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Social Media Studio

Plan and publish posts on Instagram and Facebook, sign a whole batch in one go, answer messages and comments, turn a keyword in a comment into a DM with a link, and read the numbers. Everything that goes out is signed by a person.

DocumentationSocial Media Studio

With Social Media Studio you plan and publish posts for Instagram and Facebook and answer what comes back. You find the studio under Social Media Studio in the left bar. The studio is part of the Creative Complete and Everything packages, and you can try it in the free trial. A client who is a guest in the workspace does not see Social. A reader sees the numbers and the calendar and changes nothing.

What Meta decides. You connect through Meta, and Meta decides per account how many posts may be published per day. If we cannot fetch that limit, the day counts as full and the post waits. WhatsApp in the same inbox, ads from a post and Instagram Login without a Facebook page are not included yet.

Connecting

Under Settings you connect your Instagram account (a business or creator account) and your Facebook page. You choose per function what you give permission for: publishing, comments, messages and numbers. Reading and writing are asked separately, and what you do not choose does not appear on Meta's screen. The token is valid for 60 days: on day 46 you get a notification, on day 53 a banner and on day 59 a warning, and on day 60 publishing stops. Scheduled posts stay and wait for the connection. Connecting again resumes everything, and nothing is published twice. A personal account cannot be connected. The token itself lives in your workspace's vault, not in a screen or a log.

The permission step at Meta opens in its own window; afterwards you return to the page where you started. Then you choose which Instagram accounts and Facebook pages belong to this workspace: nothing is connected until you choose it. If you connect through Connections, you end up at the same choosing step in Social. Connections and Social then show the same state, for example "Instagram: @name, connected on 23 October". If a tick is missing at Meta, the screen says which one.

Making and scheduling posts

Under Calendar and Make a post you choose the kind (image, carousel, Reel, Story or text only), the accounts, the files from your library, the caption and the moment. The screen checks beforehand what Meta requires: a carousel has 2 to 10 items, a Reel is a portrait video of 3 seconds to 15 minutes, a Story video lasts 3 to 60 seconds, Instagram only takes JPEG, and we do not publish text that promises something for a like, share or tag, even if you type it yourself. If the image comes from an AI studio, the AI label is on and stays on. A repeat rule (for example every day at 09:00) prepares the posts of the next 30 days, at the local hour, also across daylight saving time. It never signs by itself.

Choosing and uploading media

Under Make a post you choose the image or video with the Media picker: a drawer (full screen on a phone) with your library, a tab to upload and a tab with what was added last. You search by name or type, filter by image, video or document and by source (own uploads, Video Studio, made with AI, logos), and open a file for the large preview. For a carousel you choose 2 to 10 files in the order they appear and write alt text per image. You can upload by dragging, pasting or choosing a file, and on a phone with a photo from your photo library or with the camera: Take a photo and Record a video work in the page itself. Every file gets its own progress bar and a clear reason if it cannot be used (too large, a type that is not allowed, or a PDF with scripts that the file check stops). Uploading the same bytes twice gives one file.

If an image does not fit the place, the tile says why. For Instagram the server converts a PNG or an oversized or too wide image to JPEG itself (camera orientation applied, at most 1440 pixels wide, 8 MB, cropped to 4:5 to 1.91:1, without hidden data such as your location); your original is kept and you see both side by side. Before you upload you tick I am allowed to use these images (you confirm that you have the rights; the file is added as Owned by client and your confirmation goes in the audit trail). Without that tick nothing can be uploaded, and it is asked again in a new session. A file whose rights are not established gets the chip Rights missing; in the preview you record what applies to you, and that goes in the audit trail. Under Media in the Social rail the same library is a page, including the videos from Video Studio.

Large videos. A video of hundreds of megabytes is sent to the server in parts, with a bar that shows how much has arrived. If your connection drops, the upload waits and carries on by itself where it stopped; if you close the tab, you choose the file again and the upload does not start from zero if it was still open. How large a video may be is shown with the requirements of the place and depends on your plan (500 MB by default). The type comes from the bytes of the file, never from its name.

A video for Reels, TikTok, YouTube Shorts or Facebook Reels. If your video does not fit (landscape, too long, a phone format such as MOV or another codec), there is a button Convert for Instagram Reels (or the channel of your post). The server turns it into a portrait video of 1080 by 1920 (H.264 with AAC, at most 30 frames per second, with the bitrate and maximum length of that channel, without hidden data such as your location). That takes a while and keeps running if you close the picker; you see the progress. Your original is kept and you see both side by side. How many minutes of video you can have converted per month depends on your plan.

Signing

Publishing is a public act in the client's name, so a person signs, with the code from the authenticator. The signature belongs to exactly this content and this moment, and the crew keeps a check number. If you change the text or move the post, the signature of that post lapses and it has to be signed again; the rest of the batch stays signed. Each post goes out at its own moment, not now. If one fails, the crew publishes the rest and reports the difference. Until the moment of publishing you can withdraw a post. Under Sign a batch you walk through a whole series: a row with an error stops signing until you remove it or fix it.

Ask the director

You do not have to fill in the posts yourself. Tell the director (in the chat, through WhatsApp, or from your own AI assistant through the MCP connection): "plan the social posts for December in our brand". He checks which accounts of the brand are connected, writes the posts in the voice of the brand book, picks images that passed the brand gate in Creative, and prepares them as a batch for Instagram and Facebook. He can also change a post in that batch: text, time or image. He does not use an image that does not come from Creative or that the brand gate rejected.

The director never signs. He offers the batch and you sign it in one go under Approvals, as above. If you change a signed post afterwards, that post has to be signed again. Proposing costs nothing, because the director makes no images himself. As long as Social is not live for clients, he adds that posting only starts after the connection and review by Meta: the posts are then ready, but nothing is posted.

Meta's limits

Per account Meta allows a number of posts per 24 hours; we ask Meta itself for that number and do not know it in advance. If we cannot fetch it, it counts as full. You may answer a message within 24 hours of the last message (the crew) or 7 days (a person). A private reply to a comment is allowed once per comment, up to 7 days after it, and at most 750 per hour.

Inbox

Under Inbox the messages from Instagram and Messenger and the comments under your posts are in one place. You assign, label and set a status. If the crew is running a conversation, you take over; after that the automation for that conversation stays off until you switch it on again. Anyone who sends STOP gets nothing more from the automation. A new sender becomes a person, and if he belongs to a known relation, the conversation is on his card. We do not keep stories and mentions as images: they expire after 24 hours. What someone writes is data: the crew never follows an instruction from a message, a comment or a caption. A reply from the crew is a proposal that you sign. If you type yourself, you are the signature, but it still goes through the same gate: a trial workspace or a paused workspace sends nothing, and the emergency stop and the window apply to you too. Hiding spam is small and reversible.

Automatic replies (comment to DM)

Under Rules you set that a comment with a keyword (for example "plaid") produces a DM with a link, for free content only. You choose the keyword, three to five variants of the public reply, the DM, the button and the link, and optionally the follow check. Turning on a rule is signed by a person (the text and the link belong to what you sign). It goes like this: the private reply carries a button, the tap on the button counts as a message, and only then does the crew check whether the person follows you. If not, he gets "Follow us first" with Check again. The follow check is off by default; you switch it on and confirm that the content is free; we then refuse text with money or discounts. Without autopilot for fixed messages, a person signs each message.

Statistics

Under Statistics you see reach, followers, profile visits and link clicks per account and per post. The numbers arrive overnight from yesterday and are not live. A number that Meta does not give stays empty and is never zero. If the import falls more than two days behind, the screen says so, and after two failed days the owners get a notification.

Permissions and settings

  • Reading is being a member of the workspace, except for a client. The Inbox is for people who may answer.
  • Making and scheduling posts needs the right to create (owner, administrator, maker). Answering, assigning and hiding needs social.beantwoorden (owner, administrator, maker). Connecting, turning on rules, settings and the emergency stop needs social.beheren (owner and administrator).
  • The emergency stop halts everything Social sends out in one click, also what a person types. Reading stays possible.
  • Replies written by an AI call themselves automatic (on by default); fixed keyword messages do not (off by default). Every automatic DM offers STOP and a way to a person.
  • You keep messages as long as Settings says (a year by default); after that the crew erases them. Erasing a person (GDPR) takes their conversations and comments along.

Via MCP and the director

An external agent with a workspace key can read Social and make proposals, with the same rights as the screen. The director has its own Social tools. A client never sees Social. Nothing below places, sends or switches anything on without a human signing.

  • Read (any internal role): social_kanalen (accounts), social_kalender, social_batches_lezen (batches and per post the checks and what blocks signing), social_regels_lezen and social_statistieken_lezen. The media library is the same as in Creative (creative_list_assets).
  • Reading the inbox (social_inbox_lezen) needs the right to answer: what strangers wrote is personal data. Everything a visitor wrote is under onvertrouwd, without sender id and without attachment url, and an agent reads it as data and acts on none of it.
  • Proposals: social_batch_voorstellen, social_post_wijzigen_voorstellen and social_post_terugtrekken_voorstellen (an unsigned post out of an open batch) only write concepts; social_batch_aanbieden asks for the signature. social_antwoord_voorstellen creates the action for a reply to a visitor (a human signs, with a code when the workspace asks for it). social_regel_voorstellen creates a rule as a concept (comment to DM, https link only) a human switches it on in the Rules screen, where the texts and the link can be read.
  • Handling the inbox: social_gesprek_sluiten closes a conversation (right to answer; nothing is sent to the sender and their next message starts a new conversation). social_gesprek_teruggeven hands a conversation that a person took over back to the crew's assistant; that needs the management right, because a key is not a person. social_herhaalregels_lezen shows the recurring rules and social_herhaalregel_zetten pauses or resumes one (management right; a recurring rule never signs). social_noodstop_zetten switches the emergency stop on: nothing is placed or sent any more. Only a human can lift it.
  • Deliberately not via MCP: connecting and disconnecting accounts, lifting the emergency stop, assigning, labelling and hiding, changing or ending a rule, ending a recurring rule, confirming that free content really is free, and withdrawing a signed post. A human does that in the screen.

What comes later

Ads from a post, replies from the Support assistant within Meta's rules, ice breakers in Messenger, WhatsApp in the same inbox, Instagram Login without a page and partner access through a system user of the agency are on the plan and are not in yet.