Roberto Martínez explains how he systematized content creation in 2020: record a weekly long-form podcast, extract about ten clips, rank those clips by perceived virality, and schedule them across multiple social networks. He logged weekly views and posting times in Excel to build a publication algorithm, enabling steady presence without constant engagement. Oso Trava raises the trade-off between optimizing for algorithmic growth and maintaining personal boundaries about topics and on-camera presence.
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Systematization was the perfect solution for me. All I had to do was record content and I would distribute it on different days. In 2020, I said, well, that experience was cool. I'm quitting the agency and I'm going to apply all these ideas I had for projects that I had proposed to my own project. One of those ideas would become clips, which are now a podcast standard. Hey, you take long content, clip it and distribute it on all social networks. At that time, the clip format didn't exist in Mexico and many other places. Joe Rogan did it and he did it very well and I think that was key to its distribution. But he only did it on YouTube. He didn't take advantage of Facebook, he didn't take advantage of Instagram, Twitter, I don't know if it had video. But he didn't take advantage of other social networks. The only one who did it really well was Gary B. Gary B. Was ahead of his time and he had the idea from that time onwards, from macro to micro. So I started doing that. I started recording a one hour video a week, a podcast, and I started distributing the clips one per week, which today, I insist, sounds very logical. But at that time it wasn't. Following my optimization and systematization methodology, I started doing everything myself. I recorded the video, made the clips and started testing and publishing them. I wrote down the visits I had each week in an Excel file. I wrote down the times when I published them and started to create a publication algorithm. So what I did was record an episode of my podcast, take 10 clips and rank those clips in terms of potential virality, which also depended on how I thought they would go. That ranking determined the scheduling on the different social networks. And so I was present on social networks without being present on social networks.
And I had some kind of margin. What you didn't want was to become a victim of the algorithm, Right? For the algorithm to dictate what you talked about, what clip you released. But at the same time, you want growth, you want virality. Where do you draw that line between, okay, here it is on one side, it's going to give me more virality, but it's not something I'm willing to do, touch, talk about. Or is it a line that I'm willing to reach and maybe push a little bit more than talking? It was a question of presence. I mean, there were places where I didn't want to record, where I didn't want to be in front of the camera. Although I don't practice my career as such today, but I am a programmer. I like being on the computer all day, experimenting. Back then programming.
