How Postalot works

What Postalot is

Postalot is an AI agent that runs your brand's Instagram. It reads your real account, learns how you sound, and then proposes ideas, writes the copy, generates the images, plans your week and publishes — with your approval on every piece.

The agent is called Sir Postalot. You talk to it in a chat, the same way you'd talk to a strategist who already knows your account.

What makes it different from a blank AI chat

What you need

• A professional Instagram account — Business or Creator. Personal accounts can't be connected through Instagram's official API. Switching is free and takes a minute: Instagram → Settings → Account type and tools → Switch to professional account.
• Some posting history. Postalot works from about 20 posts onwards. With fewer, your Brand DNA will come out generic — and the app will tell you so rather than pretend otherwise.
• An email address. That's it. No credit card to start.

You can use Postalot without connecting Instagram at all — you'll still get ideas, briefs, captions, images and a calendar. Connecting unlocks the analysis of your own account and automatic publishing.

Your first hour

1. Sign up

   Email and password, or Google. You land in your own workspace — the container that holds your accounts, your Brand DNA, your ideas and your plan.

2. Onboarding

   It's a conversation, not a form. Sir Postalot asks for your Instagram handle, optionally a couple of competitors or accounts you admire, and what you're trying to achieve — sell more, grow, get known. While you're answering, your account is already being analyzed in the background.

3. Your Brand DNA arrives

   This is the moment that tells you whether the product is worth your time. It comes in two parts: first your best and worst posts with the reason each one worked or didn't, plus your content mix. Then, a minute or so later, the full picture — positioning, audience, voice, strengths, opportunities and an optimized bio you can copy straight into Instagram.

4. Ask for your week

   Back in the chat, try "give me ideas for this week". You'll get four genuinely different drafts. Open one, let the agent write the brief and the caption and generate the image, then drop it on the calendar.

Talking to the agent

The home screen is the chat. Almost everything in Postalot happens there. The agent replies with text and with interactive cards — ideas, a calendar, an image, an account profile, a comparison, a chart — that you can act on directly.

Things worth asking

• "Analyze my last posts — what worked and why?"
• "Compare me with @someaccount"
• "Give me ideas for this week"
• "Turn this into a carousel"
• "Write three caption options, shorter and less formal"
• "Schedule it for Tuesday morning"
• "From now on, never use food emojis"

Chips

The small buttons above the message box and at the end of each reply are suggestions. Tapping one just sends that message — nothing happens behind your back. They're there so you don't have to guess what the agent can do.

Mentions

Type @ inside a message to point at something specific: one of your accounts, a competitor, a saved idea, one of your posts, or a product from your connected store.

Good to know

• You can attach photos to a message — they're used as visual references, or saved to your reference bank.
• Any conversation can be shared as a public link, and you can revoke it later.
• If your connection drops mid-answer, the reply keeps running on our side and you'll find it waiting when you come back.
• Before anything irreversible — scheduling, publishing, deleting an idea, rewriting your DNA — the agent shows you a preview and waits for a yes.

Brand DNA

Your Brand DNA is the strategic profile of your account, inferred from your own posts and numbers. It's the agent's memory of who you are: every idea, caption and image starts from it. Your own accounts have a Brand DNA; competitors and reference accounts get an analysis, not a DNA.

What's in it

How it's built

Postalot reads your profile and up to around a hundred posts with their metrics, classifies each one by type and format, works out your baselines and ranks your best and worst performers, and then writes each section from that evidence. The first part is ready in about a minute; the full DNA takes a minute or two more.

Editing it

You can edit any section from the Marketing DNA page, or just ask in the chat — "make the tone more direct". Your edits win. They override what was inferred, and they survive regeneration.

The DNA is versioned: regenerating creates a new version, it never overwrites the old one. It refreshes on request, and automatically once it gets old and you've posted since.

How the numbers are calculated

Every metric Postalot shows — on your profile, in the Brand DNA and for competitors — comes from the public numbers Instagram publishes for each post, counted the same way for everyone. These are the exact formulas, so you can explain them to a client the way we would.

Ideas

Ask for ideas and you get four — not five, not ten. They're deliberately different from each other: typically something educational, something promotional, something personal and one that's a bit of a swing. Each one comes with a hook, an angle and a call to action.

The reason is quality. Ten ideas generated in one go start repeating themselves; four distinct ones give you something you'd actually publish.

From idea to finished piece

Hit Develop on an idea card and the agent writes the brief — the script, with hook, problem, solution and CTA — plus the caption in your voice, and generates the image or carousel. Everything stays on the one card, with an Instagram-style preview so you see it the way your followers will.

Other things you can do with an idea

• Change the format: post ↔ story ↔ reel ↔ carousel.
• Repurpose an existing post or a piece of text into new pieces.
• Ask for hashtag suggestions on a topic.
• Like, save or discard ideas — the agent learns from what you keep.

Images and carousels

Before your first image, Postalot asks whether you want to use references: photos of yourself, of your products, or images that define your style. That's what keeps generated images from looking like generic AI stock — they're built from your face, your products and your palette.

Those references live in your reference bank, and you can curate it from the chat: add photos, retire ones that no longer represent you.

Iterating

Images are meant to be argued with. Say "warmer", "no text", "redo slide 2" — and only slide 2 gets redone. You can also ask for draft variants and pick the one to take forward.

An image takes around a minute. The chat stays usable while it renders, and the picture lands on the card when it's ready. The agent won't tell you it's done until it is.

Calendar and publishing

Schedule by dragging a piece onto the calendar, or just say "schedule it for Tuesday". The agent confirms before anything is set.

The week as a mission

You tell Postalot your cadence — how many posts a week you want to sustain. From then on it treats the week as something to be filled: if your cadence is three and you have one scheduled, it'll spot the gaps and offer to fill them from your saved ideas.

Publishing

With Instagram connected, a scheduled piece goes out on its own at the time you set. You get an email beforehand, and you can cancel until the moment it publishes. If something goes wrong, you're told what went wrong.

Content plans

A content plan groups ideas with a cadence and a duration, and gives you the calendar and the briefs in one view. A plan can be shared as a public link — handy if someone else has to sign off on the month.

Rules and memory

Postalot remembers two kinds of things between sessions.

• Rules are what you explicitly tell it: "never use food emojis", "always close with a question", "we write prices without decimals". Set them in the chat or in Settings → Knowledge base. The agent respects them from then on.
• Memories are preferences it notices on its own — that you keep choosing educational carousels, that you reject anything with stock photography. You can read them, edit them and delete them in the same place.

If the agent keeps doing something you don't want, the fix is usually a rule, not a longer message.

Connecting Instagram

Connecting is the official Instagram login. You'll be sent to Instagram, you approve the permissions there, and you come back. Postalot never asks for your Instagram password.

What the connection is used for

• Reading your profile, your posts and their metrics, so your Brand DNA is built from real data.
• Keeping your numbers up to date over time, so the evolution charts mean something.
• Publishing the pieces you've approved.

Competitors and reference accounts

You can add any public professional account by handle. Postalot reads it through Instagram's official API, the same way any analytics product does — public profile, follower count, recent posts and their engagement. It's the same information anyone visiting the profile can see, just counted properly.

Disconnecting

You can disconnect at any time from Settings. That revokes our access and deletes the Instagram data we hold for that account. The ideas and content you created stay yours.

Connecting TiendaNube

If you sell through TiendaNube, connecting your store gives the agent your catalogue — products, prices and what's actually selling — as context.

• Ideas can be anchored to a specific product instead of a vague topic.
• Mention a product with @ and it shows up as a card in the chat.
• The agent knows what moves and what doesn't, and says so honestly — if a product has sold two units, it will tell you it sold two units.

Workspaces and team

A workspace holds one brand's world: its accounts, its Brand DNA, its ideas, its plan, its billing. You get one when you sign up.

You can invite people into a workspace by email, so a team works on the same brand with the same DNA. Agencies can run several workspaces — one per client — each with its own DNA, so nothing bleeds between brands.

Plans and limits

There are three plans. Current prices and your usage counters live in the app, under Settings → Billing — that's the source of truth, so we don't repeat numbers here that could go stale.

Free is free. No credit card, no trial countdown. You can stay on it.

A free month of Starter is available in the app in exchange for your phone number — one number, one month.

Hitting a limit is never a dead end. When you reach one — a third competitor on Free, the fourth image of the month — you get a clear message saying which limit you hit and which plan lifts it, not a broken screen.

Billing runs through Mercado Pago. Changing or cancelling your plan is done inside the app, in Settings → Billing.

Languages

There are two independent language settings, and they confuse everyone the first time.

So an agency in Buenos Aires with a Spanish browser, running a brand that posts in English, gets a Spanish conversation and English captions. There's no manual switch — it's automatic, by design.

Spanish and English are fully supported today.

Your data and privacy

Where the data comes from

Instagram data reaches Postalot only through Meta’s official API, over a connection you authorize yourself and can revoke at any time. There is no other route into your account.

What we can promise

• Workspaces are isolated from one another, enforced at the database level — not just in the interface.
• Disconnecting Instagram revokes our access and deletes that account's Instagram data.
• Deleting your account purges your profile and the data attached to it.
• We never publish without your approval, and we email you before every scheduled post.
• Our privacy policy and terms are published in full.

What we won't pretend

• Your data doesn't stay in one country. Our database is hosted in Europe and some AI providers operate in the United States.
• AI-generated images aren't free of all rights considerations. They're generated from references you provide — treat them the way you'd treat any commissioned creative.

What Postalot doesn't do

Worth knowing before you sign up, so nothing surprises you later.

• Other networks. Instagram only, today. No TikTok, LinkedIn or X.
• Video. We write the script and the storyboard for a reel; we don't edit or generate the video.
• Comments and DMs. Postalot doesn't reply to them.
• Automatic reports by email or WhatsApp. Not built.
• Personal Instagram accounts. They can't be connected — see What you need.

Troubleshooting

"It says my account can't be connected"

It's almost always a personal account. Switch it to Business or Creator in Instagram's settings, then try again. Private accounts also can't be read.

"My Brand DNA feels generic"

Usually not enough material — few posts, or captions with almost no text. Ask the agent to regenerate it after you've published a few more, or edit the sections that are off. Your edits stick.

"I asked for five ideas and got four"

That's on purpose. Four different ideas beat five where two overlap. Ask again for another four.

"The image doesn't look like my brand"

Add references — your face, your products, images in the style you want — and ask again. Then iterate in words: warmer, no text, different background. It's meant to take a couple of rounds.

"My scheduled post didn't publish"

Check whether Instagram is connected and whether automatic publishing is live for your account yet (see Calendar and publishing). If a publish fails, Postalot tells you the reason rather than failing silently.

"The agent said something that isn't true about my numbers"

Tell it. The agent is built to work from real data and to say when it doesn't have any — if it gets something wrong, that's a bug worth reporting, and you can write to us from inside the app.

Glossary