---
title: Core concepts
description: Posts, connected accounts, the media library, and per-platform content in Schedule & Chill.
published: 2026-06-07
updated: 2026-09-14
---

# Core concepts
A handful of objects make up the whole API.

## Connected accounts

A **connected account** is a social profile you've authorized — an X handle, a LinkedIn profile or Page, etc. Each has an `id`, a `platform`, and an `is_active` flag. You publish _to_ connected accounts; their `id`s are what you pass to `social_account_ids` when creating a post. Accounts are connected from the dashboard under **Settings → Connected Accounts**.

## Posts

A **post** is one piece of content targeted at one or more connected accounts. A post moves through a lifecycle:

| Status      | Meaning                                  |
| ----------- | ---------------------------------------- |
| `draft`     | Saved but not scheduled.                 |
| `scheduled` | Queued to publish at `scheduled_at`.     |
| `published` | Sent to the platforms.                   |
| `failed`    | Publishing failed (see `error_message`). |

Publish immediately by omitting `scheduled_at` and setting `publish_now: true`. Otherwise set a future `scheduled_at` (ISO 8601, UTC recommended).

### Per-account delivery

Because one post can target several platforms, each post carries a per-account delivery record (the `pivot` on `socialAccounts`) with its own `status` (`pending`, `published`, `failed`), the resulting `platform_post_id`, and the public `platform_url`. One platform can succeed while another fails.

## Per-platform content

By default every targeted account gets the same `content`. To tailor the text per platform (e.g. a short version for X, a longer one for LinkedIn), pass `platform_content` — an array mapping `account_id` to custom `content`. See [Posts](/help/developers/rest-api/posts).

## Media library

The **media library** holds images and video you upload once and reuse across posts. Upload returns a `media` object with an `id`; attach media to a post by passing `media_ids`. Manage media via [Media](/help/developers/rest-api/media), or over MCP with `browse_media` and `upload_media`.

## Putting it together

1. Connect accounts (dashboard) → get account `id`s.
2. Optionally upload media → get media `id`s.
3. Create a post with `content`, `social_account_ids`, and optional `media_ids` / `scheduled_at`.
4. Read back the post to see per-account delivery status.