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Under Settings → Workspace → Labels. Use Add label to create one with a name, description and color.
The Post labels settings screen with an Add label control
Labels are workspace-level. A label you create is available to everyone and on every brand — which is what makes them useful for a shared workflow, and worth naming carefully.

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Where labels show up

  • On post cards in Posts, where Add label applies one without opening the post
  • In the editor, alongside content type and reviewer
  • As a filter on the Posts screen and the board

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What to use them for

The useful pattern is labelling something the status can’t already tell you. Status covers where a post is in the pipeline; labels are for everything else:
  • The client or business unit, when a brand covers several
  • The content pillar or theme
  • Who owns it on the client side
  • A campaign the post belongs to
Keep the set small. Ten labels everyone understands beats forty nobody applies consistently — and a filter is only worth having if the labels behind it are reliable.

Posts

Filtering by label.

Settings

Which of account, workspace or brand holds what.