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

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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)

Head of Video and Creative Content at Chili Piper 🌶 | 60 Second Marketing ⏱

I build content people actually want to spend time with.

Founding content hire at Owner.com, where I lead a content engine across YouTube, social, and customer storytelling that has generated 30M organic views and grown our owned audience by 204,000+ in under 19 months.

I work directly with our CEO to shape long-form content, case studies, and documentaries, focusing on narrative, originality, and trust over trends or gimmicks. The goal isn’t volume. It’s work that’s memorable, credible, and worth watching.

As AI makes content easier to produce, I believe the advantage shifts to people who care about taste and judgment. My role is to set a high creative bar, defend it, and build systems that let small teams execute at a world-class level.

💡 Nolan McCoy

them: we're a B2B company, so our reach just isn't as good as B2C

me: no your content just isn't as good as B2C

It shocks me how often I hear this excuse. So many B2B marketers look at the performance of B2C content as some untouchable holy grail, and then use it as an excuse to settle for less.

But here's proof it's possible...

Across our organic channels at Owner.com in 2025:
27.4M video views
130k people added to our owned audience
2,489 attributable sales demos
1,162 PLG conversions

From these pieces of content (not perfect since evergreen content also influences the stats above):
1,068 social posts
16 YouTube videos
7 customer case studies
1 experimental 50-minute documentary/TV show/case study (with over 7,600 views in 90 days)

We did it by doubling down on creating what we call "world-class content". Content that earns the right to be on our ICP's feed, makes sharing it with 3 people a no-brainer, and hopefully creates a dopamine rush every time they come across something we've posted.

We're constantly looking outside of B2B to see what's currently working with audiences. For example:

What social media hooks/frameworks should we steal from the best influencers for better retention? (this does not mean jumping on lazy trends or memes)

Which YouTube thumbnails are top creators testing with their audiences to get more watch time?

How can we reverse engineer the storytelling practices of Chef's Table or Kitchen Nightmares to make our case studies bingeable?

And then we test, iterate, and ship.

But why go to all that work?

Because when you strip away the labels of B2B and B2C, you’re left with the same thing:

Real humans.
Busy lives.
Making buying decisions now, or later, based largely on how you made them feel.

And if we had gone into 2025 with B2B's standard of content, I don't think we would have ended up with the same results.

Also shoutout to the absolutely CRACKED team that helped make all the content happen last year:

Adam Guild for setting aside precious CEO time to make so much content.
Ellen Fishbein for downloading Adam's brain and increasing our output.
Michael Lim for preparing to take all media to the moon in 2026.
Deanna Pe for ALL the calendaring.
Wyatt Ozmore for fully buying into all our crazy content ideas.
Hengam Stanfield for being both a restaurant owner AND a content creator.
David Fallarme for being our resident philosopher of marketing.
Shining Wang for being a forever student and helping us level up on social.
Sean Brodeur for always being down to hop in and help with any project.
and so many more amazing contractors, freelancers, and agencies.

Director of Content Marketing @ Owner.com

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The Battle

Travis Tyler

💡 Nolan McCoy

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Performance ScoreTravis Tyler's LinkedIn Performance

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taplio

The Battle

Travis Tyler

💡 Nolan McCoy

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);}Travis Tyler's LinkedIn Performance

Performance Score💡 Nolan McCoy's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreTravis Tyler's LinkedIn Performance