# Social media

> Stance, channels, formats with safe zones and ready-made example motifs built from tokens and real screens — plus rules for images, copy, labelling and approval.

Source: https://brand.heyalbert.family/en/social-media/ · Hey Albert brand and design system

Whoever writes about Hey Albert writes about cases, not features. A post without a time, a name, a place or a number is a property. And properties sound like everyone else.

## The stance

**We show family moments, not parenting problems.** The market advertises with the exhausted mother. We show the same Friday, but the moment it works out. We sell the gain, never the pain.

> **Do**
>
> „Friday, 18:40. Oma Grete signed up for the ride home — without a phone call.“

> **Don't**
>
> „Sound familiar? Was it all left to you again?“ — a reproach to the family, dressed up as a question.

Five test questions before every post, from `docs/21` I.8:

1. Is it a scene or a property?
2. Am I selling a guilty conscience?
3. Does it say „no“? Then rewrite it as a promise.
4. Am I talking about a child or with one? We do not talk about children.
5. If it is about something lovely: can you hear that?

## Five content formats

| Format | What |
|---|---|
| **The case** (*Der Fall*) | a scene from everyday life in two to four lines. The basic format |
| **The detail** (*Das Detail*) | a small thing that shows how closely we look. Six minutes until departure instead of „leave soon“ |
| **The drawing** (*Die Zeichnung*) | a monoline sketch of a situation. Works without text |
| **The question** (*Die Frage*) | to families, honestly meant. No poll as a reach trick |
| **The build** (*Der Bau*) | how something came about. Sparingly — fewer people care than you think |

## Channels

Five to eight deliberate channels per market, not all of them. Which ones a market uses is in its channel profile (`channelProfiles`, `docs/60` §8).

| Channel | Role | From |
|---|---|---|
| Instagram, Facebook, Threads | core | phase 1 |
| Short video: TikTok, Reels, Shorts | core | phase 2 |
| YouTube | selective | phase 2 |
| LinkedIn, founder in person | minor, the person posts | phase 1, drafts |
| WhatsApp, invitations | selective | partly running |
| Pinterest | only if the channel profile lists it | open |

No row of dead icons in the website footer. It lists only channels we actually use.

## Formats and safe zones

Every channel lays its own buttons, names and captions over the image. The safe zone is the margin where no text and no logo may sit.

| Format | Channel | Pixels | Safe zone (t/r/b/l) |
| --- | --- | --- | --- |
| Post 4:5 | Instagram, Threads | 1080 × 1350 | 0/34/0/34 |
| Story 9:16 | Instagram, Facebook | 1080 × 1920 | 250/60/340/60 |
| Reel cover 9:16 | Instagram Reels, YouTube Shorts | 1080 × 1920 | 220/140/420/60 |
| Video cover 9:16 | TikTok | 1080 × 1920 | 160/150/480/60 |
| Post 4:5 | Facebook | 1080 × 1350 | 0/0/0/0 |
| Link image 1.91:1 | LinkedIn (Gründer persönlich) | 1200 × 627 | 0/0/0/0 |
| Thumbnail 16:9 | YouTube | 1280 × 720 | 0/200/70/0 |
| Link preview image | WhatsApp, iMessage, Suche | 1200 × 630 | 0/285/0/285 |
| Pin 2:3 | Pinterest | 1000 × 1500 | 0/0/160/0 |

> **Note**
>
> The safe zones are guide values as of autumn 2026. Channels change their interfaces without notice. Before a campaign, check once with a real post in preview.

## Example motifs

Every motif is built from tokens, the logo and a real screen of the Sonntag family. There are five templates: **screen** (scene and device), **maxim** (one sentence, large), **scene** (time on top, moment below), **steps** (three at most) and **link image**. Under every motif you can show the safe zone.

### Portrait for the feed

**Post 4:5** · Instagram, Threads · 1080 × 1350 px · safe zone 0/34/0/34 px

Motif: screen, surface blau, Screen Main — „Friday, 18:40. Oma Grete drives.“

- The profile grid crops to 3:4: keep 34 px free of text on the left and right.
- One thought per post, no carousel of seven benefits.
- The screen sits next to the situation: time, name, place in the title.
- The surface carries the meaning: blue for drives, yellow for family and ritual.

**Post 4:5** · Facebook · 1080 × 1350 px · safe zone 0/0/0/0 px

Motif: merksatz, surface gelb — „Every task has a name next to it.“

- The maxim stands alone. No second statement in the image.
- At most two lines of text under the maxim.
- A person answers comments, in the same language. Albert does not reply.

**Pin 2:3** · Pinterest · 1000 × 1500 px · safe zone 0/0/160/0 px

Motif: screen, surface gelb, Screen Essensplan — „Pancakes. Sofia and Lena cook.“

- Only if the market’s channel profile includes Pinterest (docs/60 §8).
- The bottom 160 px hold save and share.
- Good for meals, packing lists and occasions: things people keep.

### Vertical for story, reel and short video

**Story 9:16** · Instagram, Facebook · 1080 × 1920 px · safe zone 250/60/340/60 px

Motif: schritte, surface grund, Screen Eingang — „Three steps for the week.“

- The top 250 px hold profile picture and progress, the bottom 340 px the reply field and stickers.
- Three steps are the limit. Nobody reads four.
- A link always goes through the short link with UTM (hey-albert.app/l/…).
- No countdown, no „today only“.

**Reel cover 9:16** · Instagram Reels, YouTube Shorts · 1080 × 1920 px · safe zone 220/140/420/60 px

Motif: szene, surface rosa, Screen MomentTurnbeutel — „Lena packed her own bag.“

- The right 140 px hold like, comment and share, the bottom 420 px name and caption.
- In the profile grid the cover shows as a centred 3:4 crop.
- The first two seconds show the scene, not the logo.
- Always burn in subtitles; many watch without sound.

**Video cover 9:16** · TikTok · 1080 × 1920 px · safe zone 160/150/480/60 px

Motif: szene, surface gelb, Screen Wochenboard — „Sunday, 18:00. Everyone at the table.“

- The bottom 480 px hold caption, sound and name, the right 150 px the buttons.
- Short video becomes a core channel in phase 2 (docs/60 §8).
- No children’s faces. Hands on a tablet or a drawing.
- No trending sound that mocks parents.

### Landscape for links, video and LinkedIn

**Link image 1.91:1** · LinkedIn (Gründer persönlich) · 1200 × 627 px · safe zone 0/0/0/0 px

Motif: screen, surface grund, Screen Wochenboard — „Five people, one week, one board.“

- The founder posts in person. Agents only write drafts.
- Format „Der Bau“ (the build): how something came about, sparingly.
- No figures without a source, no competitors by name.

**Thumbnail 16:9** · YouTube · 1280 × 720 px · safe zone 0/200/70/0 px

Motif: screen, surface schwarz, Screen Wochenboard — „How the Sonntag family plans its week.“

- The duration sits bottom right: no text there.
- The title in the image does not repeat the video title; it shows the scene.
- No astonished face, no red arrow.

**Link preview image** · WhatsApp, iMessage, Suche · 1200 × 630 px · safe zone 0/285/0/285 px

Motif: og, surface grund — „Hey Albert. He takes care of things.“

- Some messengers show only a centred square: claim and logo stay legible in the middle 630 px.
- One version per language, generated by tooling/og-bilder.py.
- Landing pages get their own image with their scene.

> **Note**
>
> The motifs are patterns for structure and tone. Some show features that are not yet available to every family, such as Oma Grete as a guest. A post goes out only once the feature it shows exists.

## Surface and colour

A motif’s surface carries a meaning, as in the app. It is not chosen on a whim.

| Surface | When |
|---|---|
| Cream, the base | calm motifs, link images, explanations |
| Yellow | family and ritual: Sunday round, meals, maxims about togetherness |
| Blue | drives |
| Pink | a moment in the now, sparingly |
| Black | video thumbnails with a light screen in front |

- Yellow is always a surface, never type.
- Pink never means „error“ or „warning“.
- Text on a surface is always ink. On black it is cream.
- No gradients, no shadows, no highlights.

| Token | CSS | Value | Dark | Meaning |
| --- | --- | --- | --- | --- |
| grund | var(--grund) | #F8F2E7 | #14110D | Seitenhintergrund, warmes Creme |
| gelb | var(--gelb) | #F5D95C | #F5D95C | Familie und Rituale, Alberts Vorschlag (iPhone), Zahlen |
| blau | var(--blau) | #BFCDF0 | #BFCDF0 | Fahrten |
| rosa | var(--rosa) | #F3B8DF | #F3B8DF | Akzent: Plus, Jetzt-Zeit, aktiver Ort, Zähler, Lupe |
| schwarz | var(--schwarz) | #171717 | #0B0A08 | Leiste, primäre Knöpfe, heutiger Tag, aktive Auswahl |

## Images

**We show**

- real screens of the Sonntag family on flat device frames
- flat ink drawings with exactly one yellow accent
- exactly one real photo: the founder
- one physical object: the printed yearbook

**We never show**

- children’s faces
- stock photos
- AI-generated images
- gloss, perspective, 3D devices
- carousels, autoplay video
- real family data

- **Never show a real child** who has not given explicit, revocable consent. When in doubt, we draw.
- **The app only in context.** A screen alone is dull; a screen next to the situation is not.
- **Untidy homes.** Whoever shows a spotless kitchen is not talking to our audience.
- **Children who do something:** tick off, enter, decide along. Never children being looked after.
- No progress bars, leaderboards or other people’s *Taler* balances, not even as decoration.

## Copy

- **One thought per post.** No carousel of seven benefits.
- Title in the image eight words at most. Caption below two lines at most.
- Narrator register: scene before property, promise instead of negation, gain instead of pain.
- No exclamation mark, no emoji, no superlative.
- **No comparison with other products**, no competitor by name.
- Links always go through our own short link with UTM: `hey-albert.app/l/<code>`. It counts clicks without a cookie.

The German marketing never list:

| Word | Why |
| --- | --- |
| KI | Measurably lowers trust for a product with children’s data and mail. We describe behaviour. |
| smart | Empty claim. |
| intelligent | Empty claim. |
| magisch | Empty claim. |
| automatisch | Albert never acts alone. |
| nahtlos | Empty claim. |
| Mental Load | We sell the gain, never the pain. |
| Chaos | No reproach to the family. |
| Nie wieder … | Promise, not negation. |
| Superlative („#1“, „das beste“) | No ranking claims. |
| jetzt sichern | No acquisition language, no pressure. |
| spart Zeit | No promised effect. |

> **Open**
>
> There is no rule for hashtags yet. Until it is decided: three at most, only terms families search for themselves, never the names of other products.

## Comments

**A person** answers comments, in the same language. Albert does not reply on Instagram. He is a character in the product, not a social media persona.

Agents may suggest replies. A person sends them. In communities such as forums and parent groups, an agent never writes.

## Labelling

Article 50 of the EU AI Act applies since 2 August 2026. For us that means:

- Generated images, videos and audio keep their machine-readable label. We never re-encode them without carrying the label over.
- Text for which no person holds editorial responsibility is disclosed. Our approval record is that proof.
- The `disclosureRegister` holds per item: generating model, label, human review.
- Advertising is labelled per market according to its rules.

And regardless of the law: our imagery rules forbid generated images of people. We show real screens, our own drawings and exactly one photo.

## Approval

A post leaves the house only through a gate. The path is fixed in the database (`marketing.social_posts`):

**draft → approved → scheduled → sent** (or failed)

- Agents write drafts and may propose up to „approved“. A person approves and sends.
- Every change puts the post back to „draft“ and removes the approval.
- Scheduled and sent posts can no longer be edited. Scheduled posts can be withdrawn from the provider.
- Publishing runs through the publishing gateway in HQ (`packages/publishing`, provider Ayrshare). Calendar, drafts and metrics are under HQ → Marketing → Social.

> **Open**
>
> The editorial plan is missing: cadence per channel and who writes. Ayrshare still needs an account and key before the first post can go out from HQ.