Last time we wrote about Deel, the B2B brand was experimenting with UGC without fully knowing what it wanted from it.

Back then, the network had 19 accounts, 173 videos, and 3.7M views.

The strategy still felt open-ended. The content was indirect, mostly HR comedy, and the big question was whether Deel was aiming for awareness or just learning how short-form works.

Since then, their creator network has grown to around 26 accounts and they’ve reached 116.7M views.

In the last month alone, they did 7.8M views, breaking out with a more specific and more relatable angle: work-from-home frustration skits.

“She doesn’t know it yet but in 2 mins she’ll receive a Teams message asking her to do something she’s literally employed to do…”-> 1.2M views

“Checking to see if anyone messaged me on teams before getting back to my chores”-> 1.1M views

The videos are usually short, silent and with one on screen hook.

Easy to repeat and scale across their network.

You can study their hooks here: