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How it works

Brief it. Make the week. See what worked.

One project per brand. Here’s what it writes, what it measures, and how.

Part 01

Write

Brief

Start with the brief.

Upload a strategy document (PDF, Word, text, Markdown, CSV or Excel), write a few lines, or both. Every platform writes from it. Update it any time; new weeks use the new version.

Brand settings with two strategy documents and a short description of the brand that every platform in the project writes from

The week

Five posts per platform, per week.

Pick a platform and make this week or next. Add a note if something’s different. Every week you make is kept.

Five LinkedIn posts for the week of 28 September: a picture post ready to download, a carousel, a video post’s first frame and prompt, and two pictures still being made
Tinted boxes stand in for the pictures.
  • LinkedInPictures, carousels, video and words-only
  • InstagramPicture, carousel or video, or a week of Reels
  • TikTokVideo posts
  • XMostly words, a picture where it helps
  • FacebookPictures, video, carousels and words-only

Video posts come as a first frame and a prompt for your video tool, or a clip from your library. Hype Machine doesn’t make video.

Six picture styles, Photoreal, Editorial, Studio, Flat vector, Bold graphic and Soft 3D, plus a saved style of the brand’s own, a tile to make another, and each platform’s picture shape

Pictures

Pictures in your style.

Photoreal, Editorial, Studio, Flat vector, Bold graphic or Soft 3D. Or describe your own: style, lighting, colours and what to avoid.

Each is asked for in its platform’s shape: tall, wide or square.

Your library

Or use your own photos and videos.

Give our prompt and your files to your own AI tool. Upload the catalogue it writes. Each post then names the file to use, where it is and how to crop it.

  • We never receive your files.
  • Usage rights are respected, if you record them.
  • “Pick another” is free.
A file card where the post’s picture would go: From your library, petal_serum_hero_0142.jpg, a 4000 by 5000 photo, its path in the Aubrelle Brand Share library with a Copy path button, why it was chosen, a note that it fits Instagram’s 4:5 frame as it is, its usage rights, Pick another for free, and Draw one instead, which uses a picture
A video post’s file card: rose_clay_mask_reel_v2.mp4, an 18-second upright clip at 1080 by 1920, its path with a Copy path button, why it was chosen, a note that it fits Instagram’s 9:16 frame as it is, its usage rights, and Draw a first frame instead, since no other clip in the library fits
One post at a time: Monday’s picture with two versions, its caption, and a note asking for a new picture with warmer light and the bags closer
Tinted boxes stand in for the pictures.

Edit and post

Change anything. Then post it yourself.

  • Rewrite with a note, or edit the words yourself.
  • Redo a picture up to 3 times. On a carousel, one slide.
  • Remake the whole week. Every version is kept.
  • Download a post or the whole week. We never post for you.

Part 02

Measure

Tracking

Track any account by its address.

Paste a public profile address on LinkedIn, Instagram, TikTok or Facebook: yours or a competitor’s. No logins, no passwords. Up to 20 accounts per project. Press Sync now to read new posts.

The competitors panel: two competitors switched on, one waiting for its first sync, and a button to add an Instagram competitor that uses one tracked account

Plot

Every post, ranked against your own.

A plain summary first, then every post on one chart, with competitors as outlines. Posts rank bronze, silver, gold or platinum once you have 12 on a platform.

Plot for an Instagram account: a plain summary of how recent posts did, follower and engagement numbers, a chart of every post with two competitors’ posts drawn as outlines, and the competitors panel
The top of a LinkedIn week, with all five platforms written for, a line saying the week was shaped by the brand’s 24 best LinkedIn posts, and a switch between the full week and one post

Best posts

Your best posts shape next week.

Once three on a platform rank gold or platinum, three of each week’s five there follow what they share. Two try something new, so you keep learning. Until then, your newest posts or the brief set the voice.

Compare

See how you compare.

Your engagement rate against your competitors’ average, on the numbers you all report. Then the biggest gap and one thing to try. Competitors are compared, never ranked.

How you compare on Instagram: the brand’s 2.5% engagement rate next to its competitors’ 2.1% average, compared on likes and comments only, with the biggest gap and one thing to try

Insights

What’s working, goal plans, post analysis.

Each is saved with its date, so you can open it again.

What’s working on Instagram: three AI-written quick wins drawn from the account’s captions and formats, the average score by format, and how the account sits next to similar accounts

What’s working

Your top post, the one with room to grow, and quick wins.

A goal plan for a sample brand: one business goal turned into steps, each with a target and actions, based on the account’s own Instagram posts

Goal plans and post analysis

Name a goal and get steps with targets. Or ask why any of your posts worked, with a rewrite to try.

Part 03

Rules it won’t break

  1. LinkedIn is judged against LinkedIn.

    Nothing is averaged across platforms.

  2. Missing is not zero.

    Unreported numbers are marked “not reported”. A missing follower count is asked for, never guessed.

  3. Same numbers on both sides.

    Competitors are compared only on numbers both accounts report.

A chart of every Instagram post by score. The note above it reads: score = likes + 3 × comments; Instagram doesn’t report shares, so they’re left out, never counted as 0
Instagram scores likes + 3 × comments. It doesn’t report shares, so they’re left out, not counted as 0.

Ready for your first week?

Get startedWho it’s for