Social Media in B2BMarketing: Lessons from Slack Social Media Strategy 

One in three consumers research about brands on social media, ditching search engines like Google, Bing etc. Social media is becoming a search engine of its own. In such an environment, a strong social media presence becomes extremely important for brands. One B2B brand with an excellent social media strategy is Slack. Today, we will discuss Slack social media strategy and share insights that you can apply to growing your brand. 

First, About Slack 

Slack is an app that lets teams communicate and collaborate in real-time. 

If you’re not already using Slack, chances are you’ve at least heard of it. 

Unlike email, where you’re constantly refreshing for new messages and stuck in reply threads, Slack keeps everything organised and easy to access, whether you’re chatting with a group or having a one-on-one conversation.

Launched in 2013, it’s become a go-to for many businesses, including 80% of the Fortune 100 companies. 

Slack’s social media strategy has played a huge role in its growth. The brand has nailed a consistent and approachable brand persona across all its channels. Let’s learn more about what brand persona is and look at the brand persona of Slack. 

Brand Persona of Slack

A brand persona is the personality and character a brand adopts to connect with its audience. It’s the set of human traits and qualities that the brand embodies, which can influence how customers perceive and interact with it.  

This persona helps to create a consistent and relatable image, guiding everything from marketing messages to customer service. 

Slack’s brand persona is built on three key traits: sincerity, competence, and excitement. These traits are reflected in everything Slack does, from product development to its marketing efforts.

• Sincerity: Slack is dedicated to making work communication easier and more effective by creating a platform that employees genuinely enjoy using.
• Competence: Slack positions itself as an expert in team communication. 
• Excitement: The brand offers not just a solution but also an engaging and fun experience for users, making work feel less like a chore.

With this strong brand persona in place, Slack social media strategy has been consistent over the years. 

Slack Social Media Strategy

Slack social media strategy is all about tailoring content to fit each platform while maintaining a consistent brand voice. 

• On Twitter (X), Slack focuses on timely updates, industry insights, and engaging with its B2B audience in real time. 
• LinkedIn serves as a hub for thought leadership, where Slack shares in-depth articles, case studies, and company milestones to attract professionals and companies. 
• Facebook and Instagram are used to humanise the brand, showcasing company culture, user stories, and visual content that resonates with a broader audience.
• Lastly, on YouTube, Slack leverages video content to provide product tutorials, customer success stories, and webinars to deepen user knowledge. 

By customising its approach for each platform, Slack successfully informs, engages, and strengthens its relationship with its audience across channels. 

Slack on Instagram

It is often thought that Instagram is not the best social media to optimise for B2B businesses but that’s simply not true. Instagram, with its over 2 billion monthly active users, is a goldmine for B2B businesses to connect with customers.  There’s a lot of ways B2B businesses can make use of Instagram to do solid marketing. 

Now, let’s discuss Slack’s approach to using Instagram: 

• Bio and Highlights: Slack’s Instagram bio is brief, to the point, and highlights the brand’s mission. Slack uses Instagram Highlights to segment its stories and makes it easy for new users to learn more about the brand.

• Visual Consistency: As you can see, Slack’s Instagram feed features its brand colours consistently. This gives it a very structured and visually appealing look. Read about the importance of having a brand colour for your brand. Also learn how to pick one. 

• Reels and Stories: Through Instagram’s video features, Slack promotes its latest features and shares customer testimonials. The content put out is educational and engaging. 

Note for B2B Brands:

• Make use of eye-catching visuals and make your content fun to engage with. It is important to note that educational content shouldn’t be a bore. Many brands are amping up their game to make educational content fun as well as very informative.
• Use all of Instagram’s features, including Reels, Stories, and Highlights and curate content for them accordingly. 
• Make sure to hop on trends and make the most of them. 

Slack on X

On X. formerly Twitter, B2B businesses can share updates to their service, share what’s new in the company- including collaborations and other important updates. Many brands also use X for customer grievance redressal. 

If you look at Slack’s X profile, you will know what’s exactly going on within the company. Slack has many posts sharing what’s happening at Dreamforce 2024 Event. It’s using X to share updates about the event, inviting people over to become a part of it. 

Slack has shared recent updates to its application on X as well. Other things Slack is doing right: 

• Cross-Channel Marketing: Slack uses X to promote events on other platforms. Slack frequently does Instagram Live and promotes it on other social media platforms, including X. 
• Engaging Content: Twitter polls are fascinating. The great thing about polls is that they are fun to be a part of- for the audience and they don’t take a lot of time to make- which is good for the brands. Slack uses polls to better understand its audience by getting their opinion on different matters. 
• Reusing content: Customer testimonials are examples of content which can be used on different platforms. You’d remember we shared Slack’s customer testimonial on Instagram- here’s one on X. 

Note for B2B Brands:

• Share product features and updates on Twitter. 
• Use engaging formats like polls and videos to increase interaction.
• Repurpose content across platforms, tweaking it to fit each platform’s unique style.
• Use Twitter to address customer complaints. It’s quick and hassle-free. 

Slack on Facebook

Slack uses Facebook to promote its brand, share blog content, and engage with its audience. 

What Slack does right: 

• Facebook doesn’t have a bio option unlike Instagram or X but its About Us section has the same intent. Slack writes its mission statement here and has linked its website. 

• Slack’s Facebook posts are visually appealing, with clean designs that focus on testimonials without being too text-heavy, which is a great example of strong social media copywriting. 
• Sharing blog posts with eye-catching images is another way they engage their audience and boost traffic. 

• Plus, Slack keeps users informed about new features by repurposing content from other platforms, ensuring everyone stays updated. 

Note for B2B Brands:

• Optimise your social media profiles with clear mission statements and provide your contact information, link website and link important information. 
• Use visually appealing content to grab attention and drive engagement.
• Repurpose content across platforms. 

Slack on YouTube

Slack uses Youtube for providing long form educational content, sharing updates and the likes. The hallmark of Slack’s success is its consistency. The brand regularly posts on YouTube and treats YouTube as an important channel in its marketing. What Slack does right on YouTube: 

• Slack regularly posts videos that introduce features, provide tutorials, and showcase customer stories. Here is an example of educational content that Slack posts on its YouTube. 

• Playlists on Slack’s YouTube channel are carefully organised to make it easy for viewers to find the information they need.

Note for B2B Brands:

• Use YouTube to educate your audience using both long-form and short-form content. The 30-second shorts are a great way to capture the attention of the audience. Consider sharing a fun fact or interesting news in these short videos. 
• For the nth time, make sure to keep your branding consistent across all platforms. People should be able to recognize your brand just by looking at your feed across all platforms. 
• Regularly update your YouTube channel with fresh content to keep your audience engaged. Stay consistent. 

Slack on LinkedIn

LinkedIn is one of the most important platforms for B2B marketing- it gives the opportunity to connect with young talent, heads of companies and opinion leaders. 

Slack’s LinkedIn strategy is focused on building thought leadership and promoting its company culture.

• Slack’s LinkedIn bio is simple yet effective, with a clear mission statement and links to the company’s website.

• Slack’s content on LinkedIn includes: company blogs, industry insights and customer testimonials. 
• Slack uses LinkedIn to talk about its company culture- this helps to attract good talent. Slack also uses this opportunity to showcase its workplace as diverse and inclusive. 
• Slack uses LinkedIn polls to boost engagement and encourage interaction, something any B2B business can benefit from. Polls allow Slack to connect with their audience, gather feedback, and even qualify potential leads for follow-up.
• Slack also shares customer testimonials on LinkedIn. These testimonials help build trust, create strong networks and drive collaborations. 

Note for B2B Brands:

• Tailor your content to fit the platform’s audience and purpose.
• Use LinkedIn to promote your company culture. 
• Leverage customer testimonials and user-generated content to build credibility.

In a Nutshell: Slack Advertising 

Slack social media strategy is a testament to the power of consistent branding, engaging content, and cross-platform marketing. By repurposing content, using engaging formats, and tailoring its message to fit each platform, Slack has built a strong social media presence that drives growth and engagement.

For B2B brands looking to improve their social media strategy, here’s a recap of the valuable lessons you can gather from Slack branding: 

• Repurpose your content: Adapt your message to fit different platforms without reinventing the wheel.
• Make your content engaging: Use videos, polls, and other interactive formats to capture your audience’s attention.
• Diversify your content: Don’t just talk about your product or service. Engage your audience with content that resonates with them on a personal level.

By using these strategies into your B2B social media marketing efforts, you can help you build a strong online presence, connect with your audience, and ultimately drive business growth.

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FAQs

1. What is unique about Slack?

Slack simplifies collaboration by allowing its users to message anyone inside or outside their organisation, mimicking the instant nature of in-person communications. You don’t have to write an email anymore, you can just text.  It uses dedicated spaces called channels, where teams can gather the right people and information, streamlining work and keeping everyone focused on the task at hand.

2. Is Slack free to use? 

On the free version of Slack, you’ll be limited to viewing the recent 90 days of message and file history. Additionally, any data in your workspace that is older than one year will be permanently deleted. When you upgrade to a paid plan, you’ll regain access to messages and files that extend beyond the 90-day limit, allowing you to view your full history.