Social Calendar
Plan, draft, approve and schedule organic social posts across your channels.
The Social Calendar is where you plan organic social content across Instagram, Facebook, TikTok, LinkedIn, X, YouTube and Pinterest - with copy drafted for you, an approval step before anything goes out, and a record of what was published.
Planning posts
- Switch between a Month grid and a List of everything coming up.
- Create a post with New post: one screen, the same one that opens when you click a post to edit it. Pick the channels, drop in images or a video, write the caption, and set when it goes out - in your own time zone. A preview of the post as each channel will show it sits beside the editor (on a phone, tap Preview). A draft saves itself as you go, so closing the screen never loses work.
- The main button says what will happen - Schedule, Post now if the time has passed, or Send for approval if your client approves posts first - and if something is missing it says what to fix instead.
- Images and video can each be up to 200 MB - JPEG, PNG, WebP or GIF for images, MP4, MOV or WebM for video. Add several at once: choose them, drop them on the post, or paste an image straight in. They upload one after another with a progress bar; if a file is over the limit or the wrong type you are told, and the others still go up.
- Arrange the media: drag to reorder, or use the arrows under each one. The first is the cover. Alt under an image lets you describe it for people who can't see it. It is kept with the post and shown in the preview; it is not yet sent to the channels themselves.
- Reuse media: From earlier posts shows images and videos from your other posts, plus the logo images saved in your Brand Identity. Click one to add it.
- Different media per channel: every channel gets the same media unless you say otherwise. With more than one channel picked, each image shows the channels it goes to - tap one to leave it off that channel. The preview shows each channel's own set, and if a channel ends up with no media while the post has some, the screen asks you to fix it before it goes out.
- Need words? Under the caption, Write it with AI asks what the post is about (and optionally a goal and a date to tie it to), writes a short brief from your Brand Identity and what the Brain knows, then Write it from the brief drafts the post. Everything it writes can be edited. Why this post shows the brief and the facts it used.
- Add Dates of note - launches, sales, anniversaries - so they show on the calendar and can be tied into generated copy. You can also import your country's public holidays in one click.
Planning the month from your Brain
Plan the month (top right) proposes up to eight posts for the month you are looking at, from what the Brain holds: your dates of note, the moments the business has had or has coming (a launch, a milestone, a win), your goals and the facts you have confirmed. Each proposal lands as a draft with a brief - the angle, the hook, an outline, the facts it leans on, and one line on why this post on this day. Nothing is written yet: open a proposal and choose Write it from the brief, or delete it. Days that already hold a post are left alone, and only your connected channels are used.
If the Brain has nothing to hang a post on yet, it says so rather than filling the month for its own sake. Adding dates of note or answering the Brain's open questions gives it more to work with.
Every brief - planned or written from the composer - now shows the facts used: the specifics from your own record it draws on, so you can check them before anything goes out. A brief that uses none says so.
Reading the calendar
Each post shows as a small chip carrying its channel logos. The colour of the logo is the post's status, so you can scan a month and see what still needs someone:
| Status | What it means |
|---|---|
| Draft | Being written. Not in the approval queue yet. |
| Pending | Waiting on an approval before it can go out. |
| Approved | Signed off, waiting for its slot. |
| Scheduled | Approved and queued to publish. |
| Posted | Published - including posts made outside the calendar (see below). |
Where there's room - the panel beside the calendar, and the post itself - "Pending" is spelled out in full, so you can tell whether a post is waiting on you or on someone else.
Times only appear on a chip when they differ from your usual posting time, so a month of posts at the same hour stays readable. The full time is always on the post.
Use the status pills and the channel logos above the calendar to filter down to one status or one channel.
Posts made outside the calendar
Posts don't have to go through the calendar to show up on it. Anything published on your connected Instagram account or Facebook Page - straight from the app, say - appears on the day it went out as a Published chip with the channel's logo. Several on one day are grouped, so six posts in one go read as "Published x6". Click the chip to open the newest of them on the channel, and hover it to see their captions.
- They count as Posted: they're included in the Posted and All counts and in the month summary, and they show when you filter to Posted.
- A post published through the calendar appears once, not twice. We recognise it by the link logged with Mark as posted, or by its caption matching the one the calendar sent to that channel, posted within a few days of its slot. If a calendar post is found live on the channel, it shows as Posted even before its own status catches up.
- A post with no caption, or only a very short one, can only be recognised by its link - so an image-only post published through the calendar may show twice unless it was logged with Mark as posted and its link.
- They appear after your data next refreshes, and the calendar reaches back as far as your channel's most recent posts (around the last 50 on Instagram and 25 on Facebook). For the numbers behind them - reach, engagement, what worked - see the channel tabs.
- They're read-only here: edit or delete them on the channel itself.
What we notice
When no particular day is selected, the panel beside the calendar summarises the month and flags anything worth acting on - posts waiting on approval, a long quiet stretch coming up, a date of note with nothing written for it, or the end of your scheduled run. Each one links straight to the fix.
It also surfaces posting cadence findings: once there's enough history, we work out which days and times earn you the most engagement on each channel and say so, along with the reasoning. Until there is enough history, the panel says how many posts we have seen on each channel and that we look for a clear pattern across at least eight before naming a best day. Findings drawn from a short run of history are labelled as hints rather than facts. Any of them can be turned into a draft in one click.
Approvals
By default, posts go out when they're scheduled. Open a post and press Schedule - or Post now if its time has already passed - and it moves from Draft to Scheduled, then to Posted once it's live. Nothing waits for an approval step.
A client can ask to approve each post before it goes out. They switch it on from the line at the top of their Social Calendar; you can also switch it on for them there - only when they've asked for it. The line then says who switched it on and when.
With approval on, your team presses Send for approval instead of Schedule. The post waits in a Waiting on list at the top of the calendar, with its deadline: the post's time minus the notice the client chose (24 hours, 48 hours or 3 days). What happens if they don't answer is the client's choice too:
- Hold the post - it doesn't go out, and shows as Held - not approved in time. Pick a new time with the client.
- Post it anyway - it goes to the publisher as soon as you send it, and the client can stop it with Request changes until it goes out.
If the client approved by email or on a call, use They said yes elsewhere - it's recorded under your name, not theirs. If they ask for changes, the post comes back as Changes requested with their note. Editing a post after it's approved doesn't send it back for approval; the post records who edited it and when. Posts you draft and schedule per client also roll up into the agency-wide master Calendar, so you can see content across every client in one place.
If your account team runs your calendar, you can ask to approve each post before it goes out. Use the line at the top of the Social Calendar to switch it on, and choose how much notice you want (24 hours, 48 hours or 3 days) and what happens if you don't answer in time: the post is held, or it goes out anyway. You can also name the one person who looks after approvals.
Posts waiting for you are listed at the top of the calendar with their deadline. Approve each one there, or Request changes and say what should change - it goes back to your account team with your note.
If you run your workspace yourself, there's no approval step: whoever on your team schedules a post is the one approving it.
Publishing
If automatic publishing is connected for your workspace, scheduled posts publish themselves when their slot comes round and then show as Posted.
If a post can't be published - a channel refuses it, or the connection needs attention - it shows as Failed to publish with the reason under Didn't post, and a Retry button sends it again once the problem is fixed. A post whose time has already passed goes out as soon as you retry. If you posted it on the channel yourself instead, use Mark as posted.
Editing a post that is already scheduled updates what will go out: the change replaces the copy the publisher was holding. Once a post has started sending it can no longer be changed.
If it isn't, the calendar says so beneath the toolbar and nothing publishes on its own - you post on the channel yourself and use Mark as posted to log it, which keeps the calendar an accurate record. Organic posting doesn't draw on an AI usage allowance either way.
Connections
You'll need the relevant social channels connected - see Connecting Meta, TikTok, LinkedIn & X. Channels that aren't connected show a + on their logo above the calendar.