Product · Software · Automation
OneLab HQ
We were producing more short-form content than we could physically post. So we stopped posting it by hand and built the machine that does it: one video in, captions written per platform, scheduled once, published to Instagram, TikTok and YouTube without anyone watching.
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The problem
A single interview episode turns into ten or more pieces of short-form. Each one has to go out on three platforms, each platform wants a different caption, a different cover frame, a different aspect on the hook, and none of them will let you schedule from one place. Instagram's API has no native scheduling at all.
The real cost wasn't the posting. It was that the work only happened when someone remembered to do it. Clips sat in a folder. Good content aged out.
What we built
- A composer that takes one video Drag in a single file, pick your platforms, and everything downstream is derived from it. A format guard reads the file header and stops you before you upload a ProRes master that no social platform can ingest.
- AI captions, written per platform One prompt generates a hook and caption tuned to each destination. TikTok, Reels and Shorts don't get the same copy. Every line stays editable.
- A review wizard before anything goes out One page per platform to confirm the copy, the cover frame and the collaborators. Nothing publishes that a human hasn't seen.
- A robot that publishes on its own A scheduled function wakes every 60 seconds, claims any post that's due, and pushes it out: a two-phase container flow for Instagram Reels, direct post for TikTok, resumable upload with native scheduling for YouTube. Access tokens refresh themselves.
- Infrastructure that doesn't leak Per-platform claim locks so overlapping runs can never double-post. Storage cleaned up automatically once a post lands. A streaming upload server so file size stops being a ceiling.
The thing we actually solved wasn't publishing. It was making the publishing happen whether or not anyone was thinking about it.
Where it landed
OneLab started as an internal tool and became a product with its own identity and domain. It runs our own shows today, and it's the clearest example of how we work: the problem was ours, the answer was software, and we shipped it rather than scheduling a workshop about it.