Luke Kostka on How ClickUp Hit 2.5 Billion Views With B2B Comedy

Jordan Lally:0:01
Luke, I am so sorry, what's your last name?

Luke Kostka:0:04
My last name is Costco. It's like Costco, but with an at the end.

Jordan Lally:0:08
Kaskas. Kaska, Luke Kaska. Clean, okay. Welcome back to the [High Ticket AI Systems] Podcast, where we talk about client acquisition, scaling, marketing, sales, and AI, and everything in between. I have no idea what we're gonna discuss today, but Mr. Luke Kaska, my god.

Luke Kostka:0:09
Costco.

Luke Kostka:0:28
You're good, It's like it's like Costco, but with a at the end. So Costco. Yeah, it's Polish. If you want to if you want to pronounce it like in the Polish way, it's cost, but I'm assuming you don't want to do that.

Jordan Lally:0:34
Costco. All right. All right.

Jordan Lally:0:43
Yeah, whatever's easier for me, man, as you can tell, I'm struggling out here.

Luke Kostka:0:47
Well, how about we do this? you have any Zin on you, let's pop a little Zinny. How about that?

Jordan Lally:0:52
I have gum in because I quit zines because those motherfuckers have my soul, bro. Oh, man. Anyways, all right, retake, retake, retake. What favor do you use?

Luke Kostka:1:05
Oh, citrus. I'm involved with Ryan Sheckler's brand dip. They just launched, I think on Monday. And I just don't have any with me. I have a ton of cases, but I don't have any with me. So I had to use it in today. It's in is not as in is not super healthy for you. So

Jordan Lally:1:19
God.

Jordan Lally:1:23
Is the other kind supposed to be out there?

Luke Kostka:1:25
It's it is it's called nixodyne. So it's not nicotine. It just hits the same receptor, but it's a little healthier less cars no carcinogens So yeah

Jordan Lally:1:33
like okay well good stuff baby good stuff all right

Luke Kostka:1:40
Let's say it one more time before you start. my last name one more time.

Jordan Lally:1:42
Karka, Luke Karka.

Costco but I'll co- I can't say caca, okay.

Luke Kostka:1:52
Dude, at least it's not something like shim check or some shit like that.

Jordan Lally:1:58
No.

Luke Kostka:1:58
with like four Z's and a K and a...

Jordan Lally:2:02
The reason why, bro, is I have to look at it. I have to look at it. Casca. There we go. I'm forgetting the T, because on my screen it only says your first fucking name, so I'm like trying to remember what it said.

Luke Kostka:2:11
Don't say it. Yeah, the tea is silent tea is silent dude, Costco

Jordan Lally:2:15
Luke, Luke, Casca, easy money. Okay. Luke, Casca. Good? Let's make it happen. Welcome back to the height ticket systems podcast where we talk about client acquisition, scaling, marketing, sales, and AI and everything in between. Everyone, please welcome to the show, Luke Casca. Luke.

Luke Kostka:2:24
Done.

Jordan Lally:2:39
For everyone that does not know exactly what you do in the marketing world or what clients you help, could you please give us the founder's story or a high level overview of exactly what you do, my friend.

Luke Kostka:2:51
I would love to. So started off videographer. One day the host was sick and I got in front of the camera. So I have all the videography equipment skills all that. But I got in front of the camera and I realized that I like being in front of camera. I like acting. I just have that bone in my body. I've always been the class clown. So I like comedy mostly. And people like the show more than the other host. So Sorry, if you're listening to this Tim bird. and so I realized I want to be in front of the camera. So I was able to scale, three different companies, by a few hundred thousand followers on, on mainly tick-tock, in the marketing world, content marketing, and then I kind of rode the wave of AI, in my content. So, you know, some of the, some of the stuff that I would do was like, I'm building this whole business. everything with AI. This was back in when it first started. What was that? Like July 2023 or 24 or something. And my videos just started started booming. And then a company called ClickUp found me. I'm actually at ClickUp right now. Yeah, if you guys have heard of click if you haven't heard of ClickUp, then go look at their socials, you'll see my frickin face all

Jordan Lally:4:10
Y'all might have heard them for y'all listening. You guys might know who it is.

Luke Kostka:4:20
all over the place, a little bit too much than you actually might want. But it started with me in my like extra bedroom. I have a wife and three kids. They're all under five, by the way. So pretty pretty gnarly. But I started in my garage, to be honest, and just started creating videos for ClickUp after they found me. And they're like, hey, Chris Cunningham from ClickUp was like, hey, Luke.

I like your style. I like your stuff. Do some videos for us. So I started off doing some videos in my garage and green screen stuff. Just talking about like different products and tools. And he was like, Hey, let's talk about like what we do. And I was like, what is that? He's like project managers. And I was like, because we're there project management software. And I was like, dude, I don't even know what that means. I don't even know what a project manager does. I'm sure they manage products, projects. and I was like, I was like, all right, bet let's freaking, I don't even say that word, but like I did it that one day. I was like bet. He was like, he was like, aren't you, aren't you a millennial? I was like, yeah, but I can say, I say bet dude. It's in my repertoire. So, so I made some videos on project management and then I was like, it's just like that two person video. Like I'm the same actor. I just have two different shirts on or whatever. And I did this video. I was like,

Jordan Lally:5:29
You

Luke Kostka:5:45
What do do for work? And the guy's like, I'm a project manager. And he's like, what do you manage? He's like, various projects. And like, it's just making fun of project managers. And it clicked and something clicked. Because that video, you know, was my first, it's the highest performing video I've done as of like, up until then. I think it's like 10 million views or something like that.

Jordan Lally:6:13
Cheers.

Luke Kostka:6:13
And it clicked with an audience. And that was the first time I really like understood audiences. like, in in ever since then, everything that I do, I start with that person, like whoever your whoever your like main target is your ICP or your demographic is start with them. Figure them out. That's the first thing any marketing person should do is figure out what are all of their pain points. Literally like are they commuting? Like what are they women? Are they men? Are they whatever it is? Like what makes them tick scrape reddit figure out figure out who they are. And that's what I did in that video is because making fun of your audience is a little risky right. But making fun of fun of a project manager when clickups main customer is a project manager it clicks something in their content it Like everyone who has a project manager, they just for their pain point is that project manager. So I made fun of them and all of them came in out of woodworks. They're like, dude, yes, this is my this is Mark or this is this is Cindy like and then all the project managers are like, yeah, that's me. Yeah. OK. So so something clicked and I realized like I I tapped into something.

And so kept making videos like that. then we kept making fun of like all these departments. H.R. was one that we decided, OK, my favorite show is The Office, my favorite show. And if you guys know Holly and Michael, they did this rendition of like Cyndi Lauper, like Let's Get Physical, Let's Get Ethical. And they like dressed up and they did stupid dances. And we decided to do that for for ClickUp.

Jordan Lally:7:52
FISH!

Luke Kostka:8:10
And that was when my career took off. I woke up to like 25 million views. Woke up like so that it was posted like the day before and I woke up with that, which was gnarly. And it kept growing. Like the views on that video, that one video, the video starts off with us dancing like idiots and saying, we're not family. please treat me respectfully. And it keeps going like, it's just, it's just a funny video, whatever. And then once I did that click up was like, oh shoot, like something's happening here. Luke is starting something and let's go all in on it because they were spending 50,000 on this like marketing team. has a Superbowl commercial. had all these hyper, they had a whole like 5,000 square foot. floor on this building that they just had all sets and they were just like spending and spending. They finally hired me and we realized dude, let's strip all that away. Let's spend less. Let's give Luke like barely any money. I'm just joking. but that's where that's where content is at. And that's what that was a feature of content. It's not like all this produce stuff.

Jordan Lally:9:22
You

Luke Kostka:9:33
I love videography. started as one, so I appreciate it. And we still create ads that are high production, but like they realize like this is changing. And so they hired, you know, a manager for me, a project manager for me. They hired like a producer. They hired a bunch of actors and a bunch of people to be behind the scenes, just working on what we had going. These videos were gnarly, dude. like we were on the news. all over the nation and I'm sure people have seen those videos before we were like famous in Ireland, Philippines. I would like go to the airport and people would be like, that's the TikTok guy. Let me take a picture with him and like upgrade my seat and stuff. It was crazy. Get noticed on the subway, get noticed at In-N-Out. It was gnarly.

Jordan Lally:10:24
Really quick, do know how many views that one video has now? The one that you woke up with 25 million overnight, which is eff it insane.

Luke Kostka:10:32
I don't really know, but I don't really care because we tapped into something that first of all, it's novel. It's unique. It hasn't been done before. People don't haven't seen it. So we were able to create which, which I say for content, if you're trying to content, you can find those types of videos that are repeatable and like novel. that is treasure. That's gold, dude. So we've done about 150 songs.

We've written 150 like songs. So that's what 15 videos of those HR guys. And the first like five videos, 25 mil, 25 mil, 30 mil, 40 mil. It was gnarly. They were like, the COO of ClickUp was like, dude, listen, if you get 20 million views the first month, we'll put you on full time. We'll get you benefits, all that stuff. And I got like 23 million the first month. he was like, he was out. Everyone was like, there's no way Luke's going to do it. And we fricking did it. And so, that series has, you know, probably well into like the three, 400 million view range for just for that series. We have over 2.5 billion views, for all of our content. Cause that's not like the HR guys was like, cool.

Jordan Lally:11:37
That's so awesome,

Luke Kostka:11:58
but we've created other stuff after that where we have one video that I think has 130 million views alone. Yeah, dude. Is that half of the US?

Jordan Lally:12:04
Half of the US. That's insane. I think there's like 300 million people here or something like that. mean, obviously the content was distributed in almost all the nations, right? But it's in low market.

Luke Kostka:12:16
Yeah, yeah, yeah. Yeah. It's crazy. But like, the viewership is great. The cool part about it is, yeah, it's giving them ROI. It's giving them awareness. But the cool part about is I'm at the sales kickoff right now. And I'm just going around talking to everyone at ClickUp and people who haven't they have 1400 employees now. They had like 900 when I started. So they're growing a lot, hopefully, due to like what I gave what we gave them. But

Jordan Lally:12:44
I was going to ask, if you don't mind, do you know ballpark revenue that is directly attributable or traceable to your... Yeah, that's because it's organic, you know?

Luke Kostka:12:50
It's too hard. It's too hard to trace it. It's too hard to do that. But what I will say, what I will say is that we put them in the zeitgeist. Like, I used to say, like, they're like, what do do for work? I was like, Oh, I work for click up and do their content. And they're like, Oh, and I was like, Do you know Monday or Asana? And they're like, Oh, so they do something like that. I was like, Yeah, now I'm like, people from Monday or Asana, they asked him what they do. And they're like, Oh, do you know, like, click up?

Jordan Lally:13:17
Hahaha

Luke Kostka:13:19
So like I go around talking to people at the sales kickoff and they come up to me and they're like, they're in sales, they're in enablement, they're in whatever department. And they're like, dude, HR, they're like, I came to work for you guys because your content, like I talked to all my clients, potential clients, and they know ClickUp because of the content. So I'm getting chills just thinking about it because like the awareness that we've created for ClickUp is like, invaluable really like I don't know how much they've money they spent on it but like like you know just we did our job dude like we we did our job for click up above and beyond and we created an icon for them we created icons for them so I don't know it's just like all a snowball effect of their growth I'm looking at like their growth numbers right here on the wall it's amazing like they're growing so quickly and

Jordan Lally:13:47
Yeah.

Luke Kostka:14:14
They are just super positive and in a world where like growth is tough right now, they've tapped into something that they're just growing a lot. So back to like my career, I created an agency and now we pretty much I'm trying to like further my my reach for different brands and help them out with their content strategy. And I do consulting and speak. I started speaking, speaking in Budapest for affiliate world in July.

Jordan Lally:14:44
That's sick.

Luke Kostka:14:44
so I'm, I'm going to be doing a lot of big speaking around. So yeah, I'm going to start like writing a book. I have a masterclass coming out. It's not masterclass, but it's through ad creative Academy. so they, they asked me to do a little class for them. So kind of a masterclass thing, but like, it's all, it's all, it all comes around. Like I tapped into something and it's, and it's an invaluable thing that brands can have is, is the organic strategy now.

Jordan Lally:14:58
Yeah, I've heard of them.

Luke Kostka:15:15
Did we monetize it the way that we should have? No. Like there's, I think we need to hire someone at ClickUp who is good at monetizing and figuring out ways to actually monetize that reach. Cause that reach is awesome. But like, if you don't have the structures in place to actually monetize it, whether it's eBooks, webinars, like,

Jordan Lally:15:19
What should it know?

Luke Kostka:15:41
running ads that are targeted to people that already liked your videos because they already know and like you. But if you run an ad saying like hey, click up, blah, blah, like we could have like captured a lot more people. I think we missed the bus on that. But

Jordan Lally:15:52
Yeah. I was just going to bring that up. You are describing basically what I, what I call content first advertising strategies. You posted it organically and thank God it went fricking viral, right? Basically half the world saw it. What you're saying is extremely valuable. can literally run retargeting campaigns on meta or Google, whatever the case is, is retarget the people who already are a fan and have the awareness that click up exists.

They could lead magnets, webinars, know, VSO, whatever the case is, but nobody's currently doing that at ClickUp. Seriously.

Luke Kostka:16:27
They don't have a position for that right now. I don't think I think there's people working on it. like, uh, it think about this, if we were a personal brand, because businesses can't monetize like just through views, um, for a personal brand and we're allowed to monetize 2.5 billion views. I don't know how much money that would have just generated if it was just my account, but I'm assuming it's in the six, seven figures, um, probably seven figures. Like I could have been a million. I could be a millionaire if that was like my account.

So yeah, it's pretty gnarly to think about.

Jordan Lally:17:01
For sure. Is ClickUp, and this might be a dumb question. I sometimes ask these, but given the fact that you work at ClickUp and you kind of have an agency as well, are they cool with that? Do you have like a non-compete?

Luke Kostka:17:14
Yeah, no comment.

Jordan Lally:17:20
Okay, for sure. In regards to basically what you do for other companies, I assume it's more or less the exact same thing, right? You would take over the content marketing strategies and basically what the reason why it works so well in my opinion is because it's funny. And when you are in the business world, when you're in corporate, people forget that we're human.

Luke Kostka:17:21
Yeah.

Jordan Lally:17:43
You forget to actually connect with one another and laugh at funny comments, et cetera, et cetera. Everyone wants to be so professional. And don't get me wrong, there's a time and place to be professional, but in our day-to-day, behind closed doors, everyone loves a good laugh. And you brought that to the table. You brought that to the B2B world. And it makes sense why you have 2.5 billion views. are the category king of that. You know what I mean?

Luke Kostka:18:07
Dude, I appreciate that, man. You're a smart guy, You have great questions. That is so great to hit on. Yeah, don't get my head too big though, dude, because I'm going let you go to...

Jordan Lally:18:23
When you when you when that first video took off 25 million views overnight you talked about you know knowing your ICP like basically being one with your ICP Did you get lucky when that video took off or did you actually do your homework beforehand talking about project managers?

Luke Kostka:18:39
Yeah, so this goes into this goes into strategy. This wouldn't have all happened if we didn't have a strategy in place before. So many people just don't have a strategy. I will also say a caveat is that like the videos where you're like, Oh, I have an idea. And you tell someone and they laugh, or they think it's good. Go film that friggin idea right now. Like, that's great. Those are the videos usually that have been doing well over the past like, we just

Jordan Lally:18:43
Okay.

Jordan Lally:18:48
Gotcha.

Jordan Lally:19:02
Hmm.

Luke Kostka:19:07
Three of our past videos that have hit 100 million alone are videos that we were like, I have this idea. And then I say it and then they laugh. It's already been socially proven because they laughed. Usually those videos do better than the ones that I like think of while I'm in the shower because I tell someone and they laugh. So but this goes back to our content strategy. So I always teach three things like you need you need resources like whatever that is equipment.

Jordan Lally:19:20
Mm. Right.

Luke Kostka:19:37
you know, AI that will help you script, whatever those resources is, get those freaking resources now have a plan, get those resources. Number two is, is a spaghetti season, throwing things to the wall, see if they stick. I'm trying new things is extremely important because I'm sick of people copying other people. just try to come up with unique novel stuff. And usually that does well.

Jordan Lally:20:03
Hmm.

Luke Kostka:20:07
And I don't know if you've seen that guy who like sits there and like watches a video and stops it and says, good hook, keeps going, engages people in keeps going. Have you seen that guy? He's in the Chris Chang or something.

Jordan Lally:20:21
I haven't seen it, I definitely get the idea.

Luke Kostka:20:23
Yeah, so he says to like he's a great marketer and he said like all these people are saying like, be unique, please be unique. Like I don't want to see like trends are cool. But like, try to be unique, come up with any unique thing, be creative. Even if that doesn't get as many views, just please be unique because people need it. People need to see new stuff and novel stuff. The third thing. But no, even if it's what?

Jordan Lally:20:49
Even if it's mediocre because it's new and there's novelty behind it, it's like, this is new. Let me pay attention. Let me watch this. A whole new concept. Even if it's just average. You know what I mean?

Luke Kostka:20:58
Yeah, yeah. Yeah, yeah. And it could be something as small as like, while you're talking, make a sandwich. Like, I don't know, it could be something easy like that. You know what mean? So the third thing that I teach all the three things, the third thing is, have consistency. That's, you don't need. I mean, that's pretty much self explanatory. Have consistency in what you're doing, because it's not going to happen overnight. You need three, four months. Like once you hit a hundred videos, then let's talk. You know, I mean the discussion, if you haven't made it a hundred videos yet, there are people that obviously blow up overnight. And there's this girl that I fought started falling last night. I was like, she just sits there and yaps. There's like a new thing is just yapping. Like you yap in front of the camera, but some people really get at it. Just, just yapping from the camera. See what happens. Have really good topics and hooks, but like just yap about certain topics like AI and my children or whatever.

Jordan Lally:21:44
Okay.

Luke Kostka:21:55
I wish I could shout her out, I don't know who I don't remember her name, but yeah, consistency is key. So those three things, resources, spaghetti season and consistency are kind of what I teach. I mean, I can go over the strategy we do at ClickUp if you want me to go over that. Yeah, yeah, for ClickUp, pretty much our week is we have

Jordan Lally:22:14
Yeah, absolutely. If you're open to giving turns,

Luke Kostka:22:24
specific people we've chosen to be in the videos, pretty high level people. don't know, Vincent Marcus is one of them. He's a huge creator. He's been on America's Got Talent. He's like a big deal. Obviously, we're able to afford him because of our success, but have people in your business that are respectively good at their things. Like someone who understands the guide rails is important in that brainstorm. Yeah, so set that brainstorm.

You obviously the person actually doing the content or in front of camera and then someone else in your business that has good input is creative We have some actual professional comedians in our brainstorm sometimes

Jordan Lally:23:07
Damn, that's really cool.

Luke Kostka:23:09
It's important if we do comedy, have to freaking go all out, you Some of the names, Mac Hubbell, another guy is, I can't think of his name, but he does like the Everyday in Corporate America. He goes, that presentation is not good. It needs to be read. I don't know if you know who that guy is. I forgot, totally forgot.

Jordan Lally:23:30
I don't know his name but that shit was hella funny. Yeah, I've seen that video.

Luke Kostka:23:34
Have you seen that video? The presentation needs to be read. Okay, I will do it. You know that guy? He's a professional comedian. So we've had people on the brainstorms, but have a brainstorm every week. It depends on how much content you're doing, but you can do it once a month or whatever. We're posting one every workday. So 20 a month. Have that brainstorm session come up with all the concepts pre the brainstorm, come up with ideas you have.

Jordan Lally:23:42
Yeah.

Luke Kostka:24:03
and then just in the brainstorm, write them all down, use AI to transcribe and give you all the concepts, whatever. once you have those, we have a green light meeting every, every Wednesday. and so on that green light, we make sure all those concepts are kind of written out more. So if it's your idea, we all voted on the brainstorm. If it's your idea, you hash out that concept, make it an actual ready to shoot video. on the green light and then we just kind of like bump up the videos a little bit, make them a little better, make the hooks better. Hook is the most important thing in the whole world. Yeah, are huge, dude. And I'll go back to that when we talk about posting. But once you have those scripts ready, get a shoot day scheduled and just like film all those videos. We did a shoot, dude, we did a shoot last week.

Jordan Lally:24:40
Yeah, I have a question about that one.

Luke Kostka:25:02
for a company and we have 30 from one day we have 34 unique videos from that one shoot day. So it depends on what you want to do but like this is our system and it works for pretty much every niche and every type of business. And then we shoot, we have a really good team of editors. Editing is half the battle.

Like if you have a bad editor, you know, your video could flop even though it was a great idea. And then. Like right now, it's crazy with ClickUp, we have a backlog of like 80 videos that we haven't posted. So we just kept filling the pipe, filling and filling and filling. And it even starts rolling over of all the collections of videos we haven't posted yet. So now we have like 80 that we haven't posted because we're so consistent with it.

Jordan Lally:25:58
It's like three, four months of content,

Luke Kostka:26:00
We could just stop working for three months would be fine. So it was really cool. But like, you need to have room to play to on that shoot day. Like, let's say news comes out about whatever deep seek was a big deal like a year ago. If you're the first to get on a topic that's like just come out in the news, the videos will just do well. Roberto Nixon is a is a is a huge guy whose RPN is his handle.

Jordan Lally:26:02
Hahaha

Jordan Lally:26:15
Mm-hmm.

Luke Kostka:26:28
He's amazing at that. He is the first to record. He's he set his self ups to where he can create a video in like 10 minutes or something from start to post and he'll take a topic of news and it's super high quality looking and he will just create that video immediately so that like it's on people's feeds right after the news comes out. So his following has jumped skyrocketed but have some room to play on that shoot day. to where you can come up with an idea. A few months ago, or two months ago, someone was like, Luke, how old are you? And I was like, 30 something, because I didn't want to say my age. We're like, that's a video. So we recorded it. We've blocked it out, recorded it in like 20 minutes. And that video has like 120 million views. So just the videos, the little ideas that you have that are, like I said, already socially proven. those work really well, they work very well.

Jordan Lally:27:29
best part about that really great, that wasn't even planned. Like you were just being your authentic self. that's a great video.

Luke Kostka:27:32
know. Well, you have a room full of like funny people. Like we're all we were all the class clowns growing up in our classes, I guarantee you, we have a room full of people like that. Shit just happens. Like you just have those ideas come off come off the mouth like non stop. So if you can create it, we're constantly all day shoot day, we say something funny. And they're like, that's a video. That's a video. That's a video to where it's kind of hijacked my brain now. because I see like a chair and I'll be like, Oh dude, I'll see like my kids do something funny. I'll be like, that's a video. So it's kind of hijacked my brain, like, uh, that's, that's up until posting. now on posting, uh, trial reels, dude, trial reels are where it's, it's, it's, it's the best thing that's happened to content creation agencies because

Jordan Lally:28:20
That's like the test featuring right the test feature inside meta. Yeah

Luke Kostka:28:29
It's the only real way you can test. It's only platform that has actual testing. And it has been the difference between 100 million view video and a 50,000 view video like it is. It's the it's the only reason why we're growing as much as we are is trial reels. So can't harp on that enough. But that's the that's our strategy. So

Jordan Lally:28:51
In regards to hook, because you're going to lose an audience in like two seconds, two to three seconds. What is your philosophy or mental workout when it comes to creating spicy, amazing hooks?

Luke Kostka:29:08
like I said, the trial reels is like half the battle trial reels is awesome, but like, I think for hooks, it's someone who under you need someone who understands social media needs someone who's like mostly Gen Z. Jen, we have a couple of people on our team who are Gen Z and they just can come up with hooks like that. they just know social media and they, like, you can't come up with them very well if you're not on social media. Like, you know, we have some people on our team who aren't scrolling a lot and they just don't, they don't see, they don't understand the audience. They don't see what translates with people, with viewers as well. Um, but like, yeah, I, I think having one person who's really good at social media, like a Gen Z or someone who understands it, if, if you just have them cook, let them cook on the hooks.

Jordan Lally:30:05
Let them cook!

Luke Kostka:30:05
I'm picked up some hooks and let them just do them. I think that's where where where hooks come in. Obviously you can use stuff like you know motion is a great app to come up with really good hooks. And I think just just tapping into like those social media people tapping into like what makes you tick you know like what makes you tick you know you know your brand more than anyone else. But when you're on social media, it's like, what hooks make you take it in it? Sometimes it's not just like, describing the video, obviously, there's like, you know, crawlers that like see the hook and like, will, will boost you a little bit if you have like certain keywords in it. But like, I think you just need to understand, like the consumer mind. in what makes them tick. Like, for example, it doesn't always have to be like, let's say your boss is like, rude. It doesn't have to be when your boss is rude. It can be some novel thing that you thought of, that is kind of a joke. And I don't really know how to explain it. But like, like, for example, let him cook, like little things like that.

I don't really know how to fully explain it, but because I've been in it so much that it's so automatic to me.

Jordan Lally:31:34
You're okay.

Jordan Lally:31:40
It's gonna break it down from like a step-by-step process. Like I don't know to fucking do it step-by-step. I just know how to do it.

Luke Kostka:31:46
Yeah, exactly. Like for hooks, I want if we're talking to people who are just trying to start out with content strategy, I would say get a gen Z social media person to do it. And if you're not already one, try to find someone. Because hooks are a talent. It's just like a skill that you just kind of have. It. I mean, there's all this data that you can have that like says, this works the best or you can copy another video. But like, for example, like Here's an example that might help. I had this idea of like people making up corporate jargon, like, oh, let's stab the scarecrow, watch the hay spill out on this one, or like, let's pull the trundle out and sleep over on this one, boys. Stuff like that. It's just a video of people saying stuff like that. And, and we could have said like, the hook could have been like, when you make up corporate jargon. or whatever that could have worked. like, I wanted to show my personality in the hook. I said, I just said, we just making up corporate jargon now. So like, have your personality in your hook a little bit and just say stuff that like, you would say to your friends or something. I don't know.

Jordan Lally:33:03
think adding your personality in copywriting, which is clearly what you're doing, it's content, but video version, it adds the authenticity behind what you're doing. And people don't want robots. People don't want cookie cutter bullshit. They want novelty. They want to see you being authentic. And by you being that way, it obviously pays off.

Luke Kostka:33:27
Yeah, yeah, I think, yeah, you're right. And I think the concept speaks for itself, to be honest, if it's novel, unique, something that'll stop a scroll, because I've never seen before, concept works. The hook doesn't really matter, like, because your hook can be visual, it can be text, it can be sounds. So if you have a good idea, then the hook will just speak for itself, you know.

Jordan Lally:33:52
I feel like not really a formula to it, but if you can just grab the viewer's attention, that's literally the fucking entire purpose of a hook. Just grab that motherfucker's attention. If you did that, you have a successful hook. It doesn't matter what it is.

Luke Kostka:34:00
Yeah. Yeah. Yeah. Yeah. When it comes to, when it comes to tactics, when it comes to hooks and tactics, every video that we do, we record two different hooks. So, so the way the video starts, you can do that in editing, but like we like to do it with how the video starts. So we record two different hooks.

Jordan Lally:34:22
And then, whoa, two more questions for you. The first one I thought of is, you know, given the fact that you guys have billions of views, do you ever take the successful videos, plug it into cloud or chat, whatever AI platform you guys use and ask it to create new ideas based on this winning creative? Yeah, I feel like that's at your level of scale. You have to do that.

Luke Kostka:34:41
That's no, that's baller. Honestly, we haven't, I don't think we have. We've come up with, like ideas with our own brains, but that's actually, that's actually super smart. I think we might've done that before, but not on the level that we probably should be. That's what I'm saying, dude. Like, yeah, if, the videos, the videos speak for themselves and we're writing on, we're just.

Jordan Lally:34:46
You haven't done that? my god!

Jordan Lally:34:53
For sure.

Jordan Lally:35:01
It's all good.

Luke Kostka:35:10
riding on the coattail of that success. And there's definitely a lot of stuff we could be doing a little bit better, but, and I'm open, we're open to any like tips or anything like that. So that's actually a good idea. I'm gonna tell my team that.

Jordan Lally:35:23
Yeah, for sure. I can give you some insight now, but basically just take the winning creatives and say, Hey, chat, this, this video got a hundred million views. are 10 ideas similar to this? And you're like, here you go.

Luke Kostka:35:32
Yeah, dude. Yeah, the thing about Chad is like, Chad's not funny.

Jordan Lally:35:37
Chat chat? Okay, I recently explored this maybe like two, three months ago. Claude is a million X better than fucking chat. Chat Loki sucks.

Luke Kostka:35:46
Yeah. Yeah. Yeah. So I use Claude for a while and I like to do edgy videos and we can go into that story later, but like I started doing really edgy videos. Like I can show you a video that I did for ClickUp and we got banned immediately. We got, we got a legal team on us now because of that.

Jordan Lally:36:02
Holy shit, are you serious? What did you? yeah, later, later,

Luke Kostka:36:06
Yeah, I'll show it to you later. But it's my favorite video of all time that I've ever created. And it's definitely not allowed. But I started towing the edge a little bit because in comedy, like, it's the last form of free speech. for comedy, see people started canceling comedians. I believe in comedy is our last form of free speech. If you stop that, then what do we have?

And so I started getting more edgy. I started towing the line more because I saw the views come in and I'm like, let's go farther. Let's go harder. And with big brands like this, that's the it's the dilemma of how edgy can I go? What are the guide rails? How edgy can I go to where it's it won't get canceled? But maybe it might not put our brand in the best light. So there's that dilemma that we deal with all the time.

And so all the ideas that we have, we run it through our legal team at ClickUp. And it's been great. It's been really cool. Obviously it's like the Michael and Toby thing. Like sometimes I'll have a great idea and I'll tell legal and they'd be like, absolutely not. I'll be like, but it needs to happen. Like, you know, when you have a company that's over 500 people, like, that there is litigations. There's just going to be litigations and there's going to be people mad at you and whatever. And you just have to be careful. You just have to be careful that all your content is is green, you know.

Jordan Lally:37:39
Yeah, because it's not only you and your team you're looking out for, like you said, it's the other 500, well, not 1400 employees that are out

Luke Kostka:37:46
Well, dude, there's always going to be a disgruntled employee wherever you go and they're always going to be pissed and it's possible they could sue and then they could look at the content and be like, hey, they're putting out this content and like I this happened to me, like I'm going to sue for more, you know, so there's just you just have to be careful.

Jordan Lally:38:02
On a positive note, what are some things that you and ClickUp are looking forward to over the next 12 months?

Luke Kostka:38:08
We've had so many ideas. We've had, we've, we've almost pitched something into the Netflix. but like next 12 months, what we're doing now is already so we have so much, I pinch myself because we have so much fun and we've had success just like messing around and having a great time. We've had so much success doing that. Like the life of a content creator is so not, it's unprecedented.

Jordan Lally:38:15
Damn.

Luke Kostka:38:36
I tell my grandpa what I do and he's like, what? You know? And it's like, we do, we have so much fun that honestly, if it stayed the same for the next 12 months, I'd be so stoked, but there's some big things coming down the pipeline for ClickUp. They're, they're like, we're not just competing with like Monday or Asana anymore. We're competing with Microsoft, Google, OpenAI. So we're getting big. there's a lot of big stuff in the future.

If I could boil it down to a couple things, like one thing of what I'm excited about.

I don't know, maybe, maybe new ventures, maybe creating like a lot of companies are seeing that like a TV series on your social media, as we call it like a TV series, like something that is looping to where you're like, can't wait for the next one. Maybe something like that. Just new ideas and just growing and possibly, possibly expanding, maybe. creating like more shoot days with more variety of content maybe. Yeah, I'm not really sure what that is yet, but it's definitely growing.

Jordan Lally:39:58
For all the content you and team produce, is it primarily short form? Do you do any short skits on YouTube or anything?

Luke Kostka:40:07
Dude, that's another tip. I don't know. That's another tip that I would love to explore. Long form, we do a lot of like product based stuff, but like, do you have an idea?

Jordan Lally:40:23
Well, I was just thinking, because back when I was growing up, I would always watch like Call of Duty, not bloopers, but like these skits in real life, you know, and because you have the comedy background and you have a whole team of comedians, essentially, I think if you're obviously like a five minute skit long form on YouTube, specifically targeting B2B, it's just a different approach to what you're already doing on short form, you know?

Luke Kostka:40:45
If you go through our videos, not about like 10 music videos to where we write the actual song. And then we record the song, we get like the karaoke version, so it won't get like shut down. We record the song, we make our own lyrics, and we make videos like that video, you know, E40 that nope, yep. We did that song and it was an HR version. He's like coming into work late. Nope. Feeling great. Yep.

Jordan Lally:41:05
Hahaha, definitely.

Luke Kostka:41:14
It's a video like way back and you can scroll back and find it. But we do that kind of stuff. That's actually a good idea. We could put music videos up on YouTube. Yeah.

Jordan Lally:41:24
I bring that up because certain people only watch certain mediums or only certain channels, right? Like there's people who only watch TikTok or only IG or only YouTube, you know? So if you transform some content onto long-form YouTube, it might widen the reach.

Luke Kostka:41:31
turn.

Luke Kostka:41:42
No, you're right. I say we get a high powered camera and we film it in horizontal and then clip it into vertical for, for those other channels. That's a great idea. It's the music. The thing about it is like, we'll post a video all like I'm going to sound booth right now. I click up. We did this video where I like open the door and I fart in it and a little guy in there and I lock it. And it took us 15 seconds to film.

Jordan Lally:41:51
For sure, for sure.

Jordan Lally:42:00
Nice.

Luke Kostka:42:12
And it got a hundred million views. We've posted music videos that took us half a day and they get like 20,000. So that's, that's the reason why we might not have put effort into form stuff is because the other stuff is working so well. So it would have to have solid ROI.

Jordan Lally:42:14
then.

Jordan Lally:42:20
guys

Jordan Lally:42:28
first.

Jordan Lally:42:32
Yeah, do I mean, do what the data says, you know, if the data says the farm sucks. my idea. Where can people find you though in the B2B space for your personal agency?

Luke Kostka:42:41
Yeah.

Luke Kostka:42:47
But just I'm personally, I'm personally branding myself. So Luke under Luke underscore Costco on Instagram or Luke Costco on Tik TOK is where you'll find. And that's where I'm posting all of my personal stuff. I just have a bunch of tips on content strategy on the consumer brain, why people scroll stop, what makes them tick a bunch of content on there based on that ideas for content like.

Jordan Lally:42:56
We'll also leave a end to show notes. I'll go for it in minute.

Luke Kostka:43:16
You know, if I have a video that has like, if you're a web designer, here's an idea for content, go into any business that you want to work for, offer them five bucks and say, in 60 seconds, I'll find something that's costing you money, or you can keep the $5 and then film that whole thing and then post it on your page. So like, I'm coming up with a bunch of content ideas like that are grassroots and you don't have to copy other people to make them happen. Like that novel uniqueness is what I'm teaching. Luke under sword, Costco. on Instagram, Luke Kosk on TikTok. So that's what I'm teaching.

Jordan Lally:43:50
That's amazing. Luke. I had a fucking blast man. I was laughing I could have the whole time. I hope you had fun as well, but thanks for coming on bro Yes, sir, I've audience till next time

Luke Kostka:43:53
That's great.

Luke Kostka:43:58
Yeah, for sure. I really appreciate it,

Luke Kostka:44:03
See you guys.