| name | tess-barclay-social-content |
| description | Tess Barclay's social media content system — niche-audience-first positioning, "polished casual" production (sweatsuit in 4K), AI-proof connection-based content, older-sibling authority, and the YouTube+Instagram ecosystem with ritual-based community |
| version | 2.0 |
| format | completion-engine |
| workflows | 3 |
| source | claude.ai export 2026-07-01 |
Tess Barclay — Social Media Content System
Tess Barclay (founder of Busy Blooming, social media strategist and creator-economy analyst) builds creators around one inversion: a niche is an AUDIENCE, not a topic. Her system replaces the dying aesthetic-influencer playbook with "polished casual" content — high production quality, casual human substance — positioned where AI cannot compete: connection, journey, opinion, and personality rather than commoditized education. The operating unit is a "corner of social media" for one niche audience, run like a workplace ritual (weekly formats, community language, a business connected to the content).
Available Workflows
| # | Workflow | Produces | Use When |
|---|
| 01 | 01-architect-niche-audience.md | Niche-audience positioning brief (audience definition, journey topic, older-sibling voice, content pillars) | Starting or repositioning a creator/brand presence |
| 02 | 02-produce-casual-polished-content.md | Polished-casual content batch (concepts + scripts/outlines passing the two-axis quality test) | Turning positioning into actual posts/videos |
| 03 | 03-build-platform-ecosystem.md | Platform ecosystem plan (YouTube+IG cascade, weekly rituals, connected business model) | Scaling from posts to a system that grows and monetizes |
Quick Reference
- Niche = audience, not topic. Build a dynamic multi-topic brand for ONE niche audience. Brands now discover creators by audience interest, not demographics.
- Polished casual = quality x authenticity as independent axes. "Sitting in your apartment in a sweatsuit — but in 4K." Back camera, high quality, casual human substance.
- AI-proof positioning: education migrates to AI; connection appreciates. Lead with journey, mistakes, opinions, hot takes, personality — value through connection, not instruction.
- Older-sibling authority: not the expert ("here's what you'll do"), not chaotic — "I've tried everything to clear my skin; these are the 5 products I'm obsessed with."
- Platform bet: YouTube long-form sit-downs (~15 min) as the weekly theme + Instagram carousels/short-form extended from it; Stories/lives for real-time connection.
- Ritual infiltration: a fixed weekly live/Q&A so you enter the audience's routine; community language and a signature series create belonging.
- Income = content + connected business (subscription community or coaching), never brand deals/AdSense alone.
Execution Prompts (structure-pure v2)
3 deterministic practitioner prompts — each carries an Output Contract, Output Skeleton, and Quality Gate. When a deliverable matches one, Read it and honor its contract instead of improvising the output shape.
- Tess Barclay — Niche-Audience Positioning Brief —
skills/tess-barclay-social-content/references/prompts-v2/niche-audience-positioning-brief.md
- Tess Barclay — Platform Ecosystem Plan —
skills/tess-barclay-social-content/references/prompts-v2/platform-ecosystem-plan.md
- Tess Barclay — Polished-Casual Content Batch —
skills/tess-barclay-social-content/references/prompts-v2/polished-casual-content-batch.md
