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In this video, I'm going to break down five Claude-based workflows that will help you grow significantly faster on social media.
Kallaway walks through Claude setup (desktop app, Cowork, context folders, about-me files) and five Claude-based workflows to speed up social media content growth.
Key Takeaways
- Persistent context files (voice, workflow, personal background) make Claude substantially more useful and improve writing quality.
- Structured folder organization and dedicated Claude skills let Claude automate low-leverage content tasks and reserve human time for higher-leverage work.
- Data-driven workflows such as outlier detection and rubric-based hook writing can speed up content research and ideation while keeping creativity.
What the video covers
- Introduces five Claude-based workflows for faster social media growth, presented as purpose-built Claude skills rather than generic AI prompts.
- Setup step 1: Use the Claude desktop app and Cowork mode, then create a personal folder structure (context and work subfolders, with per-workstream folders containing archive, assets, references, skills, and videos).
- Context folder holds four markdown files (how-I-talk.md, how-you-work.md, who-I-am.md, claude.md) that give Claude persistent memory of the user's voice, workflows, and goals.
- A free interview-based Claude skill generates these context files in about 10-15 minutes by asking the user questions.
- Setup step 2 (optional): Use speech-to-text software such as Whisper Flow to dictate input, which the speaker claims is about four times faster than typing.
- Setup step 3: Install the Sandcastles.ai MCP, presented as a bridge giving Claude access to content and social media data.
- Workflow examples include a creator breakout detector that surfaces spiking metrics and digs into what made outlier videos perform, plus research and ideation driven by outlier analysis.
- A hook-writing workflow uses a rubric of roughly 15-20 rules derived from the channel's data and known winning patterns to generate new hooks.
- Alerts can be configured (e.g., Slack pings when metrics cross thresholds) or checked on the user's own schedule, such as once a day.
- The speaker notes that Sandcastles uses paid credits, while some skills run on surface-level metrics without spending them.
Chapters
- 00:00Introduction to Five Claude Workflows
- 00:54Speaker Background and Sponsorship
- 01:46Setup Step 1: Desktop App and Folder Structure
- 06:34Context Files: Voice, Work Style, and Background
- 09:32Setup Step 2: Speech-to-Text with Whisper Flow
- 14:14Setup Step 3: Installing Sandcastles MCP
- 15:34Workflows: Outlier Detection and Hook Writing
- 21:08Other Content MCPs and Closing
Full Transcript — Download SRT & Markdown
Speaker A
And these are not AI slot machines.
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These are specifically designed Claude skills that make it way faster to improve your content strategy and make more winning videos.
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Now, if you don't know me, my name is Callaway.
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I have a million followers.
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I've done billions of views.
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And I've built my personal brand across two different spaces: content strategy and AI.
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So, this is the exact intersection I spend literally all day working on.
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If you're watching this and you know you should be using AI more, but you haven't quite figured out exactly how to make it work for content, you're going to love this video.
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And thank you to Anthropic for sponsoring this one.
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Now, before we dive into the five workflows, I want to just start with the setup.
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If you want to give Claude superpowers when it comes to making content faster, there are three things I recommend every single person do.
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The first one is to set up your folder structure and about-me context files.
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If you've already done this in the past, go ahead and skip this section and go to the next one.
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But if you haven't done this, this one thing will be a huge game-changer for you.
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The about-me files and the folder structure that I'm about to go through will allow Claude to access much deeper context about you that it can automatically reference every time you work with it.
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This essentially gives it personalized memory.
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So, here's how to set it up.
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First, make sure you're on the Claude desktop app.
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If you're using something like Google Chrome and you have Claude in the browser, you're not going to be able to access Cowork, which is what we're going to use for the rest of this video.
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So, make sure you're on the desktop app.
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The link to download it is, of course, free and it's below in the description.
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Now, once you open the Claude desktop app, look in the upper left and you'll see Cowork, the button in the middle of those three toggles.
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Click on Cowork.
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When you click on Cowork and you start a new chat, you will see a button that says "Work in a project" or folder underneath the chat window.
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And this is where you can point to work inside of or to read pre-existing context about whatever you want to work on.
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And having this point to a folder with context about you makes Cowork an absolute machine.
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So here's the folder structure you want to set up on your computer one time so that you can always reference this whenever you work in Cowork.
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Go to your desktop on your computer and create a new folder.
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You want to name it your-name-co.
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So for me, mine would be callaway-co.
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Now, inside of that folder, you're going to make two subfolders.
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One called context and the other one called work.
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Inside of the work subfolder, you can make more subfolders mapping to every single project or workstream that you work on.
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So for me, I might have a folder called YouTube and then one called short-form and then one called SFA and on and on.
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Within each one of those workstream folders, I like to build five subfolders.
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And it's the same five in all of the different workstreams: archive, assets, references, skills, and videos.
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And this just helps give an organizational context so that Claude can put certain things where they fit in the folders.
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The skills folder in the YouTube folder, for example, is where Claude will house skills that it makes for me related to YouTube tasks.
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So, just get that folder structure set up as I described.
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And don't worry about putting anything in there right now.
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Just get the folder scaffolding done.
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Okay.
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Now, inside of your context subfolder, you're eventually going to have four markdown files.
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And again, don't worry about making these.
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We will have Claude Cowork make these for us in a second.
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Let me just explain what they'll be.
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The files are going to be how-I-talk.md, how-you-work.md, who-I-am.md, and then claude.md.
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How-I-talk is a file where you can help describe to Claude how you want it to talk to you and how you want it to write for you.
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So, think of it like a fingerprint for your own voice and writing style, but it's also an SOP to tell it exactly how to communicate with you.
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For example, I built in mine that I wanted to share different concepts in metaphors because that's just how my brain works.
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So now every time it talks to me, it kind of shares metaphors.
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The how-you-work file is going to break out specific preferences for how you actually work within your business.
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So these could be things like the flows across your organization, the times you work, the people in the org, who owns what, different things like that.
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The who-I-am file, pretty obvious, is giving context and background about you, your work, but also your personal life if you choose to share that.
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This could be things like all the projects you're working on, your goals, the current status against those goals, what you're struggling with, everything that you want it to have context on about you.
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Lastly, the claude.md file is just a file Cowork uses to get instructions for what to read.
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So, claude.md will tell it to read those three things before you start working to get context.
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Now, once you have these four files built, Claude becomes so much more powerful because it has consistent context and memory about why you're doing what you're doing.
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And this also improves its writing capabilities quite a bit, especially if you specify how you like and don't like certain things written.
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So before you do anything else, before you work any more in Claude, I recommend making these files because it will make things so much better for you.
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Now, to make this process easier, I built a Claude skill, and it's free, where it will interview you and ask you a bunch of questions and use your answers to make those files for you.
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So I've linked that skill that will interview you to make these markdown files down below.
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So using that, just open a new chat in Claude, drop that skill in, and then just say "run process."
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It will interview you for 10 to 15 minutes, and it will spit out those three markdown files as well as claude.md.
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You want to drag those into your context folder.
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So all four in there, and then we can start working.
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So that's setup step number one.
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Very powerful and very useful.
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Make sure you do that.
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Now, setup step number two is to download a text-to-voice software if you want to use it.
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This one's optional, but I love this.
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Personally, I pay for Whisper Flow, and I've linked that below, but you could also use other ones like Superwhisper, and there are several others.
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What Whisper Flow allows me to do is just press the function key on my keyboard, and then I can just talk to my computer and it will transcribe my voice to text, and then I can use that to feed Claude my information.
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The reason this is so helpful is because talking is four times faster than typing.
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And if you ever typed and kind of tripped over your own fingers, this gets you out of the way.
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Whisper Flow is really great because you can ramble and it's smart enough with the AI it has inside it to be able to deduplicate things you say, skip random pauses, and make the words intelligible regardless of whether you spoke clearly or not.
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Now, you could of course use the talk-to-text in Claude, but I prefer to have one thing that I can use across any application.
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So, for Whisper Flow, I've got that function key across Slack, across Google Docs, across Claude, anything I'd need.
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All right, so now at this point, we have the Claude desktop app downloaded.
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We built the folder structure.
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We've got the about-me documents, and if you want, you've downloaded something like Whisper Flow and got set up.
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The last piece in the setup step that I recommend is to download and install the Sandcastles.ai MCP.
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If you're using Claude for social media growth, Sandcastles is the number one tool that will give Claude content superpowers.
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Think of Sandcastles like a bridge that connects all the soci
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list. I've linked a tutorial below if you want help with that. Now you've got two options to run this skill and I've listed both of the Claude skills below.
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The one that I'm running right now is the outlier detector. It'll only pull videos that are above 25,000 views and 1x outlier score from channels in that list within its height date range. We're going last seven days. If you want to
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pull every video regardless of performance, you can run the all recent video, the all recent skill that's linked below as well. So, in this example, let's run the outlier one. And again, super simple. Add a new chat, make sure you got your folder, take the
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skill, drop it in, and just say run. Now, the good part about this workflow is that it doesn't actually cost any credits on Sandcastle. still uses the MCP to pull all the metrics, but you don't have to deep analyze the videos in
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order to get them put in this table. So, you can pretty much run this infinitely at infinite scale and you'll be good.
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Again, just to zoom out, the goal of these workflows is to speed up the time you typically spend doing something that's low leverage or do it for you to free up your time to do things that are higher leverage. Two sides of the same
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coin. This one does both. Now, you don't need to scroll at all, but you don't miss anything cuz you can just go to this every morning, watch, watch, watch, watch, and then you're done. you can break your phone and not watch social
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media. This type of thing, if you schedule it to run with scheduled tasks in co-work, especially if you connect it to Slack or Notion, it is magical once you have it set up. Now, one other option, if you don't want to use Slack
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or notion, you can actually have it set to a mini live leaderboard that is just a web page that Claude automatically updates and populates. So, you just go and hit the URL and refresh it every morning. You could do any of those
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things. Whichever works for your workflow, just describe it and co-work will update the skill. Also, you can of course change the parameters for how often this runs to like 6x or 12x per day and get this more real time. You
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could also say every time one passes these thresholds, I want you to ping me in Slack and I want like a real-time alert system. I'm doing it more like one time a day that I can check on my terms.
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You can also bring it in as an outlier proactive detector one time per day. So, you have full flexibility. You can just customize it however you want. All right. Workflow number four is a slight variation on top of the channel analysis
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that we talked about in workflow number one. This one's called the creator breakout detector. And this skill is cool because it allows you to identify the exact moment or the exact video where a specific creator broke out where
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they were kind of going along like this and then boom, they had a spike in performance. This will identify when that happened, pull the video for you, and then you can deep analyze around it to figure out what specifically caused
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that change. I find this to be extremely helpful when you come across someone new, especially if they're smaller, but have recently grown, and to reverse engineer their success. So, here's how this one works. Like always, new chat, set the folder system, drop in the
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creator breakout detector, and press run. Now, again, with this skill, you don't have to spend any Sandcastle's credits if you don't want to. This is pulling all the surface level metrics to figure out where the spike happened. If
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you want to deep analyze from there, you can, but you don't have to. And so, for this example, we'll run it on my channel in co-work. And let's do it. Now, by default, this skill is designed to look
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back over 2 years, so 730 days. And we're doing that because many creators have had a long arc. This will obviously take tens of minutes to go through all that video data. So, if you want to be quicker, you can just reduce down the
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scope to 45, 60, or 100 days. So, for mine, for example, I've only been posting like 75 days on this channel.
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So, we'll just set that and we'll go. Now, once it runs, again, this will give you a super helpful visual report that chronologically maps the progress and then shows you where those spikes occurred. If you can't already tell, the
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whole goal here on the content research and ideiation is to figure out what are the outlier performers. And then let's go all the way down the rabbit hole to figure out what happened. What was different about the topics? What was
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different about the hooks? What was different about the formats? What is non-obvious? That is where all the juice and the alpha is if you do this content research. So these skills are meant to like speed up that process so you're not
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searching for needles and needle stacks. Immediately just hands you the needle proverbally with the metaphor and you know exactly what to look for. All right, workflow number five, the last one is the hook machine. And some of you
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may have already tried this one before, but I'll link a video below if you haven't where I'm going through this in more detail. For this one, you are going to want to use the Sandcastle's MCP with credits because you're going to deep
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analyze as many videos that are relevant, extract out the exact hooks and then use those hooks to build a hook machine for you to generate new hooks with. Now, this one is probably the most advanced Clawude skill workflow that I
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built if you look under the hood, but is extremely powerful for writing net new hooks that still maintain creativity, but use data. So, here's how it works.
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The hook machine first starts by taking in one or several channels that you specify. I recommend doing it with one like your own channel to start if you have winners or a single competitor if you don't. Again, to make things easier,
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make sure whatever channel you're going to give it, it's already in a watch list in Sandcastles. And ideally, you've already deep analyzed those videos in the Sandcastle's videos tab before you run the hook machine in Claude. Now, once you run this, what happens is
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pretty magical. First, it will take whatever channel and whatever videos you've specified and it will extract out the actual written hooks. It then clusters those and tries to find a pattern, storytelling principles that you used commonly across the winners
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that it can kind of pull out and build a rubric around. It takes those principles from whatever channel you gave it and combines it with the fundamental storytelling pillars that I've hardcoded in, combines that into one rubric. So,
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think of it like 15 or 20 rules for writing winning hooks, mostly based on the channel you gave it, but also based on what I know to work as well. When you feed in a new topic, that rubric is used
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to write new hooks, and it grades them accordingly. The coolest part in my opinion is that you can feed it your own hook and it will grade it and then give you alternatives that are better grades based on that rubric. So the whole thing
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is kind of like this macro take data build rubric, use rubric to generate and revise hooks that are given. The whole reason I built this because I was trying to figure out how we could use claude and co-work to write winning hooks but
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still leverage the data and not have it sound like AI slop. I wanted it to feel a lot more organic and creative. So, this is the best and closest solution that I found. Again, if you want to run
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the hook machine skill, it is linked free below. You're going to want the Sandcastle's MCP and you want to deep analyze videos to run it, of course.
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Now, before I end this video, I want to just call out a few other contentbased MCPs that are working like Sand Castles, but tackle different pieces of the content stack. Now, transparently, these three MCPS I have not used extensively.
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I've tried some of them, but I haven't gone down the rabbit hole. So, if you want me to make a video deep dive in the future about any of these, make sure you drop that in the comments. The first one
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is the Claude Remotion skill. Remotion is the world's best AI editing skill inside of Claude right now. So, using this, you can create anything from simple animations all the way to pretty complex edits all programmatically from Claude. The second one is the Higsfield
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MCP. This is one of the leading tools right now for generating top quality AI visuals directly from the Claude interface, either Claude Code or Co-work. And lastly, my personal favorite is the Beehive MCP. Beehive is the first email platform ever to launch
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an MCP. And this allows you to use Claude literally to write emails and analyze your email subscriber list through Beehive, but via Claude. All three of these are extremely powerful and I've linked them below if you want to play with them. Again, I haven't used
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them extensively, but I will test them if you guys want me to in the comments.
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All right, guys. That is all I've got for this video. As promised, these are five of the most helpful clawed contentbased workflows using co-work and using all the skills below. They don't produce slop and they help you improve
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your content and content strategy much faster. Now, I've got several more of these claude skills in the chamber specifically around ideiation, script writing, and more. So, if you want me to make a part two to this video where I do
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another batch of five, comment the chef like usual and let me know. Say, "Give me the MCP tool chef." And I'll know to make a second video. As always guys, I'm trying my absolute best to give you the
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non-obvious stuff that I just don't see covered all the time in this space. If you're a serious creator or business owner, you can probably already tell this is going to be one of the best channels you could possibly watch. So,
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make sure to like, make sure to subscribe, and drop in the comments what you want to see me cover next. And lastly, guys, make sure you download all the free stuff in the description. I spent hours and hours making all those
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skills, organizing them for you. They're right there for you. So, take those and it'll make it way easier to use co-work to grow your channels. Thanks again to Anthropic for sponsoring this video. We will see you guys on the next one.
Topics:ClaudeCoworksocial media growthClaude skillscontent strategySandcastles.aiMCPWhisper Flowhook writingcreator breakout detector
