7 Examples of Outstanding SaaS Social Media Accounts
Reading Time: 11 minutes 
Social media algorithms and rules change fast. Some channels won’t even let your content climb the ranks unless you pay for its promotion — Facebook hi-fives!
Building a social media channel that gets engagement has become incredibly difficult. But some SaaS companies have done it and know that secret recipe to success. What is it, and how can you apply it to your social media strategy?
In this article, we are debunking seven successful social media strategies and sharing tips that will help you succeed with yours.
1. Grammarly
Facebook has been making it difficult to promote its content online. Heaven forbid you to put that link to your product page in a post because if you do — bye-bye engagement! But Grammarly has built a Facebook account that drives tons of attention under each post. Here is a good guess — it drives a lot of trial users for this SaaS as well.
What does Grammarly do?
Grammarly is an AI-powered service for text proofreading and plagiarism check. This tool helps both teams and individuals write mistake-free copy, eliminate tangled sentences, and apply unified voice to any piece of content you write — a blog article, thesis, or press release.
What makes their SaaS social media account stand out?
A big chunk of Grammarly’s audience — individual writers — is on Facebook. This social media channel has become the best place to reach its core audience. But how about businesses (Grammarly targets them as well)?
You would say that Facebook can work for consumer-oriented businesses, not B2B brands. However, Grammarly’s Facebook strategy seems to work with businesses as well.
That’s because behind each business blog there is an individual — copywriter — and they, similar to individual writers, often scroll Facebook feed for inspiration and valuable tips.
Grammarly’s advice is engaging and simple to consume — that’s just the correct type of content for Facebook.
So let’s see some examples of this engaging content. Here is one — tip to find your unique style.
This post is highly visual — you can’t take your eyes away! It’s a combination of a few graphics with one tip per post. It drives a lot of shares and some comments, and obviously lots of engagement in the form of a thumb up or like.
Each post Grammarly creates rarely relies on a longer text description — they are trying to be succinct here. But they attract attention with impeccable graphics — kudos to Grammarly’s graphic designer.
So what’s the tip for you here? Should you invest in good graphics and wait for it to work out? Not really — if you check out other similar SaaS businesses that also use high-quality and unique graphics, you will find that many of them have zero engagement under the posts. Where is the catch?
Grammarly often promotes their posts — you can easily deduct it by analyzing their social media performance. Just go to the Page Transparency tab on their account and you will quickly find out that they often promote some of the posts.
Let’s summarize our findings. Grammarly success on Facebook is made of a few factors. First — their audience likes engaging with the content that educates them on better writing. Second — it’s high-quality and unique. Third — they invest in paid promotion of their posts from time-to-time.
That’s enough to earn Facebook’s love. So why not try the same strategy and see if it works for your brand? Let’s move on.
2. Semrush
If you have ever stumbled upon the Semrush’ page on Facebook, you wouldn’t stop yourself from liking it. It’s not another corporate account with random webinar announcements, article summaries, and links.
What does Semrush do?
Long time ago, you would look at Semrush as a SEO tool, but these days, the service offers much more for marketers. They have built a lot of useful features around one of the key challenges their audience faces — getting measurable results from their activities.
In Semrush, you can use SEO tools to improve rankings, create content that appears on page one on Google, perform competitor, and advertising research just to mention a few.
What makes their social media account great?
Semrush is using different tricks and various assets to engage their audience and it works. Just look at how many likes, comments, and shares their posts receive. So what are they doing?
In their posts, they often refer to their audience’s main challenges. Check out this one below — here Semrush mentions keyword rankings taken by big brands. In their post, they offer a solution to the problem and visualize it with an infographic.
Some of their posts are not meant to educate their users, but entertain like the one below.
No matter the post’s main goal, it’s always highly professional and follows one tone of voice. Their account is consistent and visually appealing.
Let’s recap! Semrush’ brand voice shines in mostly every post they create — it seems they have chosen that path of sounding playful and fun. But apart from posting funny memes and videos, Semrush is sharing a lot of their know-how (often unique knowledge from first hand).
They have found infographics to be the best medium to achieve their goals.
3. Lemlist
This business has chosen to focus on LinkedIn because that’s where most of its audience hang out and sell. Sales and outreach teams can learn a lot to improve their campaigns by just following Lemlist’s LinkedIn account and reading their posts from time to time. The Lemlist’s LinkedIn posts get tons of engagement.
About Lemlist
Lemlist is a sales outreach tool that helps personalize emails and automate the follow ups. The tool lets you integrate screenshots, images, and videos in any image within an email.
This feature can do miracles with your outreach conversion rate. But it’s not only outreach that the Lemlist’s only focus. A few years ago, they started to extend their platform to sales engagement. Now, their clients can add cold calls, dial prospects, and include custom tasks.
What makes their SaaS social media account stand out?
Similar to Semrush, Lemlist uses a lot of humor in their posts to engage their audience. Their posts relate to typical situations that sales and outreach teams face in their work like the one below.
Lemlist also runs some polls to get people to interact.
Apart from fun and interactive posts, Lemlist is aiming to educate their audience with useful tips like the one below.
Let’s wrap it up. Lemlist’s LinkedIn account has gathered more engagement than their page on Facebook. It says a lot about their audience preferences. Sales and outreach teams are more likely to react to the content that Lemlist produces on Linkedin, because this is one of their sales channels where they spend a lot of time. Interactive and fun content is always in fashion and Lemlist has proved it drives engagement.
4. Gong
Gong is thought leader in sales — their tool has revolutionized this industry introducing AI in sales calls. Anyone willing to keep up with the latest trends in sales and learn about actionable sales strategies should definitely follow Gong’s LinkedIn account.
About Gong
Gong is a tool that delivers sales teams a set of tools to reach their goals. Sales teams receive useful insights on what works with prospects based on analyzing performance during previous calls, emails, or web conferencing.
As a result, teams can close more deals and become more effective in their roles. For sales managers, it’s a great tool to coach their teams and help them grow into A-players.
What makes their SaaS social media account stand out?
They share tips in the form of a story that are closely related to their problem. They cover the topics that answer their users’ key questions about sales.
Gong aims to publish content that is easy to read. They also comply with the best copywriting practices. They usually write one sentence per line and keep you at the edge of your seat from the very first sentence in their posts.
Gong also is using LinkedIn post content to direct readers to their downloadable resources — reports or ebooks. When a LinkedIn user clicks the link and is redirected to the landing page, they are asked to fill in the form. Why would they download another free ebook?
Just think about it — with the LinkedIn post content, they get intrigued because they want to find out about that one thing mentioned in the post. They can’t do it without downloading an ebook. It’s a great tactic for lead generation, because unlike other posts promoting free ebooks, Gong’s create a lot of suspense first.
No wonder — every post Gong publishes gathers decent engagement in the form of likes and comments.
5. GitHub
GitHub is another example of a B2B SaaS company that uses LinkedIn as their main social media channel. They use different content forms to keep their audience engaged — announce product updates, cover the highlights from their insider conferences, and create polls.
About GitHub
GitHub is a code-sharing service that developers use to build, scale, and deliver software. GitHub is a popular tool used by millions of developers worldwide to record and rewind code, share it with coworkers, and test it.
What makes their SaaS social media account stand out?
GitHub is not a new SaaS tool — it’s worked out its reputation through years. That’s why it shouldn’t surprise you that developers are eager to follow the news that GitHub publishes.
On their social media accounts, GitHub shares news about its new software features and their importance for the development process.
The product is well suited to their core audience needs. No wonder — almost every developer is looking forward to testing out a new product update that makes their work easier.
It is worth noting that GitHub always tries to be engaged in the lives of developers and build awareness about their product (and the community behind it). They often organize conferences and share behind-the-scenes photos on LinkedIn. It generates tons of engagement for them as well.
Apart from photos, GitHub also often uses polls to engage its audience. They might also use poll results to define their audience’s emerging needs and transfer this knowledge into product ideas.
6. JetBrains
Similar to GitHub, JetBrains has become one of the essential tools for developers. Some can’t imagine their work without it! A strong product that is well-fit to their audience’s needs is behind the brand’s social media popularity.
About JetBrains
JetBrains offers tools for both software developers and project managers. The tools they are building help developers make their work more convenient and faster. JetBrains supports most environments and coding languages.
What makes their SaaS social media account stand out?
JetBrains uses various formats to engage its audience on LinkedIn — photos, videos, or GIFs.
For example, JetBrains organizes online events and reposts them on LinkedIn to build awareness about its brand online.
They also use videos and GIFs to show their software in action and accompany it with useful tips to describe how one can use it effectively.
When creating the text for their posts, JetBrains often refers to their user challenges and tries to show how their tool helps deal with them.
This brand uses the right content tools and assets at the right time. When they want to show how a developer can perform a specific action using their tool, they offer a video with code written to illustrate the case. When they want to attract attention to their text announcements, they use prominent images.
7. Clio
Imagine you work for a law or business intelligence firm. Your potential clients can use social media, but it is not easy to engage in conversation. That’s a usual situation for more conservative fields. Clio shows there are some ways around that help reach more conservative users using social media content.
About Clio
Clio is a cloud-based tool for law firms that helps layers automate repetitive work. Automated billing is one of the features that makes it easier for clients to pay for legal services. Clients can also schedule appointments thanks to Clio’s calendar options. This service also makes the process of creating and storing files in the cloud more accessible and more secure.
What makes their SaaS social media account stand out?
Clio puts in a lot of effort in building a community around its brand. Community building is essential in more conservative fields such as legal. Because social media is rarely the place that makes people buy for them.
That’s why establishing trust is the first task you have to achieve before social media can impact buyer decisions. To follow this idea, Clio organizes conferences where the most influential law firms come together.
Next — they repost the information and photos about these community-building events on their LinkedIn profile. This way, they position themselves as thought leaders in the legal field and get lawyers’ engagement with their social media content.
Wrapping up
As any SaaS marketing agency will tell you, creating a successful social media account starts with good research. Analyze the social media performance of successful SaaS brands and get some ideas on how to create your social media strategy. So here you are — you have some ideas about how others approach social media. Now, it’s time to think over your strategy.
