Social media campaign planning software for marketing agencies

The caption step is where the voice of the post comes together. Write it from scratch, pull a saved caption straight out of the client's copy library so on-brand lines are reused instead of rewritten, or generate a starting draft to react to. Whichever route you take, the wording is editable in place, so the final caption is exactly what will appear under the post.

Alongside the caption sits a dedicated hashtag editor for building the tag set that fits this specific post and its audience. Hashtags are managed as their own field rather than buried at the end of the caption text, which keeps them easy to tune, swap and review — and keeps the readable caption and the discovery tags clearly separated for whoever approves the post.

A social post is only as strong as its visual, so the builder makes attaching creative a first-class step. Pull from the client's saved creatives — the same shared asset library the rest of the console manages — so the artwork your designers already produced is one click away, or upload fresh artwork on the spot when the post needs something new. A generate option gives a quick placeholder to iterate from.

Reusing the central library means the visual on an organic post is the same vetted, on-brand asset used across the client's other work, not a one-off file lost in a chat thread. The creative travels with the plan into the preview, so the team can review the selected image-and-caption pairing in context.

Approving organic content from a flat document leaves everyone guessing how it may look once published. The Review step places the post in a representative layout for each selected network, including a Facebook feed card, an Instagram-style post, a LinkedIn update and an X timeline entry, so the team can review the overall composition up front.

When a post targets more than one network, a platform toggle flips the preview between them, so a reviewer can confirm the same content reads well across the selected layouts. These previews support planning and review; final crops, truncation and interface details remain subject to each network.

Each organic post is created under one of the client's marketing themes — the positioning angles that define what the brand is saying this quarter — so social does not become a stream of disconnected one-offs. The theme is chosen at the start of the builder and threads through the plan, keeping the post anchored to the strategy the rest of the account is built on.

Organizing by theme means a content lead can plan a run of posts that all reinforce the same message, and an account manager can see at a glance how the organic calendar maps to the agreed strategy. The same theme structure powers copy, creatives and the other planners, so a post planned here sits inside the client's broader campaign story rather than off to the side.

A planned post still has to be assigned, reviewed and shipped, so the Review step doubles as a brief: assign the plan to the teammates who will produce or schedule it, add a description of what is needed, and set whether sign-off is required. With approval on, you pick a reviewer and submit, and the plan waits in a draft state until they respond.

Submitting for approval creates a real review task in the Projects tool — assigned to the reviewer, complete with a link back to the exact plan — so social planning is connected to the agency's delivery workflow instead of stranded in a separate app. The reviewer approves or requests changes from the task, the decision flows back to the plan, and the notification reaches the right person. Planning, sign-off and execution stay in one place.