How a post gets made
What actually happens between an idea and my Instagram feed?
The transit map on our homepage isn’t decoration — it’s the actual route a post travels. Here’s the line, station by station.
The line
Scout. Gathers the day’s briefing: industry trends, season, your competitors’ recent activity, your own recent topics.
Ideator. Turns the briefing plus your brand profile into several competing concepts. The strongest one moves forward. (More on the Ideator.)
Writer. Expands the winning concept into the real thing: caption, hashtags, call to action, and the text that will appear on the image. For carousels, it plans every slide.
Spellcheck. A dedicated pass for your language — grammar, spelling, accents. It edits only what’s wrong; it doesn’t rewrite voice.
Image. The image prompt is written, the image is generated, your text overlay is applied, and the result is cropped for each platform. A visual reviewer then inspects the final rendered image and can order a corrected regeneration.
Critic. The gate. Six categories, one score, a hard threshold. Fail → revise → fail again → your review queue, not your feed. (More on the Critic.)
Publish. Approved posts are scheduled into your posting slots and published to Instagram and Facebook at the right time — including while you sleep.
What about reels?
Animated reels ride a parallel branch of the same line: voiceover and music are generated, scenes are composed and mixed, and the result passes the same critic gate. The most distinctive of these are hyperframes — motion-design scenes authored from scratch for each post.
How long does all this take?
Minutes, not hours — and none of them are yours. The pipeline runs on schedule every day, and the only human moment in it is the one you choose to keep: approval.