I almost missed this one.
For the first few months of this year I was grinding blog posts, cold email sequences, and LinkedIn updates. I had built a whole content machine, six posts a day across three sites, and I was proud of it. Traffic was growing. Leads were coming in. The system was working.
Then I watched Devon Canup clip a two-minute YouTube segment onto X and get 40,000 views in 48 hours.
I stopped what I was doing and paid attention.
What Devon Did That I Missed
Devon does not post threads. He does not write long-form essays. He takes clips from longer-form content, drops them on X with a short text caption, and lets the algorithm do the rest.
The clips are not polished. They are not studio-quality. They are honest, direct, and specific. Someone talks about a real problem they had, a result they got, or a lesson they learned the hard way. That is it.
What I noticed is that X in 2026 is pushing video heavily. The platform wants native video. It wants watch time. When you give it a two-minute clip that people actually finish, it rewards you with distribution that no text post can match right now.
The opportunity is real. And most B2B founders are not doing it yet.
Why Founders Are Sleeping on This
I think the reluctance comes from two places.
First: most founders do not think they have enough video content to clip from. They do not have a YouTube channel. They do not do a podcast. There is nothing to cut from.
Second: the ones who do have video are over-optimizing it. They are paying for fancy captions, branded intros, animated thumbnails. The production becomes the bottleneck and most of it never ships.
Devon solved both problems by just talking on camera. Regularly. About real things. He kept it conversational and specific. Then he clipped the moments that actually said something worth hearing.
No studio. No production team. Just a founder saying what he actually thinks, on video, in a format X will distribute for free.
What I Started Doing
After watching Devon’s approach I started building a clip pipeline for my own content. Here is what the system looks like now.
Every week I record two to three short videos. Not scripts. Not slides. Just me talking about something I saw, something I built, or something that surprised me. I aim for under five minutes per recording.
From those recordings I pull the one or two moments that have a clear point. A specific number. A counterintuitive take. A story with a real ending. That becomes the clip.
The caption on X is short. One to three sentences. It either names the specific thing I learned or asks a question that the video answers. No fluff. No “watch to find out.” Just enough to make someone curious.
Then I post it and leave it alone. I do not add links in the first comment. I do not cross-post to five other places in the same hour. I just let X decide if it is worth showing people.
When it lands, the engagement is different from text. People reply with their own versions of the same experience. Conversations start. A few of those conversations turn into DMs. Some of those DMs turn into sales calls.
The Intake Connection That Surprised Me
Here is something I did not expect. When I started posting clips about the intake problem in law firms, specifically about why firms keep losing cases before the client even signs, I got responses from attorneys who had never engaged with any of my written content.
Video communicates something that a blog post cannot. The frustration behind a point. The weight of a problem. The genuine belief that things could be better.
One clip I recorded about why I built eNZeTi, about watching intake coordinators get left alone on hard calls with zero support, got more engagement in one day than any email sequence I had ever sent on the same topic. The clip was three minutes. The email was 600 words. The clip won by a factor of ten.
I am not saying abandon written content. I still run the blog machine. I still send cold email through Cultivate Inbox. But video clips on X are now a real distribution channel for me, and I think they are severely underused by founders selling to professional services markets.
What Makes a Clip Worth Posting
Not every clip lands. I have posted things I thought were strong and watched them flatline. I have posted something I almost deleted and watched it hit 20,000 views by morning. Here is what I have learned separates the ones that work from the ones that do not.
Specificity wins. A clip about “how I think about outreach” performs badly. A clip about “why I stopped sending follow-up email number three” performs well. The more specific the point, the more people feel like you are talking directly to them.
Tension is required. The best clips have a moment where something is wrong, backwards, or surprising. A problem that should not exist. A result that contradicts common advice. A failure that turned into a lesson. Without tension, there is no reason for someone to keep watching.
Length matters less than I expected. I have had two-minute clips outperform four-minute clips and vice versa. What matters is whether the clip stays interesting all the way through. The second someone mentally checks out, they scroll. Edit out everything that does not earn its time.
The Honest Numbers
I started this clip experiment in late February. I have posted roughly 15 clips in three weeks. Three of them hit over 10,000 views. Five averaged between 2,000 and 5,000. The rest were under 1,000.
That is not viral. But this is what matters: the three that hit over 10,000 views brought me 47 new followers from audiences I had never reached through text. Two of those followers turned into booked calls within the week.
The economics make sense even at a small scale. The clips cost me about 20 minutes each to record and another 15 to edit. There is no ad spend. There is no agency fee. The distribution is free if the content earns it.
For anyone building a B2B business in 2026, ignoring native video on X is leaving real opportunity on the table. The channel is not saturated. The competitors are not there yet. The algorithm is still rewarding early movers.
I do not know how long that window stays open. But I intend to use it while it does.
My Product
I built eNZeTi because this problem kept showing up.
Law firms spend $40K-$80K a month on marketing. Their intake team loses the cases before they sign. eNZeTi puts the right response on the coordinator screen the moment a prospect hesitates. During the call. Every call.
Learn about eNZeTi
