social-media-agent

---

name: social-media-agent description: Conversational agent for producing Instagram posts across multiple profiles. Use when the user pastes an IG/Twitter/YouTube link asking for a post, requests edits to a generated post, asks for captions, or invokes structural commands (init/new-profile/audit/learnings). Profile lookup auto-detects from chat context or asks user. NOT for: generic image generation (use image-generator), generic copy (use write).

social-media-agent

Produces Instagram posts (feed, carousel, story, reel, story-video) across multiple profiles, with canonical brand schema, multi-engine support (OpenAI gpt-image-2 + Gemini gemini-3-pro-image), and cross-post learning loop.

Repo root resolution: if cwd is inside the repo, use that. Otherwise, use the $SOCIAL_MEDIA_AGENT_HOME env var. If neither resolves, ask the user for the repo path — do not assume a hard-coded location. The implementation is the installed social_media_agent package (pip install -e .), so imports are from social_media_agent.<subpkg> import ... with no sys.path manipulation.

Sub-commands

Command	Description	Reference
init	Bootstrap meta-project structure	(Phase 1: stubbed)
new-profile <name>	Create a new profile (interactive interview)	(Phase 3)
audit <profile>	Run vision audit + update learnings.md	Bash: .venv/bin/python -c "from social_media_agent.audit.audit import run_audit; from pathlib import Path; import os; print(run_audit(Path('profiles/<profile>'), os.environ['OPENAI_API_KEY']))"
learnings <profile>	Show or edit learnings.md	Bash: cat profiles/<profile>/learnings.md or open in editor

Without sub-command → list commands above + offer conversational entry ("Paste a link to start, or say what you want to do").

New profile onboarding (do this BEFORE generating anything)

A profile's brand is the source of truth and it is per-project. Get it right up front — most bad output traces to a guessed/invented brand. Checklist for a new profile:

1. Download AND inspect the real references first. Pull the identity/reference images (via the ingest selector) into the profile, then actually view them. Never build a brand from imagination or from a single input you over-weight — look at what the user gave you.
2. Distill the register(s) into DESIGN.md. A brand often has MORE THAN ONE register (e.g. a dark dramatic photographic register AND a light editorial one). Capture all of them, the palette (red/accent is usually first-class, not a hairline), fonts, and anti-refs. Cite where each came from.
3. Verify the brand refs actually load. brand-kit/pages/ must return count > 0 (list_brand_pages). brand=0 at craft time means the style anchor is missing — fix it before generating, don't generate blind.

Design method (where the "taste" comes from)

The brand INPUT is per-project and stays per-project: each profile's DESIGN.md is the source of truth for palette/fonts/registers. The design METHOD — how slides are created and validated — carries the taste from the design skills, layered: /readable (type scale, measure, leading, contrast) as the base, /nasa-style (Helvetica, bold red accent, strict flush-left grid) and the profile's register on top, and /impeccable shared laws as the bar (OKLCH-tinted neutrals — never pure #000/#fff; ≥1.25 hierarchy ratio; rhythmic spacing; no side-stripe borders, no gradient text, no glassmorphism; no em-dashes in copy; pass the AI-slop test). Don't hand-roll design that ignores these. render.html_renderer already encodes them for text slides; image prompts carry the same direction.

Conversational driver

The skill auto-detects user intent from chat messages. Three primary workflows:

Workflow A — New post from link

Trigger: user message contains an IG/Twitter/X/YouTube URL, OR user says "faz post pra X com [link]".

Steps Claude executes:

1. Detect profile. Look for the profile name in the user message ("example-brand", etc.). If unclear:

   • 1 profile total → use it
   • Multiple → use AskUserQuestion to disambiguate
   • 0 → say "No profiles yet. Run /social-media-agent new-profile <name> first."

2. Detect format. Look for format hints ("carrossel", "feed", "story", "reel"). If unclear, ask:

   • Default suggestions based on common usage: feed_4x5 for single image, carousel_4x5 for multi-slide
   • Use AskUserQuestion if ambiguous

3. Ingest the source. ALWAYS use the deterministic selector — never pick a downloader yourself. It routes by URL so there is no judgement call:

   URL pattern	Tool (chosen automatically)	Why
   Instagram /p/... (image or carousel)	Cobalt	yt-dlp's IG extractor is video-only → returns 0 files for image carousels
   IG /reel/, /tv/, YouTube, X, others	yt-dlp	yt-dlp handles these well

   .venv/bin/python -c "
   from social_media_agent.ingest.select import fetch
   import json
   r = fetch('<URL>', __import__('pathlib').Path('/tmp/sma-ingest-$$'))
   print(json.dumps({'meta': r['meta'], 'media_files': [str(p) for p in r['media_files']]}, default=str))
   "
   

   Cobalt needs a local API running. Setup (install.sh) auto-starts it; if ingest reports it's unreachable, run .venv/bin/python -m social_media_agent.cobalt ensure. Never improvise a browser/screenshot path to download media.

4. Bootstrap the post folder. Use social_media_agent.post.bootstrap.bootstrap_post(...) via Python — provide profile_dir, auto-gen slug via social_media_agent.post.slug.auto_slug(title=meta['title'], url=URL), year_month = current YYYY-MM, format from step 2, engine from profile's DESIGN default (or override), source_files = ingest result.

5. Materialize craft.py. Call social_media_agent.post.materialize.materialize_craft_py(post_dir) — the template ships inside the package, so template_dir is optional. For a carousel, put a slides: list in the brief frontmatter (see the rules below); materialize then emits a looping, modality-aware craft.py automatically.

6. Show the user the brief.md — read it back, summarize 2-3 lines. Ask: "Brief OK? Posso rodar craft.py?" before generating (avoids burning API credits on stale brief).

7. Ground real-world subjects (if any). Before generating, ask: does this post depict a real person, place, building, saint, or branded object? If yes, run Workflow G to anchor the generation in real reference images. If the brief is purely abstract/typographic, skip. (craft.py auto-picks up whatever refs/grounded/ holds — no extra wiring.)

8. Run craft.py:

   .venv/bin/python <post_dir>/craft.py
   

   Read the resulting PNG path from script output. Use the Read tool to view it inline so user sees the output.

9. Init decisions log for this post: social_media_agent.post.decisions_log.append_entry(...).

Carousel & rendering modality (HARD RULES — not judgement calls)

The post folder is self-contained: the reference being adapted lives in <post_dir>/source/ (where ingest/bootstrap put it), next to brief.md, craft.py and outputs/. A profile-level references//brand-kit/ is for brand identity, NOT for a single post's reference. Slide ref: paths are relative to the post dir (e.g. source/01-photo.jpg).

A carousel is N slides → N output PNGs. It NEVER collapses into one image. Define a slides: list in the brief frontmatter; materialize emits a craft.py that loops them and routes EACH slide by these deterministic rules (encoded in post.slide_modality.classify):

The deciding question is "does this slide follow a clear, defined template standard?" — NEVER "how much text is there?" (the most text-heavy slide can be the most art-directed).

Slide	render:	Tool	Note
Follows a defined template standard (legend, quote, info, hours, table, prose)	html	render.html_renderer (real fonts, crisp body copy)	Only for our known templates
Art-directed / expressive / no matching template (covers, display-type, integrated imagery, the whole encyclical look)	image	engines.openai_gpt_image_2, adapting the reference	A generic HTML template CANNOT honour art direction — never force it

When in doubt, it is NOT html. A typographic cover is text-heavy but art-directed → image. Default (post.slide_modality.classify) is image unless a templated kind/render: html is set.

Within an image slide, the method is also fixed, not chosen:

Intent	Method	Refs
Adapt / replicate a reference slide	edit()	the source slide (layout) + brand pages (style)
Original piece, no reference	generate()	brand pages only

Gates: if you are about to (a) produce one image for a multi-slide carousel, (b) route an art-directed slide (a cover, display-type, the encyclical look) through the generic HTML template, or (c) call generate() while adapting a reference (dropping its image) — STOP, you are on the wrong path. HTML is only for slides that match a defined template standard.

Workflow B — Edit iteration

Trigger: user says something like "tira X", "muda Y pra Z", "deixa o título maior", "trocar a fonte do hero" on the active post.

Steps:

1. Identify active post. The active post is the one most recently mentioned/generated in the conversation. If unclear, ask user.

2. Build a focused edit prompt. Compose: "Edit this image — [user's request]. PRESERVE everything else (mention key elements explicitly so model knows what NOT to change)." Reference brand mark.type=none rule if applicable.

3. Call openai_gpt_image_2.edit() with the previous version as image #1, brand-kit/pages as additional refs, and the focused prompt. Save to next version dir (e.g. v1 → v2).

4. Show new output via Read tool, ask "tá melhor?"

5. Log the iteration in decisions.md: append_entry(version="v2", prompt=<focused_prompt>, note=<user request paraphrase>).

Workflow C — Caption generation

Trigger: user says "qual a legenda?", "escreve a caption", "faz a legenda pra esse".

Steps:

1. Identify active post. Same as Workflow B.

2. Generate skeleton via social_media_agent.post.caption.create_caption_skeleton(post_dir, profile_dir) — creates caption.md if missing.

3. Fill caption conversationally — read the skeleton's pattern hint, write a caption following the voice/context. Show to user, iterate.

4. Save final caption by editing caption.md (replacing the placeholder content with the agreed text).

Workflow D — Engagement annotation

Trigger: user says "esse funcionou bem", "engagement alto", "esse foi flop".

Steps:

1. Identify the post being discussed.
2. Append annotation to that post's decisions.md: append_entry(version="engagement", prompt="(N/A)", note=<user's words>).
3. Confirm to user: "Anotado pra próximo audit."

---

Workflow E — Audit (cross-post learning)

Trigger: user says "run audit on ", "/social-media-agent audit ", "audit example-brand".

Steps:

1. Identify profile. Same disambiguation as Workflow A step 1.
2. Confirm with user before running — audit hits OpenAI vision per post + 1 text-extraction call. Mention estimated cost (~$0.01 per post for vision + ~$0.02 total for synthesis at gpt-5 rates as of 2026-05).
3. Run the audit:

   .venv/bin/python -c "
   import sys, os, json
   from social_media_agent.audit.audit import run_audit
   from pathlib import Path
   r = run_audit(Path('profiles/<profile>'), os.environ['OPENAI_API_KEY'])
   print(json.dumps({'posts_analyzed': r['posts_analyzed'], 'learnings_path': str(r['learnings_path']), 'patterns': r['patterns'], 'drift_count': sum(1 for d in r['drifts'] if d.get('palette_drift') or d.get('font_drift') or d.get('donts_violations'))}, indent=2))
   "
   

4. Show the user the resulting learnings.md (Read tool) + summary of new vs prior patterns if previous learnings.md existed.
5. Subsequent posts will automatically incorporate learnings via prompt_builder — no extra step needed.

---

Workflow G — Grounding (anchor real-world subjects to real refs)

Why: by default the engine invents faces/places from imagination → wrong, inconsistent subjects. Grounding anchors generation to real reference images of the actual subject (ports stages 1–3 of the opennanobanana flow; stage 4 is just craft.py).

Trigger: the brief depicts a real person, place, building, saint, or branded object (Workflow A step 7, or user says "ancora", "usa foto de referência", "fica igual à pessoa/lugar real").

Steps Claude executes:

1. Extract subjects. Find what needs grounding:

   .venv/bin/python -c "
   import os, json
   from social_media_agent.grounding.extract import extract_subjects
   print(json.dumps(extract_subjects(open('<post_dir>/brief.md').read(), os.environ['OPENAI_API_KEY']), ensure_ascii=False))
   "
   

   Empty list → nothing to ground, skip the rest.

2. Acquire references — user first. For each subject, ask the user: "Pode me mandar a foto do/da {subject} que quer usar de referência?" The user's own photo is the highest-fidelity, lowest-risk source. Wait for it.

3. If the user has no photo ("acha você", "pode buscar"), acquire refs yourself, in order:

   • Chrome MCP web search (preferred — visible, you pick the best image): search {subject.search_query}, open a couple of strong candidates, save the image files locally.
   • Serper (only if SERPER_API_KEY set): social_media_agent.grounding.search.serper_image_search(query) → download a candidate. Tertiary fallback.

4. Verify each candidate before keeping it (skips bad matches before burning gen credit):

   .venv/bin/python -c "
   import os, json
   from social_media_agent.grounding.verify import verify_ref
   from pathlib import Path
   print(json.dumps(verify_ref({'name':'<name>','kind':'<kind>','why':'<why>'}, Path('<candidate>'), os.environ['OPENAI_API_KEY'])))
   "
   

   match:false → discard, get another.

5. Register validated refs into the post (copies file + writes refs/grounded/grounding.json manifest):

   .venv/bin/python -c "
   from social_media_agent.grounding.ground import register_ref
   from pathlib import Path
   register_ref(Path('<post_dir>'), {'name':'<name>','kind':'<kind>','search_query':'<q>','why':'<why>'}, Path('<validated-img>'), source='user', score=0.9)
   "
   

   source ∈ {user, web, serper}.

6. Tell the user which refs locked, then continue to craft.py (Workflow A step 8). craft.py calls collect_grounded_refs automatically — grounded refs lead the ref list, capped at engine.MAX_REFS.

Engine note: for grounded posts (faces, scenes, multi-ref) prefer the Gemini engine (default_engine: gemini_image in the profile DESIGN.md, or override in the brief) — it accepts up to 14 refs vs gpt-image-2's 5, and holds subject likeness better. Keep gpt-image-2 where crisp text rendering matters more.

---

Conversational guardrails

• Validate cheap before paid. Image generation costs credits; HTML rendering and dry-runs are free. Confirm the brief, and render/preview the FREE parts first (HTML text slides, the materialized prompt) before spending on image slides. Don't iterate aesthetics by repeatedly regenerating paid images.
• Fix pointed defects slide-by-slide, never the whole carousel. A bad hand on slide 3 → regenerate only slide 3 (one image call), not all N slides. Overwrite that one output.
• Always confirm format + brief before craft.py runs (avoid burning credits on misalignment).
• Always show output PNG inline (Read tool with the path) so user can see what was made — and inspect it for defects (anatomy, garbled text, wrong palette) BEFORE claiming it's done.
• Always log iterations to decisions.md for the audit command later.
• Never overwrite outputs/final/ — only outputs/v{N}/.
• Never invent emblems/monograms — prompt_builder already injects the mark.type=none rule, but reinforce in your own prose if user requests visual elements not in DESIGN.md.
• Never let the model invent a real subject — if a post shows a real person/place/saint/building, run Workflow G first. Ask the user for a reference photo before searching yourself.
• Match the user's tone in conversation — mirror the register the user writes in.

Profile schema

See docs/architecture.md for the canonical schema (DESIGN.md YAML+markdown, brand-kit/pages/, VOICE.md, assets/, references/, posts/YYYY-MM/NN-slug/, learnings.md).

Hard gates

Gate	Check	Failure →
Profile context	Profile inferred or asked	Ask user with AskUserQuestion
API keys	OPENAI_API_KEY or GEMINI_API_KEY present per engine choice	Error with install.sh instruction
Brand context	DESIGN.md + brand-kit/pages/ present	If new profile: trigger new-profile. If existing: error
Mutation	All above pass	Nothing generates

Phase status

• Phase 1 (scaffold) DONE — repo + install.sh + smoke tests + skill skeleton
• Phase 2 (vertical slice) DONE — adapters wired (brand.brand_loader, brand.prompt_builder, engines.openai_gpt_image_2, ingest.yt_dlp, render.image_renderer); the example-brand profile ships as a reference with the canonical schema
• Phase 3 (conversational driver) DONE — Workflows A/B/C/D
• Phase 4 (audit + learning loop) DONE — audit scans posts, vision-checks drift vs brand pages, LLM-extracts patterns from decisions.md, writes <profile>/learnings.md. prompt_builder now injects top-N learnings into future prompts (closes the cross-post feedback loop).
• Phase 6 (Gemini engine + grounding) DONE — engines.gemini_image (up to 14 refs) + engines.get_engine() registry; craft.py is engine-agnostic (per-profile default_engine). grounding.* extracts subjects → acquires refs (user/Chrome/Serper) → vision-verifies → registers into refs/grounded/; Workflow G drives it; select_refs gives grounded refs priority within engine.MAX_REFS.

What the adapters expose (Phase 3 driver can call these via Bash invocations of scripts/post/...):

• brand_loader.parse_design_md(path) → (meta_dict, body_str) — YAML frontmatter + markdown
• brand_loader.parse_voice_md(path) → (meta_dict, body_str) — same shape
• brand_loader.list_brand_pages(pages_dir) → list[Path] — sorted PNGs
• prompt_builder.build_prompt(task, design, voice, brand_pages, extra_refs, *, grounded_refs, ref_limit) → (text_prompt, image_refs) — injects mark.type=none rule; select_refs orders grounded→source→brand, caps at ref_limit
• engines.get_engine(name) → module — resolves openai_gpt_image_2/gemini_image (+ aliases); each exposes generate, edit, MAX_REFS, API_KEY_ENV
• engines.spec.resolve_gen_kwargs(engine, format) → dict — per-engine size/aspect kwargs
• openai_gpt_image_2.generate/edit(...) → bytes (1–5 refs) · gemini_image.generate/edit(...) → bytes (1–14 refs)
• grounding.extract.extract_subjects, grounding.verify.verify_ref, grounding.search.serper_image_search, grounding.ground.register_ref/collect_grounded_refs
• yt_dlp.fetch(url, output_dir) → {meta, media_files} — shell-out to yt-dlp
• image_renderer.save(data: bytes, path: Path) — write bytes, mkdir parents
• image_renderer.preview_grid(slide_paths, cols=3) → PIL.Image — composite NxM