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.

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!

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.

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.

Steal the tactics that grew the world’s leading startups | Founder & CEO, The Zero to One.

I'm Sheldon. I'm building Narrative: We grow podcasts and YouTube channels for investors.

Capital is a commodity. The best founders don't take meetings with every investor; they already know who they want on their cap table before they ever reach out. They've been watching. Listening. Following.

We help investors build that trust at scale. So they get on that list.

I've always been a YouTube nerd. When I was 10, I couldn't afford an Elgato to record my FIFA gameplay. So I set up my camera behind me, and filmed myself and the screen in one. Super scrappy, but I just wanted to create.

That love of creating never died. It just shifted. As I grew up, I fell in love with creating businesses.

- Sold Match Attax at 9 y/o (even repackaged them for better house odds). Failed because I cared more about my collection than making money.

- Sold soda (flavoured soda stream) at boarding school. Failed because, well, Coke is just a better product and was available at the tuck shop.

- Bought a toasted sandwich business in High School. Flipped it within a few weeks for 3x (but with the sale date only a year later). Hired my first employee to run the business. Failed because I graduated school and was forced to sell.

- Started about 5 dropshipping stores. 4 failed. 1 broke even. Learned a lot. But the biggest lesson: there is no easy business. They are all hard in their own ways.

- Started a Social Agency for luxury Real Estate Agents in South Africa. Grew some followers. Sold some houses. But ultimately learned that in a service business, a lack of deal flow is almost impossible to recover from. Sounds obvious, but some things you have to learn the hard way.

Now? Well, our team has worked with some awesome Founders and Brands (n8n, Noah Kagan, Stan, Aligned, Owner, and more), produced content that's driven 10M+ views in the last 6 months, grown channels to 300K+ subscribers, and helped tech companies hit their highest-performing videos ever.

I also build tools with AI (vibe coding is magic) and write a newsletter called The Zero to One—deep dives on how the world's greatest companies win. Read by teams at General Catalyst, NEA, Stripe, YouTube, Meta, and more.

If you're an investor thinking about building your media presence, let's talk.

Sheldon Bishop

One Indian investor has more YouTube views than every US venture firm combined.

His biggest unlock? Shorts.

I tracked 66 investor YouTube channels. 30,000+ videos. 1.5B total views.

Nikhil Kamath? 927M of them...

The firms and investors treating YouTube like a content archive are getting crushed by the ones treating it like a MODERN media company.

Take two of the best Nikhil and Harry Stebbings:

Nikhil without shorts: 89M views. With shorts: 927M. 10x.
Harry without shorts: 7M. With shorts: 76M. 10x.

And these are not vanity numbers. Harry said himself that he sees ~80 deals a month from TikTok alone. The same logic can apply to YouTube: short-form can drive dealflow.

Two more findings immediately stood out:

1. Quality beats quantity. But volume still matters if done well.

a16z: 13M views → 1,000 videos → 12K views each
All-In: 163M views → 400 videos → 308K views each

But look at the top 5. Harry publishes >50 videos/month. This Week in Startups has 4,900+ videos. SaaStr has 2,400.

The lesson isn't post less. It's don't post more without posting better.

2. YouTube mirrors venture itself: it barbells out.

The top 10 (all-time views):
→ Nikhil Kamath: 927M
→ All-In Podcast: 163M
→ This Week in Startups: 150M
→ Y Combinator: 91M
→ 20VC (Harry Stebbings): 76M
→ a16z: 13M
→ YC Root Access: 13M
→ Sequoia: 10M
→ SaaStr (Jason Lemkin): 9M
→ Garry Tan: 9M

All can be put in two buckets:

Megafunds/megabrands and Solo GPs/boutiques.

Missing from the top 10? Mid-tier institutional VCs.

Same dynamic is playing out in venture. The mega-brands and the specialized are winning. The middle gets squeezed (true of all professionalised financial services: IBs, PEs, etc.)

The VCs who understand that capital is a commodity are building media machines.

Because brand is not.

The ones who don't are becoming invisible.

Explore the full rankings: vcbrandindex(dot)com

Co-Founder @ Narrative, We grow podcasts for VCs

Last year I was a top 1% Lovable user.

Here are the top 3 things I learnt about building with AI/vibecoding:

1/ Be more patient. Plan to take weeks, not days.

It is 100% possible to build a user-ready product, but people have too high expectations for AI. Vibecoding is no different.

What do I mean by this?

Well, if you were working with a dev and 10 minutes after giving them your PRD, they had built 80% of the app but were stuck on some bugs. You would literally jump with joy.

If Lovable gets stuck in a bug loop after 10 minutes, most people think ai is stupid and quit.

To build a working app, that you feel comfortable charging users for, plan for more time than you think you need.

There will be bugs, but you’ll be able to fix them.

2/ It helps to have a basic understanding of product building

Whether this be coding, design, or product management, being able to speak the language of product will solve a lot of your frustrations.

Being able to describe changes to things like padding, rounding, buttons, components… will help massively in getting the design and functionality you want.

Think of ai like a PHD-intern. They are the smartest person in the room, but need detailed instructions.

The more detailed = the better the output.

3/ I haven’t had this much fun since I was a kid

Seriously.

Using Lovable is the single most enjoyable part of my days. It’s magical.

To think I can describe what I want to build and within minutes I have a working product/prototype is just insane.

If you had told people this 4 years ago, they would’ve laughed you out of the room. But now it’s our new reality.

Magic is around us. Keep building.

Ps. if you're in Joburg and want to build together IRL; I'm hosting a hackathon. DM me.

I rebuilt 2014 YouTube. But as my personal website.

You don't need to be practical when you can describe your wildest dreams and get them made in minutes.

Software is the new content.

The next "influencers" will create ALL software.

It is the ultimate form of expression. And with tools like Lovable, there are no more technical barriers to this expression.

I'm living this myself.

I set a goal of shipping 12 vibecoded apps this year. But I'm already on three (more on that soon ;)).

12 is just not enough when the only thing stopping you is ideas.

Heck, even ideas don't limit creation anymore. You can ideate while building.

It's painless to build and tweak on any of the tools (Lovable, Cursor, and Claude Code for me). You don't have to limit yourself to building "good ideas".

And if you don't like something? Scrap it.

If you want to add lovable features (see what I did there), you can. It's no longer too complex or a waste of time.

Here are some things I added to my site:

→ Sparkles on the subscribe buttons (because why not)
→ Music notes that appear when you hover on "Beatenberg" (objectively the best band there is)
→ The search bar autocompletes to "The Answer to the Universe". I implore you to click it.
→ Play buttons on project cards
→ A secret easter egg that turns the whole site into retro 8-bit mode (I even added cryptic clues on how to activate it if you want to try)

As Marc Andreessen put it, software is eating the world.

Well now we're moving to the main course.

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