Hermoso is a marketing MCP server: 850+ tools over one OAuth’d endpoint that let an agent research the ads already running in a market, generate finished image and video ads, publish them, and build the paid campaigns behind them. Le Chat reaches all of it through one connection. This page is about one slice of that — what Le Chat can actually do on Instagram, and what Instagram will not let it do.
Connect Hermoso to Le Chat
- Copy the connector URL.
https://app.hermoso.ai/mcp - Le Chat → Intelligence → Connectors → + Add Connector → Custom MCP Connector. Name it Hermoso and paste the URL.
- Press Connect and approve. Le Chat detects Hermoso’s OAuth sign-in with dynamic client registration and opens the consent page. Sign in with your Hermoso account; there is no key to paste.
- Ask Le Chat for something. “Pull my three closest competitors’ longest-running ads and remix the best hook into a 9:16 video,” or “post this render to the channel.” The agent picks the tools; you approve the spend.
Adding a custom connector is an admin action in Le Chat. On the Free, Pro and Student plans the account owner is the admin, so you can add Hermoso yourself, free plan included; on a team plan an admin adds it. The steps are quoted from Mistral’s MCP connector documentation, read on 2026-09-23. Hermoso is not affiliated with or endorsed by Mistral AI.
Then connect Instagram itself, once, under Settings → Connectors in Hermoso. That is an OAuth consent screen, so it is the one step that needs a browser — everything after it is a tool call.
The Instagram tools Le Chat gets
post_to_meta— publishes to Instagram withtarget: "instagram". Instagram is a visual channel and the API agrees — a post needs an image or a video.schedule_post— queues it on the shared calendar, with a per-channel caption if the copy should differ from your Facebook or LinkedIn version.list_meta_comments / reply_to_meta_comment / moderate_meta_comment— read, reply and moderate under a post.meta_page_insights / meta_post_insights— reach, impressions, saves and engagement, per account and per post.search_instagram— keyword search across public Instagram Reels — research, not publishing.
Two Instagram facts worth knowing before you automate anything. There is no native Instagram scheduling in Meta’s API, so a schedule is Hermoso’s queue rather than Instagram’s, and passing Facebook’s scheduleAt for Instagram is refused rather than silently posted now. And an Instagram caption cannot be edited once the post is live: the only thing Meta lets you change on a published post is whether comments are enabled. Deleting one is supported — manage_meta_post removes ordinary posts, Stories, Reels and entire carousel albums, though never a single card out of an album.
Instagram limits worth knowing before you automate anything
| Text | An Instagram caption is capped at 2,200 characters. It is enforced when the post is created or queued — refused while you are still there to fix it, rather than silently cut on the way out. |
|---|---|
| Visibility | Public only. Meta’s Content Publishing API publishes, full stop — “Instagram publishes immediately when it publishes at all — it has no unlisted, private or draft post.” If you want a review step on Instagram, it has to happen before the call, not after. |
| Carousel | 2 to 10 slides, and images and video may be mixed. That upper bound is Meta’s own, quoted in the capability table it enforces: “Carousels are limited to 10 images, videos, or a mix of the two.” The floor of 2 is ours, because one slide is not a carousel on any platform — a single-slide ask publishes as an ordinary post rather than being refused. |
| Which account | pageId — Instagram publishes through the connected Facebook Page, so the same identity field selects it. |
Try it in Le Chat
Ask for it in ordinary language — these are sentences, not a DSL:
“Build a 4-slide Instagram carousel for our new colourway, write a caption under 2,200 characters, show me both, then post.”
That walks search_instagram → plan_ad → render_ad → post_to_meta (target: "instagram"). Le Chat lets you set each connector function to Always allow or leave it asking. Mistral’s own advice is to pre-authorise read functions and keep write functions on manual approval, and that is the right split here: research and list tools can run freely, anything that publishes, schedules or deletes should ask.
Le Chat on Instagram: the part that bites
Ten slides is Meta’s ceiling and two is the floor; a single image just posts as an ordinary post. Once the post is live the caption is final, so read it in the chat, while the post itself can still be deleted with manage_meta_post. Keep the publish function on manual approval in Le Chat for exactly that reason.
Le Chat’s custom connectors do not pick up new tools after you connect; the list is what it loaded at that moment. Hermoso starts a connector on a short list and includes find_tools and call_tool, which reach every other tool by name, so a tool missing from the loaded list is still one request away.
Research Instagram before you post
search_meta_ads covers Instagram placements as well as Facebook — it is one library. For organic, search_instagram searches public Reels by keyword, which is the surface where the format actually moves; profile and hashtag pulls go through fetch_social_data and search_instagram_hashtag.
The paid half
Instagram placements are bought through the same Meta campaign tree as Facebook: create_meta_campaign → create_meta_adset → create_meta_ad, with placements selectable per platform and position. preview_meta_ad shows the real rendered ad per placement before you spend, and meta_insights breaks results down by age, gender, placement and country — which is the input to the next creative, not just a total.
What Le Chat cannot do on its own
An agent with a budget is only useful if the blast radius is bounded, so the fence is in the server rather than in a prompt. Every ad campaign, ad set, ad group and ad is created paused, and the status switches that arm real money refuse to run without an explicit confirmation flag. Every render is quoted first — hermoso_capabilities publishes each model’s exact credit cost before anything spends — and credits are reserved before the first provider call and settled at the exact cost afterwards, so a failed dispatch refunds rather than leaving you billed for nothing. Deletes are confirm-gated too, and every campaign tree is read back from the ad platform before your agent tells you what it built.
One step is deliberately not headless: linking an account is an OAuth consent screen, so you connect the channel once in a browser. Everything after that is a tool call.
The rest of the matrix
From Le Chat, post to: Facebook · Threads · TikTok · YouTube · X · LinkedIn · Pinterest · Bluesky · Telegram — or see everything Le Chat can publish to.
Post to Instagram from: Claude · ChatGPT · Claude Code · Cursor · Codex · Cline · OpenClaw · Grok Bot · Hermes · Gemini CLI · Perplexity
Frequently asked questions
Can Le Chat post to Instagram?
Yes, through Hermoso's MCP server. In Le Chat, add https://app.hermoso.ai/mcp as a custom connector and approve it with your Hermoso account — there is no key to paste. Le Chat then has 850+ tools, including the ones that publish to Instagram — and the ones that research the ads already running in your market and render the creative in the first place.
How do I connect Instagram to Le Chat?
Two steps, once each. In Le Chat, add https://app.hermoso.ai/mcp as a custom connector and approve it with your Hermoso account — there is no key to paste. Then connect Instagram inside Hermoso under Settings → Connectors, which is an OAuth consent screen in a browser. After that Le Chat publishes to Instagram as an ordinary tool call.
What is the Instagram caption limit when posting from Le Chat?
An Instagram caption is capped at 2,200 characters, and the limit is enforced when the post is queued rather than when it fires. Hermoso enforces it when the post is created or queued, so Le Chat is told immediately rather than failing later when nobody is watching.
Can Le Chat run Instagram ads as well as posting?
Yes, through the Meta campaign tree — Instagram placements are selected inside a Meta ad set. preview_meta_ad renders the real ad per placement before you spend.
Start free — 30 credits at signup and 250+ more to earn, and every feature on every plan. Credits are spent only on AI models and Ad Spy research; posting, scheduling, ads management and analytics are free.
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