Short answer: a small app content team needs four jobs covered: strategy (angles and review), production (recording and editing), publishing (captions, scheduling, checks) and community (comments and questions). One person can hold several jobs. What makes it work is a written brief, a single content tracker, a clear approval step and a weekly review that decides next week's work.
Roles
| Role | Owns | Hands off to | Output per week (assumed) |
|---|---|---|---|
| Strategist | Angles, hooks, weekly review | Producer | A brief with 10–20 ideas |
| Producer / editor | Recording, editing, exports | Publisher | 20–40 finished videos |
| Publisher | Captions, account assignment, scheduling, post checks | Strategist | Posts live and logged |
| Community | Comments, DMs, video replies, questions log | Strategist | A list of questions for new content |
| Reviewer (can be the strategist) | Claims, disclosures, rights | Publisher | Approved or sent back |
A solo developer holds all five; see the indie developer schedule.
The pipeline
- Brief (Monday): angle, audience, the app feature, must-say facts, claims to avoid, target accounts.
- Record (Monday–Tuesday): clean screen captures; see screen recording.
- Edit (Tuesday–Wednesday): one idea per video, several hooks.
- Review (Wednesday): facts, disclosures, rights, AI labels.
- Assign and schedule (Thursday): each edit to one account, caption written.
- Post and check (daily): confirm each post is live; log failures.
- Community (daily): answer comments; log questions.
- Weekly review (Friday): metrics and next week's brief.
The review checklist
| Check | Question |
|---|---|
| Claims | Is every claim true of the app today? No income or health promises? |
| Numbers | Does every number come from our own data? |
| Rights | Do we own or have permission for all footage, images and audio? |
| AI | Does realistic AI media carry a disclosure? |
| Promotion | Is commercial content disclosure planned for TikTok? |
| Originality | Is this edit different from what other accounts are posting? |
| Account | Does the caption fit the account's niche and language? |
TikTok requires realistic synthetic media to be clearly disclosed (Community Guidelines) and asks for the Commercial Content Disclosure setting on promotional posts (TikTok Ads help), both as of 17 September 2026.
Tools
- Tracker: one sheet or board with columns for idea, file, account, caption, status, post date, result.
- File naming:
2026-09-21_budget_hook02_acct-students.mp4. - Shared storage for raw and finished files.
- Posting tool that confirms posts and reports failures.
- Metrics sheet: see app marketing metrics.
Handoffs that break
- Files with no account assigned: the publisher guesses.
- Captions written by the editor at export time: rushed.
- Nobody owning "did it actually post?": gaps appear in the calendar.
- Comments with product questions that never reach the strategist.
Fix each with a named owner in the tracker.
Where Farmero sits in the workflow
Farmero covers the publishing step on your own iPhones. The publisher drops a finished clip once, picks accounts and edits each card. Farmero checks each profile before marking a post "posted," marks ones it couldn't confirm as "uncertain" instead of retrying, and sends a report to the Mac and optionally to Telegram or ntfy. A web hub shows fleet, accounts, content and schedule, and its local MCP server lets Claude queue posts, with publishing still gated by your switch. See running several phones and the MCP server. For agencies posting for clients, see posting for clients on real devices.
FAQ
How many people does an app content team need?
One person can run it at small volume. Two (strategy/community and production/publishing) is a common next step.
Who should approve videos?
Whoever knows the product claims best, usually the strategist or founder.
What is the most common workflow failure?
Nobody checking that scheduled posts actually went live. Assign it.
Should editors write captions?
They can draft them, but the publisher should finalize captions per account.