Claude Cowork - Head of Content

Your AI-powered content research coworker. Stop guessing what content works—let Claude research, analyze, and surface winning patterns across X/Twitter, Instagram, YouTube, and TikTok.

Check out this YouTube video where we walk through setting up and using Head of Content.

A Claude Cowork skill set that automates social media content research—identifying high-performing content, analyzing viral patterns with AI, and generating actionable content strategies.

Get Your API Keys

Service	What It Powers	Sign Up
Apify	X/Twitter, Instagram, TikTok scraping	Sign up for Apify
TubeLab	YouTube outlier detection	Sign up for TubeLab

What This Does

• Research high-performing content across 4 major platforms
• Identify statistical outliers using engagement scoring algorithms
• Analyze videos with AI to extract hooks, structure, and replicable patterns
• Generate content plans with cross-platform opportunity scoring
• Create platform playbooks with specific recommendations

Prerequisites

• macOS (required for Claude CoWork)
• Claude Max Plan (required for custom skills)
• Claude Desktop installed
• Python 3.8+ with pip

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Quick Start

1. Clone the Repository

git clone https://github.com/bradautomates/head-of-content.git
cd head-of-content

2. Set Up Your Environment

Copy the example environment file and add your API keys (see API Keys Setup below):

cp .env.example .env

Then edit .env with your API keys.

3. Open in Claude Desktop

1. Open Claude Desktop
2. Click the Claude Coworker tab the in sidebar
3. At the bottom of the panel, click Work in a folder
4. Select your head-of-content folder

4. Install the Skills

The repository includes 6 .skill files that need to be added to Claude Desktop:

1. In Claude Desktop, go to Settings (gear icon)
2. Click Capabilities
3. Click Skills
4. Click Add Skill
5. Upload each .skill file from your head-of-content folder:
   • x-research.skill
   • instagram-research.skill
   • youtube-research.skill
   • tiktok-research.skill
   • video-content-analyzer.skill
   • content-planner.skill

Repeat the "Add Skill" process for each file.

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API Keys Setup

This repository requires 3 API keys.

Apify (X/Twitter, Instagram, TikTok)

Apify powers the social media scraping for X, Instagram, and TikTok.

Actors used:

• Tweet Scraper V2 - X/Twitter posts and profiles
• Instagram Scraper - Instagram posts and reels
• TikTok Scraper - TikTok videos and profiles

Setup:

1. Go to console.apify.com
2. Click Sign Up (A paid subscription is required for the X scraper to function as expected)
3. After signing in, go to Settings > Integrations
4. Copy your Personal API Token

Cost: Free tier includes $5/month. Research runs typically cost $0.10-$0.50 depending on volume.

TubeLab (YouTube)

TubeLab provides YouTube outlier detection and video intelligence.

APIs used:

• Outliers API - Find viral videos in any niche
• Transcripts API - Get video transcripts

Setup:

1. Go to tubelab.net
2. Click Sign Up and create an account
3. Go to Settings > API (or visit tubelab.net/settings/api)
4. Generate and copy your API Key

Cost: Free tier available. Paid plans start at ~$29/month for higher limits.

Google Gemini (Video Analysis)

Gemini AI analyzes video content to extract hooks, patterns, and structure.

1. Go to aistudio.google.com
2. Sign in with your Google account
3. Click Get API Key (or visit aistudio.google.com/apikey)
4. Click Create API Key and copy it

Cost: Free tier includes 60 requests/minute. More than enough for research.

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Environment Setup

Create Your .env File

Copy the example environment file:

cp .env.example .env

Open .env in your editor and add your API keys:

# YouTube Research - TubeLab API
TUBELAB_API_KEY=your-tubelab-api-key-here

# X/Twitter, Instagram, TikTok Research - Apify API
APIFY_TOKEN=your-apify-token-here

# Video Analysis - Gemini API
GEMINI_API_KEY=your-gemini-api-key-here

Verify Setup

Test that your environment is configured correctly:

# Load environment variables
export $(cat .env | grep -v '^#' | xargs)

# Verify they're set
echo "Apify: ${APIFY_TOKEN:0:10}..."
echo "TubeLab: ${TUBELAB_API_KEY:0:10}..."
echo "Gemini: ${GEMINI_API_KEY:0:10}..."

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Configure Your Research Targets

Before running research, configure which accounts to track in .claude/context/:

X/Twitter Accounts

Edit .claude/context/x-accounts.md:

# X/Twitter Accounts to Track

| Username | Niche | Notes |
|----------|-------|-------|
| @levelsio | indie hacking | bootstrapped founder, viral tweets |
| @naval | philosophy/startups | high engagement threads |
| @sahaborhani | AI/tech | technical content |

Instagram Accounts

Edit .claude/context/instagram-accounts.md:

# Instagram Accounts to Track

| Username | Niche | Notes |
|----------|-------|-------|
| @garyvee | marketing | high volume, reels focus |
| @hormozi | business | educational content |

TikTok Accounts

Edit .claude/context/tiktok-accounts.md:

# TikTok Accounts to Track

| Username | Niche | Notes |
|----------|-------|-------|
| @garyvee | marketing | cross-platform content |
| @tiktokcreators | meta/tips | platform trends |

YouTube Channel (Your Channel)

Edit .claude/context/youtube-channel.md with your channel info:

# YouTube Channel Context

## Channel Information
- **Channel Name:** Your Channel Name
- **Channel Handle:** @yourhandle
- **Channel ID:** UCxxxxxxxxxxxxxxxxxx

## Niche & Positioning
- **Primary Niche:** Your niche
- **Content Style:** Your style
- **Target Audience:** Your audience

## Content Strategy
- **Typical Video Length:** 10-20mins
- **Upload Frequency:** Weekly
- **Best Performing Topics:** Your best topics

## Goals
- **Growth Targets:** Your subscriber goal
- **Content Goals:** Your content goals

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Available Skills

Once connected, these skills are available in Claude Desktop:

Command	Description
/x-research	Research X/Twitter content
/instagram-research	Research Instagram reels and posts
/youtube-research	Find YouTube outliers in your niche
/tiktok-research	Research TikTok videos
/content-planner	Run all research + create content plan

Type / in the chat to see all available skills.

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Usage

Run Individual Platform Research

In Claude Desktop, simply invoke the skill:

Run x-research

This will:

1. Fetch recent content from your tracked accounts
2. Calculate engagement scores and identify outliers
3. Analyze top videos with AI (if applicable)
4. Generate a report in x-research/YYYY-MM-DD_HHMMSS/

Run Full Content Planning

For comprehensive cross-platform research:

Run content-planner

This will:

1. Run all 4 platform research skills in parallel
2. Aggregate findings across platforms
3. Identify cross-platform content opportunities
4. Generate platform-specific playbooks
5. Output everything to content-plans/YYYY-MM-DD_HHMMSS/

Natural Language

You can also just ask Claude:

• "Research what's performing on X right now"
• "Find trending content in my Instagram niche"
• "Create a content plan for next week"
• "What videos are going viral on TikTok?"

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Output Structure

Platform Research Output

Each research run creates a timestamped folder:

x-research/2024-01-15_143022/
├── raw.json            # Raw API data
├── outliers.json       # Identified outliers with metrics
├── video-analysis.json # AI-extracted patterns (if videos)
└── report.md           # Human-readable summary

Content Plan Output

content-plans/2024-01-15_143022/
├── content-ideas.md       # Cross-platform content opportunities
├── x-playbook.md          # X/Twitter specific intelligence
├── instagram-playbook.md  # Instagram specific intelligence
├── youtube-playbook.md    # YouTube specific intelligence
└── tiktok-playbook.md     # TikTok specific intelligence

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Engagement Scoring

Each platform uses optimized engagement weights:

X/Twitter

Signal	Weight	Why
Bookmarks	4x	Strongest intent signal
Replies	3x	Conversation starter
Retweets	2x	Amplification
Quotes	2x	Commentary
Likes	1x	Passive approval

Instagram

engagement = likes + (3 × comments) + (0.1 × views)

TikTok

engagement = likes + (3 × comments) + (2 × shares) + (2 × saves) + (0.05 × views)

YouTube

score = zScore × recency_boost  (5% daily decay)

Outlier threshold: Content scoring above mean + (2.0 × std_dev) is flagged as an outlier.

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Troubleshooting

"API key not found" errors

# Make sure .env exists and has your keys
cat .env

# Load environment variables before running
export $(cat .env | grep -v '^#' | xargs)

"No accounts configured" warnings

Make sure you've added accounts to track in .claude/context/:

• x-accounts.md
• instagram-accounts.md
• tiktok-accounts.md

Cowork not showing in Claude Desktop

1. Verify you're on the Claude Max plan
2. Update and restart Claude Desktop

Apify rate limits

The free Apify tier has usage limits. If you hit them:

• Reduce the number of accounts tracked
• Increase time between research runs
• Consider upgrading your Apify plan

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License

MIT License - Feel free to modify and distribute.

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Contributing

Contributions welcome! To add new skills or improve existing ones:

1. Fork the repository
2. Use /skill-creator to scaffold new skills
3. Follow the patterns in existing skills
4. Submit a pull request

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