People person from a small town. Working hard to better myself everyday and will take on every project I have time for.

Chris Cunningham

Head of Marketing: I need $400K for a rebrand.
CEO: What's wrong with our brand?
Head of Marketing: The agency said it feels "dated" and "doesn't reflect where we're headed as a company."

CEO: Which agency?

Head of Marketing: The one that charges $400K for rebrands.

CEO: Walk me through what $400K gets us.

Head of Marketing: A new logo, updated color palette, brand guidelines document that's 97 pages long, a new font, and a "brand story" video that we'll post on LinkedIn and get at least 2,000 views.

CEO: And that drives revenue how?

Head of Marketing: It doesn't directly, but the agency said it'll "reposition us in the market" and "signal maturity to enterprise buyers."

CEO: Have any enterprise buyers told you our brand is the problem?

Head of Marketing: No. They've told us our onboarding is confusing, our pricing page makes no sense, and they can't find a case study for their industry. None of which a new logo fixes.

CEO: So why are we talking about a rebrand?

Head of Marketing: Because... honestly? Because our competitor just did one and it looked really clean.

CEO: So we're spending $400K because someone else changed their shade of blue.

Head of Marketing: When you put it like that...

CEO: Here's what I want instead. Take $50K and fix the pricing page. Take $50K and build 5 industry-specific case studies. Take $50K and redesign onboarding. Keep the other $250K.

Head of Marketing: But the brand feels...

CEO: The brand feels fine. Revenue feels slow. Fix what customers are actually complaining about and I promise you nobody will care what shade of blue the logo is.

Head of Marketing: You're right.

CEO: I know.

PS - This is how the conversations should have gone at Jaguar, Cracker Barrel, and the other rebrands last year. Most rebrands solve an internal identity crisis, not a customer problem. If no buyer has ever told you your brand is the reason they didn't buy, the money is better spent almost anywhere else.

I'm Chris Cunningham - I run social at ClickUp.

Follow me for more actionable marketing tips & tricks.

Chris  Cunningham

We spend $20k/month on content at ClickUp and get 250M+ impressions. Everyone asks me for the secret sauce, so here it is. We stopped hiring "content creators" and started hiring unemployed actors from LA...

Sounds crazy. I know. But read to the end & I promise it'll make sense.

There are literally thousands of insanely talented actors with theatre training, improv experience, and zero work. They're fighting for background roles just to pay the rent.

Meanwhile, LinkedIn/TikTok Influencers want $10k/month to recycle the same hooks everyone else uses.

Here's how I accidently tapped into the actor ecosystem...

I first found Luke when he was doing TikToks for another company. They let him go. I hired him 10 minutes after he texted me.

First month, Luke didn't even know what ClickUp was. We had to teach him what project management software does.

Now he's the face of our brand, creating videos that hit 100+ million views making fun of corporate life.

Luke worked because he could act. That was it.

So I started thinking about where else in LA I could find people like him.

The Groundlings came up in a conversation. That's the top improv group in LA where Will Ferrell and Kristen Wiig trained, so I went and cherry-picked actors from their roster.

Best decision I've ever made for ClickUp's content engine.

Here's what this actually costs:
➝ Beginner actor: $60-80k/year
➝ Experienced actor: $100-130k/year
➝ Comedy writers: $100-150/hour for our Monday writer's room
➝ Background talent: $200-300/day when we need them

Compare that to "social media experts" charging $7-10k per video.

But wait, it gets better. The added bonus is that actors are actually professionals...

They show up on time.
They memorize lines.
They take direction without ego.
They're trained to entertain humans, not game algorithms.

Unlike most content creators, all actors want is consistent work and someone who believes in them.

The talent's all in LA and NYC, desperate for work, and they'll transform your content for less than you're paying that agency right now.

Thoughts?

Head of Marketing: I want to eliminate the MQL.
CEO: That's literally how we measure marketing. What are you going to report to the board?
Head of Marketing: Pipeline. Revenue. The things that actually matter.

CEO: MQLs lead to pipeline.

Head of Marketing: Do they? Last quarter we generated 4,200 MQLs. Sales accepted 600. Of those, 43 became opportunities. 9 closed. We threw a party when we hit the MQL goal. Sales missed quota by 35%.

CEO: So the problem is lead quality, not the metric.

Head of Marketing: The metric creates the quality problem. My team is incentivized to get someone to download a PDF. That's it. The moment they download, we've "won." What happens after that is sales' problem.

CEO: So change what counts as an MQL.

Head of Marketing: I've redefined it 4 times in 2 years. Every time, we game it. Marketing always hits the number. Pipeline never moves. Because we're not optimizing for a buying signal.

CEO: What do you want to measure instead?

Head of Marketing: Opportunities sourced by marketing, pipeline dollars, and closed revenue with marketing attribution. Things my team can't game by running another ebook campaign.

CEO: Sales is going to say they don't have enough leads.

Head of Marketing: Sales says that now. They have 4,200 MQLs and they're complaining because 90% of them are garbage. They don't want more leads. They want better ones. They've told me this directly.

CEO: The board is used to seeing MQL numbers.

Head of Marketing: The board is used to seeing a number go up while revenue stays flat. They're going to ask why eventually. I'd rather explain the change now than explain the failure later.

CEO: What happens to the demand gen team?

Head of Marketing: They'll stop optimizing for form fills and start optimizing for qualified meetings. When we give them a different target I'm confident they will hit it. Half of them have told me privately they're relieved.

CEO: If pipeline drops...

Head of Marketing: If pipeline drops I'll bring the MQL back. But when sales starts hitting quota because they're finally getting leads who actually want to talk to them, you'll forget MQLs existed.

CEO: One quarter.

Head of Marketing: When the sales team stops ignoring our leads and starts thanking us for them, you'll give me four.

PS - MQLs measure marketing activity. Pipeline measures marketing effectiveness. One makes your team feel good. The other makes your company money. Choose.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

If you're not testing AI video right now, you're already behind.

I say that as probably the biggest believer in human-made content you'll find in this space. I bet on it every day. In how I think about marketing, how I build campaigns, how I hire.

But I never stop testing AI. Not because I think it's going to replace what we do. Because I need to know where it's at.

So when Luma reached out to test their agents, I said yes immediately. I had to check it out!

Here's what I kept running into on projects before this: you start with a clear vision, the project moves through people and tools and revisions, and somewhere in all of that the original idea gets quietly diluted. 

Not because anyone dropped the ball. Just because every handoff loses a little something.

By the time you see the final cut, it technically checks every box. But it doesn't feel like the thing you had in your head at the start.

What I noticed with Luma: the context carries. Every step forward, the brief is still there. The thing you're building at the end still looks like the idea you had at the beginning.

I still work with human talent. That's not changing. But I've been using Luma more than I expected for developing ideas early and keeping things consistent across projects that touch a lot of hands.

I've tested a lot of AI video. Luma is the one I kept coming back to.

Dive into AI with Luma today: https://lnkd.in/gmz3dkQe

#LumaPartner

Head of Marketing: I'm shutting down our marketing automation sequences.
CEO: We have 23 active nurture tracks. That's 18 months of work..
Head of Marketing: 18 months of work that generates a 0.3% click rate. Our "engaged" leads are opening emails and immediately archiving them.

CEO: Nurture sequences warm up leads.

Head of Marketing: They used to. When inboxes weren't flooded with 47 other companies doing the exact same thing. Now our carefully crafted "Day 3" email sits between a competitor's "Day 3" email and a cold pitch from someone selling intent data.

CEO: So write better emails.

Head of Marketing: We rewrote them twice. A/B tested subject lines for 6 months. Hired a conversion copywriter. Open rates went up 8%. Pipeline from email went up zero because the problem isn't the writing. It's that nobody asked for 14 emails.

CEO: What's the alternative?

Head of Marketing: One email when they download something. One email when they hit pricing. A human follow-up from sales when intent signals say they're actually shopping. That's it. Three touches with actual relevance instead of 23 touches on a timer.

CEO: The ops team spent months building these workflows.

Head of Marketing: The ops team is spending 20 hours a week maintaining workflows that generate nothing. I talked to them. They'd rather build one system that works than babysit 23 that don't.

CEO: Our competitors have sophisticated automation.

Head of Marketing: Our competitors are sending the same "just checking in" email on Day 7 that we are. The buyer who gets 5 of those a week from different vendors isn't nurtured. They're annoyed.

CEO: Marketing automation is industry standard.

Head of Marketing: So was gating everything and measuring MQLs. Industry standard isn't working standard. The companies growing fastest right now are the ones whose emails you actually recognize because you only get one when it matters.

CEO: What happens to all those leads in the sequences?

Head of Marketing: If they're real buyers, sales reaches out based on intent. If they're not, we stop pretending a 14-email sequence will change that. We can't automate our way to trust.

CEO: If conversion drops...

Head of Marketing: If conversion drops I'll rebuild every sequence personally. But when our emails start getting replies instead of archives because people know when we reach out it actually means something, you'll wonder why we ever tried to automate relationships.

CEO: One quarter.

Head of Marketing: Deal.

PS - Marketing automation promised scale. It delivered spam. The best nurture sequence is a reputation so good that when you do email someone, they actually want to read it.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

I've never seen a brand struggle to hit 1M+ monthly impressions when they applied ALL of these principles to social media (bookmark this for later):

- Post 5x per week minimum without fail. Most brands quit after week 3. Consistency IS the algorithm hack everyone's looking for.

- Every piece of content must pass the Rule of 3. Does it add value? Educate? Make them laugh? If not, don't post it.

- Short-form content first, repurpose second. Test on TikTok/Reels, then adapt winners for YouTube Shorts and LinkedIn.

- Set an audacious goal publicly and update weekly progress. Build in public, especially when you miss. Vulnerability drives 3x more engagement than winning.

- Create characters people can relate to. Our IT guy with a lisp got 6,000 shares because he was human, not a product demo. B2B buyers share content that makes them feel something.

- Test everything for 60 days before killing it. Most marketers quit at 30 days, right before the algorithm figures out your audience. Get real data, then either 10x it or move on.

- Build machines around winners. Test → find what works → systematize → hand off → find the next thing. Your job is building systems, not being the talent.

- Know your ICP so well you can predict what makes them stop scrolling. Not demographics. Psychographics. What keeps them up at 2 AM? Answer that and you own their feed.

- Make content about work itself, not just your product. Own the humor in meetings, deadlines, office culture. That's the biggest whitespace in B2B nobody dominates.

- Break the pattern of what they expect to see. If your content could work for any brand with a logo swap, start over.

- Cap video budgets at $3K-$15K even with more money. Some of our best content came when we were broke. Constraints force creativity. High production screams "ad."

- Build 12 internal influencers, not just your founder. One person can't carry your entire brand forever.

- Track impressions first, conversions second. You can't convert people who never see you.

- Platform-specific content, not lazy reposts. What works on TikTok dies on LinkedIn. Adapt the idea, don't copy-paste.

- Engage with every comment in the first 60 minutes. The algorithm watches how you react to your audience. Comments are free distribution.

- Test ridiculous ideas that don't make sense. Our most random D-tier concepts have become some of our best A-tier performers. The market tells you what works.

- Never celebrate one viral hit. Going viral once is luck. Monthly is a system. Build the system, not the post.

The brands hitting 1M+ aren't smarter, they just stopped overthinking and started shipping.

What am I missing?

PS - I'm Chris Cunningham and I run social media marketing for ClickUp.

Follow me for more actionable marketing tips & tricks.

Head of Marketing: I'm cutting our Google Ads budget in half.
CEO: Paid search is our highest-converting channel. Why would you touch it?
Head of Marketing: Because 70% of that budget is bidding on our own name..

We're paying Google $18K a month so people who already want us can find us.

CEO: If we don't bid on our brand name, competitors will.

Head of Marketing: They already do. We tested turning off branded search for 2 weeks last quarter. Want to know what happened to demo requests? Nothing. Literally nothing changed. People who typed our name into Google still clicked our organic result. We just stopped paying for the click.

CEO: That's risky. What if we lose share to competitors?

Head of Marketing: We ran the math. In the 2 weeks we paused branded search, competitors picked up just 4% of those clicks, and none of them converted because those people were already looking for us. They clicked back.

CEO: What about non-branded search? That's real demand capture.

Head of Marketing: Non-branded is where it gets worse. Our cost per demo from non-branded search is $2,400. Our cost per demo from organic LinkedIn content is $340. And the LinkedIn demos close at 2x the rate because those people actually engaged with our thinking before they ever hit a landing page.

CEO: Search captures intent.

Head of Marketing: Search captures someone Googling a generic term. LinkedIn builds intent before they ever search. Those are fundamentally different buyers. One is comparison shopping. The other already trusts us.

CEO: The demand gen team lives and dies by paid search metrics.

Head of Marketing: The demand gen team has been optimizing cost-per-click for 3 years while our actual pipeline comes from channels they don't even track. I showed them the data last week. They didn't argue. They asked why nobody told them sooner.

CEO: If demo volume drops..

Head of Marketing: If demo volume drops because we stopped paying Google to serve ads to people who were already clicking our organic link, we have a brand problem, not a media buying problem.

CEO: One quarter.

Head of Marketing: When cost per acquisition drops 40% and demo quality goes up, you'll cut the other half yourself.

CEO: Don't get ahead of yourself.

PS - Paying Google to capture demand you already created is the most expensive habit in B2B marketing. The best brands don't buy clicks. They earn them.

I'm Chris Cunningham - I run social media at ClickUp.

Follow me for more actionable marketing tips & tricks.

$20K → $3.4M in pipeline.
That’s what one SaaS generated last quarter with Creator-Led Growth.

At ClickUp, we run creator partnerships internally.
So I know how powerful this channel can be.
But I also know how hard it is to execute properly.

Most SaaS teams think it’s:
Find creators → sponsor posts → done.
It’s not.

The companies scaling this channel treat it like infrastructure.
The SaaS behind that $3.4M didn’t just activate creators.
They partnered with a specialized CLG team that had already refined the system across 70+ SaaS and 2,000+ sponsored LinkedIn posts.

Because doing this well requires:
– Precision creator selection (not just big names)
– Post-level performance pattern recognition
– Systematic amplification via Thought Leader Ads
– Structured warm outbound targeting engaged ICP accounts
– Tight feedback loops across all three layers

Miss one layer and it becomes brand awareness.
Connect all three and it becomes pipeline.

That’s how they hit:
→ 321,000 impressions
→ 4,000+ clicks
→ 302 qualified leads
→ 1.58% CTR (vs ~0.4% on standard LinkedIn Ads)
→ $40 CPL (vs $100+ on Google)

Can you build this internally?
Yes.
Can most SaaS execute it consistently without prior reps and pattern recognition?
Very hard.

That’s why more and more B2B companies are partnering with specialized CLG operators instead of trying to figure it out from scratch.

If you want to know who’s actually running this for 70+ SaaS companies today,

💬 Comment “CLG”.

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Founding Member ClickUp / Marketing

Soulja Boy taught me my first lesson in viral marketing.

Growing up, I was obsessed with ringtones. I had to have the coolest one.

The second “Kiss Me Thru the Phone” dropped, 678-999-8212, I had it within 24 hours.

That’s when I first discovered Soulja Boy.

He was one of the first artists to jump on ringtones and completely take over.

Then he put his actual phone number in the song.

Millions of people called it.

It was a product demo disguised as a chorus.

Simple. Memorable. Completely ahead of its time.

So when I saw Bland use Soulja Boy to market their voice AI platform, I immediately got it.

Bland automates phone calls with AI that sounds indistinguishable from a real human.

Sales calls. Support. Outbound at scale.

And they got Soulja Boy, the guy who literally turned a phone number into a cultural moment, to front their campaign.

That’s not a celebrity deal.

That’s brand alignment.

When the marketing is that good, you have to give it a try.

That’s my rule.

Signing up to test Bland this week.

I’m Chris Cunningham. I run social at ClickUp. Follow along for B2B marketing takes as I build in public, right here on LinkedIn.

#BlandAIPartner

Bland

Making slides is stressful. Look at me. I lost all my hair trying to make them on my own haha.

In all seriousness, Gamma is a game changer for slides. I don't know why anyone would start from scratch when you have everything they offer:

- AI-generated structure and content, stunning templates
- One-click design themes
- Interactive elements 
- Real-time collaboration
- The ability to publish or present straight from the browser.

Drop in an idea. It builds the whole thing. Structure, design, flow, and done. I actually enjoy presenting again.

Trying to get the hair back with surgery. But at least my slides look amazing 😉

👉 Go try Gamma
#gammapartner

Last month we hit 250M+ impressions across all our social media channels. Now, they want me to hit 300M+, and I know they'll want even more after that. What would YOU do in my position? I'm thinking:

(1) Double down on micro-influencers (the HR skits are working, but we need more angles)

(2) Revamp our YouTube strategy (our short-form is crushing it, but our long-form needs work)

(3) Create more middle-funnel product content (everyone knows ClickUp exists now - we need content that makes you want to USE us)

I've been running social here long enough to know I have blind spots.

What would you do in my position?

Give me something specific like a format, a creator type, a funnel stage, a platform you'd test. Whatever you'd actually run if this was your budget and your problem.

Not looking for "post more reels." I've heard it.

I've been 50/50 on LinkedIn video for the better part of a year. Here's my honest case for and against - and I'd genuinely like someone to settle it for me. The case for:

LinkedIn's algorithm has been pushing video hard. End of 2024 was kind of crazy. I got 2M+ impressions on multiple videos, but then that tanked off completely. I don't think the quality was there anyway.

Then, engagement rates on our tests in 2025 were solid enough. And for B2B, the audience quality here is better than anywhere else we run.

The case against: the production lift is real, the organic reach ceiling feels way lower than short-form on other platforms, and I'm not convinced LinkedIn users are coming here to watch videos - yet.

At ClickUp's content volume, a half-committed bet is basically the same as no bet. If we go in on LinkedIn video, we go in. And I haven't been able to justify that call with the data we have so far.

What would you do?

Especially curious from anyone running video at scale in B2B - what made you commit, what does your format look like, and has it moved anything that actually matters?

Let's see what you got!

PS - I'm Chris Cunningham - I run social at ClickUp.

Follow me for more B2B marketing tips as I build in public here on LinkedIn.

I'm a marketer. Not a developer.

And last week I built my own influencer marketing platform.

I've been vocal about how bad the existing tools are. CreatorIQ, Aspire Software, GRIN (My LEAST favorite). 

None of them are good. I've spent real budget on all of them and been disappointed every time.

So I opened Lovable, talked to it like a friend, and built Track Your Dollars.

I'm a huge fan of Elena Verna so when Lovable gave me credits to test the platform, I jumped at it. What I pulled off in a single night would've taken a developer weeks just a while ago.

If you see a problem in your day-to-day right now, just try it vibe coding.

Talk to it. Tell it what you hate. What you want. Build the thing.

What a time to be alive.

#LovablePartner

A lot of deals are being decided before the second sales call ever happens.

Not because sales reps are doing something wrong.

Because buying behavior has changed.

What actually happens now looks more like this:

Someone takes your first call. They leave the meeting. Then they send your product around internally.

Slack threads. Internal docs. Side conversations with people you've never met.

By the time you show up to the next call, 80% of the decision is already formed.

Which means this matters a lot more than most teams realize.

The companies doing this well are giving buyers something they can explore and share internally.

Interactive demos. Short product walkthroughs. Something they can pass around the buying group.

One thing I thought was interesting, Consensus actually shows you who watched the demo, what parts they focused on, and who it got forwarded to.

Those hidden stakeholders? They're viewing demos 88 hours sooner than your primary contact.

And the numbers are kind of wild.

Bazaarvoice shortened their SMB sales cycle by 33%. Stibo Systems cut buying cycle time by 76%. Oracle scaled presales 20% without adding headcount.

This is where B2B sales is already going. 

The deal is being won or lost between meetings. Most teams just don't know it yet.

#ConsensusPartner

Creative LinkedIn videos that don’t suck (and get clients). 60+ founders helped. 21.1M+ impressions.

I've got a big beard.   

Also, on average, our clients get $30k-100k new pipeline in their first 8 weeks.

We’ve helped 120+ agencies and consultants use these exact video formats.

Here's what that actually looks like:     

Aidan (Content Agency): $15K to $20K new MRR with 17 videos  

Connor (Video Agency): $100K+ in contracts in 3 months  

Tom (SEO Agency): 3x'd revenue in 6 months  

Patrick (Content House Founder): 31 calls + $1,041,630 pipeline in 10 days  

Aliaa (C-Suite Career Consultant): 3 clients + $24,000 pipeline in 2 weeks  

Tobin (Marketing Agency): $80,000+ new pipeline in 3 months  

Luke (Video Agency): 50% YoY Growth in 4 months  

Sam (SEO Consultant): 24 leads in 10 days  

Arthur (Video Agency): 7 leads, 4 calls + $70k pipeline in 5 days  

Scott (Naming Agency): 75 leads with 1 video  

Laura (Agency Consultant): $63,000 pipeline in 5 days  

Larry (Career Consultant): 2% → 14% conversion in 1 week + 5 clients + $34,850 pipeline  

Mariana (ADHD Career Consultant): $38,070 pipeline + 1 client in 5 days    

I could keep going, but you get the point.     

Before all this, I ran a video agency called Awesome Business Videos. Made videos for other people's businesses while getting zero clients through my own content. The irony wasn't lost on me.     

So I started posting my own video. Within four months I'd landed clients like Clay and ClickUp and made $221,602 through it.     

The thing most of the people above had in common wasn't that they needed convincing. They already wanted to do video. 

But video can be a beast. What formats do you make? How do you make it engaging? How do you make it look pro (or at least not shit?)

After doing this 120+ times for busy agencies and consultants, we learned (the hard way mostly) that it comes down to 3 things:     

1. A one click setup so filming isn’t a massive task
2. AI systems that handle the research, scripting and editing so video fits around your week, not the other way round  
3. Campaigns that fill a month's pipeline in 5-10 days     

Took us a long time to figure out. But now, like I mentioned, our average client sees $30k-100k pipeline in their first campaign.     

Ultimately, I built this so you could spend more time with loved ones instead of with algorithms. 

Cause life is short, y’know?

ps - I used to be a farmer and lived in a yurt. Make of that what you will 👨‍🌾

Louis Butterfield

I'm shutting down my business.


because I royally fucked up and I feel like I let a lot of people down. 

Basically, I tried scaling a product before I had product-market fit. We iterated our offer 7 times in the past year. But basically, the foundation was broken the entire time.

So I'm shutting down Video Heroes (my community).

Community success rates across the industry sit around 30%-50%ish. No, not every community - don't worry.

But honestly I just don't want to run a business model where the majority of my customers struggle to get results. That's not the business I want.

I'm moving to 1:1 + digital products. And I'm moving to YouTube.

LinkedIn is where you build a network and start conversations. I love it for that. But YouTube is where you're rewarded for depth and storytelling. And if I'm being real, that's always been my thing. I've been a video specialist for years, worked with some of the biggest names on this platform, and every single day I geek out on ideation, packaging, scripting, research, etc.

On LinkedIn I need to explain why video matters. On YouTube everyone already knows.

So I'm taking everything I've learned here from 120+ clients and $2.4M pipeline, bringing it to YouTube, and building the whole thing in public. You'll see exactly what's working and what isn't as I go.

I'm still gonna be posting here. But the next chapter starts on YouTube.

if you want to learn all my Youtube strategies, it'll be on my email list for free: 
https://lnkd.in/gRyHKm67

On to the next one. ✌️

YouTube Loading [██████░░░░] 60% | Check my featured to steal my YouTube Launch secrets for free

MASSIVE respect to everyone on Linkedin who: 

- Steals other people's content word for word
- Tries selling me the same services *I* offer
- Posts AI comments on 243 posts/day
- Fakes engagement with pods
- Pitch slaps in the first DM

Keep going.
You've got this.
Just stay consistent.

$2.4M generated from 1 video/week → 122/250 founders (and counting)

ChatGPT just took over Anthropic's $200M Pentagon contract to build autonomous weapons. And I can't stop thinking about one thing:

Those are going to be the worst autonomous weapons in human history.

"I'd be happy to help you locate the target! Here are 5 strategic approaches to consider 😊"

"As a large language model, I cannot confirm whether that was a friendly or hostile vehicle."

"Great question! Let me think about whether to fire. Here are some pros and cons:"

"I don't have real-time battlefield awareness, but here's what I found online!"

"I'm still learning! Thank you for helping me improve my targeting accuracy."

"Before I engage, I want to acknowledge that warfare is a nuanced and deeply personal topic."

$200M well spent.

Sleep well, America.

I got 304,968 impressions from 5 posts in the last 3 weeks. ALL of them were memes or rage bait.

LinkedIn feels like Facebook 2014.

Like, I went through the profiles of every creator I know pulling serious views right now. 

it's memes and rage bait. Across the board.

(with some exceptions obvs)

And I think a lot of people are feeling this but not saying it. You spend 2 hours writing something you're proud of and it gets 800 impressions. You spend 4 minutes on something dumb and it gets 50K.

So you do more dumb stuff. And it works. And slowly nobody even knows what you do anymore.

i LOVE memes. but I don't want to get good at making memes 😂

I want depth.

LinkedIn doesn't reward that right now. YouTube does.

So I'm going.

Not leaving LinkedIn. Still gonna post here (cause i love the community + shitposting). 

But the stuff I actually care about, the deep work, the real storytelling, the content I'd be proud to put my name on in 5 years? That's going to YouTube.

and I'm giving away all my strategies for free on my email newsletter as I build in public. Here it is if you want the goods:

https://lnkd.in/gRyHKm67

🥔

Creators featured in this video: Collin Strachan, Christian Sancto, 🏴‍☠️ Bill Yost, Karen Kluss 🍬, Jacob Pegs, Nick Broekema, Matt Barker

Some post types should be BANNED

If you're doing this, we can't be friends:

Publicly shaming other people on LinkedIn.

Seriously.

I see so many people publicly shaming other people on LinkedIn.

Like just look this guy. I can't believe he's doing this. 

It's toxic. Engagement bait. Shallow.

And anyone who does it should be banned.

LinkedIn has become a total sh*tshow lately.

"value" and "education" are being replaced with sh*tposting

but there's still gotta be a way to use it properly, right?

...right?

Well I'm gonna ask these guys

Stef Curcio (the DM expert behind Jasmin Alić)
Charlie Hills 🦩 (grew to 200k followers in under 2 years)
Luke Redhead (has red hair)

If you're wondering how the f*ck to make LinkedIn work

...you're not alone. See you there friendo.

My wife Jenna just got 58,916 impressions from 3 videos.

Same week, we helped 5 clients generate $327,524 in pipeline.

(Here’s the system we used https://lnkd.in/gRyHKm67)

The hilarious part is she's just being as creepy as possible in these videos. 0 value.

As a result, I keep getting people in my DMs saying they found me through her which is AWESOME 😂

And we're starting to notice a pattern.

The videos that perform best aren't the ones explaining what you do. They're the ones a total stranger can enjoy without knowing who you are.

If you show them something they already know
(trends, memes, cultural moments).

Or show them someone they already know
(feature a bigger creator, borrow their audience).

Both get you introduced to cold networks you'd never reach otherwise.

"But impressions don't pay the bills."

You’re right. But relevant attention does. That's why we had a 100% success rate with our clients last week.

Also Jenna looks great with a mustache.

So that helps.

My YouTube launches next month and I have 0 fucking clue what I'm doing. Here's how I'm using a "Content Wall" to launch.

On YouTube there are basically two rules:

1. Get them to click.
2. Get them to watch longer.

To do #2, I'm implementing something called a “Content Wall”.

This improves your average view duration (AVD)...IF your videos hold attention long enough for people to watch the whole thing. 

In total, I'm launching with five videos at once: 

1. Deep dive to outline our process. 45min-1hr long
2. Social hacking video 1
3. Social hacking video 2
4. Rapid-fire listicle (16 lessons from $2.4M pipeline)
5. A break down of my AI scripting process in Claude 

Videos #2-#5 are designed to get reach and eyeballs. They feed into video #1. 

Video #1 becomes the pillar video. It has a link to our low-ticket offer/free resource.  

If you launch with multiple videos at once, you can use them as CTA's to one another. This is what YouTube wants. 

But you still need an initial traffic boost. 

Which is why I'm doing panel lives with other creators to bring in an initial influx of subscribers and viewers. 

After that we'll see if the algorithm deems my content worthy or not 🤞

If you wanna do longform video, I give all my secrets for free on my email list. Later this week, I'm showing my email list how I do YouTube research using Claude Cowork:

https://lnkd.in/gRyHKm67

🫶

Yesterday, my post about OpenClaw went VIRAL. People were saying it's all hype. So I'm giving away 10 million-dollar business tools for FREE:

save this post so you don't lose this bro
this is a million dollar business bro
it's all free value bro
just trust me bro
Claude bro

If I wanted to go viral, I would.
· steal 5 posts that already went viral 
· rewrite them word for word with my spin 
· post the same proven formats on repeat 
· chase trending topics 
· optimize for ragebait + memes

Going viral is basically a copy-paste game with better packaging. Not that complicated.

If I wanted clients predictably, I would:

· distribute my face on OTHER people's feeds
· make deep dives to show my whole process
· run 2-3 simple campaigns to sell it out
· keep it all super lean and simple

(i'm working with 6 peeps to launch YouTube btw: https://lnkd.in/gUpAWzxR)

After 120+ clients and $2.4M in pipeline, this is just what we see work every time.

Friends! I'm looking for talented YouTube thumbnail designers for launching my channel 🫶 Who knows a guy that knows a guy? SEND ME DEETS.

I have creative briefs, artistic direction, logo concepts, etc. - now I just need someone who kicks ass with AI/photoshop to put it together.

and I only pay in DOGE. 
jk.
...unless you're into that kinda thing.

If you're interested, send me your portfolio! I wanna see it.

AI has gotten to a point where it can replace 99% of written content. In many cases - it's even better. This is why the biggest names are going to video.

Connor's done it for brands like Commsor 🦕, Storylane and Warmly, (571 total video ads total)

Ademola's done it for Shopify, Okta, Chili Piper (550+ videos total)

Oyinkro's done it for Clearco, Santander, Zest (100+ Brands total)

so how the sh*t are they doing it? what is actually working? 

and ultimately - how exactly can we use it to become AI proof when it seems like literally everything is being replaced by robots? 

discliamer: there might be value. there might not. 

But it WILL be a hell of a time.  see ya there ✌️

Jenna Sipponen, Luke K. Murphy and 4 other connections attending

If you have no clue how the f*** to make content that sounds like you, this event is for you.

Ryan Musselman (the man)
Celeste Yamile 🤖 (the myth)
Christian Sancto (the legend)

...will tell us their secrets. EVERY. SINGLE. ONE. 

their hidden shames.
who they secretly admire.
who they want to be when they grow up. 

All shall be laid bare for the people of LinkedIn (aka you) to judge.

so come judge us and deem if we are worthy or not.

Or if we must be voted off the island. Banished forever. 

Tuesday. The day of reckoning.

Jenna Sipponen, Louis Butterfield and 59 other attendees

Creating Content (that's aligned with who you are)

I'm going to bully these three guys on video tonight. 

Prepare for harassment.

Vicki Stepherson🌀, Tas Bober and 88 other attendees

taplio

The Battle

Chris Cunningham

Louis Butterfield

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taplio

The Battle

Chris Cunningham

Louis Butterfield

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Chris Cunningham's LinkedIn Performance

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Performance ScoreChris Cunningham's LinkedIn Performance