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: We're ungating all of our content.
CEO: Have you completely lost your mind? That's 2,000 leads per quarter!
Head of Marketing: 2,000 fake emails from people who will never buy.

Meanwhile, our actual buyers can't share our content with their team because it's locked behind a form.

CEO: We need leads for Sales.

Head of Marketing: Sales hates these leads. Ask them. Jessica told me yesterday she'd rather have 10 people who actually read our content than 1,000 who used burner emails for a download.

CEO: The board tracks MQLs.

Head of Marketing: The board tracks revenue. Our competitors ungated everything last year. Their traffic 5x'd. Their sales cycles dropped 20%. Why? Because entire buying committees could actually access their content.

CEO: But how do we know who's interested?

Head of Marketing: Intent data. If someone reads 5 articles, watches 2 videos, and visits pricing, they're interested. If someone downloads one PDF and ghosts, they're not.

CEO: This is insane.

Head of Marketing: You know what's insane? Watching our gated content get 500 views while our competitor's free guide gets 50,000 and becomes the industry standard.

CEO: That sounds like a content problem...

Head of Marketing: No. It's a distribution problem because it doesn't have the chance to actually get shared.

CEO: Okay. But marketing will have no metrics.

Head of Marketing: We'll have the only metric that matters: revenue influence. When deals close 2x faster because buyers self-educated, you'll forget about MQLs.

CEO: Three months. That's it.

Head of Marketing: When our content starts showing up in every RFP because it's actually accessible, you'll give me six.

CEO: Don't push it.

PS - The companies obsessed with capturing emails are losing to companies obsessed with capturing attention. Gates keep people out. Value brings them in.

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

Follow me for more actionable marketing tips & tricks.

Chris  Cunningham

We run 35+ social media accounts.

Post 2–3 times a day.

Distribution is everything.

Most teams have plenty of ideas.
What they don’t have is speed and consistency.

The fastest way to scale distribution?
AI.

I use VEED.

It’s browser-based.
No installs. No waiting.

Auto captions.
Auto crops.
Audio cleanup.
Smart cuts.

One long video ➝ dozens of clips across LinkedIn, TikTok, Shorts.

Turns long-form into short clips.
Resizes for Reels, landscape, Shorts.
Captions every post.

We pump out 10+ versions from one idea.

If you’re spending more time editing than posting, you’re not optimized for distribution. And someone out there will outship you.

Create once.
Distribute as much as possible. 

Peep the comments so I can hook you up!

If you want to hit 1M+ monthly impressions on social media in 2026 then read this carefully (and bookmark it 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.

No catchy hook here. Going into the new year I'm just grateful for:

ClickUp - I still can't believe how far we've grown and how hard we push. The best part is I get to build with my best friends that I care about deeply. Zeb Evans Wes Brummette Alex Yurkowski Gaurav Agarwal 

𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗼𝗻 𝗦𝘁𝗮𝗴𝗲𝘀 - Nothing gets me more excited than speaking to an audience and finding ways to help make them better. Forever grateful for Daniel Nackovski Thomas Sjöberg Tim Soulo Nathan Latka and so many more. 

𝗧𝗿𝘂𝗹𝘆 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗕𝟮𝗕 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 - The game is changing fast. I love working hard to be at the forefront of it. I'd be nowhere without my partner in content crime Mark Sommerville. He's a visionary and will be a household name soon. Michael Lim, how lucky am I to have weekly calls with one of the geniuses behind Alex Hormozi's content and so much more. Jim Friend, one of the best in AI video helping us stay ahead. Our video team Isaac Maltzer, Wyatt Kedinger, and Eric Cirillo. And my crazy content friends I learn from daily. Travis Tyler Ryan Quindlen 🦇 Obaid Durrani Aaron Morrissey Tim Davidson Todd Clouser Chris Cozzolino

Will McTighe who I'm launching a podcast with this year. The list goes on. 

Probably gonna end up on LI Lunatics on Reddit for this one, 𝗯𝘂𝘁 𝗜'𝗺 𝗮𝗹𝘀𝗼 𝗴𝗿𝗮𝘁𝗲𝗳𝘂𝗹 𝗳𝗼𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗶𝗻. I've had a blast learning the game and I can't wait to take it to the next level this year!

Our ClickUp Comedy IG has 414K followers, but our main brand account only has 397K. That's not a mistake - it's the strategy (and it's working). Here's what you can learn from a single company running 5 distinct Instagram accounts..

Most brands fight for attention on one account. We built an ecosystem instead (read the entire post and it'll make sense).

We run 5 different Instagram pages:
➝ ClickUp (main brand)
➝ ClickUp Comedy
➝ ClickUp Memes
➝ ClickUp on the Street
➝ Tips with ClickUp

Each one reaches a different audience.

Not everyone wants to follow "ClickUp" the company account. But they'll gladly follow ClickUp Comedy or ClickUp Memes.

Here's where this strategy gets really cool though.. We joint-post across all of them.

So if ClickUp Comedy has a video that hits 1M views? We joint-post it to the main account. Now the main account gets the reach without losing its identity.

The comedy page is growing faster than our main account. And that's perfect! It's by design because that way we're not competing with ourselves. We're building multiple distribution channels that all feed back to one brand.

Most B2B brands are still trying to figure out one account. We're running 5 and figuring out what content resonates with different audiences 5 times as fast.

Thoughts?

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

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

We've posted thousands of videos at ClickUp. The ones that go viral all have these 5 things in common (save this):

A great video isn't luck. It's science.

(1) Shareable. If people don't want to hit the share button, it's not good enough. The real test is asking yourself if you'd send this in a group chat? If not, it's not ready.

(2) Commentable. You can make a great video, but if there's nothing to say about it, it won't go viral. People need a reason to engage. Give them one.

(3) Strong hook + headline. The headline is the first thing people see. "POV: You just started a new job" tells them if it's worth their time. Get it right or they scroll on by.

(4) Pacing. Is there a part where it gets boring? Cut it. One slow moment kills the whole video. Seriously. Be absolutely ruthless here.

(5) The button. Does it end well? Great endings make people rewatch or feel satisfied. Weak endings ruin everything that came before.

Most teams nail 2 or 3 of these. You need all 5.

But the one that matters the most is shareability. If it doesn't make someone hit share and send it to a coworker, the rest doesn't matter. That's the real metric.

Agree?

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

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

[Story Time] - We couldn't afford ads early on at ClickUp. So we built a tool that notified us when competitors got bad reviews.

Every 1-star review on Capterra, G2, or TrustPilot = instant notification with the reviewer's name and company.

I'd find them on LinkedIn within minutes:

"Hey, I get why you hate [REDACTED]. We hated it too. That's why we built ClickUp."

Cost to build: $0 (just time)
Leads generated: Our first 100+ customers

No budget? Get scrappy.

While competitors spent millions on ads, we were sliding into DMs of their unhappy customers.

That tool alone got us to our first $1M in ARR.

What would happen if you contacted every person who gave your competitor a bad review this week?

Will probably get a lot of hate for this. But getting ahead of the workweek on a Sunday is pretty glorious

Most marketing teams think they have all the answers when it comes to creating content. That's why they lose. Here's what I tell every marketer (you're going to hate me if you don't have thick skin):

You're not the smartest person in the room, so stop acting like it..

The real problem is that marketers get stuck in a box. Even the most successful ones fall into this trap sooner or later.

You start creating the same type of content, thinking the same way you always have, and eventually stop seeing what's possible.

That's why at ClickUp, we do 4 writer's rooms per month. 1-2 of them, we bring in someone new:

→ A comedian
→ A content creator from a different industry
→ Even just another employee with a fresh perspective

We pay them to come with 3 ideas and help us punch up ours, which results in 30-50% of our best videos came from outside writers.

They bring perspectives we never would've thought of because they have different jobs, a different humor, and cater to different audiences.

The best marketing teams aren't always the most creative ones. But they ARE the ones who are most open to outside input.

Bring in fresh eyes that force new perspectives. Let someone challenge your ideas.

When's the last time you brought someone external into your content process?

Give it a try - you'll thank me for it.

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

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

This content framework gets ClickUp 150M+ monthly impressions. I probably shouldn't be giving it away for free, but here it is - the ABCD Framework:

[Note before you read] - Most content strategies fail because you're chasing new ideas. Start chasing data that can make your success undeniable.

👇 The ABCD Framework (bookmark this to come back to later):

A = Proven Winners (40% of content)

Find your top performing content → Remake it weekly.. with a twist.

Our "HR guys dancing" → 30M views
Next week: "Finance guys dancing"
Week after: "IT guys dancing".

Same formula. Fresh audience. Guaranteed views.

B = Concepts That Work Elsewhere (30%)

See a competitor hit 10M?
Adapt their format. Make it yours.
(Copying = lazy. Adapting = smart.)

C = Trend Riders (15%)

Spot a trend like the aura farming posts everywhere?
Jump on it. ONCE.
Then move on. Trends die fast.

D = Wild Experiments (15%)

No rules. No logic. Pure chaos.
This is where our biggest hits are born.
(Our best video ever? Started as a D.)

The mix that prints views:
Mon/Tues: 2-3 A's (guaranteed performance)
Wed/Thurs: 1-2 B's (calculated risks)
Fri: 1 C + 1 D (swing for fences)

Track everything:
• Green = 100K+ views (becomes an A)
• Yellow = 50-99K (tweak and retest)
• Red = Under 50K (kill it)

After 60 videos, you'll have 5-10 A's.
That's your content engine for life.

We spent $500K learning this.
You just got it free.

Follow me (Chris Cunningham) for B2B content frameworks that actually work.

I give everyone the same social media advice. No one's ever regretted taking it. Here's what I tell them (send this to someone who needs to hear it):

Just. Click. Post.

Stop saving drafts, overthinking, and waiting for the "perfect" post.

Let the market tell you what works.

I've posted thousands of videos and what I can tell you from experience is..

→ Videos I thought would flop went viral
→ Videos I thought would go viral totally flopped

You never actually know until you post it.

The data only exists after you click post. Then you can double down on what works.

But most people never get there because they're stuck in draft mode.

Here's 4 stupidly simple steps you can follow..

(1) Post it. Even if it's not perfect. Especially if it's not perfect.

(2) Track what happens. Did people share it? Comment? Save it? That's your signal.

(3) Recreate what worked. Found a winner? Make 6 more versions of it with different angles & hooks for the same idea.

(4) Kill what didn't. If it flopped, move on. Don't defend bad content.

Click post. Let the algorithm do the rest.

Agree?

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

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

In the early days, ClickUp had one goal: ship features faster than our competitors. But we were a 5-person dev team & we couldn't afford a huge QA department. So we turned our bugs into a "feature".. We told our users:

"Find a bug? We'll give you free ClickUp."

Our most engaged users became our bug hunters. They'd test every feature, report issues, and we'd fix them immediately - sometimes same day.

Then we'd message them: "Fixed. Shipped today. Thank you."

This did three things:

(1) Gave us free QA from people who actually cared about the product
(2) Built loyalty with early users (they felt like part of the team)
(3) Let us ship 10x faster than competitors who were stuck in release cycles

Our competitors were planning quarterly releases. We were fixing bugs before lunch.

The lesson is that speed usually beats perfection. Your users would rather have new features with occasional bugs than wait 6 months for a "perfect" release.

Embrace the chaos. Fix fast. Keep shipping.

We spend millions on marketing.

Most teams still can’t tell you what actually drives revenue. (And I totally get it - it's not easy!)

Clicks don’t matter.
 Pipeline does.

The hardest part of scaling isn’t doing more.
 It’s knowing what to double down on.

That’s why attribution matters. (Don't overthink on it, but always know as much as you can)

Tools like Dreamdata work because they connect the full buyer journey, ads, content, email, sales activity, product touches, and tie it back to real revenue.

Not last click.
Not vibes.
Not channel arguments.

Actual answers to questions like:
 • Which campaigns create pipeline
 • Which content accelerates deals
 • What buyers actually touched before converting

This is how real teams make better decisions.

At ClickUp, we think the same way.

 One source of truth.
 Less noise.
 More momentum.

If you can’t explain how revenue is created, you can’t repeat it. And trust me, when you get something working well, you want to repeat it as much as possible!

Some of our most viral videos came from ignoring the script & breaking a Hollywood rule that drives most traditional directors crazy. Here's the rule we follow & what it means:

"Let them play"

We spend hours writing scripts. perfecting hooks, and planning every detail.

Then we get to set and our actors say: "We have a cool idea."

That's when we let them play.

We give them 15 minutes to try their version without a script. Just pure creativity.

If I'm being honest, some of our biggest videos came from those moments.

Here's why it works:

→ Actors know what feels natural in the moment
→ Spontaneity creates authenticity
→ The best ideas come when you're not forcing it

Most brands are too rigid & they stick to the script no matter what. That's a huge mistake.

Yes, you need a plan & structure..

But you also need to trust the people you hired.

If your actor has an idea, let them try it. If your writer wants to test something new, give them space.

The best content comes from a careful mixture of structure and chaos.

Plan it. Then let them play.

When's the last time you let your team go off-script?

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

Follow me for B2B marketing tips as I build this all in public, right here on LinkedIn.

Do you realize you can now fix real problems just by typing on a computer?

One year ago, a non-developer like me would’ve never thought this was possible.

Fast forward to today.
It’s almost… dare I say… easy.

My biggest problem was tracking creator performance.
I pay creators.
I don’t own their accounts.
I need real data and actual ROI.

None of the big tools solved it.

Not CreatorIQ.
Not Aspire.
Definitely not Grin.

And yeah, I’m fine calling that out. You’re big companies. Learn your customer.

So I signed up for Lovable, tagged in my friend Joe Zapian, and we got to work.

We typed the problem.
Defined the metrics.
Tracked posts we don’t own.
Added CPM and clean reports.

That was it.
Just like that, my problem was solved.

And without meaning to, I had a product I could share.

What problem are you still living with because you think it’s “too hard” to fix?

Senior Social Media Manager at Motion

Howdy 🤠 -- I'm Trav!

I produce scroll-stopping digital content for technology companies.

Sometimes it's funny. Sometimes it's educational. And hot-dang, sometimes it's both!

I'm a creative marketing & communications professional with 8+ years of experience working in B2B SaaS. I work judiciously with in-house teams, creative vendors, freelancers, and agency partners to bring revenue-driving, community-building campaigns to life on LinkedIn & YouTube.

Travis Tyler

Do me a favor and follow AirOps if you're seeing this.

Because my new job is to now grow their socials.

Excited to see what we can do together Jessica Rosenberg!

And special thanks to Ryan Quindlen 🦇 and Connor Lewis 🎬 for helping connect me to this incredible opportunity.

Today is my last day Motion (Creative Analytics). 

And so we're retiring the "Ad Dad."

It's been a fun 2-year ride, but it's time for something new.

My wife said, "Aw but I love the Ad Dad"

I do too.

So much love and appreciation for the team who took a chance on me back in 2024. These humble Canadians are true ad tech nerds who just let me be me and celebrated my goofyness. Never trying to stifle me.

What a breath of fresh air it was for me to join after I had really struggled to be myself in my previous role.

Hoping whatever companies I end up at in the future will become Motion customers because the tool is a no-brainer for anyone who's serious about paid social and nothing even comes close.

More information on my next role coming soon (or you can DM me to find out sooner).

Today I turn 35.

And I want to use my day to promote sobriety, going to therapy, and getting on psych meds.

Some of us should be a little less worried about our engagement rates or our product launches and a little more about our untreated mental illness.

If you are sober curious I recommend checking out the Reframe app, the Sober Awkward podcast, and DMing me.

If you’re frustrated with a bad therapy experience I’m sorry about that. But there are some incredible ones out there, don’t give up on it yet.

Love you guys.

Keep going, you’re never as alone as you might feel.

PSA my baby isn’t going to smile at you because he does not know you. 

To him, you are a stranger to observe.

It’s not because he’s “shy” or “grumpy”.

I don’t smile at people that idk either. 

I nod. Maybe.

You wanna make him smile?

Give his dad a tech CEO who understands the power of brand marketing 

and do some peek a boo for cryin out loud

No alternative text description for this image

the only way i survive my job

is by deleting every single social app from my phone on Friday at 5pm

and then re-downloading them monday morning

this stupid digital detox is my non-negotiable

I talk to 50+ B2B social media managers regularly.

Here's what they're seeing but won't say publicly:

Which one pisses you off the most?

2026 B2B SaaS marketing is going to make you mad.

In 2014, a therapist handed me this worksheet and I laughed in his face.

"It's called the wheel of life," he said.

"Uh ok" I replied.

But I shut up and did it anyway.

And then I realized it was actually pretty helpful for someone with a crippling amount of anxiety 

My all-or-nothing thinking made it feel like I was failing in all aspects of life.

The stupid chart showed me that I was actually flourishing in some areas.

And it helped me zero in on where to focus right now.

So I'm sharing it with all of you now just like I did with Alina Dallal from Oktopost during our podcast recording earlier this month.

Use it to map out 2026 both professionally and personally.

That is a much more effective way for setting up goals you want.

--

Give it a listen and maybe it'll help you too
https://lnkd.in/epECyAUQ

Can you guess which thumbnail won in this A/B/C test?

The results surprised me.

A = 37% watch time share
B= 18% watch time share
C= 44% watch time share

I thought for sure B would be the winner.

But no, it was me dressed up as a gold-miner made using Gemini 😂

AI slop ftw??

Keep testing my marketing friends!

ayo ElevenLabs 

can you build us a chrome extension/app or whatever where we can get decent voice narration for any article we come across on any website?

like for example,

i'm walking my son for 30 minutes in a stroller

I don't wanna be looking down reading this article the whole time

would love to have an elevenlabs voice to read the article to me over my airpods

Substack you gonna get in on this auto-narration or nah?

this hack for mining reddit for ad angle ideas is genius

⏰ TIMECODES ⏰
0:00 - Why Market Research Is Too Expensive & Slow
0:14 - Brennan Tobin's Free Reddit Workflow
0:43 - Step 1: Start with the Problem, Not the Product
1:26 - Using Reddit Answers Feature
1:54 - Step 2: Dive into Real Reddit Conversations
2:40 - Step 3: Build Your Quote, Emotion & Hook Database
3:12 - Step 4: Feed Your Database into Claude/ChatGPT
3:51 - Reviewing the AI-Generated Market Research
4:42 - Step 5: Turn Research into Ad Hooks & Briefs
5:23 - Final Result: 9 Ad Clusters Ready to Test


s/o Brennan Tobin and Konstantin Prodanovic this workflow is what AI is meant to do for marketers

B2B leaders will have $40M in VC 

But will cap their paid social budget at $15k a month to promote ebooks and demo requests

That is SUCH a huge problem.

And I’m looking around the b2b SaaS ecosystem like why tf is no one talking about this!?

For the last two years I’ve seen how the best in B2C run their paid social programs

Ngl it makes b2b just look embarrassing

And b2b has soooo much capital

Please make it make sense.

Someone drop this rant in a public slack channel at your company where your CFO and CEO hang out 

That way they can hear me SHOUTING IT FROM THE ROOFTOPS 

You need to be pushing $150k-$250k in meta ad spend per month or you should just pack it up and close up shop.

Your growth engine is stalling because you’re not investing serious resources or the right people to tackle it

Have your growth marketing team and brand team work together to launch 5 new ads each week (at a minimum) and constantly be testing new ideas new angles new visual formats

Put some got dang spend behind it

And go do this to promote your biggest tentpole moments of the year (should have at least one huge GTM moment each quarter)

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