Top 15 SaaS Social Media Trends in 2024
In 2024, social media marketing is no longer optional to market your SaaS (software as a service) business. If you want to reach a broader audience, gain loyal customers, and stay ahead in the SaaS industry, using social media is a must.
In this article, we've collected 15 SaaS social media trends that will dominate the industry in 2024. Make sure to incorporate these top SaaS social media trends into your marketing plan to drive business growth in the upcoming year.
15 SaaS social media trends to follow in 2024
In the rapidly evolving SaaS industry, staying ahead is crucial for maintaining a competitive edge. To help you navigate the ever-changing industry, below are the top 15 SaaS social media trends to follow in 2024. These trends encompass various strategies—from social SEO and community building to user-generated content and videos.
Differentiate through content marketing
Revisit your content marketing strategy and think of ways to humanize your brand. Being human on social media will help you create relatable content that resonates with your target audience. For example, one simple trick to stand out from your competitors is to add personality to your social media content.
1. Combinate social listening and goodwill marketing
Social listening refers to monitoring and analyzing social media platforms and online discussions to gain insights into customer opinions, trends, and brand reputation.
On the other hand, goodwill marketing is a strategy that focuses on enhancing a company's reputation and building positive relationships with customers and the community.
When you combine both strategies in your marketing efforts, you’re guaranteed to stand out on social media.
Here are 3 examples of social listening and/or goodwill marketing:
- The Stanley brand bought a new car in response to a viral video of a car caught on fire, but the cup survived.
- The North Face flew in on a helicopter to provide the customer with the most updated version of their jacket after she expressed her dissatisfaction with the product.
- The best SaaS example of social listening and goodwill marketing is the new update by the Flo app, a female health app, which released Flo for Partners in response to Jack Whitehall's stand-up.
The lesson here is to practice social listening and react to customer feedback. And don't forget about goodwill marketing—an organic form of marketing that serves your community while also helping you gain the attention you seek.
2. Stand out with authenticity
Authenticity is becoming increasingly important on social media. Users seek fresh and unique customer experiences, so consider using fewer filters and focusing on showcasing the genuine aspects of your brand.
Lavender, an AI email writing tool, has a unique way to make educational content (podcast, product news) entertaining through raw, unfiltered content.
Bonus point: they’ve also made this video's employee/content creator the narrator.
Additionally, sharing behind-the-scenes content can give your audience a glimpse into your brand's culture and values.
In SaaS marketing, authenticity is the secret to winning clients for your brand.
3. Leverage founder's brand
Personal brands are here to stay.
It's the best way to connect with your product users and grow your business. By establishing yourself as a thought leader in your industry, you can attract new customers, gain credibility, and differentiate yourself from competitors.
We’ve written a complete guide on how SaaS business founders can connect their personal brands with their businesses.
Use UCG (user-generated content)
User-generated content builds trust, showcases your product or service in an engaging format, and emphasizes its benefits in a natural way.
There are several ways to create user-generated content—you can encourage your clients to share their feedback on social media, collaborate with brand ambassadors, incentivize your employees to start sharing content, or hire content creators to bring more personality to your brand.
4. Show client content
Your clients are the best storytellers. Encourage them to share stories about your product and amplify the message among their friends and followers.
Mike Cardona shared his excitement about a new tool, Puzzle, a visualization tool for no-code systems.
In this case, Mike Cardona is also an authority in the no-code and automation field, which is a big win for Puzzle. Puzzle reposted the content and also interacted with it.
If you receive positive feedback from your users, show that you care. Reshare and comment. If you receive negative feedback, always respond to it and improve the product. The more you engage on social media, the more users will be willing to discuss your product.
5. Collaborate with brand ambassadors
Brand ambassadors elevate your brand beyond your own audience. Build a long-lasting collaboration to gain the trust of your audience.
Planable, a content scheduling tool, collaborates with Sophie Miller, the owner of The Pretty Little Marketer—an influencer and authority among Planable’s target audience.
Sophie is creating content for the Planable brand account.
And also promoting Planable in her content:
Collaborating with brand ambassadors is a powerful strategy for extending your brand's reach beyond your immediate audience.
6. Create EGC (employee-generated content)
In 2024, there is a huge opportunity for brands to lean into employee-generated content (EGC).
Empowering your employees to build their personal brands turns them into brand advocates and humanizes your brand. By featuring your team in branded content, you create a more authentic and relatable connection with your audience.
Beehiiv, a newsletter platform, features the company's growth expert on Twitter / X, LinkedIn, and YouTube videos.
On TikTok, the videos are made by the company’s social media manager.
Each platform has its main face, and people get more connected with the brand because employees appear on social media alongside its founders.
Another notable usage of employee-generated content is Cisco, an American technology company, where they announced that they’d train their 84,000 employees to become LinkedIn influencers.
It’s a perfect example of how to multiply your brand ambassadors and solve the issue of recruiting top talent.
Your employees are your best brand ambassadors. Turn them into content creators representing your company and spread the word about it to your potential customers. With their unique perspectives and talents, they have the power to shape your brand's narrative and connect with your target audience on a deeper level.
7. Hire content creators for your social media
More and more brands in the SaaS industry are hiring content creators to produce content for their social media.
These creators can produce high-quality content that resonates with your audience and showcases your brand's personality. By leveraging the creativity and expertise of content creators, SaaS companies can effectively engage with their followers and stand out in the crowded social media landscape.
Passionfruit, a sponsorship platform, hired Akta Vibes to help them with their podcast and social media.
During an interview, Akta said she represents the company's target audience, and her secret to creating content is always thinking about what she would enjoy as Passionfruit's potential client on social media.
Convertkit, an e-mail newsletter platform, encourages user-generated content with the help of their employed content creator.
Here are some other examples of brands that leverage content creators in their social media efforts:
- Later app, a content scheduling tool, has several content creators on their social media team. Most often, you can see Lindsay Ashcraft and Christine Colling.
- Stan Store, a link-in-bio tool, hired Lauren Bachman to build their TikTok account.
- Taplio, a LinkedIn tool, hired Alex Llull as their full-time growth marketer after they’ve worked together on content creation on a freelance basis.
Content creators understand what content resonates with people and how to make it engaging.
Prioritize video content
The rising usage of AI in written content creation lowered people’s trust in this type of content. Now, the most effective way to create trust is through video content.
Video content continues to be a powerful tool for engaging and informing the target audience. In 2024, SaaS companies need to leverage the popularity of video content by creating engaging and informative videos about their products and services.
Whether it's product demos, customer testimonials, or educational content, videos can help SaaS companies effectively communicate their value proposition and build brand awareness.
Below are two ways to use different types of videos in your social media marketing.
8. Invest in talking head videos
A talking head video is an excellent way for SaaS companies to share updates and showcase their staff. These videos provide a more personal touch, fostering a stronger connection with the audience by humanizing the brand.
Notion, a note-taking tool, is great at video content. Here are three different examples:
Video interview with Notion founders:
New update introduction video:
Video invitation for a live event:
Talking head videos are a great way to convey the message to your audience. You don’t need fancy equipment to do it—you can record this video with apps like Loom, Tella, or even your phone's camera.
9. Create video memes
Like talking head videos, video memes will also gain popularity in 2024. Memes have been a part of a strategy for some time already, but with video memes, you can tell the story in a more engaging way and keep the viewer on your post for longer.
This lets the algorithm know that your content is engaging and should be shown to more people.
The rise of TikTok trends, such as using green screen videos and cutting snippets from movies, has influenced brands to incorporate video memes into their content across all social media channels.
One of the best examples of a SaaS company that uses video memes is the Later app, a content scheduling tool. They use video memes to announce a new blog post.
They use snippets from movies:
And videos with animals:
Video memes have the benefit of virality and being adaptable for all social media platforms.
Leverage community building
More and more SaaS companies are tapping into community building. You can simply engage consistently with your followers, create online or offline events, or go further and open a separate communication channel for the most dedicated people.
The key here is to create a sense of belonging and provide value to the community members. By offering people an opportunity to learn, network, and collaborate, SaaS companies can build a strong and engaged community around their product or service.
10. Engage with your followers
Engagement with your followers is a personalized way to establish relationships and activate word-of-mouth marketing for your SaaS business.
You can participate in conversations where your ideal customers hang out, answer questions, and show that you care about your clients. DMs (direct messages) are becoming more popular to communicate with customers personally.
Duolingo, a language learning app, is amazing at engaging with its followers on social media.
Their answers are receiving a lot of engagement.
Duolingo provides smart, tactical, and target audience-focused answers. They engage as humans (and not as a stiff brand), which makes them visible.
Engaging with your target audience is an underutilized and undervalued activity you can use to stand out from the competition.
11. Host online or offline events
Several SaaS companies excel in community-building activities. One of the most well-known is Notion, a note-taking app. They have an ambassador program where volunteers organize free activities to introduce others to Notion.
Online and offline events are perfect for creating social media content that builds brand awareness.
Webflow, a website-building tool, created a separate channel for their conferences where they share all the news and report attendees' content.
Smartlead, a cold email outreach tool, organizes weekly workshops and live Q&A sessions to educate its audience.
The attendees of these events share their experiences on social media, providing almost free marketing to the brand. Such online and offline events are a great source of additional content for your social media. It helps to raise your brand's awareness and activates word-of-mouth marketing.
12. Build tight-knit communities
More often than ever, people use social media to connect with their like-minded. In 2024, we’ll see a continued rise in tight-knit communities on social media.
These communities can be hosted on Slack or Discord channels that provide additional social media content. You can make screenshots of people's comments and turn them into social media posts.
Communities with invite-only access create the FOMO feeling, making people crave joining it even more. Tana, a note-taking app, created a buzz about their closed community in 2023.
There are also other ways how you can create a tight-knit community feeling. Create a special e-mail list, mark your customers on Instagram as close friends, start a Reddit forum, host educational content on Circle, etc.
Each social media platform offers a way to create a tight-knit community. Use this opportunity to leverage one of the most fundamental human needs—a sense of belonging.
Be strategic on social media
Plan and execute your social media activities in a way that aligns with your overall marketing goals and target audience.
While setting goals, analyzing what works, being consistent, and engaging with your audience is crucial, there are three more strategies to take your social media strategy to the next level.
13. Apply social SEO
Social platforms will become the ultimate search engines.
As social media becomes a popular source of information and discovery, optimizing your social media profiles and content for searchability is crucial.
Use relevant keywords, hashtags, captions, descriptions, and tags to improve your visibility, reach, and match the intent and needs of your audience. Add keyword-rich content to your posts.
14. Post platform-native content only
Cross-posting is slowly dying out as it doesn’t bring the expected results. Users seek unique content on each platform.
You can’t take the same video and hope it'll go viral on all platforms. Some platforms are more similar than others, but even then, you can’t expect the same results coming from these platforms.
Notion has created a strategy to address each social media channel without copy-pasting the same content to all its platforms at once.
Social media users are demanding to see platform-native content. Your efforts are invisible to your audience if the algorithm doesn’t notice it.
15. Choose top-performing social platforms
Even though SaaS users may be everywhere, LinkedIn and Twitter/X are the most popular platforms where you can reach your clients.
According to data from DemandSage, individuals typically use an average of 6.6 different social media platforms each month. Imagine how big your social media team should be to manage all the social media accounts in an authentic way and how many resources you’d pour into creating content.
Tommy Clark, who previously ran social media for Triple Whale, a marketing analytics tool, mentioned that starting a TikTok channel and getting a million views didn't help the company get any sales.
A similar situation is with new platforms. Alex Hao, a social media manager at Notion, mentioned that they're testing Threads, but if they didn't have a team, they wouldn't touch this new platform.
There is no need to be everywhere posting low-quality content for the sake of posting. It's better to have a strong presence and an engaged audience on two platforms than to hear crickets everywhere.
For most SaaS companies, the best social media marketing channels are Twitter/X and LinkedIn.
Final words
In conclusion, every year, social media requires time, testing, and adjustments.
But social media trends are constantly evolving, so staying updated and adapting your strategies is essential.
Experiment, analyze what works best for your brand, and continue engaging with your audience meaningfully.
All of these trends show that people want real connections between individuals. The power of social media isn’t in the content. It's in being social.