How to Create a Content Agent in Marvy

From Marvy's sidebar, click My Agents. You'll see your list of active agents — or an empty screen if this is your first time. Click the button to create a new agent.

A 5-step wizard will open to guide you through the full setup. You can complete it in under 5 minutes.

The first step is Identity. Here you define who your agent is:

Agent name: name it anything — Barney, ContentBot, or your brand's name. This appears in the chat and on each generated idea.

Role or specialty: defines what the agent focuses on. For example: "Viral Specialist", "Content Strategist", "Personal Finance Education".

Location: your brand's city or region. Helps personalize cultural references and local trends.

In the Platform step, select which social network your agent will work on:

We recommend starting with Instagram. It's the most complete platform in Marvy: competitor analysis, copy generation, Reel scripts, and direct publishing — all in one place.

This is the most important step. You give the agent everything it needs to understand your brand and generate content that sounds authentic.

Instagram Profile: enter your handle (@username). Marvy verifies it to confirm the account is accessible.

Visual style: describe how your brand looks visually. For example: "Clean photography, natural light, real textures (wood, ceramic). Avoid artificial or oversaturated aesthetics."

Brand tone: select up to 6 tags that describe how your brand speaks. Suggested options: friendly, professional, fun, inspiring, educational, premium, casual, technical.

What to avoid: negative instructions for the agent. For example: "Never mention competitors by name. Avoid jargon. Don't use excessive emojis."

In the Strategy step you define where your agent draws inspiration from. This is the most powerful part of the setup.

Topics of interest: add up to 10 topics relevant to your audience. For example: "Digital marketing", "Specialty coffee", "Women's fitness".

Reference hashtags: hashtags your niche uses regularly. Marvy uses these to understand your industry's content ecosystem.

Competitor profiles (at least 1 required): enter at least one Instagram profile of a competitor or industry reference. The agent analyzes their public posts daily to identify which formats and angles are driving the most engagement.

Agent instructions: free-form text to give extra context. For example: "Generate provocative hooks. Use data and statistics whenever possible. Prioritize short Reel formats."

The final wizard step is Configuration, where you set the Creativity slider. This controls how conventional or experimental the agent's ideas are:

Conservative (0.2–0.4): proven ideas, safe formats, direct copy. Ideal for brands in regulated niches or traditional audiences.

Balanced (0.5–0.6): the sweet spot. Enough creativity to stand out without drifting from your brand positioning.

Creative (0.7–0.8): more surprising ideas, bolder hooks, less conventional formats.

Experimental (0.9–1.0): maximum originality. May generate ideas very different from anything else in your niche. Recommended for brands with younger audiences or those seeking strong differentiation.

With all steps complete, the "Create Agent" button becomes active. Click it and within seconds your agent appears in the My Agents list with active status.

From that moment, the agent starts analyzing the competitor profiles you configured and generates its first content ideas. You'll find them available in the Ideas section of the dashboard.