Tycho's unfair advantage is that he decided B2B could be funny
He runs an agency that builds B2B marketing engines. His feed is a sketch show with a recurring cast.
Tycho Luijten is the CEO of Dapper, a Dutch agency that builds B2B marketing engines. Across the 78 posts we analyzed, published between January and August 2026, he posted 2.9 times a week and averaged 547 reactions. 64% of those posts are video. His biggest, at 2,765 reactions, is a joke about firing his marketing team because an AI model launched, then rehiring them when the model was banned.
The category is the joke. Format-borrowed comedy is when you take a structure the audience already knows from entertainment, a film scene, a talent show, a police interrogation, and cast your own industry inside it. The Wolf of Wall Street, but B2B marketing. A talent show, but for thought leaders. An arrest, but by the LinkedIn Bureau of Investigation.
'5 ways to fix your demand gen funnel.' Correct, useful, and identical to every other agency's feed.
A salesman hunting down the man who downloaded an ebook. You watch it to the end.
“One became a barber. The other became a Junior B2B Demand Generation Specialist. Do they still speak the same language?”
— The entire caption of a post that earned 2,580 reactions
Five findings that repeated across 78 posts
- It is a video account. 64% of posts are video, averaging 665 reactions against 386 for images and 268 for text.
- The audience is entertained, not informed. 20.1% of all his reactions are the Entertainment reaction, against 2.3% Interest.
- It is a conversation. An 18.8% comment-to-reaction ratio, roughly three times the LinkedIn norm.
- He runs a repertory company. The same colleagues appear across sketches by name, and one post is explicitly labelled Part 2.
- He never posts at the weekend. Zero on Saturday and zero on Sunday, with Tuesday and Wednesday carrying 45 of 78 posts.
The numbers behind the account
Modest reach per post, an unusually talkative audience, and one format doing almost all the work.
Tycho's median post earns 377 reactions and his mean is 547. 10 of 78 cleared 1,000 and 4 cleared 2,000, with nothing reaching 5,000. 57 posts sit in the 100 to 500 band. On a 40,000-follower base this is a working account rather than a breakout one, and the interesting number is not reach at all: it is the 18.8% comment ratio, roughly three times the norm, on content that is asking for nothing.
That Entertainment share is the tell. Against 2.3% Interest, it says nobody is arriving to learn a tactic, which for an agency selling tactics is a deliberate and slightly risky trade. For how format affects distribution, see our guide to how the LinkedIn algorithm works.
The content-type mix
When he posts
The top posts
| # | Post | Reactions | Comments | Reposts |
|---|---|---|---|---|
| 1 | I fired my whole marketing team after an AI launch | 2,765 | 276 | 62 |
| 2 | A barber and a demand gen specialist meet again | 2,580 | 292 | 72 |
| 3 | The Wolf of Wall Street, but B2B marketing (Part 2) | 2,215 | 266 | 27 |
| 4 | LinkedIn's Next Thought Leader, a talent show | 2,022 | 322 | 54 |
| 5 | I got arrested by the LinkedIn Bureau of Investigation | 1,777 | 396 | 60 |
| 6 | What happens after marketing generates a lead | 1,570 | 243 | 25 |
Want to see whether your own video posts are actually beating your text? Run your profile through our free LinkedIn analyzer.
The six content pillars
Five are sketches borrowing a familiar format. The sixth is the recruiting that pays for all of it.
A news event in tech, turned into a two-line joke about his own company.
Two people from different worlds meet, and the industry jargon becomes the punchline.
A famous scene recast with B2B roles, numbered as parts so the audience expects more.
A talent show, an investigation, a therapy session. A whole entertainment format applied to LinkedIn.
What actually happens to a lead after marketing generates it, played for laughs and accurate anyway.
Roles attached to the punchline rather than announced separately.
Pillar 1: The topical gag (the reach engine)
Why it works: Twenty-six words carrying a joke about AI replacing marketers, a reversal, and a live job ad. The recruiting is the punchline rather than an afterthought, which is why it does not read as an ad at all. His highest-reaching post is also one of his shortest.
Pillar 2: The two-character sketch (the format)
Why it works: The whole premise is one contrast and one question, and the video does the rest. 'Junior B2B Demand Generation Specialist' is funny purely because it is a real job title said out loud. The caption sets up; it never explains.
Pillar 3: The film parody (the series)
Why it works: Labelling it Part 2 does two jobs: it tells new viewers a Part 1 exists and tells returning ones this is a series worth following. The PS asks the audience to commission the next episode, which is the cheapest possible way to find out whether to make it.
Pillar 4: The format invention (the comment engine)
Why it works: 322 comments, because inventing a format creates a thing people can apply to. He is satirising thought leadership on a platform made of it, which is a risky joke that lands because he is clearly inside the culture rather than sneering at it from outside.
Pillar 5: The process explainer (the useful tier)
Why it works: This is the pillar that does the actual selling. Anyone who has been chased after downloading an ebook recognises the whole demand-gen problem in one sketch, and an agency that can dramatise the problem that precisely is implicitly claiming it can fix it.
Pillar 6: The hiring hook (the business end)
Why it works: 396 comments, his highest. The first line reads as real news for exactly one beat before the joke arrives, which is the oldest hook in comedy and still the most effective. Naming other real creators in the bit turns it into a shared universe rather than a solo sketch.
The hooks that earned the watch
Every one is a premise, not a promise. He sets a scene and lets the video pay it off.
'I fired my whole marketing team after Claude Fable 5 got introduced.'
'One became a barber. The other became a Junior B2B Demand Generation Specialist.'
'The Wolf of Wall Street... but then it's B2B Marketing (Part 2)'
'We're introducing a talent show. Right here on LinkedIn.'
'I got arrested and interrogated yesterday.'
'Ever wonder what happens after marketing generates a lead?'
The straight-faced alarm is the strongest of these and the most transferable. One sentence that could be true, followed immediately by the reveal. For the mechanics of openers, our guide to writing LinkedIn hooks goes deeper, and you can pressure-test your own first line in the free hook generator.
His line versus the agency version
- 'Ever wonder what happens after marketing generates a lead?'
- 'I got arrested and interrogated yesterday.'
- 'One became a barber. The other became a Junior B2B Demand Generation Specialist.'
- 'I fired my whole marketing team after Claude Fable 5 got introduced.'
- 'Why your MQL-to-SQL handoff is broken: a breakdown.'
- 'Some thoughts on engagement pods and what they're doing to LinkedIn.'
- 'The gap between marketing jargon and how normal people talk.'
- 'Will AI replace marketing teams? Our honest take.'
A voice that sets up and gets out of the way
Short captions, a named cast, and a complete refusal to explain the joke.
- Writes the caption as a premise, not a summary. A 138-word median, most of it scene-setting.
- Names the cast. Steven, Michael and George recur, so returning viewers already know who they are watching.
- Numbers the series. 'Part 2' signals both a back catalogue and more to come.
- Uses the PS line to ask for the next episode, which turns production decisions into audience participation.
- Never explains the punchline, and never appends a marketing lesson to a sketch.
- Uses zero hashtags across all 78 posts, and zero em dashes.
The sketch structure is simple enough to lift directly, and it works for any industry with jargon outsiders find absurd.
[The premise, in one or two lines: 'Two old college friends meet again.'] [The absurd contrast, using a real job title verbatim] [The question that sets up the video: 'Do they still speak the same language?'] [The video, with the recurring cast] [PS: ask the audience what the next episode should be]
What he does, and doesn't, do
- Borrow a format the audience already knows
- Use real job titles as the punchline
- Cast the same colleagues repeatedly
- Attach hiring to the joke, not to a separate post
- Put 64% of his output into his best format
- Explaining the joke afterwards
- Appending a marketing lesson to a sketch
- Hashtags, entirely
- Weekend posting
- Text posts, his weakest format at 268 average
The obvious cost is production. Fifty videos in six months, with a cast, locations and a script each time, is a real operation, and it is why almost no agency sustains this even after seeing it work. CaptureFlow is an AI content agent that turns your expertise into weeks of on-brand content for every platform. You capture one idea in 5 minutes, a voice note describing the bit and who is in it, and CaptureFlow, trained on your voice and your past posts, reshapes it into a short video, a LinkedIn post, a carousel, and an X thread. See how the AI content agent works.
The system underneath the posts
A repertory company, a set of borrowed formats, and recruiting hidden inside the punchlines.
The sketch engine
- 1A B2B absurdity is identifiedA job title, a lead-nurture sequence, thought-leadership culture.
- 2A known format is borrowedA film scene, a talent show, a police interrogation.
- 3The recurring cast plays itSteven, Michael and George appear across sketches by name.
- 4The caption sets up and stopsA 138-word median, no explanation, no lesson.
- 5The PS asks what comes next'Should we do the scene where we crash the Lambo?'
This is the closest thing in our series to the office-comedy model in the Corporate Natalie playbook, but pointed at a buying audience rather than a general one. For agencies whose feeds all look identical, it is the sharpest differentiation play we have mapped.
Your 30-day challenge
Twelve posts. At least six of them filmed, and none of them explaining the joke.
- Days 1-2: List every job title, ritual or process in your industry that sounds ridiculous said out loud
- Days 3-4: Pick the one an outsider would find funniest and write the premise in two lines
- Days 5-7: Film it on a phone with a colleague, badly, and post it anyway
- Days 8-10: Recast a famous scene with roles from your industry
- Days 11-12: Label it Part 1 so the audience knows more is coming
- Days 13-14: End with a PS asking what the next episode should be
- Days 15-17: Use the same colleagues again and name them in the caption
- Days 18-19: Write the sketch that dramatises the problem you actually get paid to fix
- Days 20-21: Resist adding a lesson underneath it
- Days 22-24: Compare your video reach against text and image
- Days 25-27: Check your Entertainment share against your Interest share
- Days 28-30: If Interest is near zero, add one explainer sketch that sells the work
The stop-doing list
| Stop doing | Do this instead |
|---|---|
| Explaining your industry's problems | Dramatising them with two characters |
| Appending a marketing lesson to a joke | Letting the sketch end where it ends |
| One-off videos | A numbered series with a recurring cast |
| Separate hiring posts | Attaching the role to the punchline |
| Defaulting to text | Putting your output into your best format, as he does |
| Deciding the next episode alone | Asking in a PS and letting the comments choose |
The metrics to track weekly
| Metric | Benchmark to aim for |
|---|---|
| Video share of output | 60%+ if comedy is the strategy |
| Entertainment reaction share | 15%+ (he sits at 20.1%) |
| Interest reaction share | Watch it; his is only 2.3% |
| Comment-to-reaction ratio | 15%+ (he sits at 18.8%) |
| Posts featuring the recurring cast | 50%+ |
| Posts per week | 3, weekdays only |
The takeaways
- 01Borrow a format the audience knows. Tycho Luijten's sketches recast The Wolf of Wall Street, a talent show and a police interrogation with B2B roles.
- 02Use real job titles as the punchline. 'Junior B2B Demand Generation Specialist' is funny because it is real.
- 03Cast the same people repeatedly. Steven, Michael and George recur, which turns individual posts into a series.
- 04Attach hiring to the joke. His biggest post, at 2,765 reactions, ends with a live job ad and does not read as one.
- 05Put your output into your best format. Video averages 665 reactions for him against 268 for text, and it is 64% of what he publishes.
- 06Watch the Interest reaction. His sits at 2.3% against 20.1% Entertainment, which is the real risk in comedy-led B2B.
Frequently asked questions
- How did Tycho Luijten grow his LinkedIn following?
- By turning B2B marketing into sketch comedy. Across 78 recent posts he averaged 547 reactions posting 2.9 times a week, with 64% of posts as video and a recurring cast of colleagues appearing by name.
- What kind of post performs best for Tycho Luijten?
- Short topical gags and two-character sketches. His top post, a 26-word joke about firing his marketing team when an AI model launched, earned 2,765 reactions. His police-interrogation sketch drew his highest comment count at 396.
- Does comedy work for B2B marketing on LinkedIn?
- On reach, clearly yes: an 18.8% comment ratio is roughly three times the LinkedIn norm. The caveat is that 20.1% of his reactions are Entertainment against just 2.3% Interest, so the audience is watching for the comedy rather than the expertise.
- How do you sustain a video sketch cadence?
- Capture the premises continuously so one filming day covers a month, rather than scheduling a shoot per post. CaptureFlow turns one 5-minute capture into a week of native posts and short video across platforms.
