My content plan for 2025 to build a personal brand on social media
2025 is the year when I am betting heavy on personal branding across social media.
I have always had an interest on social media and the whole documenting in public idea. But frankly, my effort has been far from ideal.
In 2025 I will go at it with a structured plan and leverage recent progresses on the AI front to assist me and deliver higher quality content.
With that said, what will underpin my content is the motto of
Documenting my journey in public. Aspiring C.O.O. in the long run.
X
This is where I will be most active. The account is still small at just over 100 followers. So at first I will be spending most time engaging with other accounts by replying with “thoughtful comments”, i.e. continuing the conversation rather than reply for the sake of replying.
Content-wise this will be where I post new ideas I get from reading books / listening to podcasts / watching videos, and also ideas I get on my own to put out there.
Quotes will be an easy one to thrown in the mix to fill content gaps. It’s also a low-hanging fruit to drop links for personal projects, e.g. Streamlit web apps, new YouTube videos, or podcast episodes.
I won’t be sharing links to the blog posts from Substack and Medium — instead I will post the content directly. In fact, I am planning to derive blog posts from X posts. In other words, most of the content will go from short to long form, but from experience there will be opportunities to drive content the other way around, especially from my existing Medium blogs.
And the last point for X: inspiration I got from Andrew Huberman. I will also upload podcast episodes directly on X and then link to Spotify and YouTube. More on the podcast under the Spotify section.
Substack
I tried it earlier in 2024 and sadly I stopped… but I am pickling it up now again and will act as a combination of X and Medium. I will be able to reuse short form content from X (called notes here) and reuse long form content from Medium (called blogs here).
Cherry on top is that I can generate an email newsletter automatically upon release of blogs :)
Much like X, I will be spending time engaging with other creators to draw attention to my Substack.
Medium
More of the same. It will be a continuation of the blog posts (i.e. long form) I have written since 2019.
These blogs will include documentary of my self-improvement journey, discussion at length of ideas (a bit of self-reflection and philosophy), and more technical blogs, including tutorials and walkthroughs of personal projects.
On the topic of AI assistants, I will be relying heavily on Gemini and ChatGPT and whatever others pop up (DeepSeek is currently on my radar).
I won’t release full AI blog posts. What I will do is a) bounce my ideas off the AI models and b) occasionally have them write a draft post which I will then rewrite myself. My goal with AI assistants is to reduce the attrition of turning a blank page into a complete blog post and essentially being a step way from consulting information available on the Internet, almost independent of format.
Changing my approach ever so slightly compared with the last two years.
I will focus more on content about business / work life, and a little bit around mental health and personal development when I feel it’s appropriate.
And because it’s LinkedIn and it’s effectively building my “professional avatar”, I will post predominantly content related to technology and what I learned specifically toward earning a C.O.O. role.
With that said, that long form content will all be links to Substack and/or Medium blogs. I will push more for Substack because I want my Substack to grow, but also conscious most of my views/reads for Medium come from me sharing the blogs on LinkedIn.
Finally, with all the above said, I will occasionally post content from those topics but in short-form. X posts / Substack notes that, again, I feel are appropriate.
Spotify
So this is the big thing for 2025. Short-form will lead to long-form content, and then those blogs will lead to…. podcast episodes.
P.S: the podcast is called The Adaptable Chameleon Podcast with José Fernando Costa and the first episode will be released on January 6th.
Now in the age of AI I can leverage Google’s NotebookLM to generate the audio with two hosts that are way better on the voice medium than I could be. Honestly they even add new ideas and their own comments that add a lot of value to the original content. Even as the writer of the original blog I am fascinated listening to them discuss the topics.
This means I will stick to the written medium, but then use NotebookLM to generate the podcast episodes (10–25 minutes long), then uploaded to Spotify.
YouTube
So on YouTube I will have three content domains (all regular videos, no shorts at least for now):
- Gaming VODs from Twitch (I could stream directly on YouTube but this way I stream on Twitch AND can export the recording to YouTube).
- Video editing and remix featuring shows like The Bear and House MD, or even clips of online personalities like David Goggins and Alex Hormorzi. Here I leverage Suno AI to generate the soundtrack for the videos.
- Podcast episodes in video format. This will be the same video uploaded to X, i.e. the Spotify audio but in video format with an infinite loop animation playing in the background, sourced from Pexels.
Overall I know I could do with dedicated YouTube channels, but at least in the beginning I will stick with a single channel for video content I release.
Twitch
And last but not least, Twitch. I don’t spend much time with video games anymore, and even when I do it’s likely I will play handheld on the Steam Deck.
However, when I play on my Desktop PC then I can stream to Twitch. Afterward I export the VOD to YouTube so a) I can persist a copy of the stream, b) the content is then available on YouTube for people to find.
AI Assistants
I have described AI assistance through the post but I still want to group all that information at the end. Two principles to keep in mind for the integration of AI in my workflow:
- I won’t post text content that is AI generated, be it short or long-form.
- I will use AI to generate the podcast audio, which will be using the rest of my content as the original content to draw from.
As such, I will use AI assistants to:
- Critic my ideas.
- Generate drafts when I struggle to elaborate on the original idea of the post.
- Generate the complete audio for the podcast episodes.
- Generate (cover) images for posts.
- Double check information online from multiple sources efficiently.
And to wrap this section, here is a list of different AI services and what I (will) use them for:
- Google Gemini: Critic ideas, generate drafts & cover images, and look up information.
- ChatGPT: Critic ideas, generate drafts & cover images.
- Claude AI: Generate code, help debugging solutions in technical personal projects.
- Suno AI: Generate soundtracks for my videos.
- Google NotebookLM: Generate the audio for my podcast episodes using my blog posts as source material.
Closing Thoughts
No two ways about it, this will be a ton of work.
My goal with all this planning is to better visualise where I can create efficiencies like reusing content between X and Substack. I even remembered I could upload the podcast directly to X as I wrote this blog!
It will be a lot of fun, a lot of hard work, but as I say at the beginning of this post, it’s another step in me documenting in public my journey toward earning a C.O.O. role.
