#347: How ClickUp Built a B2B Social Machine with Chris Cunningham from ClickUp

#347 | ClickUp drives millions of impressions for the company through videos and content for B2B marketers on social, and in this episode Dave sits down with Chris Cunningham, a founding member of the marketing team at ClickUp and the guy who runs social there now, to talk about how they do it. Chris breaks down why 99% of companies are doing social wrong, how ClickUp runs a weekly writers room and shoots 12 to 15 videos every Thursday, and why he tests every video with multiple hooks using Instagram trial reels before it ever hits the main feed. He also gets into how he manages 35 accounts across platforms, how he finds unknown creators with small followings and turns them into writers, and how this has driven real pipeline. Then the conversation shifts to AI and whether doubling down on human creativity might actually be B2B's biggest competitive advantage right now.

Timestamps

• (00:00) - - Intro
  
• (04:25) - - Chris's background and why he's been at ClickUp for nearly a decade
  
• (06:21) - - The biggest mistake B2B companies make on social
  
• (08:29) - - The rule of three: make people feel something, teach them, or make them laugh
  
• (09:40) - - Why you should create for two platforms and distribute everywhere
  
• (11:34) - - How ClickUp separates brand, comedy, and product accounts
  
• (13:41) - - How social has driven real pipeline and closed deals
  
• (16:01) - - How Chris interviews ICPs to find content ideas
  
• (20:02) - - How to measure social when attribution is hard
  
• (25:08) - - The weekly production process: writers room, shoot day, and content bank
  
• (32:16) - - Tools and how to manage posting across 35 accounts
  
• (33:50) - - Don't sleep on Facebook Reels
  
• (35:22) - - How to start if you're camera shy and how to find unknown creators
  
• (41:04) - - Where AI fits in and why doubling down on human creativity is the biggest moat
  
• (45:48) - - Why brand is now the biggest competitive advantage in B2B
  
• (47:55) - - Unique content formats worth studying and stealing

‍

Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

‍

***

Brought to you by:

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive

Consensus - An AI-powered interactive demo platform that lets you put personalized, self-serve demos on your site to turn anonymous researchers into high-intent leads. Learn more at goconsensus.com/exitfive

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.

Convertr - The enterprise lead data management platform that sits between your lead sources and your CRM, automatically validating, enriching, and standardizing every lead before it touches your systems. Check them out at convertr.io/exitfive

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more

Dave [0:00:01]: You're listening to the Dave Ga show.

Dave [0:00:02]: Social media is not an afterthought for B companies anymore.

Dave [0:00:20]: It can't be It's twenty twenty six, Your buyers are on their phones.

Dave [0:00:23]: They're scrolling Instagram.

Dave [0:00:24]: They're watching Tiktok.

Dave [0:00:26]: They're on Linkedin, which is more like a social media platform than ever before.

Dave [0:00:29]: But most B2B companies are still treating social like a place to post say blog links from the company page or post about the new webinar that you're doing.

Dave [0:00:37]: But there's another way Chris Cunningham is a great example of this.

Dave [0:00:40]: He is one of the founding members at click.

Dave [0:00:42]: He's been there almost a decade, and built their entire social operation from scratch.

Dave [0:00:46]: He told me something that I think every B2B marketer needs to hear.

Dave [0:00:50]: Ninety nine percent of companies are just talking about their product on social, that's the wrong thing.

Dave [0:00:55]: When people out their phone, they wanna laugh, they wanna feel something they wanna learn, that is exactly the opportunity.

Dave [0:01:00]: Chris walked me through exactly how they do this at click, how they run a weekly writers room and now shoot twelve to fifteen videos every Thursday, how they AB test every video, every version, there's multiple versions of the hook and the headline using Instagram trial reels before it hits the main feed.

Dave [0:01:16]: How they find unknown creators with, say four thousand followers and maybe one mini viral hit and reach out to them to try to turn them into full time writers for click, how they manage thirty five accounts across every platform and how this strategy has actually driven real pipeline a.

Dave [0:01:30]: We talk about how to measure this how to think about this, and he gives a couple of great examples.

Dave [0:01:35]: Then the conversation shifted into Ai and content creation, and I ask Chris about where he thinks Ai is going with creators and social media and content, and he thinks that actually doubling down on real human creativity might be the biggest competitive advantage in B2B right now.

Dave [0:01:49]: This episode is Jam packed.

Dave [0:01:50]: It's all about B2B social media and enjoy my conversation with Chris Cunningham.

Dave [0:01:54]: So, Chris Cunningham, founding remember the marketing team at I click up.

Dave [0:01:59]: You've been there for forever now for, you know, forty dog years and tech years or whatever Right?

Dave [0:02:04]: What has it been has it been a decade?

Dave [0:02:05]: Almost?

Chris [0:02:06]: It's been right shy a decade about four months, been a decade, two months, actually two months now.

Dave [0:02:11]: Can I just?

Dave [0:02:11]: In a world where, like, most people I talked to, myself included.

Dave [0:02:14]: I'm jumping around to new company every two years.

Dave [0:02:17]: What's kept you yet at click up for almost a decade.

Chris [0:02:20]: The founding team, man, They do these my best friends, you know, I've been through...

Chris [0:02:23]: This wasn't the first company we started together.

Chris [0:02:24]: We've been through.

Chris [0:02:25]: Three different ventures together.

Chris [0:02:27]: We've had ups.

Chris [0:02:27]: We've had downs, and I gotta see this through.

Chris [0:02:30]: You know, Make sure I've had opportunities to leave, especially with things popping and doing well, but I love this crew.

Chris [0:02:34]: Love this team, and I I gotta see this through and, you know, who knows what happens me in the future, but it's the team.

Dave [0:02:40]: Okay.

Dave [0:02:40]: And then how do you...

Dave [0:02:41]: You've carved out...

Dave [0:02:42]: You've played a bunch of different roles in the company as as it's grown.

Dave [0:02:45]: Yeah.

Dave [0:02:46]: My view and I'm not super close to click up or what you're doing, so I'm not gonna try to explain for, but act fuck.

Dave [0:02:51]: It's my podcast.

Dave [0:02:52]: So then closely, I see you as, like, B2B.

Dave [0:02:54]: The the reason I was drawn to have you on the pod is because I think it I might have been in in a conversation with Tim from Ahrefs, or I've just...

Dave [0:03:01]: I've been on on for a while, and you talk about my favorite subject which is I B2B marketing and social media, and you seem to have a point of view on how it works, why it works.

Dave [0:03:12]: And so it's been...

Dave [0:03:13]: We've been, like, two ships passing in the night for a long time, but I wanna have you on to talk about that.

Dave [0:03:17]: Am I true in kinda reading that, like you've you've carve out this interesting role, in social and and content in the company.

Chris [0:03:23]: I think I made up my own role if I'm being honest.

Chris [0:03:25]: I'm at the beginning, I was our our VP of sales.

Chris [0:03:27]: Right I the first sales rep close our first ten million Arr.

Chris [0:03:29]: And as we grew, I knew that was in my passion.

Chris [0:03:32]: Right I was doing it because I was doing one of the original four who could talk on the phone and and handle sales, and I sales experience, but I had always had a love for for social media for marketing, and I think the...

Chris [0:03:42]: That's one of the reasons why I've also stayed?

Chris [0:03:43]: Because who else would let me try this crazy stuff.

Chris [0:03:45]: I've got actors to, you know, and videos.

Chris [0:03:47]: Right?

Chris [0:03:48]: Like, what other company can I go to today they let me do that Now?

Chris [0:03:50]: Maybe since proven it Yes.

Chris [0:03:52]: But, like, only a click up could I try and have this free reign, and so that's another reason why I'm still here.

Dave [0:03:57]: Okay.

Dave [0:03:57]: So we're gonna talk about B2B social today.

Dave [0:03:59]: The goal is to leave you with some ideas just ways the thing about things, get you on stock, give you some inspiration that that would be a successful.

Dave [0:04:06]: Episode here.

Dave [0:04:08]: So first, can you explain you have this way of writing and you've written it before?

Dave [0:04:13]: I can't perfectly articulate So I'm gonna ask you as a question, But how do you articulate the value of B2B social?

Dave [0:04:19]: And what's the mistake that most companies are making when it comes to thinking about social as part of the marketing strategy.

Chris [0:04:26]: The first mistake is so easy is that they...

Chris [0:04:27]: They're treating social media as a place to give more ads.

Chris [0:04:30]: Right?

Chris [0:04:30]: And when people pull out their phone, they don't wanna an add.

Chris [0:04:33]: They don't wanna be sold too.

Chris [0:04:34]: They wanna laugh, and they wanna feel something.

Chris [0:04:35]: Right Either wanna learn, They wanna add...

Chris [0:04:37]: Add some value added it to them where they wanna laugh.

Chris [0:04:39]: That's really all it is or feel some type of emotion.

Chris [0:04:41]: Right?

Chris [0:04:41]: You have some people who might watch prank videos.

Chris [0:04:43]: Some people who might watch videos to learn more about claude and get better at that.

Chris [0:04:46]: And you of some who just wanna make fun of the business world.

Chris [0:04:48]: Right?

Chris [0:04:48]: And that's what I attack.

Chris [0:04:49]: So Number one, the problem is just talking about your product.

Chris [0:04:52]: That's what ninety nine percent of people doing and it's the wrong thing.

Chris [0:04:54]: The second is they don't give anything enough time.

Chris [0:04:57]: Right?

Chris [0:04:57]: Like, they don't understand that it might take six months to see if something's working in marketing.

Chris [0:05:01]: And the problem is that's why CMOs are.

Chris [0:05:03]: You know, that's what that's why

Dave [0:05:04]: there should be an x

Chris [0:05:05]: Exit Five and things that they are the most let go or the most attacked in my opinion at a company because they don't get as much time to let something win.

Chris [0:05:12]: But for anything in marketing to win, you have to give a time, And sometimes it's hard to prove, and that's the that's the challenge we face every single day as marketers.

Dave [0:05:19]: Okay.

Dave [0:05:19]: So the big thing that's shifted in our personal lives is that the for us the majority of the shopping buying consuming that we do is now, not only through our phones, but through some form of entertainment, whether...

Dave [0:05:31]: At Instagram, Youtube, podcast, Tiktok, Netflix.

Dave [0:05:35]: I mean, I'm watching something on the couch the other day with my kids on Disney plus, and there's like a Salesforce ad, You know, like, CTV.

Dave [0:05:42]: Small this stuff is everywhere now What I hear you say is like, we wanna build a strat.

Dave [0:05:48]: We wanna have an actual point of view on how to be successful on social media, not just treat it as another, like, distribution channel.

Dave [0:05:54]: Like, oh, we got a blog post, so post about it on Linkedin or, like, we won this award, so post about it on Linkedin.

Dave [0:06:00]: Can you explain them?

Dave [0:06:01]: Like, if we peel everything away, where it...

Dave [0:06:03]: Where does someone start?

Dave [0:06:04]: If I'm listening to this, you're gonna give us some good examples of stuff, but,

Chris [0:06:07]: yeah.

Dave [0:06:07]: How do I peel this all the way back and figure out, like, what, it's almost like you need an angle?

Dave [0:06:10]: Like, what's our angle for social gonna be?

Dave [0:06:12]: And do you pick an angle?

Dave [0:06:13]: Do you pick the channels?

Chris [0:06:14]: Where do we start?

Chris [0:06:15]: You got it.

Chris [0:06:16]: First off, you you've gotta follow the rule of three.

Chris [0:06:18]: Right?

Chris [0:06:18]: So, like, what I do now is I will say no.

Chris [0:06:20]: I still get those requests.

Chris [0:06:21]: Okay.

Chris [0:06:21]: We have an event here.

Chris [0:06:22]: We need to post that.

Chris [0:06:22]: I'm like, one percent of our audience gonna care about that Right?

Chris [0:06:25]: So if it doesn't do one of the...

Chris [0:06:26]: One of the three, right?

Chris [0:06:27]: So but it doesn't make them feel something If it doesn't add value and doesn't teach.

Chris [0:06:30]: I'm not hitting post.

Chris [0:06:31]: Right?

Chris [0:06:31]: And there's another rule that I have.

Chris [0:06:32]: So before we post if it...

Chris [0:06:34]: I need to ask what the hook is?

Chris [0:06:35]: I need to ask why would someone even watch this?

Chris [0:06:37]: Like, why would they care?

Chris [0:06:38]: And I need to follow the pacing.

Chris [0:06:39]: Right?

Chris [0:06:40]: Is the pacing there?

Chris [0:06:41]: Like, is it quick?

Chris [0:06:41]: And is there a payoff?

Chris [0:06:42]: Is there a reason to watch the end.

Chris [0:06:44]: So these are the quick...

Chris [0:06:45]: Little rules I have, I make sure before you even create a post.

Chris [0:06:48]: But now let's take a step back before you even do that.

Chris [0:06:50]: I think the thing is the big the big thing that you'll study is say, hey, beyond me present, and I do believe that.

Chris [0:06:55]: You should be posting on every platform, but I don't believe you should be creating for every platform.

Chris [0:06:58]: So for us, At click up, I'm creating for two platforms.

Chris [0:07:01]: And one is, you know, it can be Tiktok Instagram Reels they're kinda of the same to me with short form and a second is Linkedin.

Chris [0:07:07]: Yeah.

Chris [0:07:08]: Right.

Chris [0:07:08]: So I'm creating for those two.

Chris [0:07:10]: And all I'm doing is I'm creating funny.

Chris [0:07:12]: I Ai lean into business humor.

Chris [0:07:13]: So I'm creating funny, business humor, and then on Linkedin.

Chris [0:07:16]: I'm writing about thought leadership.

Chris [0:07:18]: And that's that's the two things.

Chris [0:07:20]: That's it.

Chris [0:07:20]: And then what I'll do is my Instagram reels.

Chris [0:07:23]: I put on trial reels first.

Chris [0:07:25]: One of the biggest gifts I can give, David.

Chris [0:07:26]: Someone does care about short forms.

Chris [0:07:28]: You need to be using Instagram trial reels.

Chris [0:07:30]: Why?

Chris [0:07:30]: Because think about it.

Chris [0:07:32]: Let's say I have one video but I do three different edits.

Chris [0:07:34]: That takes my editor or maybe an extra four minutes Max.

Chris [0:07:37]: Right now I have a different text on screen like this.

Chris [0:07:39]: For most people read.

Chris [0:07:40]: Now I have a different hook, a different thing to catch at the beginning, and maybe have a different format.

Chris [0:07:44]: Right?

Chris [0:07:45]: And when I test those, in trial reels, I get I don't get punished.

Chris [0:07:48]: It doesn't go to my followers.

Chris [0:07:49]: One video, will do better than the others.

Chris [0:07:51]: And sometimes, they'll do significantly better.

Chris [0:07:53]: It's where so much so that I a video that would've have only gotten sixty k if I post the one.

Chris [0:07:56]: I thought was better, and it goes to, like, ten or twenty million.

Chris [0:07:59]: It's a major difference.

Chris [0:08:00]: Mh.

Dave [0:08:01]: So even if you have a great idea that you love.

Dave [0:08:04]: And this video is...

Dave [0:08:05]: I love it.

Dave [0:08:05]: Press pull.

Dave [0:08:06]: It's like a standard operating procedure to have three variations of it.

Chris [0:08:11]: Every single time, no matter what and you be shocked to how many times she's the one you think is the best is not the best.

Chris [0:08:15]: Yeah.

Chris [0:08:15]: No matter what.

Chris [0:08:17]: No matter what you should always...

Chris [0:08:17]: Maybe...

Chris [0:08:18]: It's like everything in marketing.

Chris [0:08:19]: Why wouldn't you maybe be tested if you can and you can today in social media.

Dave [0:08:22]: And does it...

Dave [0:08:22]: Is...

Dave [0:08:22]: Does even matter even if I'm, I have a...

Dave [0:08:25]: Like, our our Exit Five company account.

Dave [0:08:27]: I don't know, we have, like, maybe a thousand followers.

Dave [0:08:29]: Is that enough?

Dave [0:08:30]: Should I still run trial reels?

Chris [0:08:32]: Still worth the time.

Chris [0:08:33]: Still worth time every single time.

Chris [0:08:34]: And it's so easy.

Chris [0:08:35]: Show you I'll show you.

Chris [0:08:36]: I'll send you my playbook after on how to do it?

Chris [0:08:37]: Your team can implement it in no time.

Chris [0:08:39]: Cool.

Chris [0:08:40]: Everyone thinks to click up has this big social media team.

Chris [0:08:42]: It's me, some actors that are hire, and they're just but they're not in, you know, and then it's a social media manager.

Chris [0:08:47]: That's it And my social media manager just knows how to run the trial real really well.

Dave [0:08:51]: Your So the...

Dave [0:08:51]: For every everybody listen, so...

Dave [0:08:52]: The reason for having Chris on was...

Dave [0:08:55]: I think this is probably the the thing that I see the most is...

Dave [0:08:59]: And...

Dave [0:08:59]: I'm guilty of this time and time again where, like, don't really have a lane, but I'm kinda posting content of all different type in all different kinds and I got I on Youtube, and I got it on Linkedin, and everything's kinda doing okay.

Dave [0:09:12]: I think it's probably the fact that you honed in on, like, we're only gonna be on these two channels.

Dave [0:09:16]: So so, you know, let's use Tiktok and Instagram interchangeably and then Linkedin.

Dave [0:09:19]: It's in and you're not just, like, making random videos.

Dave [0:09:22]: You're making random videos that all serve this purpose of, like, it's in this category of funny business humor.

Chris [0:09:28]: And what I wanna make sure you also know is that I'm I'm posting on thirty five accounts every day and that right.

Chris [0:09:33]: So it's not just click...

Chris [0:09:34]: I have click up.

Chris [0:09:35]: On all the platforms.

Chris [0:09:36]: Right?

Chris [0:09:36]: Then I click comedy.

Chris [0:09:37]: I have click up on the street.

Chris [0:09:39]: And so click is more of my product.

Chris [0:09:40]: That's where I'm helping people.

Chris [0:09:42]: That's why I'm making.

Chris [0:09:42]: That's where I'm doing more like teaching click or here's three tips be more productive, etcetera.

Dave [0:09:47]: Yep.

Chris [0:09:47]: And I have my click comedy because the company, I used to do both And I realized that some people want to watch the comedy.

Chris [0:09:52]: So I wanna watch click up personal so I made these different pages.

Chris [0:09:54]: But, yes.

Chris [0:09:55]: So I'm leaning into the business humor, But when I tell you the I'm only creating for two platforms, still posting across all of them.

Chris [0:10:00]: So when I make the one video for Tiktok.

Chris [0:10:02]: Sure.

Dave [0:10:03]: But you must have gotten that...

Dave [0:10:04]: You probably didn't have all those pages out of the gate.

Dave [0:10:06]: I'm betting that you had you're posting funny things that kinda of popped off on the main click up channel and you're like, we could carve this out and do its own page.

Dave [0:10:12]: Right?

Chris [0:10:13]: And I realized that audience was getting confused.

Chris [0:10:14]: And was limiting how far I could grow so funny enough.

Chris [0:10:16]: Click a comedy click has been around for years before Click Comedy.

Chris [0:10:19]: Click County is more followers and click up.

Chris [0:10:20]: Right?

Chris [0:10:21]: Yeah.

Chris [0:10:21]: But that's just because people love Comedy the most.

Chris [0:10:23]: It's a bigger ceiling.

Dave [0:10:24]: And it's also kind of, like, that could be anything that could be a comedian chant, like, click up.

Dave [0:10:28]: It doesn't...

Dave [0:10:29]: Go to your head that's at some type of software that someone's gonna try to sell me.

Dave [0:10:32]: You know, it's like, if you were...

Dave [0:10:34]: Exactly.

Dave [0:10:34]: Like, if it was like Salesforce comedy, it kinda hits differently.

Chris [0:10:39]: Head off So that's...

Chris [0:10:41]: It is But you know, it's funny because there's there's definitely some people who follow that page and don't know what we do, but that's fine because we're running Ai to see who's following who and if...

Chris [0:10:48]: Like, I found out that the Coo of Mcdonald's.

Chris [0:10:50]: The Coo of Mcdonald's follows click quality.

Chris [0:10:52]: Right?

Chris [0:10:52]: What do you think I did, of course, I got my actress to make a video, dm him from the page.

Chris [0:10:56]: And set up a call.

Chris [0:10:57]: Because now now I've turned this into a sales motion.

Chris [0:10:59]: And mind you that for anyone out here is doubting and thinking oh, there's no way you can?

Dave [0:11:04]: Did he respond to that message?

Chris [0:11:06]: He did not yet.

Chris [0:11:06]: He did not, but I'll tell you who who we have gotten from this, I'll tell you as.

Chris [0:11:09]: Va Media, our our fourth...

Chris [0:11:11]: One of our larger deals from last year.

Chris [0:11:13]: I think this top top seven or something.

Chris [0:11:15]: They said they found this solely Gary and then team saw saw our social media I give them a shot.

Chris [0:11:19]: And that's how we got a chance to win and that's...

Chris [0:11:21]: And we did win the business.

Chris [0:11:22]: Eventually, they're one of...

Chris [0:11:23]: They're definitely a large customer right now.

Chris [0:11:24]: So we do close big deals off this.

Dave [0:11:26]: Let's come back to this when we when we talk about measurement because that's yeah interesting play to Run that basically treats social as a signal as opposed to, like, we're, you know.

Dave [0:11:34]: There's there's there's something interesting in there.

Dave [0:11:35]: Let's...

Dave [0:11:36]: Sure.

Dave [0:11:36]: Remember that for our our measurement piece.

Dave [0:11:38]: How much do you think like, I, I feel like somebody's gonna listen to this.

Dave [0:11:42]: They're like, well, that's easy for them, like humor, like, obviously marketing humor, but, like, I could never do that in in my space.

Chris [0:11:49]: They do tell me that all the time And my answer back because you don't have to.

Chris [0:11:52]: I'm not telling you how to do humor.

Chris [0:11:53]: But I'm telling you have to do something different than just saying, hey, drink this water bottle or whatever brand you have.

Chris [0:11:59]: Like, the more you're just saying, or, hey, try, I'll click up today, that they don't care about that.

Chris [0:12:03]: Right?

Chris [0:12:03]: So if you're not gonna do that, then then it goes back to the other rules, then can you teach him something Right?

Chris [0:12:07]: So can you be can you be the news?

Chris [0:12:09]: For your network can...

Chris [0:12:10]: For for your people.

Chris [0:12:11]: So let's a you're an Ai company it can be the first to give a roundup up every everyday for Ai can do a really good job of that or can you make them better at their job.

Chris [0:12:17]: For me is it's project managers.

Chris [0:12:18]: Right?

Chris [0:12:19]: So if I can make them better at their job.

Chris [0:12:20]: That is something that's also valuable But you can do comedy.

Chris [0:12:23]: What is what I also strike back.

Chris [0:12:24]: You can't do comedy.

Chris [0:12:25]: There is something funny and no matter what space you're in.

Chris [0:12:28]: If it's...

Chris [0:12:28]: You put me...

Chris [0:12:29]: You today.

Chris [0:12:29]: You drop me in a new space.

Chris [0:12:30]: Guarantee I can make funny content for doctors.

Chris [0:12:32]: Guarantee I can make funny content for lawyers.

Chris [0:12:34]: You know why, Dave?

Chris [0:12:35]: Because my formula is this.

Chris [0:12:37]: I really know my Ic.

Chris [0:12:38]: What we're doing right now, I do this two to three times a week with my For a fifteen minute riverside.

Chris [0:12:44]: I record it, and the first seven minutes, I'm selfish.

Chris [0:12:47]: Hey.

Chris [0:12:47]: What podcast do you watch?

Chris [0:12:49]: What's funny to you?

Chris [0:12:49]: What's something ridiculously hilarious that happened to you recently.

Chris [0:12:52]: Right?

Chris [0:12:53]: I'm interviewing real people?

Dave [0:12:54]: How do you get those meetings?

Chris [0:12:55]: I Lillian just cold linkedin.

Chris [0:12:56]: Cold linkedin.

Chris [0:12:57]: Hitting about

Dave [0:12:58]: Do you see someone who's a customer or just an Ic like this person looks like an Ic.

Chris [0:13:03]: It's a mix.

Chris [0:13:03]: So I I have my customer team help me out, and they'll say calls my customers.

Chris [0:13:06]: Yeah.

Chris [0:13:06]: They give me about one or two of those a week, and I do out one or two myself where I just Cease one on Linkedin.

Chris [0:13:10]: They don't have to be a customer.

Chris [0:13:11]: They could become a customer later.

Chris [0:13:12]: But at Cc on Linkedin is, like, a project manager, maybe even, like a marketer or whatever I'm like, hey, can I be selfish and just ask you for, like, a ten minute of riverside, I'll give you clips afterwards?

Chris [0:13:20]: The first five minutes is for me.

Chris [0:13:22]: I'm gonna ask you some questions.

Chris [0:13:23]: I just wanna know.

Chris [0:13:24]: I won't do anything with it.

Chris [0:13:24]: The other five is for you.

Chris [0:13:25]: I'll highlight your brand.

Chris [0:13:26]: I'll send you a video chopped up Ready to go.

Dave [0:13:28]: So you actually record it and give them.

Dave [0:13:30]: Something thing to use from that.

Chris [0:13:31]: I give them a gift every time.

Chris [0:13:32]: So I get a gift for joining and give me that, but that's how I really know my.

Chris [0:13:34]: That's how I have ideas.

Chris [0:13:35]: Quick.

Chris [0:13:36]: Think about it.

Chris [0:13:36]: I'm I I would run out of ideas in a writers room if I was just trying to write this all time.

Chris [0:13:40]: Yeah.

Chris [0:13:40]: I'm asking real people it's something funny it happened in the office last week or.

Dave [0:13:43]: Totally, dude.

Dave [0:13:44]: I I feel like I am the best at my job when I'm talking to the most amount of people, Like, that's when I'm sharpest.

Dave [0:13:50]: And so either, I'm on lots of calls.

Dave [0:13:53]: I'm hosting webinars because even something like on a webinar, if I say something or in a a guest says something.

Dave [0:13:59]: You can tell right away in chat that everybody kinda like, that line landed.

Chris [0:14:04]: They felt it.

Dave [0:14:04]: And so it's like, oh, that's a little...

Dave [0:14:06]: That's a thing.

Dave [0:14:06]: It's like, a bit.

Dave [0:14:07]: And so it's like, let's circle that.

Dave [0:14:08]: Like, man, when so and so said in the chat that, you know, Ai is like, you know, smarter child back in when we all had Aol and semester.

Dave [0:14:15]: Oh, that everybody loved it.

Dave [0:14:16]: Let's make a meme out of that.

Dave [0:14:17]: That's where the ideas come from.

Dave [0:14:18]: Right?

Chris [0:14:19]: There you go.

Chris [0:14:19]: Well, I I felt like Selfish when First started learning by Using.

Chris [0:14:22]: That's my why wife start x five because now he gets to talk to all the he has talked to his his Ic all the time.

Chris [0:14:27]: Like, how Genius is that.

Dave [0:14:28]: Yeah.

Dave [0:14:28]: I'm a genius.

Dave [0:14:29]: My super genius, put clip that.

Chris [0:14:31]: I'm a little jealous.

Chris [0:14:32]: I need to figure it out myself.

Dave [0:14:34]: No.

Dave [0:14:34]: It's...

Dave [0:14:34]: It is one of the things though that it's kinda cool because it's...

Dave [0:14:38]: I didn't wanna go and build an agency or consulting business, and I had done that for a little bit.

Dave [0:14:42]: And after having done this for a while.

Dave [0:14:43]: Like oh, no.

Dave [0:14:44]: This this can be the whole thing and actually the the reason I have, like, I hired Dan as a CEO to run the businesses is because I think the most value that I can provide to our businesses is talking to people doing interviews, having an understanding of like, what topics are relevant right now.

Dave [0:14:57]: And I, The meta lesson is like, that's actually a secret ingredient for marketing.

Dave [0:15:02]: And so if I was leading marketing at a, you know, company in Ai or Cybersecurity or Fintech or Hr, it would be put Chris put you anywhere and you could figure it out.

Dave [0:15:12]: It comes back to that deep understanding of the Ic.

Dave [0:15:14]: And that's what the fun job of marketing is okay.

Dave [0:15:16]: I I'm trying to sell...

Dave [0:15:17]: I'm trying to get these people to pay attention to this thing.

Dave [0:15:20]: How do I do that?

Dave [0:15:21]: Your bridge is gonna be social short form.

Dave [0:15:24]: Okay?

Dave [0:15:25]: How do you connect that?

Dave [0:15:26]: How do you how do you connect that to actual impact?

Dave [0:15:28]: Like, how do you...

Dave [0:15:29]: People laughing about work humor?

Dave [0:15:31]: How does that show up in the pipeline and revenue chart for click up?

Chris [0:15:35]: Yeah.

Chris [0:15:35]: Absolutely.

Chris [0:15:35]: Man.

Chris [0:15:35]: I mean, and trust me it's a question.

Chris [0:15:36]: I got very early on very quickly and took time to show?

Chris [0:15:39]: Like everything good and The way this is not like I started this plan with these actors and it got tons of years.

Chris [0:15:44]: Right?

Chris [0:15:44]: I started very scrappy at the beginning, I was the other actor, and I hired one one actor for, like, three k on to start creating videos.

Chris [0:15:50]: Right?

Dave [0:15:51]: Where did you find them?

Chris [0:15:52]: I been stalking his guy for a couple years.

Chris [0:15:54]: He was at he was running Tiktok for Ad world.

Chris [0:15:56]: And his name is Luke and Luke done an amazing job for them, grew them to three hundred k.

Chris [0:16:00]: And I kept telling him every day if if something ever happened there.

Chris [0:16:04]: You let me know.

Chris [0:16:04]: And he called me and I'm like hey, look, my company doesn't fully believe in hiring a creator time yet?

Chris [0:16:09]: I promise you if you you dive in this with me?

Chris [0:16:10]: I'll get...

Chris [0:16:11]: Get you a full time get care?

Chris [0:16:12]: And so I did.

Dave [0:16:13]: Do you think that's kind of the secret you what you interested...

Dave [0:16:15]: What you mentioned is kinda like the secret sauce I see people like this all time like, hey, who should I anyway know any good...

Dave [0:16:21]: What anyone good to hire where I feel like the best people often it's like, you are, like, ad world.

Dave [0:16:26]: Like, I don't I don't follow ad world, but you do.

Dave [0:16:28]: You...

Dave [0:16:28]: And you...

Dave [0:16:28]: So Ad world must have come across your feet at some point, you're like, damn tim, whoever's doing these videos for ad world is good.

Dave [0:16:33]: Mental note of them, then when it comes time to hire.

Dave [0:16:36]: You're gonna reach out to that person.

Dave [0:16:37]: Is so many people that are good at what you're describing.

Dave [0:16:40]: Like, spitting this back for or listeners like, Yeah.

Dave [0:16:42]: This is the skill.

Dave [0:16:43]: It's it...

Dave [0:16:43]: You have to know you have to be curious.

Dave [0:16:45]: You have to know what good content looks like.

Dave [0:16:47]: You have to have a list of, like, ten accounts that you follow that you can reference it's good examples.

Dave [0:16:52]: It's not, like, no one's gonna give you a list of those things.

Dave [0:16:54]: Right?

Dave [0:16:55]: Like,

Chris [0:16:55]: never.

Chris [0:16:55]: And now we're talking.

Chris [0:16:56]: Because I I designed my feed to be this way.

Chris [0:16:58]: Like, my feed, I have found so many creators who are big now.

Chris [0:17:00]: And I found them early.

Chris [0:17:01]: And you can go look and a lot of them have been in a click a video before they blew up.

Chris [0:17:04]: Because I find them.

Chris [0:17:05]: I...

Chris [0:17:05]: I've trained my feed to find, like, up and coming comedy business comedy.

Chris [0:17:08]: That's what Do.

Chris [0:17:09]: So, yeah, Saw Luke.

Chris [0:17:10]: Stating And I found a way to get touch.

Chris [0:17:11]: I'm also relentless.

Chris [0:17:12]: I'll get in touch.

Chris [0:17:13]: Everyone knows us a click up Get in touch with anybody.

Chris [0:17:14]: There's matter how big Off, I'll get in touch with him do my network because I'm at every event.

Chris [0:17:19]: I'm speaking all the time.

Chris [0:17:20]: Right?

Chris [0:17:20]: Like, out, I I network like crazy.

Chris [0:17:22]: So if I wanna get touch with someone.

Chris [0:17:23]: There's always a.

Chris [0:17:24]: So I someone one in new Luke.

Chris [0:17:25]: They plug me in.

Chris [0:17:26]: And I stayed in touch.

Chris [0:17:27]: I said look if anything happens.

Chris [0:17:28]: There or you tell me immediately.

Chris [0:17:29]: And one day I think they let him go and The next day he was working for click.

Chris [0:17:32]: So I got As was a contractor, and I was, I was I I promise you.

Chris [0:17:35]: You do well, I'll get you this full time thing, and Did.

Chris [0:17:37]: And it took us three months to start getting any significant views, and then we got the views.

Chris [0:17:40]: But now to answer your question about pipeline.

Chris [0:17:42]: And that's...

Chris [0:17:42]: This is the biggest question.

Chris [0:17:43]: This is when I get asked all the time.

Chris [0:17:44]: Does this work.

Chris [0:17:45]: Do you get pipeline?

Chris [0:17:46]: Yes.

Chris [0:17:47]: And if I'm being honest, tracking it is not the easiest thing in the world.

Chris [0:17:50]: I'm sure there's even more deals, but there's two ways, two early signals I saw.

Chris [0:17:54]: Number one, Rh hr team just said that every time there's a viral video, the amount of inbound applications we had was just out out the roof.

Chris [0:18:01]: Right?

Dave [0:18:02]: Right.

Chris [0:18:02]: And then same with sales.

Chris [0:18:03]: My sales team tells me that they start out asking after they close the deal.

Chris [0:18:06]: How'd you first find.

Chris [0:18:07]: That's and a lot of times they will say social media.

Chris [0:18:08]: Coming far and far and far.

Chris [0:18:10]: Bigger than we ever imagine.

Chris [0:18:11]: We we love your videos.

Chris [0:18:12]: We love your videos.

Chris [0:18:13]: We think it's hilarious.

Chris [0:18:14]: So the reason why I think I keep winning Davis is people probably to afraid to go do a strategy like this because I don't think I could attribute anything.

Chris [0:18:20]: The first four to five months.

Chris [0:18:21]: It was very hard.

Chris [0:18:22]: And you don't think my Coo, Go, who's a genius.

Chris [0:18:24]: You don't think Z, who's an absolute genius was not on me about that to prove this?

Chris [0:18:28]: Like, luckily, I wasn't spending a lot.

Chris [0:18:30]: I was smart.

Chris [0:18:30]: At the time I was was spending, like seven eight k a month.

Chris [0:18:32]: So what do they care?

Chris [0:18:33]: You know, that's fine.

Chris [0:18:34]: We could spend that.

Chris [0:18:34]: Take a little bit out of the ads.

Chris [0:18:36]: Right?

Chris [0:18:36]: And and our C payback was going down because we're using these actors in our ads.

Chris [0:18:40]: Yeah.

Chris [0:18:41]: So we're using these familiar faces that you already.

Chris [0:18:42]: So they're already happy about that.

Chris [0:18:44]: But then all of a sudden, with one major deal.

Chris [0:18:46]: We had a major deal somewhere sees.

Chris [0:18:47]: Like, from Australia or something.

Chris [0:18:48]: And I don't forget Light foot.

Chris [0:18:50]: The rep was like, yeah.

Chris [0:18:51]: Said they found this from the videos.

Chris [0:18:53]: And they were like, okay.

Chris [0:18:53]: We're onto to something, then Vein Media.

Dave [0:18:56]: The rep is called light foot shout out to light foot.

Chris [0:18:58]: Yeah.

Chris [0:18:58]: I, Jonathan Light foot is his name.

Chris [0:18:59]: Great great incredible sales guy I think he won so many awards in Sk this he was just telling me.

Chris [0:19:04]: I was if those are first signal I saw.

Chris [0:19:05]: I got so excited.

Chris [0:19:06]: And now get it all the time.

Chris [0:19:07]: The reps are pinging me all the time.

Chris [0:19:09]: Yeah.

Chris [0:19:09]: Hey, they love the Hr guys.

Chris [0:19:10]: I mean, people ask them to bring them out.

Chris [0:19:12]: Sure.

Chris [0:19:12]: And there's different characters of people know.

Dave [0:19:14]: Well, now that you know, there's, like, a tipping point.

Dave [0:19:16]: It's like, everybody's searching for attribution was social until you hit hit on something and then and then you know.

Dave [0:19:22]: And then a lot of the times, the attribution, it's never directly to...

Dave [0:19:26]: I think one of the challenges is is, and I've learned this through through our our type of businesses, and we've done a lot of, like, you know, influencer type sponsorship type of content.

Dave [0:19:36]: Sure.

Dave [0:19:36]: And it's almost like this trick where, like, you have to try...

Dave [0:19:39]: The less you make it more, like, direct response marketing, the better it actually does.

Dave [0:19:44]: And so if it was an ad for click, it might not be as good if it was a funny ad for click up.

Dave [0:19:51]: You know what I mean?

Dave [0:19:51]: Like, it's just, like,

Chris [0:19:52]: every single time.

Chris [0:19:53]: That's...

Chris [0:19:53]: That's what makes this game so ridiculous because I think it's like everything good in life.

Chris [0:19:57]: Right?

Chris [0:19:57]: Everything good in life is on a little bit of risk in on a little bit of doing...

Chris [0:20:00]: Our CEO says it's the best, but, like, even when you're building product.

Chris [0:20:03]: If you're building what everyone else is building, you're probably not gonna win Right?

Chris [0:20:06]: But you gotta go where someone else is not playing is you're

Dave [0:20:08]: can you can sprinkle in, like, you can...

Dave [0:20:09]: When you have something interest thing from a click up product news announcement standpoint, you can make a great video about that.

Dave [0:20:17]: Now people already know who you are.

Dave [0:20:19]: And so you're gonna...

Dave [0:20:19]: It doesn't have to just be pure comedy silly silly.

Dave [0:20:23]: Like, there's a lot of overlap.

Dave [0:20:24]: I think the other thing The reason I love this topic for B2B is because, you know, we are always searching for the thing that's gonna do it this month this quarter.

Dave [0:20:32]: But, I had the Bang VP from Linkedin on a couple weeks ago, and he said the average B buying cycle now is, you know, whatever two hundred eleven days.

Chris [0:20:42]: Sure.

Dave [0:20:42]: So our goal then is, like, how do we get people to see as many of these fun interesting education, whether it's new?

Dave [0:20:48]: When do you other whether you wanna...

Dave [0:20:49]: You know, you said feel something add value or teach?

Chris [0:20:52]: Do you got it?

Chris [0:20:52]: Do we

Dave [0:20:53]: get them to do that as much as pop possible over a couple hundred days, and then the deals will come.

Dave [0:20:57]: And to your point, people are just gonna raise their hand and say social media there can say, oh, it was this video on, you know, January seventh, but you feel like you know that social working.

Dave [0:21:05]: And then obviously, you have your results and views and you can sort...

Dave [0:21:08]: You can go through engagement and and kinda like, pick out the little pockets of things that we're working and go do do more of it.

Dave [0:21:14]: How much did the volume of what you're creating?

Dave [0:21:16]: So you hired this guy, you know, spending seven eight k a month.

Dave [0:21:19]: It's it's you and him.

Dave [0:21:20]: You're making videos Were you making like one video a week?

Dave [0:21:23]: Or are you making thirty and it's like scientific and you're testimony different hooks and headlines.

Dave [0:21:27]: How did it how did you how do you really become a lead at the creation here?

Dave [0:21:30]: Because me, I got this dumb little Instagram page I make for myself, my fun my own videos and I just like,

Chris [0:21:35]: You run it yourself?

Dave [0:21:36]: No.

Dave [0:21:36]: Not for real.

Dave [0:21:37]: Just like Dave hair hard.

Dave [0:21:38]: Like, on instagram like of me doing, like, pull ups or something.

Dave [0:21:41]: Right?

Dave [0:21:41]: And it's like, I make one real a week and I get a couple hundred views, and I'm like, man.

Dave [0:21:45]: Man, like, the real thing in this game is you just need so many at bats and I'm curious if that is true.

Chris [0:21:51]: I'll tell you this.

Chris [0:21:51]: I, I have the popular thing, but also if something's that's not...

Chris [0:21:54]: It is not reps, So there's also a...

Chris [0:21:55]: There's is a limit to it.

Chris [0:21:56]: So I'll tell you this.

Chris [0:21:57]: I I can do the whole thing real fast.

Chris [0:21:59]: We started with the first three months, which is me and and Luke.

Chris [0:22:01]: Right?

Chris [0:22:02]: And and we were not doing the whole testing.

Chris [0:22:04]: We were just doing, like, a video day.

Chris [0:22:06]: Maybe five to six a week.

Chris [0:22:07]: Right?

Chris [0:22:07]: That was it.

Chris [0:22:08]: We would shoot we'd shoot for a week.

Chris [0:22:09]: We shoot one day and we have enough for, like, maybe one to two weeks, and then we would shoot again.

Chris [0:22:13]: I have to fly out.

Chris [0:22:14]: You know, staying in San Diego a lot of times I live in Florida.

Chris [0:22:16]: But...

Chris [0:22:17]: So then we started getting reps.

Chris [0:22:18]: And so then so we got to, like, thirty million impressions in a month.

Chris [0:22:21]: And I remember we had someone before me who told me that, like, twenty wasn't impossible.

Chris [0:22:24]: And I was knocking hit it.

Chris [0:22:26]: And so we hit we hit like thirty, And then our Coo is very like this.

Chris [0:22:29]: And so it's...

Chris [0:22:29]: This is the click up way.

Chris [0:22:31]: Okay.

Chris [0:22:31]: You hit thirty.

Chris [0:22:31]: Now how do get to a hundred.

Chris [0:22:32]: Right?

Chris [0:22:33]: Anyway, I can get to a hundred, but I need another actor.

Chris [0:22:35]: Like, I need one more actor.

Chris [0:22:36]: I need to make this even more serious.

Chris [0:22:38]: So that is when we brought in Adam.

Chris [0:22:40]: Adam is a second guy you see the the the guy with no hair.

Chris [0:22:43]: They're like, Almost like the step brothers.

Chris [0:22:44]: You know they're very funny.

Chris [0:22:45]: They played well together.

Chris [0:22:46]: So then we bring him in.

Chris [0:22:47]: And then we start, you know, really creating more videos, and then we start testing.

Chris [0:22:51]: So now we a whole formula, Dave It looks like this.

Chris [0:22:53]: On Mondays, we have a writers room.

Chris [0:22:55]: And in the writers room, we come prepared with, like, three ideas a piece.

Chris [0:22:58]: It's me, my actors.

Chris [0:22:59]: A couple other worker employees and sometimes a I hire a writer to freshen things up and brings a new in.

Chris [0:23:03]: I have Jimmy.

Chris [0:23:04]: Kim writer, A few other writers come in.

Chris [0:23:05]: And actually, I spent what you think.

Chris [0:23:07]: Come in for roger room and brings some my ideas.

Chris [0:23:08]: Okay?

Chris [0:23:09]: Then on Tuesday, Oh, sorry.

Chris [0:23:11]: On monday, we all pitch the ideas, and then we vote we all pitch and we vote.

Chris [0:23:14]: No ego.

Chris [0:23:15]: We vote it's done.

Chris [0:23:16]: Okay.

Chris [0:23:17]: Those are the ones at one.

Chris [0:23:18]: If someone really feels good about something they can bring up their idea again, but that's it.

Chris [0:23:21]: Tuesdays, we fine tune it.

Chris [0:23:22]: We find Tune scripts, perfect, who's gonna play what character.

Chris [0:23:25]: Order all the stuff.

Chris [0:23:26]: Wednesday, we check.

Chris [0:23:27]: Make sure it's good.

Chris [0:23:28]: Thursday we shoot.

Chris [0:23:28]: And we usually to get about twelve to fifteen videos.

Chris [0:23:30]: And then, then Friday is when I'm analyzing all the content.

Chris [0:23:34]: I'm looking at the content we post a week before, and it's just a flywheel.

Chris [0:23:37]: Now we just keep going.

Chris [0:23:38]: So we keep running at every single week.

Chris [0:23:40]: But now That got do a hundred million impressions.

Chris [0:23:42]: And then really to two hundred million.

Chris [0:23:44]: But what Gu said was, he's like, okay.

Chris [0:23:46]: Now if you post twice a day, then you should get three hundred million impressions.

Chris [0:23:50]: Right?

Chris [0:23:50]: It actually didn't work that way.

Chris [0:23:51]: We learned that there is a limit.

Chris [0:23:54]: There is a point where it's too much.

Chris [0:23:55]: And people didn't wanna see that much click comment.

Chris [0:23:57]: They wanted, like, one video a day.

Chris [0:23:59]: That's what they.

Chris [0:23:59]: They wanted to last one of our videos because our numbers actually went down as we did double.

Chris [0:24:03]: They went down noticeably.

Chris [0:24:04]: And we tried for a couple months.

Chris [0:24:05]: So my thing is there is a sweet spot.

Chris [0:24:07]: And for from videos like we're making.

Chris [0:24:09]: I think people like, like, I think one a day is a nice number.

Chris [0:24:12]: So we keep it to one day.

Chris [0:24:13]: Now every now again will still post second.

Chris [0:24:14]: And there are some people who say differently.

Chris [0:24:16]: Like, if it's a personal account.

Chris [0:24:17]: You might wanna post eight and nine times.

Chris [0:24:19]: They get more reps and something hits or you have more chances.

Dave [0:24:22]: So do you have a target for how many how many you're trying to publish in a week?

Dave [0:24:25]: Now based on this?

Chris [0:24:27]: Yeah.

Chris [0:24:27]: So for my click up comedy account at seven.

Chris [0:24:29]: For my click up brand account, I used go for ten, I still post twice a day on that one I think it still works?

Chris [0:24:34]: Yeah.

Chris [0:24:34]: And then for man on the street, four five.

Chris [0:24:36]: The click of memes, memes is, like, one or two a day.

Chris [0:24:39]: Memes you can know more if you want.

Chris [0:24:40]: I just...

Chris [0:24:41]: I don't think memes actually...

Chris [0:24:42]: Memes all of things that you can get attention from and they're smart to add your shows me a strategy.

Chris [0:24:46]: But they don't drive sign ups in my opinion unless you really become their main dealer?

Dave [0:24:50]: Yeah.

Dave [0:24:50]: People probably don't visit the page a lot.

Dave [0:24:53]: Right?

Dave [0:24:53]: A bunch of follow ups on this.

Dave [0:24:55]: So the process of recording, how did you...

Dave [0:24:58]: Like, where are you now and where did it from?

Dave [0:25:01]: Where...

Dave [0:25:01]: Was it just like you guys recording remotely on your phones.

Dave [0:25:03]: Now you have real actors.

Dave [0:25:05]: Are they a filming in person, people will ask a bunch of questions about that?

Dave [0:25:08]: So give me the high level on, like, the writers room breaks?

Dave [0:25:12]: You said Thursday you film?

Dave [0:25:13]: What does that actually look like?

Chris [0:25:15]: Yeah.

Chris [0:25:15]: So in the early days, just so you understand if you're just starting.

Chris [0:25:17]: All was was me, my actor.

Chris [0:25:19]: We've had some ideas.

Chris [0:25:20]: We shot.

Chris [0:25:20]: And, like, maybe I would hold the camera for one.

Chris [0:25:22]: He'd hold another and, like, it was just us.

Chris [0:25:24]: We had no camera person, just iphone straight up.

Chris [0:25:26]: Yeah.

Chris [0:25:27]: Now today, funny enough, we still shoot with an iphone.

Chris [0:25:29]: For the most part, every now

Dave [0:25:31]: and again, we're doing

Chris [0:25:31]: a music video or something higher end.

Chris [0:25:32]: We will use a a Deal.

Chris [0:25:33]: But for the most part, still iphone.

Chris [0:25:35]: Iphone still wins.

Chris [0:25:36]: And I'll tell you if something really works well is when you make it look.

Chris [0:25:38]: Almost like a snapchat or something, like...

Chris [0:25:41]: So it just looks like something just started.

Chris [0:25:42]: Those do so well.

Dave [0:25:44]: Yeah.

Dave [0:25:44]: And this is you...

Dave [0:25:45]: This is you guys doing this, like, in the office or something or where.

Dave [0:25:48]: So we shoot two different locations.

Dave [0:25:50]: So our office is in

Chris [0:25:51]: San Diego.

Chris [0:25:52]: Most our actors are in La.

Chris [0:25:53]: Or in Orange County.

Chris [0:25:55]: So we now have a...

Chris [0:25:55]: We also have a studio that we rent that we kinda share rent in Orange County.

Chris [0:26:00]: And so most people most the shoots are Orange county.

Chris [0:26:02]: Every now and again, we use a click up office.

Chris [0:26:03]: It's very nice,

Dave [0:26:04]: aren't, like, Miami or something like that.

Chris [0:26:06]: I'm in miami.

Chris [0:26:06]: I'm not at every shooting anymore.

Chris [0:26:07]: I got...

Chris [0:26:08]: I'm flying tonight So, look, just to give you a wide range.

Chris [0:26:10]: We're doing a hack right now.

Chris [0:26:12]: So Z, our CEO is just hilarious and while, Zed is flown out are nine or ten best engineers are staying at his house, and they're working all week.

Chris [0:26:20]: So I'm flying out there to get content of this to get more like this Youtube, like...

Chris [0:26:23]: Behind the scenes field how click ups becoming an Ai company.

Chris [0:26:26]: So that's like one type of content, but I am not at every shoot shooting anymore.

Chris [0:26:29]: I don't need to be this machine runs.

Chris [0:26:30]: So, well, I am helping right the ideas.

Chris [0:26:32]: I'm...

Chris [0:26:33]: I What's gonna be shot, but the team is so pro, that they show up and they shoot and they handle it.

Dave [0:26:37]: Got it.

Dave [0:26:37]: So we've scaled from Chris doing this to now there's a team that you manage and run that's doing this.

Chris [0:26:43]: I'm still like every three shoots or so I fly back every now again, but taxes are pretty good in Florida and, you know, Click is getting pretty big.

Chris [0:26:49]: I wanna make sure I'm preparing myself at on in I'm in Florida.

Chris [0:26:51]: Alright.

Chris [0:26:51]: And I like it here.

Chris [0:26:52]: But, yeah So I fly in And I I saw I'm still heavy heavily influenced and, you know, up of the.

Chris [0:26:58]: How a day, they can run it.

Chris [0:26:58]: Once we had the scripts and their pros.

Dave [0:27:01]: But they're filming and they're they're shooting with, like, specific ideas in mind.

Dave [0:27:04]: You get all that footage back.

Dave [0:27:05]: When do you get it from filming on Thursday?

Dave [0:27:08]: Like, when is that stuff?

Dave [0:27:09]: Is that gonna be in the rotation for Monday?

Dave [0:27:11]: Or is there a longer time window?

Chris [0:27:13]: Yeah.

Chris [0:27:13]: We're so far ahead now.

Chris [0:27:14]: If I'm be a honest day.

Chris [0:27:15]: Like I probably I have eighty videos in the bank.

Chris [0:27:17]: Like, we cannot shoot for A wow.

Chris [0:27:20]: That'd be fine That's because we keep we get more than we need to post.

Chris [0:27:22]: So, basically,

Dave [0:27:22]: like, that's the whole game.

Dave [0:27:23]: And anytime I run into, like, a slowdown with, like, this podcast or content in general, It's almost like, if I just stick to recording two episodes a week for me, It's two episodes a week, then I can just always go.

Dave [0:27:34]: And then the worst feeling as a content creators when you have nothing, and you're, like...

Dave [0:27:39]: But my issue would be sitting on the eighty because I'm very much, like, a next...

Dave [0:27:44]: My...

Dave [0:27:44]: The next idea is the exciting one.

Dave [0:27:46]: And so there's, like, do you, how do you not forget about the eighty, Like, but, tell me if you...

Dave [0:27:50]: Also tell me if you go and you shoot, and there's, like, one that's just, like a bang or

Chris [0:27:54]: tell me you're

Dave [0:27:54]: not gonna prioritize that when, like, a ship it the next week.

Dave [0:27:56]: You just turned my next few lines.

Dave [0:27:57]: So every always happens I feel.

Chris [0:28:00]: We're like, two...

Chris [0:28:00]: Well, some there's also two there timely.

Chris [0:28:01]: Right?

Chris [0:28:02]: Like, maybe, like, you know, like, maybe like something phenomenal what happened like, the the the Cold play concert.

Chris [0:28:07]: Right?

Chris [0:28:07]: If you wanna make a video happen on that, then we didn't do that, we chose not to...

Chris [0:28:10]: But I'm just give an example.

Chris [0:28:11]: If we're something big and timely we'll put out immediately.

Chris [0:28:13]: But we're some is a bang, we're prioritizing.

Chris [0:28:15]: And then the others might just wait for two weeks.

Chris [0:28:17]: I'm like, oh, remember this one.

Chris [0:28:18]: So we we had a bank and we know where they're at, and we we sit on Fridays to typically go.

Chris [0:28:22]: Like, okay.

Chris [0:28:22]: What's in the bank We need to get back out.

Dave [0:28:24]: Alright.

Dave [0:28:24]: So that's that answered that one question.

Dave [0:28:26]: The other thing is, like, how do you host to all these channels?

Dave [0:28:29]: Are you manually doing that?

Dave [0:28:31]: Are there tools to do that?

Dave [0:28:32]: How do you bulk kinda analyze all this stuff?

Dave [0:28:34]: Are you going to each video and running it down by hand?

Dave [0:28:36]: Tell me the tell me that side of the process?

Dave [0:28:39]: Yeah.

Chris [0:28:40]: I actually...

Chris [0:28:40]: It's so funny.

Chris [0:28:41]: I've tried almost every tool where you can name?

Chris [0:28:42]: And I've I've know, sprout social dash shuts, and I've I've kinda of never liked them all.

Chris [0:28:46]: They've had a good time they're were pretty expensive.

Chris [0:28:47]: Right?

Chris [0:28:48]: I actually, I use Vista social now.

Chris [0:28:49]: I don't mind Sean them out great.

Chris [0:28:50]: Bat tal and the team and Reggie they're incredible.

Chris [0:28:52]: This social is probably one the lower cost ones and has everything.

Chris [0:28:55]: So in there, you We use click up obviously to manage what's going on so I can see and I can prioritize.

Chris [0:29:00]: And then from there, everything goes

Dave [0:29:03]: Vista social will put that stuff on Instagram Tiktok, all the places you needed to go.

Chris [0:29:07]: We post the via Vista.

Chris [0:29:08]: And it also tracks everything so.

Dave [0:29:09]: And is it a myth...

Dave [0:29:10]: Factor fiction that using a scheduler impacts reach.

Chris [0:29:15]: I...

Chris [0:29:15]: You know, look, I I think it's a myth.

Chris [0:29:16]: There's sometimes I still like, I I've been kind of one of those weird people who still the majority times, we still a lot will post manually a lot even through Vista will still post manually.

Chris [0:29:23]: But there's times where I source me to person's traveling and we schedule and it's been just fine.

Chris [0:29:28]: So I, I'm starting to lean this a myth, But if you ask me six months ago I would say, I still post manually...

Chris [0:29:32]: Yeah.

Chris [0:29:33]: Now, I think it's getting better, especially they have native integrations in.

Dave [0:29:36]: So I do too, I believe in both sides, but I think it's like anything in life.

Dave [0:29:39]: It's, like, sometimes you have to you have to do it because it's not realistic to always be posting native.

Chris [0:29:46]: Yeah.

Chris [0:29:46]: I think you have to...

Chris [0:29:47]: And and and now, no problems.

Chris [0:29:49]: I think think like a couple of years ago they did you still do, but I think now there's pressure and and they don't need anymore.

Dave [0:29:53]: Okay.

Dave [0:29:53]: And then what about, like, looking at success?

Dave [0:29:55]: There's probably, you know, top of the funnel stuff that that you look at.

Dave [0:29:58]: You're you're doing that manually or that's coming through the tool also.

Chris [0:30:02]: That's coming through the tool, so we analyze it.

Chris [0:30:03]: So Vista give us weekly reports.

Chris [0:30:04]: So we look at it So every Friday, I come in.

Chris [0:30:06]: And I'm like, okay, What platform we get...

Chris [0:30:08]: And it's funny.

Chris [0:30:09]: It's funny It changes.

Chris [0:30:10]: Like, if you'd asked me six seven months ago, I would say six seven.

Chris [0:30:12]: I would say Tiktok was our number one.

Chris [0:30:14]: Right?

Chris [0:30:14]: And then now it's shift and now Instagram has been on number one.

Chris [0:30:17]: But now Facebook.

Chris [0:30:18]: Do not sleep on Facebook Reels.

Chris [0:30:20]: Make sure you're posting your podcast to Facebook Reels.

Chris [0:30:22]: We are getting insane.

Dave [0:30:24]: Oh, god.

Dave [0:30:24]: I can't.

Dave [0:30:25]: Chris.

Dave [0:30:25]: I can't.

Dave [0:30:26]: I'm no.

Dave [0:30:26]: No.

Dave [0:30:27]: I can't go tool.

Chris [0:30:28]: I'll show you how to do it.

Chris [0:30:29]: Okay.

Dave [0:30:30]: If you could just press a button.

Chris [0:30:31]: Facebook Reels is actually popping.

Chris [0:30:32]: Yeah.

Chris [0:30:32]: If then if I showed you our numbers, you would change your mind...

Chris [0:30:34]: I think a hundred million of our views came for Facebook last month, a hundred million.

Chris [0:30:38]: So if I wasn't using Facebook, I I had half the numbers.

Dave [0:30:41]: So that is...

Dave [0:30:41]: Someone seeing your page and their feed if they're just...

Dave [0:30:45]: If they're not using Instagram, but they're seeing the reels from the Facebook app.

Dave [0:30:48]: Yeah.

Chris [0:30:49]: Facebook real.

Chris [0:30:49]: You, I think that's a pretty good audience on Facebook.

Chris [0:30:51]: It's like that, you know, thirty eight to sixty that are on there.

Chris [0:30:55]: So they're usually decision makers.

Dave [0:30:57]: Thirty eight.

Dave [0:30:57]: This guy just put me in a box.

Dave [0:30:58]: I'm a thirty eight on the number.

Chris [0:31:00]: I'm right behind you, but.

Chris [0:31:01]: Don't I'm coming come right.

Chris [0:31:02]: On the one I have hair surgery.

Dave [0:31:04]: Okay.

Dave [0:31:04]: No.

Dave [0:31:04]: I think there's something to that about testing all the different, you know, beyond a different platforms...

Dave [0:31:10]: That's why I think your your approach is, like, they can all be, you know, Instagram and Tiktok can be used kinda interchangeably.

Dave [0:31:16]: I, obviously, Facebook reels in that same bucket, but it's this first...

Dave [0:31:19]: And Youtube shorts.

Dave [0:31:20]: And Youtube Shorts, but it's this approach of, like, the skit and the content first, then we're gonna cut it up for those specific mediums, you know?

Chris [0:31:29]: Exactly.

Dave [0:31:29]: Let's see.

Dave [0:31:30]: What else what else did I have here about this this process.

Dave [0:31:33]: Obviously, the team gets it now, but if you're someone listening to this and you wanted to go start this approach.

Dave [0:31:40]: Where would you start?

Dave [0:31:41]: And ended then after here's my question.

Dave [0:31:43]: Where would you start?

Dave [0:31:44]: I wanna know where would you start?

Chris [0:31:46]: Hit me.

Dave [0:31:46]: And then what about, Chris, I don't wanna be...

Dave [0:31:48]: I don't wanna be the guy on camera, though.

Dave [0:31:50]: And so, like, that's kind of a blocker for me.

Dave [0:31:53]: Like, I don't wanna do that.

Chris [0:31:54]: Sure.

Chris [0:31:54]: The thing I tell everyone to do.

Chris [0:31:56]: First, do what I said earlier?

Chris [0:31:58]: Understand your Ic because you go create content if you're creating the wrong If you don't know your ic, you're never gonna know what they like and never know what they want.

Chris [0:32:03]: You never know they think is funny, all that.

Chris [0:32:06]: So I think you do twenty or thirty of these calls I said.

Chris [0:32:08]: And then you take some data and you say, okay.

Chris [0:32:10]: It looks like fifteen people in they said they pull up their phone They like the laugh.

Chris [0:32:13]: Maybe this is what...

Chris [0:32:14]: Maybe Chris Cunningham was right now I do need to make that content.

Chris [0:32:16]: Now, you wanna get started.

Chris [0:32:17]: Guess what, I'm not great on camera either.

Chris [0:32:19]: I still tried at the beginning.

Chris [0:32:20]: I'm not an actor.

Chris [0:32:21]: I'm not like this funny.

Chris [0:32:22]: I mean I'm funny, but I'm not like, actor funny.

Chris [0:32:24]: What I...

Chris [0:32:24]: What I recommend is you go find a creator, I recommend you Go get on social media, and I recommend you start swiping.

Chris [0:32:29]: In eventually, you're gonna see a couple people that do not have many followers, but have had a hit.

Chris [0:32:33]: This what I always look for.

Chris [0:32:34]: Someone has three thousand four thousand eight thousand.

Chris [0:32:37]: Followers but they one...

Dave [0:32:38]: They got that one pin one pin reel with, like, one point two million you're, like...

Dave [0:32:42]: But they got, you know, six thousand followers or something.

Chris [0:32:44]: There you go.

Chris [0:32:44]: Yeah.

Chris [0:32:45]: Gold.

Chris [0:32:45]: When I see that, I get excited because they're making zero dollars, they want any brand.

Chris [0:32:50]: They're waiting for a brand to hit them up, But they got talent.

Chris [0:32:53]: Because I'll tell you this, if you can hit...

Chris [0:32:54]: If you can hit once or twice, usually look for more than one hit.

Chris [0:32:56]: Maybe two or three.

Dave [0:32:57]: Also, think about that person that person is most likely actually, definitely...

Dave [0:33:02]: This this is not their full time job making videos on Instagram, but they put one to like it, and they're good at it.

Dave [0:33:07]: And they work at a...

Dave [0:33:09]: You know, they're they work in accounting and they wanna look for a different job.

Dave [0:33:12]: Just to be able to...

Dave [0:33:13]: It doesn't even matter if, like, the click up thing is like, dude.

Dave [0:33:16]: This a soft some, like, billion dollar software company, like, it's gonna pay me a thousand bucks a month to, like, make them six videos.

Dave [0:33:22]: Like, that's a Just a great deal.

Dave [0:33:24]: Right?

Chris [0:33:25]: Like, you...

Chris [0:33:26]: I couldn't tell you how many people I found first and now...

Chris [0:33:28]: Like, look, Have you seen the page corporate dudes.

Chris [0:33:29]: Corporate dues I found when they had, like, three or four thousand followers.

Chris [0:33:32]: Now they're massive.

Chris [0:33:33]: I think, ramp flu them out to.

Dave [0:33:35]: But this is great.

Dave [0:33:36]: This is this is the takeaway.

Dave [0:33:37]: It's...

Dave [0:33:37]: Like, you didn't...

Chris [0:33:39]: Chris...

Dave [0:33:39]: It's not like you hired some agency to find the creators here.

Dave [0:33:42]: You got...

Dave [0:33:42]: You gotta have your phone, you're going through these and you're like, I'm just gonna dm all these people and see who I can get.

Chris [0:33:47]: And that's why Create content myself because when I see me reaching out.

Chris [0:33:49]: They're like, okay.

Chris [0:33:49]: He's trying to create too Like, I I understand this guy.

Chris [0:33:51]: Right?

Chris [0:33:52]: Like they see me trying.

Chris [0:33:52]: Like And I'm cool.

Chris [0:33:53]: You know, Hit him up.

Chris [0:33:54]: Not like on some, like, hi.

Chris [0:33:56]: Like, professional professionals was like y, what?

Chris [0:33:57]: Your videos are great.

Chris [0:33:57]: I like like, I like, this one's funny.

Chris [0:33:59]: This made me laugh.

Chris [0:34:00]: I think you got some talent.

Dave [0:34:01]: Right.

Dave [0:34:01]: I run marketing at a software company?

Dave [0:34:03]: Like, could you...

Dave [0:34:04]: You know, would you interested in doing something together.

Chris [0:34:05]: You be interested, look.

Chris [0:34:06]: I can't pay you a ton Because your followers are low right now.

Chris [0:34:08]: But I can get you more?

Chris [0:34:09]: If you start to get...

Chris [0:34:10]: I can give you goals and I can if you hit these goals, I can pay you more?

Chris [0:34:13]: I can go to my CEO.

Dave [0:34:14]: Does that creator have to be the face then forever?

Dave [0:34:16]: Like, is it, you know, could you have a bunch of different faces?

Dave [0:34:19]: There's there's this whole thing like...

Dave [0:34:20]: You look at someone like Ross, Palm ranch, like Corporate Bro.

Dave [0:34:24]: Like, he the Corporate Bro.

Dave [0:34:25]: Right?

Dave [0:34:26]: But then you could have corporate dudes where you have multiple multiple people, then you have click up, and I would want it to be not relying on one person, but to just kinda always be funny business content.

Dave [0:34:36]: Is that possible?

Dave [0:34:37]: Or is that a pipe dream?

Chris [0:34:39]: It's very possible Look like I have a new actor now Vince.

Chris [0:34:41]: Don't if you know he's a guy rap and do some the new stuff, like he's become a big actor in the three and I also have other actors that I'd pull.

Chris [0:34:46]: So I'm always finding a new talent.

Chris [0:34:48]: I'm always sometimes flying other talent out from New York?

Chris [0:34:50]: I'm finding new people in this you know, in La?

Chris [0:34:53]: Because La is where I get most of my talent.

Chris [0:34:55]: I believe you can have more.

Chris [0:34:56]: I think once you get the ethos and once you understand what you're doing.

Chris [0:34:59]: Right?

Chris [0:34:59]: It's all about the scripting.

Chris [0:35:00]: So if you're scripting really well.

Dave [0:35:02]: What the...

Dave [0:35:02]: What is your budget for this?

Dave [0:35:03]: How do you have La, studios, this and that.

Dave [0:35:06]: Like, yeah.

Chris [0:35:07]: Studio is probably two k a month.

Chris [0:35:08]: Where...

Chris [0:35:09]: There's other people renting it.

Chris [0:35:09]: We just rent it for one day a week.

Chris [0:35:11]: So studio two k a month.

Chris [0:35:12]: You know, have my actors that I pay full time.

Chris [0:35:14]: They're paid great.

Chris [0:35:15]: But nothing...

Chris [0:35:16]: You know,

Dave [0:35:16]: wait, those are full time click up employees.

Chris [0:35:19]: I've hired them full time both and then they have full time salaries insurance and they're vest equity right now.

Chris [0:35:24]: I'll tell you why because they were about to get stolen.

Chris [0:35:26]: Everyone wanted to hire them.

Chris [0:35:27]: All my competitors hit them up.

Chris [0:35:29]: If I didn't No shot.

Chris [0:35:31]: So...

Dave [0:35:31]: So can they not make videos for other people?

Dave [0:35:33]: Is it, like, part of the the deal of being a creator with you guys?

Chris [0:35:37]: I stay pretty chill about it.

Chris [0:35:38]: Like, if they're doing...

Chris [0:35:39]: As long as not...

Chris [0:35:40]: They can't go do a ton.

Chris [0:35:40]: But they wanna take a video.

Chris [0:35:41]: It's not a competitor here and there.

Chris [0:35:43]: I want them to...

Chris [0:35:43]: I I want the gonna sure extra money.

Chris [0:35:45]: I'm not one of those.

Chris [0:35:46]: You know, I could.

Chris [0:35:47]: I probably could...

Chris [0:35:48]: It's it's in the and

Dave [0:35:49]: the two people that are full time, they were contract, like, doing side side work for a while.

Dave [0:35:54]: Yeah.

Chris [0:35:55]: They were doing side work.

Chris [0:35:55]: The other guy, Adam wasn't even...

Chris [0:35:57]: He was just, like, he had a bunch of odd jobs.

Chris [0:36:00]: I think he was a stunt man before before this most recently.

Chris [0:36:02]: Okay.

Chris [0:36:03]: So funny funny things.

Dave [0:36:05]: Alright.

Dave [0:36:05]: So be be curious, find an angle that isn't just promoting your own stuff.

Dave [0:36:09]: Feel something else value teach.

Dave [0:36:11]: Be curious find these people yourself, you don't have to be in the videos like, hustle to find creators.

Dave [0:36:17]: I would love if somebody's listen, I would love to prove, like the humor works, but also, I feel like this thing for me.

Dave [0:36:26]: You said, feel something add value or teach.

Dave [0:36:28]: Like, doesn't have to be business humor.

Dave [0:36:30]: I think you could win by coming.

Dave [0:36:32]: Like, I like your example of, like, a new show or some type of industry news related to your industry.

Dave [0:36:37]: And that's what's cool about us being in B2B.

Dave [0:36:40]: I know so many people from Exit Five that, like, I love them people say B2B is boring because actually, the most interesting companies that I know are people at work at B2B companies.

Dave [0:36:48]: There's, like, you know, defense contracting cybersecurity, Mart tech, manufacturing, this company makes a the infrastructure that supports X y and z and like, dude...

Dave [0:36:58]: These are amazing examples.

Dave [0:37:00]: Like, there's gotta be...

Dave [0:37:01]: You can't tell me there's not a creative angle for social media for for those companies.

Chris [0:37:05]: You drop me in any one of those.

Chris [0:37:06]: I'll do it again.

Chris [0:37:06]: That's...

Chris [0:37:06]: Like because I don't not not know the formula.

Chris [0:37:08]: There's always something.

Chris [0:37:09]: Right?

Chris [0:37:09]: Just it's just finding in Nuances.

Chris [0:37:11]: There's...

Chris [0:37:11]: Like, in any of those business, I guarantee some funny that all those people who are their their Ic they laugh at.

Chris [0:37:16]: Right?

Chris [0:37:16]: But you just gotta be inside.

Chris [0:37:17]: You gotta really hang with these people to know.

Dave [0:37:20]: Okay.

Dave [0:37:20]: What how do you feel about...

Dave [0:37:21]: Ai in in this world as a marketer or, social media person creator.

Chris [0:37:28]: I I think I don't have the the perspective that everyone is it's so cool to say.

Chris [0:37:31]: Like I love to say, hey, run all your content Ai.

Chris [0:37:33]: I'm I'm not that guy.

Chris [0:37:34]: I don't...

Chris [0:37:34]: We don't use Ai for any scripts.

Chris [0:37:36]: We don't use...

Chris [0:37:37]: You know, we use real human actors, but I'm not gonna sit here a lie, like I'm not paying attention it.

Chris [0:37:41]: I definitely create Ai videos.

Chris [0:37:42]: So you've probably seen a linkedin.

Chris [0:37:43]: We've got a few Ai videos go viral.

Chris [0:37:45]: Right?

Chris [0:37:45]: I'm still playing in the game.

Chris [0:37:46]: So I found a guy named Jim Friend, who I work with, and he's create some Ai videos for us.

Chris [0:37:51]: But I've done like, half Ai half human.

Chris [0:37:53]: So, like, for, I'll give you example, for Christmas, we interviewed Santa Claus.

Chris [0:37:57]: Right?

Chris [0:37:57]: And Santa Claus was Ai.

Chris [0:37:58]: We had a real person interviewing him, and we made it feel like kinda like, a diary of a CEO podcast.

Chris [0:38:03]: It was like, dramatic and Done, So, like, we we we still play around Ai.

Chris [0:38:07]: I even have an Ai mean page that I run, like, I forget that it's, like, click up something.

Chris [0:38:10]: It's like, a meme page it's only Ai yeah.

Dave [0:38:12]: Yeah.

Dave [0:38:12]: But why?

Dave [0:38:13]: What is it about...

Dave [0:38:14]: It I can hear it in your voice.

Dave [0:38:15]: It's, like, there's a specific philosophy to, like, why creating your own humor in writing your own scripts matters.

Dave [0:38:22]: Why?

Chris [0:38:24]: It's easy for me.

Chris [0:38:24]: I don't think humans yet enjoy Ai content more than content other humans.

Chris [0:38:28]: I don't enjoy Ai video.

Chris [0:38:30]: Ice scroll.

Chris [0:38:30]: A Quickbooks call is it's not real.

Chris [0:38:32]: And I think that's why I see a shift happening right now in social media where if you even notice people are just getting better views, picking up their phone and just recording now, because people are creating real.

Chris [0:38:40]: There's so much over poll.

Dave [0:38:42]: I saw, like, Sham had posted this on Twitter in crush for it rightfully so, but, like, how Instagram just needs the right Ai image model.

Dave [0:38:50]: And everyone's like, no.

Dave [0:38:50]: You're missing the whole point, The reason Instagram, I think is having a surge is because because everything is Ai like I love the raw.

Dave [0:38:59]: It almost feels like the Instagram stuff that's working right now.

Dave [0:39:01]: Feels like, like vine type of stuff.

Chris [0:39:03]: It is like a

Dave [0:39:04]: silly ten second, like some guy.

Chris [0:39:07]: Raw, real.

Dave [0:39:08]: I'm watching this guy.

Dave [0:39:09]: You ever seen this guy.

Dave [0:39:10]: He eats he eats like, a onion on a plane or a lot of lemon on a place.

Dave [0:39:14]: Of course.

Chris [0:39:15]: This is real.

Chris [0:39:16]: Because, Ai I can't...

Chris [0:39:16]: It just can't replicate it.

Chris [0:39:17]: And and and right now, the scripts aren't good.

Chris [0:39:19]: You know, I can tell what's when you say, ai.

Chris [0:39:20]: Right...

Chris [0:39:21]: Look just that you can...

Dave [0:39:22]: Interesting to hear you articulate that because I'm super bullish on, like, Ai as a technology to help me, like, run my workflow and life better for sure.

Dave [0:39:32]: But what you're talking about is the same reason why I spend all my time working remotely talking to people on screens.

Dave [0:39:38]: This does not feel...

Dave [0:39:40]: I can feel how I feel.

Dave [0:39:42]: Even...

Dave [0:39:43]: Like, if you and me, we're hanging out in person right now, the vibe would be instantly, like, we'd wanna go hang out get lunch after this, like type of thing.

Dave [0:39:49]: Right?

Chris [0:39:50]: And we will at some point.

Chris [0:39:51]: But, yeah.

Dave [0:39:52]: But what online is just, like, I'm gonna hang up this call and up gonna like, you know, continue on with my day.

Dave [0:39:56]: It's not the same as, like, when couple weeks ago, we had a bunch of our neighbors and their kids over and and just...

Dave [0:40:00]: I left feeling like, man.

Dave [0:40:02]: There's something here where, like, literally how we are wired as whatever at these creatures as humans.

Dave [0:40:07]: I'm we we need to be around real people.

Dave [0:40:09]: And so there must be something in our brains that goes off.

Dave [0:40:11]: I was like,

Chris [0:40:12]: this is kinda like a fake thing.

Chris [0:40:13]: I'm not into that.

Dave [0:40:14]: I feel I really believe that.

Chris [0:40:16]: This might be the best way I've articulated.

Chris [0:40:17]: Right.

Chris [0:40:17]: I've heard it articulated is because I think so.

Chris [0:40:19]: I think people are like they want...

Chris [0:40:21]: They wanna be connected to really Don't they don't want...

Chris [0:40:23]: They don't wanna be sitting there watching a bunch of Ai videos.

Chris [0:40:25]: Right?

Chris [0:40:25]: They don't want.

Chris [0:40:25]: That's why...

Chris [0:40:26]: Like, I've seen some people make some Ai Youtube series.

Chris [0:40:29]: They get some to views it but in the day, like, most people want human connection.

Chris [0:40:32]: They do.

Chris [0:40:32]: They love they love it and they missed it during Covid.

Chris [0:40:34]: And that's why Events surged you know, after Covid.

Chris [0:40:37]: Right rightly??

Chris [0:40:37]: And that's why events are doing so well now because we wanna be around people.

Dave [0:40:42]: I just...

Dave [0:40:42]: So during these, I keep...

Dave [0:40:43]: I I put some notes in in our Slack, and I'm just, like, making bullets of interesting stuff as they come, but I I just said, I can't wait until Dan hears this one.

Dave [0:40:52]: I I apologize in my advance for all of our notes about our social media strategy.

Chris [0:40:56]: Oh, yeah.

Chris [0:40:56]: Sorry about that.

Chris [0:40:57]: I'm about not happy to talk to the team and and run run by them.

Dave [0:41:00]: No.

Dave [0:41:00]: Mean, this is where you come on the podcast.

Dave [0:41:01]: You don't have to talk to anybody.

Dave [0:41:02]: Just talk to thousands of people through through here.

Dave [0:41:04]: So I I would love my...

Dave [0:41:06]: The call action for this would be like, oh, the other timely reason for having you on.

Dave [0:41:11]: I also feel like everything we just talk about here for all of those reasons is why I would love...

Dave [0:41:17]: I love the idea of betting on this as they strategy as a company.

Dave [0:41:20]: Right?

Dave [0:41:20]: So many the people that listen to as podcast podcasts are at companies right now, we're, like, we're struggling to find ways to stand out, and we can't...

Dave [0:41:27]: We can only Ai...

Dave [0:41:28]: We can only put so much Ai in, like, of the value prop of our product.

Dave [0:41:31]: Like, except fact there's maybe two or three other products like you, but in the click up example, like, click ups, you know, on paper similar to three or four other companies.

Dave [0:41:39]: Sure.

Dave [0:41:40]: But they do good marketing through social media until they're gonna earn my give me to know like and trust you and so, yeah, Don't, That's why I bought click up, I don't like their content.

Dave [0:41:47]: Like, be that brand.

Dave [0:41:48]: Right?

Dave [0:41:48]: Is that not the opportunity right now.

Chris [0:41:51]: That's biggest...

Chris [0:41:51]: It's the biggest moat you can have Because now we're in a world where people can build things even faster than ever.

Chris [0:41:55]: Right?

Chris [0:41:55]: Like, it's...

Chris [0:41:55]: You used to can stand out solely by your products.

Chris [0:41:57]: So most people didn't care about marketing and B2B, but that's not the case anymore.

Chris [0:42:00]: People have choice to make and they can also go try to build, you know, like, look, we've been dealing this for a while.

Chris [0:42:05]: We have hundreds of competitor.

Chris [0:42:06]: Everyone's trying to make a project managers.

Chris [0:42:07]: We're not worried about v cutters coming.

Chris [0:42:09]: There's so much security and so much of that, but we are...

Dave [0:42:12]: And not only do you compete with project managers.

Dave [0:42:14]: This is what you compete with.

Dave [0:42:15]: This is what I'm on.

Chris [0:42:16]: Like, a hundred percent.

Chris [0:42:17]: Google Docs that we compete with we could compete with everything.

Chris [0:42:19]: Right?

Chris [0:42:20]: So it's great...

Chris [0:42:21]: Now we're having to turn into an Ai company ourselves.

Chris [0:42:22]: So there's a whole another podcast on that on the shift of, you know, changing your entire business you've been working on for ten years to still stay alive.

Chris [0:42:29]: So there's there's that, but but when no one can take away from us is, we're top of mind.

Chris [0:42:32]: Right?

Chris [0:42:33]: We've ran crazy billboard campaigns.

Chris [0:42:34]: I don't like you saw it about, Boycott, you know, boycott Slack at their own conference.

Chris [0:42:38]: Right?

Chris [0:42:39]: I had people saying cut the Slack with billboards.

Chris [0:42:41]: We ran ads.

Chris [0:42:42]: We had built we had billboards there.

Chris [0:42:43]: We had

Dave [0:42:44]: not that.

Chris [0:42:44]: You know, signs.

Chris [0:42:45]: We went in campaign.

Chris [0:42:45]: We got kicked kicked out of the conference, and that got tons of newsletter traffic and and tons of.

Chris [0:42:50]: So you you're, like, there's always something to do, but you got to take some risk.

Chris [0:42:54]: And I I just watch every company marking do the same thing their competitors do.

Chris [0:42:57]: They're watching their competitors are trying to do the same thing.

Chris [0:42:59]: They're not But the last thing I'll tell you too is that funny is because it's our ethos Like we choose business comedy because we are funny.

Chris [0:43:06]: Right?

Chris [0:43:06]: Who we are.

Chris [0:43:07]: So choose something is true.

Chris [0:43:08]: If you like music, make music for your content.

Chris [0:43:10]: Right?

Chris [0:43:11]: Like the people who really win, are actually doing things they care about.

Chris [0:43:14]: And you need to figure out what you care about what your Ic Ic cares about and then find a way to could join them too.

Dave [0:43:19]: You know, give you just another, like, this is not really a social media example, but it's kinda in the same vein.

Dave [0:43:24]: There was a company a couple years ago.

Dave [0:43:26]: There's a guy called Ian who runs Cas Studios.

Dave [0:43:29]: There's a pod...

Chris [0:43:30]: They're a podcast.

Chris [0:43:30]: I did his podcast.

Dave [0:43:32]: They created a show for a company that sold to Hr.

Dave [0:43:35]: It was called, like, murder in Hr or something.

Dave [0:43:37]: Mh.

Dave [0:43:38]: And it had...

Dave [0:43:39]: Millions of downloads and was wildly successful and it happened to be put on by a company that's sold software in that space, and it's like, the reason it worked is because they hired actors.

Dave [0:43:48]: They real real script.

Dave [0:43:48]: It it was real.

Dave [0:43:49]: And then the brand gets all the credit from that because it was murder in in Hr.

Dave [0:43:54]: Right?

Dave [0:43:54]: So music, whatever your thing is beat box.

Dave [0:43:56]: Are you seen that guy, Ari, like, the guy who walks around New York City and he he makes beats.

Dave [0:44:02]: He's got this big, like, a, keyboard.

Dave [0:44:04]: Oh, yeah.

Dave [0:44:04]: I dude.

Dave [0:44:05]: Like, I was like, I'm gonna get this guy one day, and then sure enough.

Dave [0:44:08]: I see, like, you know, his video was like, presented by Oracle I'm mc timid.

Dave [0:44:12]: I can't Okay.

Dave [0:44:12]: He's out of my now.

Chris [0:44:15]: Then there's like, have you seen a guy who gets on a ladder and does interview interviews Right?

Dave [0:44:18]: Like, yes.

Dave [0:44:18]: Perfect example.

Dave [0:44:19]: Yes.

Dave [0:44:20]: Or just like, a one minute.

Dave [0:44:21]: That's...

Dave [0:44:21]: Dude, a good good example.

Dave [0:44:23]: Doesn't have to always be humor, unique format.

Dave [0:44:26]: Like, I was actually thinking, how can I get more out of this podcast?

Dave [0:44:30]: And I'm like, what if I did?

Dave [0:44:31]: This is trying to stack selfish interest something like, I should I should create a series, play golf or workout with shows.

Chris [0:44:38]: That's a cool idea.

Chris [0:44:39]: That would that would win.

Chris [0:44:40]: Watch it.

Dave [0:44:41]: It's just the same concept, but when the background is, like, you know, we're we're on a putting green talking about marketing.

Dave [0:44:46]: It it just works.

Dave [0:44:47]: Right?

Chris [0:44:48]: I, look...

Chris [0:44:48]: I'm right now.

Chris [0:44:49]: If I'm I...

Chris [0:44:50]: I I probably even share about share it anyway.

Chris [0:44:52]: I don't care.

Chris [0:44:52]: That's what I'm looking at right now.

Chris [0:44:53]: Like, what is my next...

Chris [0:44:54]: I'm I'm actually moving to role where I create more content for four click.

Chris [0:44:57]: Right that.

Chris [0:44:57]: That's what it...

Chris [0:44:58]: That's what I'm doing on I'm speaking on more stages.

Chris [0:44:59]: I want that thing.

Chris [0:45:00]: The reason why I can tell you ten more ideas.

Chris [0:45:02]: Like if you're...

Chris [0:45:02]: There's a page called Tracks star where the guy walks up.

Chris [0:45:04]: He puts headphones on you.

Dave [0:45:06]: Jack starts.

Dave [0:45:06]: Great.

Dave [0:45:06]: I watched everybody from Noah con to Lebron James.

Dave [0:45:09]: You put put songs on.

Dave [0:45:10]: You tell me, you know, who...

Dave [0:45:11]: Like, put this song on here.

Dave [0:45:13]: Yeah.

Dave [0:45:13]: Genius.

Chris [0:45:14]: Genius.

Chris [0:45:14]: Right?

Chris [0:45:14]: So I'm looking...

Chris [0:45:15]: You you mark my words, dave.

Chris [0:45:17]: I'll come back to the next three to four months.

Chris [0:45:19]: I will have my format like that, and you'll see me making something out if it's gonna be.

Dave [0:45:22]: Me self there.

Dave [0:45:23]: Let me ask you a question though for me.

Dave [0:45:24]: I live in Vermont.

Dave [0:45:26]: How can I make a show like that happen?

Dave [0:45:28]: Am I gonna...

Dave [0:45:29]: Gonna get on a plane.

Dave [0:45:30]: I'm gonna go to New York and it's a close a city, and that's where I'm gonna do it.

Dave [0:45:33]: Like, what would you do?

Dave [0:45:34]: If you were Dave?

Chris [0:45:36]: If I was Dave, I think you got it, you...

Chris [0:45:38]: Look, how many kids you have?

Dave [0:45:40]: Two?

Chris [0:45:40]: You have two kids.

Chris [0:45:41]: So you're pretty...

Chris [0:45:42]: Yeah.

Chris [0:45:42]: I don't wanna I don't wanna give advice to be away from the two kids too much but I think you...

Chris [0:45:45]: I think get a pops something in New York.

Chris [0:45:46]: Like, gonna be hard to get people to come to vermont.

Chris [0:45:48]: You still could.

Chris [0:45:49]: Like, if...

Chris [0:45:49]: Like, I would come.

Dave [0:45:50]: I gotta I...

Dave [0:45:51]: Over time, maybe, but could it be could it be once a month.

Dave [0:45:55]: You go there and you film a bunch of content over two days.

Chris [0:45:59]: And you have you have six lined up.

Chris [0:46:00]: You have six episodes lined up once a month.

Chris [0:46:02]: Right?

Chris [0:46:03]: Now you're good.

Chris [0:46:03]: Now you chop those up.

Chris [0:46:04]: You got content for days.

Chris [0:46:05]: Then you start doing clipping?

Chris [0:46:06]: Because right the other people.

Dave [0:46:08]: By the way, I don't want someone, like, roll the the old look at Dave, being a bro, talking about he wants to do a golf podcast.

Dave [0:46:13]: Like, I I would actually think the the the secret game though is, like, this conversation has become a commodity, like, you know, two people talking over over Zoom or riverside or whatever we're using.

Dave [0:46:25]: Right?

Dave [0:46:25]: Yep.

Dave [0:46:26]: It...

Dave [0:46:26]: The whole thing it scales and changes the whole game if the background is in person where in person, like, I'm convinced that my podcast clips, like, they they don't perform on Linkedin because everyone's so burnt out and just banner or blind to, like, they've already dude with a microphone in front of his mouth sc.

Chris [0:46:42]: But I'll tell you what, T just got ball for three hundred million.

Dave [0:46:44]: I saw that.

Chris [0:46:45]: Three hundred million.

Chris [0:46:46]: Right?

Chris [0:46:46]: Like...

Chris [0:46:46]: So people are starving for the big guest, but they are starving for something new because T, they just did a different way They made it feel like Espn.

Chris [0:46:52]: Right?

Chris [0:46:52]: They presented it a little different.

Chris [0:46:53]: So, like, there is something there.

Chris [0:46:55]: The Golf course idea is there.

Chris [0:46:56]: You know, you could do top call.

Dave [0:46:58]: Okay.

Dave [0:46:58]: But can we...

Dave [0:46:59]: The T VPn thing though, I think people should study this, but they should also understand, like, the concept of a news show, a tech news show has been done a million different ways.

Dave [0:47:08]: Yes.

Dave [0:47:08]: The secret sauce of that show, which is like, why I think content creators and marketers don't get enough credit is the chemistry between John and Geo, their knowledge of the space, the little...

Dave [0:47:18]: The eagles screeching, calling their studio the thunder dome, Like, if you're gonna really go for it and create a show.

Dave [0:47:25]: I think it has to be at that level to like, really stand out versus, you know, dave...

Dave [0:47:29]: Just doing a bunch of interviews over remotely.

Chris [0:47:32]: It's actually really well said.

Chris [0:47:33]: That is Johnny.

Chris [0:47:33]: Because I've been I was I actually have time on my calendar and go study T more and see what they did so well.

Chris [0:47:37]: Yeah.

Chris [0:47:38]: Because I haven't watched a ton of it, but I mean, I'm just that that just verified to me that Having an audience in B2B2B is valuable.

Chris [0:47:44]: Like people like did to pay a lot of money for it.

Dave [0:47:47]: It isn't to tie this whole thing back to the beginning.

Dave [0:47:48]: Like, the point is there is not social media...

Dave [0:47:51]: Like, my first job out of school was I worked at a P agency, and I was, like, essentially the social media intern for their clients where I ghost wrote tweets and posted them.

Dave [0:48:00]: That era...

Dave [0:48:01]: That's over now.

Dave [0:48:03]: Social media is like the core can be the core marketing strategy of the business if you're willing to put in the effort and put ten years in and and take the time and effort that that Chris has has shared so This was awesome.

Dave [0:48:13]: Love We'll link to your Linkedin.

Dave [0:48:15]: I know...

Dave [0:48:16]: We were gonna we're gonna show a bunch of examples, but maybe you could...

Dave [0:48:18]: I could just...

Dave [0:48:19]: I'm gonna put a bunch of these in our in our newsletter.

Dave [0:48:21]: People can can just flip flip through them directly.

Chris [0:48:24]: I give you some of the top ones.

Chris [0:48:25]: I appreciate that a lot.

Chris [0:48:26]: And we have fun making a, man.

Chris [0:48:27]: We have new characters we're hiring.

Chris [0:48:28]: And and on the side, we have, like, side actors that come.

Chris [0:48:30]: It's a full production that

Dave [0:48:31]: cool.

Dave [0:48:31]: And if anything, I hope this is the conversation that's like, alright, cool.

Dave [0:48:34]: Here's an example of how this company and B2B is doing it.

Dave [0:48:37]: We're gonna take our version, propose it to our company and and make make your version of it And when you do send a message to to Chris and I on on Linkedin won't give you some some encouraging.

Dave [0:48:46]: Chris, good to see, hopefully, a one time it'll happen in person, I'd love an excuse to get.

Dave [0:48:49]: To miami or whatever you'll be in the future.

Chris [0:48:51]: I'll...

Chris [0:48:51]: Yeah.

Chris [0:48:51]: I'll I'll make it one of your events or something David.

Chris [0:48:53]: Really good to connect with you.

Chris [0:48:54]: And I would...

Chris [0:48:55]: I do still feel divide from afar, and maybe we just hanging something Okay.

Chris [0:48:58]: Good.

Chris [0:48:58]: Alright.

Chris [0:48:58]: Appreciate you.

Chris [0:48:59]: Alright.

Dave [0:49:03]: Hey.

Dave [0:49:03]: Thanks for listening to this podcast.

Dave [0:49:05]: If you like this episode.

Dave [0:49:06]: You know what?

Dave [0:49:07]: I'm not even gonna ask you to subscribe and leave a review because hi, I don't really care about that.

Dave [0:49:12]: I have something better for you.

Dave [0:49:13]: So we've built the number one private community for B2B marketers at Exit Five, and you can go and check that out.

Dave [0:49:19]: Instead of leaving a rating a review, go check it out right now on our website, exitfive.com.

Dave [0:49:24]: Our mission at Exit Five is to help you grow your career in B2B marketing, and there's no better place to do that than with us at Exit Five.

Dave [0:49:31]: There's nearly five thousand members now in our community.

Dave [0:49:34]: People are in there posting every day, asking questions about things like marketing planning, ideas, inspiration, asking questions and getting feedback from your peers, building your own network of marketers who are doing the same thing you are, so you can have a peer group, or maybe just dent about your boss when you need to

Dave [0:49:51]: get in there and get

Dave [0:49:52]: something off your chest.

Dave [0:49:52]: It's a hundred percent free to join for seven days so you can go and check it out risk free, your and then there's a small annual fee to pay if you wanna become a member for the year.

Dave [0:50:01]: Go check it out, learn more, exitfive.com, and I will see you over there in the community.

‍