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Run this before scheduling or publishing. It is short because organic posts are made often, and it covers the things that are awkward to fix once a post is live.
This checklist assumes the organic social post process has been followed and the organic social post brief is complete.

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Content

  • The caption matches the brand voice and tone workbook.
  • No placeholder text remains.
  • Any product claim is one the company can support, and has been reviewed if it needed review.
  • Any customer name, quote, or logo has permission on record.
  • The hook works as the first line or first frame, not after a scroll or a tap.

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Creative

  • Built to the organic social creative specs at the right ratio, not cropped from another format.
  • Previewed in the profile grid, not only in the feed. The grid re-crops centred, and a subject low in a portrait frame loses its head there.
  • Caption, hashtags, and alt text are inside the limits in the copy template, and the hook lands above the truncation point.
  • Alt text written for every image and every carousel card.
  • Captions on video, burned in or uploaded, since most viewers watch with sound off.
  • Logos and text sit clear of the platform interface on full-screen formats.
  • Previewed on a real device, not only on desktop.
  • Every link works and points at a live page.
  • Links carry UTMs with an organic medium value.
  • The link is in the place the brief specified, and that place is actually clickable on this platform. See link placement; on Instagram the options are the bio link or a Story link sticker, not the caption or first comment.
  • No link points at a staging or preview URL.

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Approval

  • Approvals recorded, per the approval process, including any brand or legal review the post needed.
  • The owner has confirmed the post against the brief.

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Publishing

  • Correct account selected. Check this on any shared or agency scheduler.
  • Scheduled date, time, and timezone are correct.
  • The post is scheduled to the channels the brief names, and no others.
  • Tagged accounts and mentions are correct and spelled right.

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After it goes live

  • Published URL pasted into the brief.
  • The content calendar row exists, its status is current, and the URL is filled in after publishing.
  • If the post is part of a sequence, the posts before it in that sequence have already published.
  • A review point set to check whether the post is worth running as paid creative.
Last modified on August 11, 2026