The challenge
Engineering teams ship constantly, but the release rarely reaches the people who would care about it. Writing a tailored post for LinkedIn, X, Discord, Reddit and half a dozen other channels is exactly the kind of work that gets skipped when the next sprint starts. The result is great software that nobody hears about.
The brief was to close that gap without adding a marketing step to the developer's day: catch the release the moment it is tagged on GitHub, understand what actually changed, and produce posts that read like a human wrote them and stay on-brand across every network.
What we built
We built Ship 2 Post as a GitHub-native product through our business process automation and custom SaaS development practices. A GitHub App listens for release webhooks, an AI drafting layer scoped with our AI integration consulting team turns raw release notes into channel-specific copy, and an OAuth layer publishes to nine-plus networks including LinkedIn, X, Threads, Discord, Slack, Bluesky, Mastodon and Reddit.
Brand safety was the design constraint that mattered most: drafts are generated against per-project tone and guardrails, and nothing goes out without the team's control. A REST API and scheduler round out the platform so releases can flow into an existing publishing rhythm rather than a separate tool.
The result
Ship 2 Post shipped as a working product with GitHub integration, AI drafting, multi-channel OAuth publishing, scheduling and post analytics in place. A developer connects a repository once and every subsequent release becomes a set of ready-to-review posts.
You can see the live product, its channel coverage and its developer docs at Ship 2 Post.
Stack highlights
Scope
Design, engineering and launch - owned end to end by AETHER Digital.