How Runable turned its AI agent into a social media manager for small businesses

Runable's AI agent runs social media for 1.7M small business users. With Zernio, it publishes, replies and reports on 7 networks from one chat.

Umesh Kumar

Featuring Umesh Kumar, Co-founder, Runable

Runable logo
Posts created
24,879
by Runable users through Zernio in under three months
Accounts connected
4K+
without leaving Runable
Monthly active users
+487%
of Runable's social tools, August to October
“Zernio let us give a small business the whole social loop in one chat: make the post, publish it everywhere, answer the comments, and see what worked.”
Umesh Kumar

Umesh Kumar

Co-founder, Runable

The challenge

Runable doesn't have a dashboard. It has a chat. 1.7 million people, from the US and UK to Japan, type what they need and the agent builds it: a website, an app, a pitch deck. They never open a tool or learn one, and that's the point.

In mid-2026 it added Grow, where the agent takes on the work of finding customers: ads, social media, lead generation and search. Social was the obvious place to start. Users were already making reels, carousels and captions in Runable.

But publishing stopped at the edge of the product. Users downloaded the file, opened Instagram, uploaded it and pasted the caption, then did it all again for every network.

“Our users were creating great content on Runable and then doing the boring part of posting it manually. For a small business owner, the boring part is where it stops. Zernio let us remove that friction completely.”
Umesh Kumar

Umesh Kumar

Co-founder, Runable

Building each network in-house meant an OAuth app, an app review and ongoing API upkeep per platform. Runable tried it once, for Meta Ads, and moved them onto its own app in August. The app never got Advanced Access for the scopes Runable needed, so connecting failed for every business outside Runable's own.

Why Zernio

Runable's growth team already knew Zernio. It had been publishing to Runable's own channels through it. When users asked for posting, the team put the same API behind the agent.

Setting up a recurring X agent in Runable

Four things made it the fit for an agent that runs social for small businesses:

  • One API, seven networks. One integration covers Instagram, TikTok, YouTube, Facebook, X, LinkedIn and Google Business Profile. Each network's own formats pass straight through: Instagram Stories, X threads and polls, YouTube titles and visibility, LinkedIn company pages.
  • Account connection, handled. Zernio's hosted connect flow carries the OAuth for every platform. Each Runable user gets their own Zernio profile with a scoped API key, so the agent working for one business can never reach another's accounts.
  • More than posting. Comments, DMs, analytics and reviews come through the same API, so the agent can run an account, not just post to it.
  • Ads on apps that are already reviewed. After going direct on Meta Ads didn't work, Runable moved ads back to Zernio. Meta, LinkedIn and TikTok campaigns now run through the same connection, on Zernio's apps that already have the access small businesses need.

What they built

The first version shipped as one pull request in July 2026, and reached users two days later. It covered posting, scheduling, comments, DMs and analytics on every platform at once. Now the whole social loop runs inside Runable:

  1. 01A business owner connects Instagram, TikTok, YouTube, Facebook, X, LinkedIn or Google Business Profile from the “Your handles” card in Runable's Grow tab, through Zernio's connect flow.
  2. 02They say what they want in chat, for example three reels a week about a new menu. The agent writes the captions and makes the images or videos.
  3. 03The agent publishes, schedules or saves a draft through Zernio's Posting API, in each network's format.
  4. 04A handle agent saves the plan as a recurring task, so posts keep going out every week without a new prompt.
  5. 05The agent reads comments and DMs through Zernio's Inbox API and answers them. It can hide spam, delete comments and send private replies on Instagram and Facebook.
  6. 06Each handle card shows views and engagement from Zernio's Analytics API. An “Optimize with Runable” button hands those numbers back to the agent to plan the next week.
Runable's Grow tab, with ads, social media and connected handles in one place

The same connection runs paid campaigns. Runable's ads features (budgets, audiences, lead forms and duplicate campaigns on Meta, LinkedIn and TikTok) all run on Zernio's Ads API. Users manage them from the same chat.

Adding a network is now small work. Google Business Profile, with posts and review replies, took one day and 69 lines of code in October 2026.

“Small business owners don't want a social media tool. They want their social media done. Zernio is how our agent gets it done on every network they use.”
Rahul Paul

Rahul Paul

Head of Brand, Runable

The results

  • 24,879 posts in under three months. Before posting lived inside Runable, almost no one published what they made: in the two weeks before the switch, only eight people posted a single video. Weekly posts grew 30x by October.
  • 487% more monthly active users of Runable's social tools between August and October.
  • Users keep coming back. 58% of users who posted came back to post in at least two separate weeks, and 29% in four or more.
  • The agent runs the account, not just the posting. It reads post analytics, replies to comments and DMs, and answers Google reviews for its users.
  • New networks in a day. Google Business Profile took one day on the connection Runable already had.

Next, Runable plans to use more of Zernio's API: per-platform insights for richer reports, pre-flight checks before a post goes out, uploading media straight from a user's Runable files, and more networks as users ask for them.