Brandlyre: The Social Media Planner I Built Because I Never Had Time to Post

I ship indie products on nights and weekends. Phraase, Tabiquo, a few others that never made it past the landing page. Every one of them has an Instagram account I created on launch day, posted to twice, and never opened again. The last post on one of them is a screenshot with a typo in the caption.

The problem was never ideas. By the time I finished a feature at midnight, the last thing I wanted to do was open six apps, resize an image six ways and rewrite the same caption six times. So I didn't. Nobody knew the products existed, and I told myself I'd "do marketing later." Later never came.

Then I noticed the same thing in every small business I've built software for. The dentist, the gym, the two-person agency: they all have a dead account somewhere and none of them can justify hiring someone to fix it.

So I built the tool I needed. It's called Brandlyre, and the tagline says it all: the social media planner that knows your brand.

Why I built it

Every scheduling tool I tried treated me like a marketing team. Blank text box, pick a date, good luck. I had no copy, no images, no plan. What I had was a website that already explained what my product was and who it was for, and a folder of screenshots.

That's the whole idea behind Brandlyre. Paste your website URL and in about 10 seconds it extracts your voice, tone, audience personas, visual style and objectives into a structured brand profile. From then on, everything it drafts sounds like you. It was a bit humbling to watch it describe my brand voice better than I could have.

What it does

• It learns your brand from your website. One URL, one brand profile, editable if you disagree with it.
• It writes in your voice from what you already have. Throw in a photo and a couple of notes, and it drafts copy that matches the profile. If you have nothing visual, it can generate three image options per session that match your brand style.
• One post, six platforms. Instagram (feed, carousels, Stories), Facebook, LinkedIn, TikTok, Threads and X. You write once and it adapts the format and length per platform, with a live preview of each one so you're not guessing.
• It fills the calendar for you. Drag-and-drop calendar, 2-week and monthly AI planning, bulk scheduling, and recurring post templates to fill the gaps when you go quiet for a week.
• A review queue instead of a text box. AI drafts pile up in one place and you batch-approve them in a couple of minutes. Nothing goes live until you approve it.
• A media library per brand. Folders, auto-captioned uploads, and search that finds the screenshot you're thinking of.

The calendar is the part I use most. On Sunday evening I let it plan the next two weeks for one product, skim the drafts, fix the ones that sound off, approve the rest, and I'm done until the following Sunday. Two years of not posting, replaced by twenty minutes a week.

The feature I'm most excited about is the Claude/ChatGPT connector. Brandlyre exposes an MCP server, so you can connect it to Claude or ChatGPT at brandlyre.com/connect and draft posts straight from a chat. I finish a feature, tell Claude "write three posts about this for Phraase, spread over next week," and they land in the calendar as pending approval. Talk about what I just built while it's fresh, let the tool handle the rest.

Who it's for

Me, first. Indie developers who'd rather write code than captions. Brandlyre supports unlimited brands, each with its own workspace, calendar, library and connected accounts, so every side project gets its own presence.

Then the small and medium businesses with no marketing team and no time: clinics, gyms, law firms, restaurants, salons, e-commerce shops. And the agencies and creators who manage several of those at once.

It's free during early access, no card required. You get an AI-credit allowance, but credits only cover AI generation. Publishing and scheduling are unmetered.

Stack

• Laravel + Filament for the backend and admin
• Inertia + React for the front end
• Cloudflare R2 for the media library
• Google Gemini in JSON mode for generation, with OpenAI as a fallback
• MCP server for the Claude/ChatGPT connector

What's next

The honest gap is analytics. Brandlyre gets posts out the door but doesn't yet tell you which ones worked, and I want the planner to learn from that too. There's also more I want to do with the connector, because talking to a calendar turned out to be a better interface than clicking on one.

Meanwhile, for the first time in years, my products have a pulse on social media. That alone was worth it.

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I'm Andrea Giannini, a full stack developer and product builder based in Valencia. You can try Brandlyre for free at brandlyre.com.