Hermoso is a marketing MCP server: 876+ 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. Paperclip reaches all of it through one connection. This page covers one slice of that: what Paperclip can actually do on Facebook, and what Facebook will not let it do.
Connect Hermoso to Paperclip
- Copy the connector URL.
https://app.hermoso.ai/mcp - Paperclip → Connectors → Connect your own MCP server. Paste the URL. Paperclip asks the server what it needs; Hermoso advertises OAuth, so Paperclip registers a client by itself and opens a browser sign-in.
- Approve on the Hermoso page. Sign in with your Hermoso account and allow access. No key is pasted.
- Set the action permissions. Paperclip lists Hermoso’s tools as read, write or destructive, and each can be Allowed, Ask first or Off. Allow the reads, and keep anything that publishes, schedules or spends on Ask first.
- Ask an agent in Paperclip 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.
Paperclip labels any server outside its reviewed catalog an Unverified server, which in Paperclip’s words is a statement about review, not about whether the connection works. Every Hermoso tool publishes read-only and destructive annotations, so the read, write and destructive split comes from the server rather than from Paperclip guessing at tool names. The steps are quoted from Paperclip’s custom MCP server guide, read on 2026-10-03, and documented rather than run here. Hermoso is not affiliated with or endorsed by Paperclip.
Then connect Facebook 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 Facebook tools Paperclip gets
post_to_meta: publishes text, an image, a video or a multi-photo post to the Page, and takespageIdso it never has to guess which Page.schedule_post: queues the same post for a time you choose, on one calendar shared with every other channel.list_meta_pages: lists the Pages the account has connected, with their ids.manage_meta_post: edits the copy of a published post, or deletes it.list_meta_comments / reply_to_meta_comment / moderate_meta_comment: reads the comments under a post, replies as the Page, and hides or deletes what should not be there.meta_page_insights / meta_post_insights: Page-level and per-post reach, impressions and engagement.upload_meta_asset: puts a finished render into the ad account’s asset library.
Facebook is also the one channel with native remote scheduling. post_to_meta takes a scheduleAt between ten minutes and thirty days out and hands the timing to Meta itself. Instagram and Threads have no such thing in Meta’s API, and passing it for them is refused rather than quietly posted immediately.
Facebook limits worth knowing before you automate anything
| Text | A Facebook post can run to 63,206 characters, which is effectively no limit. It is enforced when the post is created or queued, so an overlong post is refused while you are still there to fix it instead of being silently cut on the way out. |
|---|---|
| Visibility | Public or draft. A draft is a genuinely unpublished Page post, which is the useful one for review: it exists in Meta Business Suite and nobody outside can see it. There is no unlisted and no private option: “a Facebook Page post is either published or held as an unpublished draft”. |
| Carousel | 2 slides and up, photos only. Meta publishes no maximum for attached_media that we could source, so Hermoso does not invent one and attribute it to Facebook. The only bound is ours, at 30 slides, and the refusal says whose it is: “Facebook publishes no documented maximum for attached_media, so this bound is ours, not theirs.” Video cannot ride in a Facebook photo carousel; that is a different edge on Meta’s API and Hermoso refuses rather than silently dropping the clip. |
| Which account | pageId. It matters the moment a brand connects more than one Page: the publish path refuses by name instead of picking one for you, and a schedule that could not carry the answer would turn that refusal into a failure hours later with nobody watching. |
Try it in Paperclip
Ask for it in ordinary language. These are plain sentences, not a DSL:
“Social agent: draft three Facebook posts from last week’s shipped features, render an image for each, and hold them on our Page as drafts.”
That walks find_competitors → search_meta_ads → plan_ad → render_ad → list_meta_pages → post_to_meta. Paperclip puts its own gate in front of every Hermoso call: each action is Allowed, Ask first or Off. Hermoso’s gates sit underneath: campaigns are born paused, and spend switches and deletes need an explicit confirmation.
Paperclip on Facebook: the part that bites
Set post_to_meta to Ask first in Paperclip and leave list_meta_pages and search_meta_ads Allowed. A Facebook draft then adds a second review in Business Suite. If the brand has several Pages, the agent should list them first, because the publish path refuses to guess.
There is a second way to give a Paperclip agent Hermoso, and Paperclip warns that it is different: attaching a server to the agent’s runtime, such as installing Hermoso’s plugin into the Claude Code an agent runs on. That works, but Paperclip’s action permissions and review queue do not sit in front of it. Use the connector when you want Paperclip deciding what an agent may publish.
Research Facebook before you post
The Meta Ad Library is the richest public creative archive there is, and search_meta_ads reads it by keyword or by page, covering both Facebook and Instagram placements. pull_competitor_ads and competitor_teardown build on it, and find_competitors works out who to point them at.
The paid half
Facebook is the deepest paid surface Hermoso has. create_meta_campaign, create_meta_adset and create_meta_ad build the whole tree with real targeting: geography down to a city radius, interests, behaviours, custom audiences and lookalikes, placements, dayparting, bid and cost caps. Everything is created PAUSED with no caller override, and the summary your agent reports is built from a read-back of what Meta actually stored, never from what was requested. Before a budget is committed, preview_meta_ad renders the real ad per placement as a link you can look at and estimate_meta_reach says how many people the targeting actually reaches. One warning that saves money: an ad set created with no locations defaults to the United States only, and the read-back says so loudly.
What Paperclip 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). 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 Paperclip, post to: Instagram · Threads · TikTok · YouTube · X · LinkedIn · Pinterest · Bluesky · Telegram. Or see everything Paperclip can publish to.
Post to Facebook from: Claude · ChatGPT · Claude Code · Cursor · Codex · Cline · OpenClaw · Grok Bot · Hermes · Gemini CLI · Perplexity · Le Chat · Claude Cowork · Perplexity Computer
Frequently asked questions
Can Paperclip post to Facebook?
Yes, through Hermoso's MCP server. In Paperclip, open Connectors, choose Connect your own MCP server, paste https://app.hermoso.ai/mcp and approve the sign-in with your Hermoso account. There is no key to paste. Paperclip then has 876+ tools, including the ones that publish to Facebook, plus the ones that research the ads already running in your market and render the creative in the first place.
How do I connect Facebook to Paperclip?
Two steps, once each. In Paperclip, open Connectors, choose Connect your own MCP server, paste https://app.hermoso.ai/mcp and approve the sign-in with your Hermoso account. There is no key to paste. Then connect Facebook inside Hermoso under Settings → Connectors, which is an OAuth consent screen in a browser. After that Paperclip publishes to Facebook as an ordinary tool call.
Can Paperclip post privately or as a draft to Facebook?
Yes. Facebook is the one channel with a genuine draft: an unpublished Page post that exists in Meta Business Suite and that nobody outside can see. Hermoso refuses a visibility Facebook cannot honour at the moment you ask for it, rather than quietly publishing something weaker.
What does it cost to post to Facebook from Paperclip?
Publishing to Facebook costs no credits, because Meta charges nothing per API call. Credits are spent on generation: rendering the image or video the post carries. Plans are $19, $49 and $149 a month for 1,000, 3,000 and 10,000 credits, and every feature is on every plan including Free. The only exception is enterprise SSO.
What is the Facebook caption limit when posting from Paperclip?
A Facebook post can run to 63,206 characters, which is effectively no limit. Hermoso enforces it when the post is created or queued, so Paperclip is told immediately rather than failing later when nobody is watching.
Can Paperclip schedule a Facebook post for later?
Yes. schedule_post queues it on one calendar shared with every other channel, with a per-channel caption if the copy should differ, and list_scheduled and cancel_scheduled read and pull it back. Facebook is one of the ten channels that queue.
Start free with 30 credits at signup and 250+ more to earn. Every feature is 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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