more or DM us.
  • Language – "Same as brand" or one of the other languages.
  • Emojis – Auto, None, Few, Moderate or Lots.
  • Brand Voice, Target Audience, Things to avoid – taken from your Brand Voice and adjustable here for this post.

6. Generate Captions

You have two routes: "Generate with AI" has capty write a separate version for every selected platform, and "Write yourself" gives you empty text fields. Optionally, the "Caption brief" field lets you say in one sentence what the post is about – which improves the result considerably. Details in AI Captions & Caption Brief.

This section carries a note that AI content may require labelling, with a link to our free AI Label Check. It isn't legal advice, but it's a solid first orientation.

7. Post Details

This holds the platform-specific settings, each in its own tab:

  • Facebook: location check-in and feeling/activity.
  • Instagram: location, tagging people, a collaborator for a collab post, a cover image for reels, and alt text.
  • LinkedIn and TikTok: no extra settings – those tabs say "No additional settings".
Alt text on Instagram describes your image for people using a screen reader. One sentence is enough – and it helps discoverability too.

8. Request approval (optional)

If someone should review the post first, assign a team member or admin, or a customer, here. If it says "No consented customers available", that client hasn't given consent yet – see Approvals: Team & Clients.

9. Ready to publish

Finally, you decide:

  • Save draft – save and come back later. The post shows up under Posts as a draft.
  • Post now – publish immediately.
  • Schedule post – pick a date and time. The post then appears in the calendar.

"Clear all" at the top discards everything and starts over.

When something doesn't work

  • A channel can't be selected: it's either not connected, or the chosen format isn't supported there.
  • The publish button does nothing: usually a required part is still missing – a destination, a file (except for "Text Only"), or a caption.
  • No captions come back: check under Settings → Plan & Usage whether your AI generations are used up.

More cases are covered in Something Went Wrong?.

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