01
Your idea
A release, product update, or story worth sharing.
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The Building Blocks Behind Every Campaign
Learn what Postward stores, what your agent does, and how generated work moves safely toward publication.
The Big Picture
From Idea to Impact
The same visible path works whether you start in Studio, through MCP, or from your application.
- 02
Campaign & source
One container with a canonical, versioned Markdown source of truth.
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Agent via MCP/API
Your agent reads the brief through MCP — or your app calls the REST API.
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Tools
Provider APIs with your key, Postward's worker tools, or your local Creative MCP.
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Run
A new immutable revision: content, assets, and metadata — earlier work is never overwritten.
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Review & approval
Compare versions, comment, and approve at each required level — the submitter cannot approve their own package.
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Publish
Schedule for each connected destination — only approved content can go out.
Shared Vocabulary
Seven Concepts to Know
Once these are clear, every Studio screen has a place in the model.
01
The container
Campaign
One publishing idea, organized with its goal, source, assets, destinations, and every generated run.
02
The source of truth
Source Markdown
Canonical, versioned Markdown shown read-only in the Studio. Editing means a new revision — history is never rewritten.
03
The attempts
Runs
Each run is a new immutable revision: reviewable content, assets, and metadata alongside every earlier attempt.
04
The media library
Assets
Images, videos, audio, and supporting files supplied by you or produced during a run.
05
Where content goes
Destinations
Connected platform accounts that receive approved content. A platform is one connection; its formats — Instagram Feed, Reels, Stories — belong to that connection.
06
The gate
Review & approval
Decisions are per run, destination, and level — your own pending decisions, no due dates, no assignees. Whoever submitted a package cannot approve it.
07
The way out
Publishing
Approval gates publication: approved content is scheduled or published per destination, and every attempt — success or failure — is recorded.
Campaign
One Idea, Many Pieces of Content
A campaign is the durable container around one publishing goal—not a single social post.
AI Agent + MCP
The Agent Thinks. MCP Connects.
MCP exposes the campaign workflow to your agent; it does not replace the model you choose.
Where Work Happens
Three Execution Models — They Can Coexist
Which model does the work depends on the tool and what you have connected. Postward keeps campaign, review and publication state consistent either way.
Your provider key, hosted
Generation jobs call the provider's API with your own key (BYOK). The provider bills its API usage to your account; Postward meters job credits for quota only.
Postward's worker
Practical media tools — FFmpeg transcode, trim, subtitles and more — run inside Postward's creative-worker. No provider key needed; metered at one credit per job for compute.
Your machine
The open-source local Creative MCP runs on your machine with your agent and your credentials. Its output stays local until you attach it to a campaign — it is a tool host, not Postward storage.
The simple mental model: describe the outcome, let your agent orchestrate the available tools, then review the result in Postward.
See One Campaign Come to Life
Follow a concrete example from release brief to ready-to-review content.