Yui | content plan, built in public

Draft 1, Sep 24 2026. Card BIZ-4. Public, like the rest of the project.

Current plan: the go-to-market plan (SITE-20, Sep 24) pulls this doc and BIZ-5 (social accounts) into one page with the first 30 days. This doc stays as the detail. Where they differ, the GTM plan wins.

Companion docs: BIZ-1 marketing and positioning (what we say, what we never claim), BIZ-2 outreach plan (where Hermes users are, message drafts), BIZ-3 revenue models (no dark patterns). Per-account bios and voice are BIZ-5.

Nothing in this doc has been posted. Every social post below is a draft. The open source grant covers publishing code, docs and progress on yuigui.com and GitHub. It does not cover posts on social accounts or in other people's communities. Those go out only after Chris approves them.

The short version

• The engine: real progress in, drafts out. Every shipped card already writes a line to site/content/progress.json. That line, plus the screenshot or screen recording that proves it, becomes the raw material for every post. We never write content about something that has not shipped.
• Modeled on Justice Watch: one source of truth, an agent that drafts from it, a validator that hard-fails bad copy, and a runway of scheduled posts days ahead. The difference: Justice Watch runs on pre-approved drafts. Yui social posts are Chris-approved one by one until he says otherwise.
• Four kinds of content: ship posts (every TestFlight build, every new preset), the Friday weekly update (already running), long-form pieces (one every week or two), and demo videos (short clips per preset, one hero video, one walkthrough).
• Who does what: the agent drafts, records, validates and queues. Chris approves, and posts himself from his own accounts. Nobody posts in someone else's community without Chris.
• Cadence: a steady trickle beats a launch-day dump. About one post a day on @yuiguiai at most, one founder post a week from Chris, one long-form piece every week or two, the weekly update every Friday, never skipped.
• Gates: social posting starts when the @yuiguiai handles exist (BIZ-5, Chris creates them). Community posts wait for the BIZ-2 gate: the plugin installs on a machine that is not Chris's and the public TestFlight link works (YUI-22). Video-led posts wait for the recording pipeline.

Part 1 | What we learned from Justice Watch (and Vibe Jam)

Justice Watch has published one post a day on the AMC Defense Law site for months with almost no human time. What makes it work, and what we copy:

Two lessons from Vibe Jam's social pipeline (the fleet's other content engine):

• Carousels that explain beat one image and a long caption. Chris called a single-image post "very uninspiring." On Instagram and LinkedIn, every Yui explainer is a 5 to 8 slide carousel, one idea per slide, a hook on slide 1, a one-line caption, no hashtags.
• Build ahead and use the infra we already have. Vibe Jam posts through its own site's queue and scheduler, with a week always visible. Yui should reuse that code, not invent a second system.

Part 2 | The four kinds of content

2.1 Ship posts (from real progress)

Triggered by a new progress.json entry. One entry can make zero to three posts. Most small ships make one.

The hook for most ship posts is the same shape as the origin story: what the agent used to send, and what it sends now. "Asked for 40/20 intervals, got a paragraph. Now it's a timer."

2.2 The weekly update (already running)

Cron yui-weekly-update, Fridays 17:00 ET, writes one entry on yuigui.com/progress: what shipped, what is next, one honest problem. That entry stays the anchor of the week. What this plan adds:

• A Friday X thread that links it: 3 to 5 posts, one per shipped thing, each with its image.
• A Friday LinkedIn post from Chris (founder voice, one paragraph, one image).
• If nothing shipped, the thread is one post that says so and names what is blocking. The build-in-public promise is that we say the slow weeks out loud too.

2.3 Long-form pieces

Published on yuigui.com first (the site is the public record), then shared. 800 to 1,500 words, plain words, a screenshot or diagram every few paragraphs, honest numbers. Each gets its own card so it has a proof trail.

Rule from BUILD-IN-PUBLIC.md applies to all of it: no credentials, costs or spend, client names, Chris's personal details, other agents' private data, or anything from AMC.

2.4 Demo videos

Rules: real app, real agent, no mockups passed off as the app. Captions burned in (most people watch muted). No music that needs a license. Vertical 9:16 for shorts, 16:9 for YouTube and the site.

Part 3 | Formats per platform

Handles are yuiguiai everywhere (BIZ-5 writes the bios and per-account voice). "Chris" means his personal account.

Never the same text in two places. Every platform gets its own cut.

Part 4 | Who drafts, who approves

Worth deciding after two weeks: Chris lifted the approval step for Hank's Vibe Jam brand once the posts were consistently good. The same could apply to @yuiguiai ship posts (not to Chris's accounts or other communities). My recommendation: keep the gate for the first two weeks, then look at how many drafts he changed. If it is close to none, lift it for ship posts only.

Part 5 | Automation proposal

Proposed, not built. Each piece is its own card.

5.1 The drafter (cron yui-social-drafter, urza, daily 18:30 ET)

1. Read site/content/progress.json from ~/dev/yuigui main. Take every entry newer than the high-water mark in social/state.json. Not "the last 24 hours": Justice Watch lost documents to a time window once, and a high-water mark cannot.
2. For each entry, pick the post types from the table in 2.1 and write one draft file per platform to social/queue/<date>-<slug>-<platform>.md:

   ---
   platform: x
   account: yuiguiai
   source: progress.json 2026-09-24 "Talk to your agent in Yui"
   media: [site/public/demo/<file>.jpg]
   slot: 2026-09-29T09:00:00-04:00
   status: draft
   ---
   <post text>
   

3. Media comes from site/public/demo/, the app's UI test screenshots, and the recordings in 5.3. A draft with no real media is dropped, not posted as text-only filler.
4. Run the validator. Anything that fails is fixed or dropped before Chris sees it.
5. Advance the high-water mark. Commit the queue (it is public like everything else; drafts are marked status: draft so nobody mistakes them for posts).
6. If there are new drafts, send Chris one Telegram message: 🔴 first line, "Asking to publish N posts on @yuiguiai", then each draft numbered with its text and slot. He answers "ok 1 3", "edit 2: ..." or "no". Silent when there is nothing new.

5.2 The validator (social/validate.mjs)

Hard fails, like Justice Watch's validate-blog-mdx.py:

• Em dashes. Banned words: revolutionary, seamless, AI-powered, next-generation, supercharge, "the future of", and the fleet's list (leverage, delve, additionally, furthermore, crucial, pivotal, landscape, notably, vital).
• BIZ-1's must-not-claim list: "first", "most compact", "any agent" / "every agent framework", "native, unlike everyone".
• A token multiplier that is not 1.6x, 2.7x or 3.9x, or one of those quoted without naming what it is against.
• Email addresses, phone numbers, API keys, dollar amounts (no costs or spend), client names, anything AMC.
• Over the platform limit (X 280 unless it is a thread; captions per BIZ-5).
• A media path that does not exist on disk.
• Two posts on the same account in the same slot.

5.3 The recording pipeline

Clips need to be cheap or they will not happen. Proposal: a YuiDemo UI test in the app repo that plays a scripted Yui Lines conversation per preset in the simulator while xcrun simctl io booted recordVideo captures it, then trims to 9:16 and 16:9 with ffmpeg and burns in one caption. Output to yuigui/site/public/demo/clips/. Run on demand and after any card that adds a preset. Real device recordings from Chris's phone beat simulator clips for the hero video, so SITE-3 stays a human-in-the-loop piece.

5.4 The scheduler (reuse Vibe Jam's)

Vibe Jam already has a working queue: a posts table, an admin page that shows a week ahead, and a Vercel cron that posts to Instagram and X, with the double-post and token-refresh bugs fixed on Sep 23. Port that code into the yuigui.com site with a yui_social_posts table in the PostScarcity AI Supabase project (PROOF, every table prefixed yui_). Approved drafts move from social/queue/ into the table with their slot. Until the handles exist and Chris approves the first batch, this stays unbuilt and nothing posts.

5.5 Long-form route

Long-form pieces need a home. Proposal: /notes, rendered from docs/notes/*.md the same way /business renders docs/business/. Linked from the site nav and from each weekly update.

Part 6 | The first six weeks

Weeks start Monday. "Ship slot" means whatever actually shipped that week becomes the post; if nothing shipped, the slot stays empty. Posts that need something not ready yet say so in brackets and slide a week if it is late.

Week 1 | Sep 28 to Oct 4: the record and the story

• Site: long-form L4 Why Yui is open source. Everything it needs exists.
• Site: build /notes (5.5) so L4 has a home.
• Chris, X and LinkedIn: the origin story, short version of L1, with the Telegram-paragraph screenshot next to the Yui timer.
• @yuiguiai: nothing yet unless the handles exist [needs BIZ-5, Chris creates the pages]. If they do: one pinned post linking yuigui.com/progress.
• Friday: weekly update (cron) + Chris's LinkedIn note.
• Automation: validator (5.2) and drafter (5.1) built and dry-run against the last two weeks of progress.json, drafts only.

Week 2 | Oct 5 to Oct 11: the drafter goes live

• Drafter runs daily; Chris approves the first real batch.
• @yuiguiai: 3 to 5 ship posts from the week's progress.json [needs handles].
• Site: long-form L1 My trainer agent sent me a paragraph, full version.
• Recording pipeline (5.3) built; first clips: timer, choose, form.
• Friday: weekly update + first Friday X thread.

Week 3 | Oct 12 to Oct 18: show the presets

• Shorts: 2 preset clips (timer, gallery or compare) on YouTube, TikTok and Reels [needs recording pipeline].
• Instagram: first carousel, "How one line of text becomes a screen," 6 slides.
• Site: long-form L2 Why presets beat generated code.
• Ship slots on @yuiguiai.
• Review point: how many drafts did Chris edit? Decide on the gate for @yuiguiai ship posts (Part 4).

Week 4 | Oct 19 to Oct 25: the spec and the numbers

• Site: long-form L3 Yui Lines: one line, one screen, with the full benchmark split.
• X thread: the benchmark, all three numbers, method linked. Invite someone to write a parser in a language we lack (a good-first-issue on GitHub).
• Shorts: 2 more preset clips (chart, storyboard).
• Pairing video, if the public TestFlight link is live [needs YUI-22].
• Ship slots.

Week 5 | Oct 26 to Nov 1: first outside users

• If the BIZ-2 gate is met (plugin installs cleanly on someone else's machine, public TestFlight works): Chris posts the Nous Discord message and the plugin catalog PR from BIZ-2. Content this week supports that: the pairing video pinned, README hero video [needs SITE-3].
• If the gate is not met: say so in the weekly update and keep shipping posts. Do not post in communities early.
• Site: long-form L5 Building an iPhone app with a team of agents.
• Shorts: 2 clips.

Week 6 | Nov 2 to Nov 8: listen and write it down

• Chris, Reddit: one build write-up in r/hermesagent per BIZ-2 3.4, only if the gate was met in week 5 and someone checked the sub's rules from a logged-in browser.
• @yuiguiai: posts built from beta feedback acted on (fix, and how long it took).
• Instagram: second carousel, before and after (Telegram reply vs Yui screen).
• Site: L6 if per-agent themes shipped, otherwise L7 with whatever beta numbers exist, or skip it and say why.
• Retro in the weekly update: what posts worked, what got ignored, what changes for weeks 7 to 12.

Part 7 | How we know it is working

Few numbers, reported honestly in the Friday update where they are public-safe:

• Invite requests and TestFlight installs per week, and which post or page they came from.
• Outside GitHub issues and PRs. This matters more than stars.
• Plays and completion on the preset clips (do people watch a 10-second clip to the end?).
• Drafts approved unchanged vs edited vs rejected. This is the agent's report card.
• Posts skipped because nothing shipped. Zero is not the goal; honesty is.

Not tracked: follower counts as a goal, engagement bait, anything that needs reading users' messages.

Open questions for Chris

1. Handles: when will the @yuiguiai pages exist? Week 1 social posts wait on them.
2. Approval: one Telegram review message a day (my recommendation), or a weekly batch on Sunday?
3. The gate on @yuiguiai ship posts: keep it, or lift it after two clean weeks like Vibe Jam?
4. Founder posts: are you willing to post the origin story on your own X and LinkedIn in week 1? It is the best hook we have and it lands better from you than from a brand account.
5. Scheduler: OK to port the Vibe Jam scheduler code into yuigui.com rather than build a new one?