Social media

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.

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

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).

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.

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

Vertical for story, reel and short video

Landscape for links, video and LinkedIn

Surface and colour

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

• 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.

Images

• 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:

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.