Core concepts

Inklate is built around a small set of concepts that appear throughout the product and documentation. Once you understand Organisations, Channels, Stories, and Channel Copies, everything else becomes straightforward.

How Inklate works

Every post follows the same lifecycle:

1. Create or join an Organisation.
2. Connect one or more Channels.
3. Create a Story.
4. Inklate generates a Channel Copy for each selected Channel.
5. Review, schedule, or publish.
6. Track performance from the dashboard or API.

Whether you use the dashboard, CLI, MCP, or REST API, this workflow stays the same.

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Organisation

An Organisation is your workspace. It contains everything related to a brand or client, including:

• Connected social accounts
• Stories and published posts
• Team members and roles
• Approval workflows
• Labels

Most teams use one Organisation per brand or client.

Switching Organisations changes your entire workspace, including connected Channels, the publishing calendar, team members, and subscription. Team members only have access to Organisations they have been invited to.

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Channel

A Channel is a single social media destination that you can publish to.

Examples include:

• One LinkedIn profile
• One LinkedIn Page
• One X account
• One Instagram Professional account
• One Facebook Page

When you connect a social network through OAuth, every profile or page you select becomes its own Channel.

For example, connecting LinkedIn can create two Channels:

• Your personal profile
• Your company page

Each Channel manages its own authentication status, connection health, and token expiry independently.

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Story

Every post begins as a Story.

A Story contains the content that is shared across every platform:

• Text
• Images
• Videos
• Links

A Story is platform-independent. It doesn’t contain platform-specific formatting or customisations.

Think of a Story as the single source of truth for your content.

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Channel Copy

When you choose one or more Channels, Inklate creates a Channel Copy for each one.

A Channel Copy is the version of your Story prepared for a specific platform.

Each Channel Copy can include:

• Platform-native formatting
• Channel-specific edits
• Different images or videos
• Custom hashtags
• Mentions

Editing one Channel Copy never changes another Channel Copy or the original Story.

This lets you keep one shared message while optimising each platform independently.

Before a post is scheduled or published, every Channel Copy is automatically validated against that platform’s publishing rules, including:

• Character limits
• Media requirements
• Image and video constraints
• Platform-specific restrictions

Each Channel publishes independently, so a failure on one platform never prevents successful publishing to the others.

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Labels

Labels are optional tags that help organise Stories within an Organisation.

Use Labels to group content by:

• Campaign
• Client
• Product
• Region
• Theme

Labels make content easier to organise and filter, but they never affect publishing.

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One API for humans and AI agents

The dashboard, CLI, MCP server, and REST API all use the same underlying API.

Whether an action is performed by a person or an AI agent, it follows the same:

• Authentication
• Permissions
• Validation
• Publishing workflow

There is no separate API for AI agents. Agents use exactly the same capabilities as human users.

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Timezones

All timestamps are stored internally in UTC and displayed in each user’s local timezone.

When you schedule a post:

1. You choose a date and time in your local timezone.
2. Inklate converts it to UTC for storage.
3. Every user sees the same scheduled moment in their own timezone.

This keeps scheduling consistent for distributed teams.

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