Viral Content: Lessons from ClickUp’s Meme Strategy

This strategy wasn’t just about humor—it was a carefully calculated approach that built brand awareness and connected with developers by tapping into shared frustrations with competitor tools.

As Julia Witshire, a B2B cybersecurity marketing expert, explains, “To implement this, start by identifying key events, platforms, and communities where your ICP is active.” 

ClickUp did just that, connecting with developers in a meaningful way through community trends and viral content.

The Power of Meme Marketing

Memes are not just jokes—they are a powerful form of communication that speaks directly to shared experiences. 

For ClickUp, the opportunity to use memes became apparent when they noticed frustrations within the developer community around the inefficiencies of a competitor tool, JIRA.

During their research, ClickUp’s team identified a meme gaining traction within the developer community that humorously highlighted JIRA’s shortcomings. 

This meme perfectly encapsulated the frustrations developers faced with the tool, and ClickUp saw an opportunity to leverage this sentiment to their advantage.

How ClickUp Leveraged a Viral Meme Strategy

1. Identifying the Right Trend

ClickUp started by conducting a thorough analysis of conversations happening in their target community—developers. 

By monitoring forums like Reddit and other developer communities, they identified common pain points and frustrations.

They found that a meme circulating among developers highlighted a recurring theme: while advanced technologies could perform impressive tasks, they still struggled with basic project management tools like JIRA. 

The meme had a humorous take on how chatbots could automate complex tasks, but developers still had to deal with JIRA’s inefficiencies.

• • Actionable Tip: Start by identifying trends within your target audience’s community. Pay attention to the topics, frustrations, and jokes they share. This insight can serve as the foundation for your viral content strategy.

2. Adapting the Meme to ClickUp’s Messaging

ClickUp took the viral meme and adapted it to fit their brand and messaging. 

They transformed the meme into a short, engaging video that highlighted the frustration developers faced with JIRA while positioning ClickUp as the solution. 

The video humorously contrasted the complexity of JIRA with the simplicity and efficiency of ClickUp’s platform.

• • Actionable Tip: Don’t just copy a meme—adapt it to fit your product and brand’s voice. Ensure that the content feels authentic and aligns with the pain points your audience experiences.

3. Leveraging Social Media to Amplify the Content

Once the video was created, ClickUp strategically distributed it across social media platforms, including Reddit, Twitter, and LinkedIn. Because the content was highly relevant and relatable, it quickly gained traction, with developers sharing the video within their networks.

• • Actionable Tip: Distribute your viral content on the platforms where your target audience is most active. Encourage sharing by making the content highly relatable and easy to engage with.

Results: Viral Success and Increased Engagement

ClickUp’s viral meme strategy was a massive success. The video went viral within the developer community, significantly boosting brand visibility and engagement. 

By tapping into a shared frustration and using humor to address it, ClickUp was able to build a stronger connection with their ideal customer profile (ICP)—developers.

• Increased Brand Awareness: The viral video helped ClickUp stand out in a crowded market and attract the attention of developers who were previously using JIRA or other competitors.
• Stronger Engagement: The content resonated so well with the audience that it sparked discussions, shares, and even spin-off memes, further amplifying ClickUp’s reach within the developer community.

Lessons for Startups

• Understand Your Audience’s Frustrations: To create content that resonates, you need to deeply understand your audience’s pain points. ClickUp succeeded because they addressed a common frustration developers had with a competitor tool.
• Humor is a Powerful Tool: Don’t be afraid to use humor in your marketing, especially if it can highlight how your product solves a common problem. When done correctly, humor can create a lasting impression and drive engagement.
• Memes Can Drive Serious Results: While memes are often seen as lighthearted, they can drive significant results if used strategically. For ClickUp, leveraging a viral meme helped them build stronger connections with their target audience and increase brand awareness.

Conclusion

ClickUp’s viral meme strategy is a perfect example of how creativity and humor can be powerful tools in B2B marketing. 

By tapping into community trends and shared frustrations, ClickUp was able to create content that resonated deeply with developers and drove engagement across social media. 

As Julia Witshire noted, “Effective marketing strategies require more than just executing individual campaigns. It’s about understanding how different elements, such as positioning and messaging, influence downstream impacts.” 

Startups can take inspiration from ClickUp’s approach to create viral content that amplifies their message and builds lasting connections with their audience.