Yes, we built another scheduler

When we started building dopost, we were very aware that the world probably didn't need one more social media management tool.

There are already a lot of them. Some have been around for more than a decade, have huge teams, thousands of customers, and basically every feature you can think of.

But weirdly, that was also one of the reasons we felt comfortable building it.

The idea was already validated.

We didn't have to find out whether people wanted to schedule posts, manage multiple social accounts, work with a team, or see how their content was performing. Millions of people already do that every day.

The question was different.

Could we make the same kind of tool much simpler, nicer to use, and reasonably priced?

Because after trying a lot of them, we kept running into the same two problems.

Social media tools became complicated

A lot of social media management software feels like it has accumulated 10 years of product decisions without ever removing anything.

There are menus inside menus, dashboards full of numbers, settings everywhere, and sometimes you genuinely feel like you should watch a tutorial before scheduling your first post.

I don't think it should be like that.

Posting something to Instagram, LinkedIn and X at the same time is not a complicated concept. The software around it shouldn't make it feel complicated either.

This is probably the thing we're most picky about with dopost.

The UI.

The spacing.

Where a button goes.

Whether something needs another setting.

Whether a screen can have three things instead of eight.

Our internal test is basically: could someone who has never used a social media management tool understand this without us explaining it?

Ideally, could my grandmother use it?

If the answer is no, we probably made it too complicated.

Then there is the pricing

The other thing that always felt strange to me was how expensive some of these tools can get.

If you're an agency managing 50 clients, sure, social media software is part of your infrastructure.

But what if you're a creator?

Or a two-person startup?

Or a small business that just wants to post consistently without having six tabs open every morning?

It gets difficult to justify paying a significant amount every month for what is ultimately a tool to help you publish and organize content.

We wanted dopost to be accessible to those people too.

Not by building a stripped-down toy version, but by keeping the product and the business around it simple enough that we don't need to charge enterprise prices for basic functionality.

So we built dopost.

What it does

The boring answer is that dopost does most of what you'd expect from a modern social media management tool.

You connect your accounts, write a post once, choose where it should go, and publish it immediately or schedule it for later.

It currently supports Instagram, Facebook, TikTok, Pinterest, X, YouTube, LinkedIn, Threads, Bluesky and Mastodon.

There's also:

• A media library for keeping images and videos organized

• Workspaces for separating brands, projects or clients

• Analytics

• AI tools for helping with content

• Team collaboration

• A public API

• An MCP server for connecting AI assistants and agents directly to your social accounts

That last part is something we're especially interested in right now.

Instead of only using dopost through our interface, an agent can discover your connected accounts, create a post, schedule it, publish threads, manage media and check what happened afterwards.

The interface is still there when you want it.

But increasingly, we think social media software will also become infrastructure that other software and agents can use.

The feature list isn't really the point

We're realistic about this.

Most features we build either already exist somewhere else or eventually will.

We're not going to pretend that adding analytics or a calendar is some revolutionary invention.

The difference we want to create is in how everything feels together.

We want opening dopost to feel lightweight.

You shouldn't need to think about where something is.

You shouldn't be scared of clicking the wrong thing.

You shouldn't need a 30-minute onboarding call to understand the product.

And when we add something new, our first question isn't only "what can this do?"

It's also "how little UI do we need to make this work?"

Sometimes that means shipping less.

I'm completely fine with that.

Being small also has advantages

Competing with companies that have been around for years obviously has disadvantages.

They have more engineers, more integrations, more marketing budget and a very long head start.

But being small gives us something they don't have as easily.

We can actually talk to people.

If someone using dopost finds something confusing, we want to know why.

If they find a bug, we can usually look at it very quickly.

If several people ask for the same thing, there's a good chance it ends up changing what we build next.

There's almost no distance between someone using the product and the people building it.

I want to keep that for as long as we possibly can.

Where we are now

dopost is already at the point where the core product feels stable.

You can connect your accounts, schedule your content and mostly forget that the software itself exists.

Which is kind of the goal.

There are still a ridiculous number of things we want to improve, and there are competitors with feature lists much longer than ours.

That's fine.

We're not trying to win by having the longest feature page.

We're trying to build the social media tool we would actually want to use ourselves.

Simple enough that you don't need documentation.

Powerful enough that you don't outgrow it.

And affordable enough that subscribing to a social media scheduler doesn't become a business decision.

That's dopost.

If you try it and something feels unnecessarily complicated, I genuinely want to hear about it.

Those are usually my favorite things to fix.

https://dopost.co