How We Drove 101.3% Follower Growth for an Atlassian Vendor

This project was led by Fatcat’s founder, Jenn, during her time as the Brand and Social Media Strategist at Appfire. While not a Fatcat project, it shaped many of the systems and playbooks we now bring to our clients.
We transformed Appfire’s fragmented social presence into a structured LinkedIn growth engine, backed by a scalable content system, strategic experimentation, and a data-driven YouTube framework.

Appfire is one of the largest companies in the Atlassian ecosystem, with 300+ apps and a global community. When we joined forces, their social presence was active but inconsistent, lacking a clear narrative, scalable process, or cross-team involvement that could make their content feel human, authoritative, and worth following.

FatCat stepped in to build a system that could work across a large, distributed team.

LinkedIn: Where we saw the biggest lift

We began by reshaping Appfire’s LinkedIn strategy from the inside out:

• a clear narrative for the brand
• topic pillars aligned to their product categories
• repeatable post formats
• team-member amplification experiments
• video-first content tests
• cross-team contribution processes
• consistency and publishing rhythm

Through structured experimentation, we tested human-led content, founder-style insights, behind-the-scenes narratives, mini-teachings, and product micro-stories.

The result:

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LinkedIn became Appfire’s strongest organic channel, driving the largest gains in reach, engagement, and follower growth throughout the year.

YouTube: A short but high-impact strategic start

Although our time on YouTube was short, the foundation we built was long-term:

• a full channel audit
• deep competitor and keyword research
• a 0–3 scoring methodology designed to prioritize topics by strategic value
• content clustering recommendations
• YouTube content pillars aligned to Appfire’s product categories
• tone, pacing, and narrative guidelines for video
• recording direction + scripting support for early videos

Even though execution time was limited, the strategic groundwork and scoring system continue to guide Appfire’s future video decisions.

Video Content & Team Activation

We also created multiple video assets for social, short-form, human-led, behind-the-scenes, and team-driven content.
We coached internal teams on recording fundamentals, direction, hooks, pacing, and on-camera clarity so content could be produced consistently without external dependency.

This made Appfire’s content feel more personal, real, and aligned with modern B2B expectations.

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