What is maebe? Social media planning from idea to post
A toolbox for social media: planning, collecting media, writing captions, getting sign-off, posting and measuring. What maebe is, what's in it and who it's for — for your own channel just as much as for ten clients.
Anyone planning social media rarely works in one tool. The plan lives in a spreadsheet, the images in a folder, the sign-off in a chat, the numbers in the platform's own app. Each piece works on its own; together they create work that has nothing to do with the content.
maebe is an attempt to bring all of that into one place — built by people who run social media for clients themselves.
maebe.What is maebe?
maebe is a toolbox for social media: planning, collecting media, writing captions, getting sign-off, posting and measuring — all in one place instead of five tools.
For many people, client approval is the piece that changes everyday work the most: one link, one PIN, done. If you don't have to ask anyone, you simply leave that part out and use the rest. maebe works for both, for your own channel just as much as for ten clients.
The journey of a post
The easiest way to explain maebe is to follow a single post. Everything else hangs off these four steps.
1. Planning. Posts live in projects — one per client, per brand or per topic. A list and a calendar show what's coming when. If you don't have the details yet, you create an idea instead of a draft and fill it in later. A profile grid shows how your next posts will sit side by side.
2. Collecting and choosing media. Images and video land in media pools. There you can rate material with traffic-light colours, comment on it and sort it out — clients can too, through a link of their own. One click turns a selection into a post. maebe handles the crop for each format without harming the original.
3. Getting sign-off. The post goes out as a link to whoever approves it. No account, no app, optionally with a PIN. They see the finished post, comment right on it and approve or reject. Every decision stays on the post with a timestamp. For clients with lots of posts there are collection links holding every open approval.
4. Posting. Either yourself: one tap in the app saves all media to your photos in the right order and puts the caption on your clipboard. Or automatically, straight from maebe to Instagram, TikTok, YouTube, LinkedIn and others — that's part of the Social Connect add-on. What works that way and what doesn't is in Posting automatically.
What else belongs to it
Numbers and timing
maebe pulls your posts' figures back in and shows what worked. Prime Time calculates from your own posts the windows when your audience is actually around; Radar puts what selected competitors are doing next to it.
Link in bio
A public link page per team, in your colours, with whatever matters right now.
Visuals
Branded images and carousels from photo plus text, using your team's brand kit.
Roles and permissions
Who may write, who may approve, who only watches. External people can approve and nothing else.
Calendar subscription
Your planned posts as an iCal subscription in your own calendar — plus notifications, comments and the apps for iPhone and Android.
All on the desktop
Cropping, writing captions, sorting the order: the whole preparation happens on a big screen, not on your phone.
Which tools come with which plan is on the pricing section and in detail in the help center under Plans compared.
AI where it helps
AI is built into maebe, but it isn't there for its own sake. It suggests captions, turns green-rated images into a posting plan, develops campaign ideas and sums up numbers in plain language. It works from your photos, your brand context and your writing samples — not from some generic tone off the internet. The models behind it come from Mistral in France, so the data stays in Europe.
What it doesn't do: publish on its own. Every text and every post only goes out once a human has approved it.
What's coming next
Answering platform comments and messages straight from maebe is built and currently running in an internal test phase. It will be part of Social Connect, so it needs connected accounts.
What maebe does differently
Three things matter more to us than a long feature list:
- Approval isn't an add-on, it's part of the path. It's in every plan, including the free one.
- The data stays in the EU. Servers and storage are in Germany, and the AI features run through a European provider.
- Nobody is forced into one way of working. Posting yourself is the default route; automatic publishing comes in when you need it.
We've gone through how maebe compares to well-known tools point by point — with sources and without star ratings: maebe compared.
Who it's worth it for
For anyone who'd rather prepare social media at a desk than on a phone: sorting media, cropping, writing captions, setting dates — all of that is simply faster on a big screen. You only need maebe on your phone again for posting itself.
If you're planning a single channel, the free plan lasts indefinitely; what's included is in Planning for free. It gets interesting as soon as several people are involved: a team, clients who approve, several brands side by side.
For an overview of the first steps, the help center has What is maebe?. And why maebe exists at all is here.
This article was written with the help of AI. Research, claims and point of view were reviewed and are owned by Kristof.
