# Glossary: the terms around postmakr > Markdown version of https://postmakr.com/en/glossary, as of 21 October 2026. Publisher: postmakr, Vienna, hello@postmakr.com. *Last updated on 30 October 2026, published by postmakr in Vienna.* This glossary explains the terms used on postmakr.com and in the dashboard, each in two or three sentences. It ranges from MCP, the open standard through which your own AI model works with postmakr, to approval, without which no post goes live. ## A ### Analytics Analytics show how your published posts perform: views, likes, comments, shares and the points where people drop off. postmakr condenses these numbers into patterns, for example which hook types pull and which formats perform, and they become the learnings for the next idea and the next creation. ### API key An API key is an access key that lets an AI client sign in to your workspace without browser login. You create it in the dashboard under "Connection & API keys", it belongs to exactly one workspace and can be revoked at any time. Clients with browser login don't need one. ### Approval Approval is the step in which a person confirms a draft for publishing, with a click in the dashboard or in the chat with their own model. It is postmakr's hardest rule, because no post goes live without approval. ### Archive The archive holds all approved posts of a workspace. When a draft is approved it moves into the archive and is ready to be published. Your AI model also uses the most similar posts from the archive as a style reference. ## B ### Browser login (OAuth) With browser login, your AI client signs in to postmakr via the open OAuth standard. On first access your browser opens with the postmakr login, after that the client remembers it, and no API key is needed. ## C ### Calendar In the calendar you plan when an approved post should appear. If the channel is connected in your workspace, postmakr publishes the post automatically at the scheduled time, otherwise the entry stays a reminder to upload it. ### Caption The caption is the text that accompanies a post on Instagram or TikTok. Your AI model writes it along with the post, and you can also adjust it by hand in the dashboard before approving. ### Carousel A carousel is a post made of several slides that people swipe through. It is especially good for explaining something step by step, and as an animated carousel the slides also move and are rendered as video. ### Channel A channel is a social media account that you connect to your workspace. postmakr publishes approved posts through connected channels at the scheduled time. ## D ### Dashboard The dashboard is your workspace's web interface. There you see drafts, adjust captions, approve posts, schedule dates in the calendar and have posts rendered and downloaded as MP4 or PNG, and all of it works without AI. ### Draft A draft is a fully built post that hasn't been approved yet. Every post lands in the dashboard as a draft first, even when your AI model built it on its own, and only approval makes it ready for publishing. ## F ### Format catalog The format catalog defines which formats a brand uses and how they are structured, such as carousel, animated carousel, reel, story or sharepic. Each format comes with its own spec for structure, slide count and dramaturgy, and your AI model builds every post along that spec. ## H ### Hook The hook is a post's opener, the first sentence or first slide meant to make people stop scrolling. Your AI model suggests a fully written hook with every idea, and the analytics later show which hooks work with your audience. ## I ### Idea An idea is a suggestion for what you could post next. Ideas come from your AI model or from you, and for every idea you decide: Implement, Keep or Discard. If you implement an idea, your AI model builds the post, and if you keep it, it waits in the list until the time is right. ## L ### Learning loop The learning loop is postmakr's second cycle. Every published post's metrics flow back, get condensed into patterns in the analytics and are passed on to your AI model as learnings for the next idea and the next creation. ### Learnings Learnings are the insights that come from the metrics of published posts, such as which hooks pull and where people drop off. They go to your AI model as rules for the next idea and the next creation and can be read in the dashboard. ## M ### MCP (Model Context Protocol) MCP is an open standard that lets AI models use external systems, often described as "USB-C for AI". Instead of building a custom integration for every tool, a model connects once via MCP and can then use everything the server offers. postmakr is such an MCP server. ### MCP client The MCP client is the program you use to work with your AI model, for example Claude Code in the terminal or Claude Desktop. It connects to the postmakr server and gives your model access to its tools. ### MCP server An MCP server gives AI models tools, context and workflows. The postmakr server is available at https://mcp.postmakr.com/mcp/ and offers 27 tools, your workspace's brand context and guided flows such as the idea round and /create. ## P ### Production loop The production loop is postmakr's first cycle: an idea, the creation by your AI model, approval, scheduling, publishing and finally the analytics. It takes a post from the idea to the published result, and the analytics feed the next round. ## R ### Reel A reel is a short vertical video as shown on Instagram and TikTok. postmakr builds reels along the format catalog and renders them on the server as MP4. ### Rendering When rendering, the postmakr server turns a post's slides into finished files, as PNG at post resolution or as MP4 video. You trigger rendering in the dashboard or your AI model triggers it via a tool, and you download the result as a ZIP in the dashboard. ## S ### Series format A series format is a recurring feature where only the date, issue or topic changes from edition to edition. An existing post is saved as a template for it, and for every new edition your model creates a draft from it that gets approved like any other. ### Sharepic A sharepic is a single image with a short, pointed statement that is easy to share. It is part of the format catalog and works well for announcements or a single strong statement. ### Story A story is a vertical post that is only visible for a limited time. It suits short, current notes and is part of postmakr's format catalog. ### Style guide The style guide records how a brand looks and sounds. It lives in the workspace and is part of the context your AI model receives for every production, so every post looks like your brand. ## T ### Tool A tool is an action your AI model can perform via MCP, such as saving an idea, saving a draft or rendering a slide. postmakr offers 27 tools, and the full list is in the tool reference of the documentation. ## W ### Workspace A workspace is a brand's own, isolated area in postmakr. It holds the style guide, ideas, format catalog, post archive and learnings, several people can work in it with their own logins, and the workspaces of different brands are strictly separated. ## Rather try it yourself? Enter your email address on the home page and we'll get back to you with your access. The beta is free. [Request beta access](https://postmakr.com/en/#contact) Read on: [documentation](https://postmakr.com/en/doku), [Create posts with AI](https://postmakr.com/en/create-posts-with-ai), [use cases](https://postmakr.com/en/use-cases) and [What makes postmakr different](https://postmakr.com/en/what-makes-postmakr-different).