Unpacking the Social Media Playbook of a $4B brand

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Ahrefs Podcast

43 episodes

14 hours ago

This isn’t your typical marketing fluff. It’s real, unscripted conversations with sharp founders, CMOs, and operators who’ve actually built something. Hosted by Ahrefs’ CMO Tim Soulo, who’s not afraid to challenge guests or call BS, you’ll get deep dives into the stuff that actually moves the needle: positioning, growth, hiring, branding, mistakes, wins, and what it really takes to grow a business. Think of it as a free consulting session every other week… that just happens to be recorded.

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Unpacking the Social Media Playbook of a $4B brand | Chris Cunningham (ClickUp)

Ahrefs Podcast

1 hour 12 minutes 25 seconds

3 months ago

Unpacking the Social Media Playbook of a $4B brand | Chris Cunningham (ClickUp)

Chris Cunningham, founding member of ClickUp, reveals the social media strategy that drives a staggering 150M monthly impressions. This is *the* exact strategy that's also attracted major clients like VaynerMedia (yes, GaryVee literally found them through social media).

Grab your notes. 📝 Chris shares his contrarian take on hooks and pattern interrupts, explains why hiring LA actors is a no-brainer for your social content, and walks us through his secret Trial Reels technique that consistently multiplies video performance.

In this episode:

(00:00) The Power of Humor in B2B Marketing

(03:01) Measuring ROI in Social Media Strategies

(05:54) Building a Creative Team for Social Media

(09:14) Finding and Hiring Talent for Content Creation

(11:55) Integrating Humor with Project Management Software

(14:50) The Creative Process: From Ideas to Execution

(18:13) Testing and Optimizing Content for Maximum Impact

(24:02) The Joy of Humor in Marketing

(25:20) Balancing Fun and Product Promotion

(27:07) The Role of Retargeting in Marketing

(29:37) Breaking Marketing Norms

(30:10) Understanding User Perspective

(33:09) The ABCD Framework for Content Creation

(38:47) Pattern Interrupt Techniques in Content

(43:31) Psychological Hacks for Converting Followers

(46:21) Building Personal and Company Brands

(48:21) Brand vs. Personal Social Media Growth

(51:46) Types of Content for Brand Accounts

(54:37) Defining the ClickUp Brand

(57:10) Innovative Marketing: The ClickUp Album

(01:02:01) Influencer Marketing Strategies

(01:05:08) The Super Bowl Ad Experience

(01:07:42) AI in Marketing: A Critical Perspective

(01:11:54) Outro

We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).

⸻

Where to find Chris:

LinkedIn: https://www.linkedin.com/in/chrisclickup/

X: @ChrisClickUp

Website: https://clickup.com/

Where to find Tim:

LinkedIn: (https://www.linkedin.com/in/timsoulo/)

X: @timsoulo

Website: https://www.timsoulo.com/

⸻

Referenced in this episode:

👤 People

Gary Vaynerchuk (GaryVee): https://www.linkedin.com/in/garyvaynerchuk/

Kyle Coleman (ClickUp CMO): https://www.linkedin.com/in/kylecoleman/

Adam Robinson: https://www.linkedin.com/in/adamsrobinson/

Gaurav Agarwal (ClickUp COO): https://www.linkedin.com/in/gaurav-agarwal-8278271/

Zeb Evans (ClickUp Founder/CEO): https://www.linkedin.com/in/zeb-evans/

Seth Godin: https://www.sethgodin.com/

Mr. Beast: ⁨@MrBeast⁩

Clever (Artist): https://en.wikipedia.org/wiki/Clever_(rapper)

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🏢 Companies & Brands

VaynerMedia: https://vaynerx.com/

Adweek (Adworld): https://www.adweek.com/

Groundlings: https://www.groundlings.com/

Copy AI: https://www.copy.ai/

Clari: https://www.clari.com/

BuzzFeed: https://www.buzzfeed.com/

Halligan Cinema: https://halligancinema.com/

HubSpot: https://www.hubspot.com/

Asana: https://asana.com/

Jira: https://www.atlassian.com/software/jira

Wendy’s: https://www.wendys.com/

Apple: https://www.apple.com/

Windows (Microsoft): https://www.microsoft.com/en-us/windows

Morning Brew: https://www.morningbrew.com/

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🛠️ Tools / Platforms

TikTok: https://www.tiktok.com/

Instagram:https://www.instagram.com/

LinkedIn: https://www.linkedin.com/

Spotify: https://www.spotify.com/

Apple Music: https://www.apple.com/apple-music/

YouTube: https://www.youtube.com/

Claude (Anthropic AI): https://www.anthropic.com/news/claude-3-family

ChatGPT (OpenAI): https://chat.openai.com/

Clay (Lead gen / enrichment): https://www.clay.com/