It takes a lot of productivity to stay on top of a social media strategy. You have plenty of to-do lists, regular communications with your audience, and metrics to track.
Therefore, it’s no surprise to see that Slack has established a large presence across multiple channels. Slack has 65 million monthly active users and continues to engage them with regular social media content.
It doesn’t matter if you’re scrolling on Instagram or binging YouTube videos: Slack is there. The company shows tutorials, engages with the community, and includes multiple content formats to generate traction.
Analysis of Slack’s social media accounts
Slack was founded in 2009 and established itself as a top choice for teams looking to increase productivity and communicate smoothly. Salesforce acquired the company in 2021 during the height of the pandemic for $28 billion.
Slack allows businesses to communicate with each other more effectively. Users can write posts that appear in public channels and send private messages as well. Slack lets users set up notifications so they stay on to date on what’s happening within their companies.
Slack gives companies more privacy than Facebook. Clients get to decide who’s allowed to join the Slack group and can use it as a part of onboarding. Keeping communication in a centralized hub allows companies to work more efficiently.
Even though Slack is a leading app, the company still uses multiple social networks to expand its visibility. Here’s a breakdown of Slack’s main accounts:
- Instagram: 85K
- Facebook: 136K
- Twitter: 452K
- LinkedIn: 1.6M
- TikTok: 3K
- YouTube: 62K
Read More: Mastering Community Management on Social Media: Principles, Strategies, and ROI
Slack’s Instagram account has 85,000 followers. The company uses a mix of engaging story highlights and Instagram posts to attract new followers. Slack uses Instagram to showcase the app’s latest features, provide value, and give people a glimpse of what happens behind the scenes.
Slack regularly posts video tutorials that show different ways to use the app. This tutorial shows the seamless integration between Salesforce and Slack. The Slack team posts on Instagram multiple times per week.
Slack also posts daily on its Facebook Page. The company also uses Reels to attract more users. Some of its reels get more than 1,000 views each, but engagement isn’t the highest on Slack’s Facebook posts.
Slack’s video tutorials are top-tier across its social networks. The videos move quickly, so they’re not stuck on still frames for long. You can tell that the video editors put a lot of effort into their work.
Twitter is one of the company’s largest platforms. The productivity app is approaching 452K followers and invites users to send tweets if they need help. Slack supports users on this platform, but if you look at some of the tweets and Facebook posts, you’ll notice a classic social media strategy taking place.
Engagement is a bit light for an account that has more than 450,000 followers, but this is also the same post as the one we saw on Facebook earlier.
Slack uses a content redistribution strategy to stay active on more social networks. Posting the same content on Facebook and Twitter multiplies their reach without requiring additional effort. You can set up social media posts in Keyhole that get distributed on multiple platforms.
Not every Twitter follower will check Slack’s Facebook page, and vice versa. You’ll have to put in the work for your social media strategy, but you shouldn’t work more than you have to, either.
Slack truly shines on LinkedIn, and that makes a lot of sense. The app caters to business professionals who are looking to sharpen their skills. People who follow Slack on multiple social networks will see the content redistribution strategy in play once again.
LinkedIn drives more engagement than Slack’s other social media accounts. That makes sense since the workplace app is approaching 1.6 million followers.
Slack is new to TikTok and is approaching 3,000 followers. You’ll find the same videos on Instagram, as Slack is truly committed to the redistribution model. It’s simplicity at its finest, which is what Slack promises as a software.
Most of Slack’s videos have approximately 1,000 views. Slack’s TikTok account offers a blend of tutorials and behind the scenes content.
Slack has a video content library on YouTube that is primarily filled with tutorials. Slack updates its YouTube channel multiple times per month, but not with redistributed content.
Instead, Slack creates videos exclusively for YouTube. The company intelligently groups its videos into multiple playlists, making it easier for viewers to access video series with specific learning objectives.
What makes Slack’s social media strategy successful?
Slack has used social media to retain customers and boost sales. These are some of the components that make Slack’s social media strategy so effective.
1. Content redistribution
Slack maximizes the reach of each post by distributing it across multiple platforms. It takes time to write the copy, create engaging videos, and publish the content on social media.
Some businesses don’t commit to multiple social media platforms because they feel overwhelmed about posting unique content to each one. Slack bypasses this common roadblock and saves time while showing up in front of more people.
2. Visual content
Slack does a great job at incorporating visual content into its social media strategy, especially videos. The videos are highly engaging and move quickly. You’ll learn about a new Slack feature without feeling as if you are in a lecture.
The software company also uses the same purple color throughout its posts. Keeping the colors of social media posts consistent with the brand’s colors makes it easier for people to realize they are viewing a Slack post.
Using too many different colors without any connection to your brand can lead to getting lost in the shuffle. Slack is intentional with the shades of purple it uses throughout its social media posts.
3. Organized video catalogs
Slack’s YouTube playlists make it much easier to navigate the company’s channel. That’s great for user experience and can increase watch time across Slack’s YouTube videos.
Social media strategies require plenty of content production. However, if you don’t organize your content, it can feel like finding a book in a library without any categories. That would be a nightmare.
Luckily, the Slack team understands this and makes it easier for people to find what they want based on the category. Slack also does this on Instagram by having story highlights.
4. Behind-the-scenes content
Slack gives us a closer look at some of the team members. These individuals provide educational videos and offer a glimpse into what things look like behind the scenes.
Offering behind the scenes content makes brands more relatable. We get to see the people within a corporation instead of viewing it as a giant entity that lacks a personality. Sharing what you or your staff do out of work can spark more conversations and engagement.
Slack’s social media strategy in a glimpse
Let’s get through the platform-wise breakdown of their social media growth:
1. Instagram
From Aug to Nov 2024, Slack got an average of 81 engagements with a cumulative of 3,991 total engagements. The peak engagement happened in the mid week of September.
The weekly growth in the first week of November is 172. The most frequent post type is Reels but their carousel format seems to be working the best in terms of engagement. Despite making up for just 18% and 14% of the content, carousels and image posts are fetching more engagement than reels.
2. Facebook
Slack has posted 44 posts between Aug-Nov but received dismal engagement. Their average engagement per post was 8 while the total engagement tallied to 341.
Slack’s Facebook page grows its page likes each day in single digits. Plus, notice how Slack continues to maintain a vibrant mix of content like photos, links, videos, and reels for their Facebook strategy.
3. TikTok
Slack isn’t all over TikTok. They have posted 20 videos over the span of 3 months and received 20.31K views with just 19 average engagement per video.
Follower growth is not steady as they post less. For now, it stays flat with no major dips or spikes.
4. Twitter
It seems like Slack’s social media team loves tweeting more than filming TikTox. They have tweeted 716 times from Aug-Nov, garnering impressive impressions of 579.34K.
However, they have been losing more followers with every passing week. Reply makes up for 87% of their post type on Twitter while retweet contributes to just 2% of the total content mix.
5. YouTube
Slack’s team has posted 16 videos in the last 3 months and has garnered 17,437 views. Note that, their channel’s total views are as high as 35.98M with 62.1K subscribers and 595 uploads.
Wrapping up
Slack likes to keep things simple with its social media strategy. The company strategically redistributes content across its platforms to save time and reach more people.
However, Slack isn’t posting just for the sake of posting. Most of Slack’s posts teach followers about the company’s latest features and how to get the most out of Slack. These posts demonstrate why Slack is among the best choices for workplace apps.
Want to craft a successful social media strategy like Slack? Keyhole lets you gather live insights about your audience and monitor online conversations. These insights can help your team create highly engaging social media posts and show up in front of the right audience.
You can book a free demo with Keyhole to see how your business can boost revenue with social media.
