What does it take to drive explosive social media growth in the B2B SaaS world? Chris Cunningham, Head of Social Marketing at ClickUp, knows the answer. In just a few short months, he’s transformed ClickUp’s presence, skyrocketing its audience from 33,000 to nearly half a million followers. With innovative content and a keen sense of audience behavior, Chris has crafted a social media strategy that not only grabs attention but builds lasting engagement. Here’s a deep dive into his methods, and how B2B companies can harness the same power to redefine their social impact.
Betting on short-form content: A game-changer for B2B
Five months ago, Chris made a bold prediction: short-form content would soon dominate B2B SaaS marketing. Observing trends across platforms like LinkedIn, Instagram, and Facebook, he saw a growing emphasis on video content and believed LinkedIn would follow suit. His bet paid off, he’s now reached millions of viewers, and some videos have amassed over 100 million views. Reflecting on the power of such reach, Chris draws a parallel: “A Super Bowl commercial costs $7.6 million and reaches 122 million people. A viral social video can reach similar numbers without the cost.”
The impact of viral content on brand perception
The key to viral success isn’t just reaching millions; it’s about solidifying brand recognition. Chris shared how one of ClickUp’s videos, featuring relatable HR humor, went viral and led to heightened brand awareness. Now, ClickUp is regularly mentioned as a top B2B social brand on LinkedIn and Twitter. But the impact goes beyond mere impressions; viral content fosters genuine brand affinity. “A client in Singapore referenced the HR video when closing a deal,” Chris recounts. By creating custom follow-up content, Chris helped ClickUp’s sales team close the deal within days.
Social media mistakes to avoid
Chris cautions against “checkbook marketing”- throwing money at posts without strategy. He believes social media isn’t simply a platform to advertise but a place to build genuine connections. Instead of generic, one-off posts, he encourages companies to think of social media content as episodes in a TV show, something viewers eagerly anticipate. In his words, “Stop thinking of social media as a place for ads. No one wants another ad in their face. They want content they enjoy.”
Focusing on platforms that matter
For Chris, success lies in a focused platform approach. While ClickUp has a presence across multiple platforms, he concentrates on LinkedIn and TikTok. LinkedIn, he argues, is essential for B2B as it attracts professionals. TikTok, often overlooked by B2B marketers, is invaluable for testing content rapidly due to its fast feedback loop. “Short-form content is here to stay, and TikTok is the best platform to test ideas quickly,” he asserts.
Building a strong content framework
Chris’s social media strategy is built around a straightforward but effective rule: know your audience intimately, provide them value, and make them feel. He emphasizes the rule of 3:
Be clear, not clever: Highlight clear value rather than relying on jargon.
Deliver value: Focus on content that improves viewers’ knowledge or skills.
Create emotion: Content that evokes laughter or other emotions is memorable and more likely to be shared.
One standout example is a LinkedIn post distinguishing different roles within product management, breaking down job functions and KPIs in a concise, visual format. It was not only informative but also widely shared.
Repurpose content to maximize reach
For Chris, repurposing is a crucial strategy. Once a video resonates on LinkedIn, he’ll distribute it across Facebook, Instagram, and other platforms, giving successful content a broader reach. Infographics, carousels, and short-form videos have proven especially effective at delivering complex information quickly, making them perfect for sharing across platforms.
Creating a content machine
To keep social media strategies consistent and scalable, Chris recommends establishing a content machine – a repeatable system that churns out quality content. He shares a structured content breakdown with four types of content, guided by what he calls the ABCD formula:
A: Adapt winning content – reapply successful concepts with a fresh spin.
B: Innovate – test new ideas in a “lab” format.
C: Embrace trends – leverage trending formats or concepts.
D: Experiment – push boundaries with unconventional content.
This approach ensures a steady stream of engaging posts and keeps the brand relevant and relatable.
Leveraging internal influencers
The power of in-house influencers is massive. While brand accounts are essential, individual voices resonate more. Followers are more likely to connect with a CEO or team member than with a brand. This humanizes the brand and builds a stronger connection with the audience. To achieve this, ClickUp’s employees openly share their work, goals, and even setbacks. The real secret here is to share the good and the bad. People appreciate authenticity.
The path to social media success
Chris’s journey underscores the power of thoughtful, human-centered social media in the B2B space. Here are his core insights:
- Know and love your ICP: Build content for your ideal customer profile, understand their needs, and cater to them.
- Follow the rule of 3: Every post should deliver clarity, value, or emotion.
- Build machines for what works: Develop a repeatable system for creating content that resonates.
In the end, Chris’s formula for success is about shifting from a marketing-centric to an audience-centric mindset. His results speak for themselves, offering a roadmap for other B2B companies to leverage the untapped potential of social media.
