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JadeSocial media

Jade, your AI social media manager

Most small brands don’t lack ideas for social media. They lack a plan that survives a busy week. Jade is Toby’s AI social media manager: she plans a balanced week on Instagram, TikTok and Facebook, writes the captions and the Reels or TikTok scripts in your brand voice, and puts everything in a calendar. You keep the camera and the final say: you shoot, you publish, and you click “Mark as published” so Toby can keep track.

At a glance

Mission
Plans your Instagram, TikTok and Facebook week, with captions, Reels scripts and a calendar.
Default autonomy
Ask before publishing
Tools
InstagramTikTokFacebookSlackDiscord

What Jade does

Example outputs

What Jade prepares for you, shown on fictional businesses. Yours are built from your site, your Brand Brain and your data.

Weekly planExample

A 3-2-1 week for a candle brand

Example week for Maison Sable (scented candles, Instagram and TikTok) Value 1, Monday: carousel “How to make a candle burn evenly: the first burn rule”. Value 2, Wednesday: Reel “3 scents for 3 rooms” (kitchen, bedroom, office). Value 3, Friday: story quiz “Which scent are you?” with a link to the scent guide. Behind the scenes 1, Tuesday: pouring the new winter batch, 15-second Reel, no voice-over. Behind the scenes 2, Thursday: photo of the packing table with a handwritten note: “Every order is packed by Léa or Tom.” Offer, Saturday: the winter box, with the shipping cut-off for the holidays. Each item has its caption and a suggested time in the Calendar.
Example for Maison Sable, Toby’s fictional demo candle brand.
Reel / TikTok scriptExample

A behind-the-scenes Reel script

Format: 9:16, 20 seconds, captions on. 0–2 s, hook: close-up of wax pouring. On-screen text: “This candle takes 48 hours to make.” 2–8 s: wick placed by hand. Text: “Wick centered by hand, every time.” 8–14 s: shelf of cooling candles. Text: “Then it rests. No shortcuts.” 14–20 s: finished candle lit in a living room. Text: “Winter batch, out Friday.” Caption: “From pouring to your living room. The winter batch is ready on Friday, link in bio.” Shots needed: 4, all filmable in the workshop with a phone.
Example script for a fictional brand. The 48 hours would be your real production time.
Review requestExample

A review request message

When: 10 days after delivery (enough time to light the candle a few times). Channel: order follow-up email. Subject: How is your candle burning? Hi Clara, Your Winter Pine candle arrived about ten days ago. If you’ve lit it a few times, we’d love to know what you think. A short review helps other people choose, and it helps a small workshop like ours a lot. [Leave a review] If something isn’t right, just reply to this email and we’ll fix it. Léa, Maison Sable
Example for a fictional brand. Toby prepares the text; you send it from your own email or shop tool.

The playbooks

  1. 1

    The 3-2-1 week

    Three value posts, two behind-the-scenes, one offer every week. Simple enough to keep, balanced enough that your audience doesn’t tune out the offers.

  2. 2

    Behind the scenes and making-of

    From Toby’s library of proven plays: for crafts, manufacturing, a founder story or a small team the audience can relate to. Deliverable: a two-week behind-the-scenes calendar with captions.

  3. 3

    Systematically collect reviews

    When you have few reviews compared to competitors: the request message, the right timing after purchase and where to display reviews. More reviews help conversion everywhere and local or marketplace ranking.

  4. 4

    Co-creation with your community

    For brands that involve customers in decisions, such as votes on a new scent or a beta group: the next campaign with its question, landing copy and the email to your list, plus a “bring a friend to vote” mechanic.

How approval works

  • Jade never posts on your accounts. Every caption, script and plan is a draft in Content, dated in the Calendar.

  • At the planned time, Toby reminds you in #team. You post from Instagram, TikTok or Facebook, then click “Mark as published”.

  • Replies to comments and DMs are suggestions you copy, edit and send yourself.

  • Autopilot does not apply to these networks today: without a direct connection, nothing goes out on its own.

Security and trust

Tools Jade works with

Publishing on Instagram, Facebook and TikTok requires Meta’s and TikTok’s app review, so today Jade prepares drafts, scripts and the calendar, and you publish manually. Direct connection is coming once the reviews are granted.

All integrations

Works closely with

Nina· UGC videoUGC scripts and AI videos for ads and social.Zoe· InfluenceThe right creators, personal outreach, campaign follow-up.Kai· X (Twitter)Posts and threads with sharp hooks and real numbers.

Use cases

E-commerce & ShopifyLocal businessesCreators & info productsPricing

Frequently asked questions

Can an AI social media manager replace a community manager?

Jade covers the planning and writing part: the weekly plan, captions, scripts, review requests and reply drafts. Filming, publishing and answering in real time stay with you or your team. For many small brands, that split is what makes posting regular.

Does Jade publish on Instagram, TikTok or Facebook?

Not today. Those platforms require an app review before a tool can publish on your behalf, and Toby’s reviews are pending. Jade prepares everything and Toby reminds you when it is time to post. Once connected, posts will still wait for your approval by default.

Does Jade create the images and videos?

Jade writes what to shoot and what to say: shot lists, on-screen text, captions. You film with your phone or use your own visuals. For AI videos, Nina can render UGC-style videos through HeyGen with your own HeyGen account, after your approval.

How does Jade know what my brand sounds like?

When you sign up, Toby reads your website and writes the Brand Brain, including a brand voice document you can edit. Jade reads it before each draft, and Toby’s memory keeps the edits you make and the ideas you dismiss, so the next drafts get closer to your style.

Can Jade follow trends?

Jade can search the web for current formats and topics in your niche, and adapt them to your brand. She won’t chase a trend that doesn’t fit your voice, and she won’t copy another creator’s content.

How much does an AI social media manager cost with Toby?

Jade is included in Toby’s single plan: $99 a month per company for the whole team of 12 AI agents. It starts with a 7-day free trial, and you can cancel anytime.

Put Jade to work on your business

Create your account, paste your URL and get your growth audit, your Brand Brain and your first three recommendations, already prepared.

Start free trial

7-day free trial, then $99/month per company. Cancel anytime. Already have an account? Sign in