This brand shows us a new way to think about Instagram content segregation
We’ve all seen brands and SaaS companies putting out funny content on their Instagram feeds, right? But here’s something that caught my attention recently—a new spin on this strategy that’s turning heads. Enter ClickUp, the popular project management tool, which decided to take things to a whole new level.
ClickUp didn’t just stick to the usual one-account, mixed-content approach. Instead, they created two separate Instagram accounts:
1. The official ClickUp account for all the product-related updates, feature releases, support, etc.
2. And then, here’s the genius move: ClickUp Comedy—dedicated entirely to corporate comedy and skits that are hilariously relatable to anyone working in a corporate setting, especially project managers.
The idea behind ClickUp Comedy? Pure, top-of-the-funnel magic. It’s super engaging, light-hearted content that helps them connect with their target audience in a fun and totally non-salesy way. Think about it: Who doesn’t enjoy a good corporate meme or a skit that perfectly captures the chaos of meetings? And what’s really cool is how they cleverly cross-promote between the two accounts. The comedy account collaborates with the official ClickUp account, and vice versa, driving audiences back and forth between their product and their funny side.
It’s a great example of content segregation at its best. ClickUp can focus on audience-building through humor in one place, and still handle all the serious business on their official account. For companies and brands out there, this model can be a game-changer. You’re not diluting your messaging by mixing product updates with jokes, and you’re also giving people more reasons to engage with your brand. Two focused accounts = two growing audiences!
Food for thought, right? Maybe it’s time to rethink how we approach social media strategies.
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