• English everywhere, even though the website runs in sixteen languages.
• Personal profiles follow their own voice — but a product claim, a number or a screenshot follows the rules here.
• Every claim is traceable: a number, a name, a date, or it does not go out.
• Every video is captioned, and its first frame works as a still.
• A channel silent for eight weeks is closed, not left standing.

• Margin 6 % of the short edge — 65 px on 1080. Nothing that must be read crosses it.
• On 9:16 three zones belong to the platform: top 250 px, bottom 500 px, right 220 px. Design the middle.
• Build 9:16 first, crop to 4:5. The other way round puts the subject in the bottom zone every time.
• 1:1 is not used. 4:5 is taller and no channel refuses it.
• Carousel on LinkedIn is a PDF at 1080×1350 per page; on Instagram the same slides as images.

• Two colours in a headline, never three. White carries the sentence, #B49BF0 the two or three words that are the point. On white ground the accent is #8250E6.
• Nothing below 40 px on a 1080 canvas — roughly 4 % of the short edge, and the floor for a phone at arm's length.
• Twelve words on a headline. More is a second slide.
• Condensed is for headlines only. Body copy at wdth 75 stops being readable at this size.
• Type over a photograph gets a scrim, not a heavier weight: rgba(20,16,32,.92) to transparent at 72 %.
• The width axis lives in the variable font. Install InstrumentSans-Variable.ttf from Frontend section 04, not a static cut — a static cut has no width axis and the headline silently falls back to normal.

• Six to ten slides. Under six is a single post, over ten nobody reaches the end.
• The first slide carries the whole promise. It is the only one most people see, and it is what the feed shows as the preview.
• One idea per slide. If a slide needs two headlines it is two slides.
• The last slide asks for exactly one thing. Comment a word, or go to the profile — never both.
• Slide numbers and the swipe hint sit outside the margin band, bottom centre and bottom right, and are drawn on every slide except the last.
• No slide is understood only in sequence. People enter carousels in the middle from a share.

The set

C1 to C4 — the opening and two kinds of middleDraft, not built

Seven tools. One marketer. And the whitepaper still is not written

Swipe

C1 · Hook, photo

Seven tools. One marketer. And the whitepaper still is not written

Swipe

C2 · Hook, plain

01

Put the sources in one place

Four browser tabs and a copy step is not a workflow. It is a habit that survived because nobody measured it.

C3 · Numbered step

Prompt

“Take the last four weeks of campaign data and name the three changes that moved the number. One sentence each, with the figure.”

C4 · Quote or prompt

C8 and C9 — the two ways to endDraft, not built

Want the checklist we use for this?

Eleven questions before a report goes out. Free, no signup.

Comment REPORT and it lands in your DMs

C8 · Close, keyword

Processed in the EU

Marketing that stays in the EU

Studio Engine and Content Engine, one system.

teisenda.com

C9 · Close, profile

Want the checklist? Comment REPORT. Also follow us. Also the link is in the bio. Also we have a newsletter.

No

Four asks — none of them happens

The slide vocabulary

Every slide in every type is one of these. The word limits are the point: they keep a slide readable on a phone, and they let a generator know the text is too long before anyone sees it.

The register, and why the ten look different

Ten structures that differ only in the order of their slides look identical in a feed. A reader who cannot tell a teardown from a listicle before reading it gets no signal from the type, and the type has bought nothing.

So each type also fixes a register: three variables that decide what it looks like before a word is written.

• No two types share all three values. The build checks it: a duplicate triple stops the build the same way an unbalanced section does. Four grounds, three budgets and six lead elements leave room for far more than ten — the check makes sure the room is used.
• The ground applies to every slide, not only the cover. On a photo ground the image stays behind each slide at 24 % under a scrim; on paper every slide is white. That is what makes six frames read as one post instead of six.
• The lead element is drawn large enough to be the subject. A figure.xl at a third of the frame height is a data post; the same number at label size is decoration on a text post.
• The register is not a mood board. It is three enumerated values, it stands in the build spec, and the generator reads it.
• Two types on the same ground must differ in the lead. T3 and T4 both sit on the canvas; one is carried by a rail, the other by a struck-through pair. That is the difference a reader sees at thumbnail size.

The ten, at a glance

The two extremes are deliberate. T7 is the graphic one — a named diagram redrawn on every slide, the least text of any type. T6 is the text one — an artefact taken apart, where every marker has to be argued and the budget is 60 words a slide.

The grounds

Every type has its own artwork. Thirteen grounds are supplied at /karten/ — eleven at 4:5 (1080×1350) and two at 9:16 (1080×1920). They are renders in the facet language of the frontend guide: no particle fields, no stock, and nothing depicting a real person, place or event, which is also why none of them needs an EU icon under section 20.

How a ground is used follows from the register, not from taste:

• A type is a sequence, not a mood. Slide four of a teardown does a different job than slide four of a listicle, and swapping them breaks both.
• Five or six slides. Below five the structure has no room to build; above six the drop-off eats the ending.
• Every slide has to survive alone. People enter carousels in the middle from a share.
• The generator fills slots, it does not invent slides. If the material does not fit the type, the type is wrong — not the limit.
• Every claim needs its source field filled. An empty source is a blocked publish, not a soft warning.

When: A cold audience that does not yet know the product. The most reliable structure there is, and the least original — which is why it works.

type: carousel.t1
goal: saves + profile visits
ground: photo    text: medium    lead: headline
slides:
   1  hook.photo   the pain as one sentence, in their words
   2  figure      what the pain costs, with the source
   3  step        why it persists — not who is to blame
   4  compare     the old way against the mechanism
   5  proof       a screenshot that shows it is real
   6  cta.keyword one word, one promise

T1 · Problem, cost, mechanism — 6 slides on a photo groundDraft, not built

Ninety minutes for a report nobody reads twice

Swipe

1 · hook.photo

90 min

every Monday, per marketer, on assembling numbers

Measured across 40 accounts, Aug 2026

2 · figure

01

Four tools, four exports

Nobody chose this. It grew one tool at a time, and no single step looked expensive enough to fix.

3 · step

What actually changes

Before

Four exports, reconciled by hand, numbers that disagree by Tuesday.

After

One view. Filters live in the URL, so the report is a link.

4 · compare

In the product

Reports · last 12 months

1

5 · proof

Want the eleven-question checklist?

What we check before any report leaves the building.

Comment REPORT

6 · cta.keyword

When: Practitioners. Anything that can be counted without forcing it.

type: carousel.t2
goal: saves
ground: paper    text: medium    lead: numeral
slides:
   1  hook.plain   the count and the payoff, no adjectives
   2  list        all four at once, so slide one is not a lie
   3  step        item 1, with the reason it matters
   4  step        item 2
   5  step        item 3 — the one worth the swipe
   6  cta.profile the rest lives on the site

T2 · The list — 6 slides on a paper groundDraft, not built

Four things that make a report worth sending

Swipe

1 · hook.plain

All four, up front

01One source per number

02Filters in the URL

03The period written out

04A name on the approval

2 · list

01

One source per number

If two tools can answer the same question, the report says which one did. Anything else invites the meeting about the meeting.

3 · step

02

Filters live in the URL

A view you cannot send is a view someone rebuilds. Every filter, sort and period belongs in the address.

4 · step

03

The period is written out

“Last 30 days” is unciteable. Two dates are.

5 · step

Processed in the EU

The fourth one is the hardest

It has a name on it. teisenda.com

teisenda.com

6 · cta.profile

When: A method, a migration, a setup. Where the order is the value.

type: carousel.t3
goal: saves + comments
ground: canvas    text: medium    lead: diagram
slides:
   1  hook.plain   the outcome, not the method
   2  step.rail   01 — the one everyone skips
   3  step.rail   02
   4  step.rail   03
   5  figure      what the sequence produced
   6  cta.keyword the full version behind one word

T3 · The sequence — 6 slides on a canvas groundDraft, not built

From four exports to one link in three moves

Swipe

1 · hook.plain

010203

Name the number first

Before any tool: write the one figure the report exists to answer. Most reports have four and answer none.

2 · step.rail

010203

Put the filters in the address

Period, segment, comparison. If it changes the view, it belongs in the URL.

3 · step.rail

010203

Give the approval a name

Not a process — a person. The report is signed or it is a draft.

4 · step.rail

4 min

to produce the Monday report, down from ninety

Same 40 accounts, after the change

5 · figure

Want the sequence as a one-pager?

Three steps, the order, and what breaks if you swap them.

Comment ORDER

6 · cta.keyword

When: A field full of received wisdom. Use it when you can be specific — a vague correction reads as a cheap shot.

type: carousel.t4
goal: comments + shares
ground: canvas    text: medium    lead: pair
slides:
   1  hook.plain   name the count, not the myths
   2  myth        the most common one first
   3  myth        the one that costs the most money
   4  myth        the one nobody says out loud
   5  figure      evidence for the last correction
   6  cta.profile invite the disagreement

T4 · Myth and correction — 6 slides on a canvas groundDraft, not built

Three things everyone believes about AI reporting

Swipe

1 · hook.plain

MythMore dashboards means more visibility.

ActuallyFour dashboards means four answers and one argument. Visibility is one number nobody disputes.

2 · myth

MythThe model decides where your data goes.

ActuallyThe deployment does. The same model runs inside or outside the EU — that is a contract, not a capability.

3 · myth

MythAI writes the report and you review it.

ActuallyIt writes a draft. Whoever signs it wrote it, and their name is on the page.

4 · myth

28 %

of our published posts started as a draft from a model

Every one approved by a person, Aug 2026

5 · figure

Processed in the EU

Disagree with the second one?

That is the argument worth having. teisenda.com

teisenda.com

6 · cta.profile

When: A result you can measure and a change you can name. Without both, use T1.

type: carousel.t5
goal: saves + profile visits
ground: split    text: minimal    lead: pair
slides:
   1  hook.split   both states in one frame, seam between them
   2  compare     both states, same measure
   3  step        the one thing that changed
   4  figure      the delta, with the period
   5  cta.keyword the method behind one word

T5 · Before and after — 5 slides on a split groundDraft, not built

Ninety minutes, then four

Swipe

1 · hook.split

Same report, two Mondays

Before

Four tools, one export each, reconciled by hand, 90 minutes.

After

One view, filters in the URL, four minutes, one source.

2 · compare

01

Nothing got faster

The exports did not disappear. They stopped being separate.

3 · step

−96 %

time to produce, holding the same numbers

Aug 2026 against Jun 2026, 40 accounts

4 · figure

Want to see how the view is built?

The sources, the join, and what we refused to automate.

Comment VIEW

5 · cta.keyword

When: Your own work, or something public and anonymised. Never a named customer, never a competitor by name.

type: carousel.t6
goal: saves + shares
ground: paper    text: heavy    lead: artefact
slides:
   1  hook.plain   what is being taken apart, and whose it is
   2  proof       the artefact, with 1–3 numbered markers
   3  step        marker 1 — what it costs the reader
   4  step        marker 2
   5  compare     the fix, side by side
   6  cta.keyword the checklist behind one word

T6 · The teardown — 6 slides on a paper groundDraft, not built

We took apart our own reporting screen

Swipe

1 · hook.plain

Three things wrong

Reports · last 12 months

123

2 · proof

01

No period on the figure

A number without a period cannot be quoted, and a number that cannot be quoted will be quoted wrongly. Every figure carries two written-out dates, never a relative window that moves under the reader.

3 · step

02

The bars start above zero

It made the last month look four times the first. It was 1.6 times. A truncated axis is not a style choice — it is a claim about a difference that is not there.

4 · step

Marker three: the legend

Wrong

Colours only. The reader matches by hue, which excludes some of them entirely.

Right

Values in the legend, series labelled at the line.

5 · compare

Want the checklist we now run?

Eleven questions before a chart is allowed out.

Comment CHART

6 · cta.keyword

When: Something you actually do this way. An invented framework is obvious within one slide.

type: carousel.t7
goal: shares + profile visits
ground: gradient    text: minimal    lead: diagram
slides:
   1  hook.plain       the name, and what it decides
   2  list            the three parts, named
   3  step.framework  part one, with the failure it prevents
   4  step.framework  part two
   5  step.framework  part three
   6  cta.profile     where the long version lives

T7 · The named framework — 6 slides on a gradient groundDraft, not built

The source, signer, sendable test

Swipe

1 · hook.plain

Three questions, in order

01Source — which system answered?

02Signer — whose name is on it?

03Sendable — is it a link?

2 · list

Source

One system answers each number. Two answering the same question is an argument waiting for a meeting.

01Source — which system answered?

02Signer — whose name is on it?

03Sendable — is it a link?

3 · step.framework

Signer

A person, not a process. If nobody signs, it is a draft — including when a model wrote it.

01Source — which system answered?

02Signer — whose name is on it?

03Sendable — is it a link?

4 · step.framework

Sendable

A view you cannot send is a view someone rebuilds. Filters, sort and period go in the URL.

01Source — which system answered?

02Signer — whose name is on it?

03Sendable — is it a link?

5 · step.framework

Processed in the EU

Three questions, one page

The long version, with the failure modes. teisenda.com

teisenda.com

6 · cta.profile

When: You have your own numbers. Without them this becomes a listicle with charts.

type: carousel.t8
goal: shares + saves
ground: photo    text: minimal    lead: figure
slides:
   1  hook.photo   the headline finding, with the n
   2  figure.xl   finding one
   3  figure.xl   finding two
   4  compare     the surprise — what you expected against what happened
   5  step        what it means for the reader
   6  cta.keyword the method and the raw numbers

T8 · The data story — 6 slides on a photo groundDraft, not built

We timed forty teams making the same report

Swipe

1 · hook.photo

90 min

median time to assemble the Monday report

n = 40, Jun 2026

2 · figure.xl

11 %

of that time produced numbers. The rest reconciled them.

Same sample

3 · figure.xl

What we got wrong

Expected

The slow part is the tools. Faster exports, faster report.

Found

The slow part is disagreement. Exports were 11 % of it.

4 · compare

01

Do not buy a faster export

It fixes a ninth of the problem. Fix the disagreement: one source per number, written down.

5 · step

Want the method and the raw numbers?

How we timed it, and where the sample is weak.

Comment DATA

6 · cta.keyword

When: A position you can defend in the replies for three days. If not, do not post it.

type: carousel.t9
goal: comments
ground: photo    text: minimal    lead: headline
slides:
   1  hook.photo   the position, flatly, no hedge
   2  step        why it survived — steelman it first
   3  compare     what it costs against the alternative
   4  figure      evidence, or the position is an opinion
   5  cta.profile invite the strongest counter-argument

T9 · The position — 5 slides on a photo groundDraft, not built

Stop asking AI to write the report

Swipe

1 · hook.photo

01

Why everyone does it

Writing is what a report looks like, so automating the writing feels like automating the report. A fair mistake.

2 · step

Where the time goes

Automating the writing

Saves 11 % and adds a review step. Net gain near zero.

Automating the source

Removes the reconciliation. That was 89 % of it.

3 · compare

89 %

of report time is reconciling numbers, not writing them

n = 40 teams, Jun 2026

4 · figure

Processed in the EU

Think the 89 % is wrong?

The method is public. Take it apart. teisenda.com

teisenda.com

5 · cta.profile

When: A personal profile more than the company account — Thomas Pohle or Emma Woelk. On a company page it reads as a press release with a confession bolted on.

type: carousel.t10
goal: profile visits + comments
ground: photo    text: heavy    lead: headline
slides:
   1  hook.photo   what shipped, in one sentence
   2  step        what we tried first
   3  step        what broke — specifically, with the symptom
   4  figure      what it cost: time, money or rework
   5  quote       the sentence you would put on a wall
   6  cta.profile no ask beyond following the build

T10 · Behind the build — 6 slides on a photo groundDraft, not built

We shipped the reporting view. It took three tries

Swipe

1 · hook.photo

01

First try: more dashboards

One per source, beautifully done. It made the disagreement easier to see and no easier to resolve, which is the expensive kind of progress.

2 · step

02

What broke

Two sources answered the same question with different numbers, and the view showed both. People stopped opening it inside a week, and nobody said why.

3 · step

6 weeks

of work thrown away before we changed the question

Internal, Apr–May 2026

4 · figure

What we took from it

“The report was never the problem. Nobody agreeing which number was real — that was the problem, and no interface fixes it.”

5 · quote

Processed in the EU

The third try is live

Following the build as it goes. teisenda.com

teisenda.com

6 · cta.profile

• The hook is the first two seconds and it is a still. It is the cover, the preview and the muted autoplay.
• Captions sit above the bottom zone, centred, at most two lines, 42 px on 1080. Section 02.
• One accent word per caption line, on the violet key. More and the eye stops reading and starts scanning.
• A progress bar belongs at the top, in the platform's own zone only where the platform has none — on TikTok it does not.
• The end card holds for two seconds and asks for one thing.
• Aim for 30 s. Ten minutes is possible everywhere and worth it nowhere.

V1 to V3Draft, not built

90 minutes for one report

V1 · Hook frame, 0–2 s

Filters live in the URL, so the view can be sent

V2 · Caption frame

Try it free

teisenda.com

V3 · End card, 2 s

Caption in the bottom zone — the platform draws its buttons over it

No

Caption too low

• The first line is the whole point, and it repeats nothing from the image. A caption that captions the picture wastes the only line that is always visible.
• Break after two lines. LinkedIn cuts at roughly 140 characters on mobile, Instagram at 125, TikTok at 70 — write for the shortest one you post to.
• One ask, at the end. Section 04.
• Three to five hashtags, at the very end, never inside the text.
• No emoji as bullets — Frontend section 06 bans emoji as icons and this is the same rule. One emoji as punctuation is fine; a column of them is a list nobody can read aloud.
• The link goes in the post where links work, and in the profile where they do not. Never “link in first comment” as a workaround — it costs a click and reads as a trick.

• The visible line is “Made with AI.” In the caption, not after the hashtags.
• Amber marks the frame where the frame itself is generated — the badge, inside the margin. Same colour the product uses internally.
• The official EU icon goes in the frame as well, bottom left, from /ai-labels/ and never redrawn. Our amber badge is ours and says we made this with AI; the icon is the Commission’s and is what travels with the file when someone downloads it. Both, on the same frame, never merged into one mark — section 20 has the sizes and the placement.
• Disclose synthetic depictions of reality: a generated person, place or event, a synthetic voice, a face or voice resembling someone real.
• Do not disclose assistance: a draft a person rewrote, colour correction, cropping, automatic captions. Marking those trains the audience to ignore the mark.
• Never a synthetic person as a customer, employee or testimonial — not even with a disclosure.
• A person approves before it is scheduled, and that person is named. Section 22.

The EU AI Act requires disclosure of synthetic media depicting real people, places or events. For a company selling EU data residency, getting this wrong in public is the most expensive inconsistency available.

The badge and the lineDraft, not built

Made with AI

A generated frame says so

Official icon bottom left, our badge top right

The caption that goes with it

Four minutes for the Monday report, down from ninety.

Made with AI.

#marketingops #reporting #eu

YesPlatform toggle set and the line in the caption.

NoOnly the toggle — nobody sees it in the feed.

NoOnly the caption — the platform cannot read it.

NoThe line after twelve hashtags.

That sentence is the whole trap. The icon is a convenience the Commission offers so that everyone marks the same thing the same way. The duty to disclose exists with or without it — and a post that carries the icon but hides it under a caption has met neither.

The three icons

All three, on light and on darkDraft, not built

SVGPNG

SVGPNG

SVGPNG

SVG50 %

When it goes into the frame

The Commission's own wording: the icon should be directly embedded into the deepfake or published text, except for creative works, unless equivalent alternatives are available such as a user interface overlay — and it must be visible when the content is reshared or downloaded.

Those two sentences decide almost every case for us. A platform's own AI label is a user interface overlay: it is an equivalent alternative right up to the moment someone saves the file. On social, someone always saves the file.

How it sits

• Bottom left, inside the 6 % margin — opposite the TEISENDA amber badge, which sits top right. The two must never collide, because they say different things.
• No overlay across it. The Commission requires a place where no intervening element sits; on 9:16 that also means outside the three platform zones of section 02.
• Our minimum size: the square icon at 8 % of the short edge, 86 px on 1080; the two wide icons at 30 % of the width, 324 px. The Commission says only "clearly visible" — the numbers are ours, so that the answer is the same every time.
• Use the supplied variants. Black, white, and each at 50 % transparency. Never recoloured — not violet, not amber. The Commission publishes four; anything else is a fifth nobody recognises.
• Free to use, no attribution. Stated on the Commission's page.
• Perceivable at first exposure. On a video that means the first frame, not five seconds in.

The EU icon and our amber badge are not the same thing

They can appear on the same frame. They may not be merged into one mark, and the amber badge is never a substitute for the icon.

Where it sits, and where it does notDraft, not built

Made with AI

A generated scene says so twice

EU icon bottom left, amber badge top right

9:16 · above the bottom zone

No

Too small, and outside the margin

Product · not synthetic

A screenshot of the reporting view needs no icon

No obligation, so no mark

Source: European Commission, EU icons for labelling AI-generated content. Files pulled 29.08.2026 and stored unchanged at /ai-labels/ — twelve SVG, twelve PNG, renamed only because the originals carry spaces.

Canva, with the Claude connector

• Autofill of brand templates is a Canva Enterprise feature. On a lower plan the templates still work — a person duplicates and fills them. That is a cost decision, not a design one.
• Figma instead, if a designer joins. It is the better tool where templates feed into code and where components matter. Today there is no designer in this chain, and Figma without one is a file nobody opens.
• Not both. Two template libraries drift within a quarter — the same rule as the chart engine in the backend part.
• Upload the variable font, not a static cut. A static cut has no width axis, and every condensed headline silently falls back to normal width. Section 03.

Naming

2026-08-29_carousel_monday-report_c1-c9_en.pdf
2026-08-29_reel_url-filters_9x16_en.mp4
2026-08-29_single_eu-processing_4x5_en.png

• Date first, ISO. A folder sorts itself.
• Format, subject, canvas, language. The language is en today and stays in the name, so the day a second one appears nothing has to be renamed.
• Export at 1080 on the short edge, PNG for stills, H.264 for video, no upscaling.

Still open