In a world the place most manufacturers have embraced the quick development mentality, chasing virality and instantaneous outcomes, Notion has taken a unique route with regards to their social media content strategy.
Their regular, dedicated method to a slow-paced, product-led development and significant neighborhood constructing is what units them other than the gang. Over time, they’ve created a novel id that’s according to their product imaginative and prescient and stays constant throughout all channels.
Curious to be taught extra about how Notion tackles social media? Then be a part of me on a deep dive into Notion’s advertising and marketing technique and let’s uncover collectively all of the secrets and techniques behind their success.
Understanding Notion’s advertising and marketing technique
- What is Notion’s marketing strategy on social media?
- What is the main focus of Notion’s marketing strategy on Instagram?
- How does Notion approach social media marketing on LinkedIn?
- What about Notion’s marketing strategy on TikTok?
- How to do a competitive brand analysis with Socialinsider
Notion’s advertising and marketing technique follows the identical fundamental guideline as their product: ultra-functional minimalism. What I imply by that they preserve issues actually neat and easy, whereas maximizing the worth that they provide to their viewers.
Extra importantly, they place the person on the coronary heart and heart of their technique. That creates a loyal neighborhood of customers that present useful suggestions and assist make the model develop organically.
I higher go away Alex Hao, Notion’s personal social media supervisor, to explain their social media technique in a nutshell:
The person is on the heart of every thing we do. We’re constructing for them, alongside them. Following that philosophy, we try to make every social media submit instantly related, helpful, or pleasant to the individual viewing it. Customers belief that they’ll see useful content material once they observe us, which permits us to construct a dialogue and relationship with them – LinkInBio
With this in thoughts, we are able to start to know how Notion tackles social media and what place it occupies of their general advertising and marketing technique and product improvement.
If I have been to pinpoint 4 fundamental pillars of Notion’s advertising and marketing technique, they might be:
- Sustaining a fragile steadiness between identity-building and experimentation
- Utilizing staff as model ambassadors
- Prioritizing high quality over quantity
- Leveraging influencers advertising and marketing the place it is sensible
Identification-building vs experimentation
When taking part in the social media recreation, manufacturers normally must stroll a effective line between identity-building and experimentation. Notion isn’t any exception.
Notion is all about gradual development, and they’re decided to proceed to speculate their time and vitality into constructing and sustaining a powerful, cohesive model id that individuals get to know and love.
As identified by the identical Alex Hao, id ought to function an anchor for experimentation. Solely when you’ve constructed a strong id on your model, can you actually begin experimenting with new channels, developments, codecs and so on.
That’s how Notion goes about it.
Staff as model ambassadors
For those who’ve ever had a take a look at Notion on LinkedIn, you may discover that loads of its staff are additionally model ambassadors. You don’t even should look very onerous, most of them have modified their profile image and canopy photograph to match the Notion black-and-white, minimalistic aesthetic.
Having staff from completely different groups champion your model on social media by way of their very own posts is a serious engagement and consciousness driver, and Notion is aware of this nicely.
High quality over quantity
As per Socialinsider information, Notion solely has 274 model posts within the final 12 months (throughout Instagram, LinkedIn and TikTok – their most lively channels).
That’s a low quantity in comparison with many different manufacturers that share hundreds of social media posts over the course of a yr.
They don’t stress concerning the short-term metrics, as a substitute they deal with creating high quality content material that’s useful to their viewers, embedding long-term objectives of their day-to-day initiatives.
On this sense, Notion’s social media supervisor Alex Hao, has shared this perception concerning the model’s social media philosophy:
Social is a fast-paced surroundings, so it may appear each environment friendly and becoming to lean into developments to growth-hack your option to a brand new follower depend, relatively than indexing on one thing much less attractive like “worth to the person” as a north star. However we’re huge believers in gradual development—investing in our product and neighborhood sustainably. – LinkInBio
Influencer advertising and marketing (the place it is sensible)
A gradual and regular method is just not an outright rejection of developments and different extra “trendy” strategies of promoting on social media. Notion does partake in developments and does leverage influencer marketing the place it is sensible.
In truth, their whole TikTok technique is orchestrated and carried out by Lexie Barnhorn, their influencer advertising and marketing lead. However extra on TikTok later.
2. What’s the focus of Notion’s advertising and marketing technique on Instagram?
Ranging from an ideal product and a powerful model id, Notion’s fundamental deal with Instagram is to proceed educating its followers / potential customers. So, logically, product updates and highlights make up nearly all of the content material shared on Instagram.
Apart from product posts, additionally, you will discover some worker spotlights and snippets from in-person meet-ups or different situations of OOH (out-of-home) advertising and marketing.
As you’ll count on from a model that favors high quality over amount, they submit relatively hardly ever – solely as much as 3 posts monthly. They preserve their captions quick and to the purpose, in basic minimalist model. Even once they announce huge characteristic launches.
Working example: their top-performing submit (engagement-wise) from the final 6 months is that this submit introducing their newest AI-powered characteristic:
On LinkedIn, Notion has the same technique to Instagram, focusing totally on product highlights and neighborhood updates.
For essentially the most half, they do stick to those two varieties of posts, though sometimes they do hop on a well-liked pattern if it is sensible for his or her product and model id.
Notion is much extra lively on LinkedIn than every other social channel. As you may see from the chart beneath, most of their posts from this month (August 2023) could be discovered on LinkedIn:
Because of this, LinkedIn can be the platform with the biggest neighborhood, adopted by Instagram, then TikTok. It’s additionally their quickest rising channel in the intervening time, judging by followers growth information.
4. What about Notion’s advertising and marketing technique on TikTok?
On TikTok is the place Notion goes to chill out. This channel is residence to many memes, common developments, in addition to some sporadic product highlights.
As I discussed earlier than, their TikTok by an influencer advertising and marketing lead, who leverages trends and comedic content material to create a novel model id for Notion on TikTok, in order to enchantment to a youthful viewers.
As Notion’s personal social media supervisor factors out, their viewers spans from TikTok teenagers (particular person customers) to enterprise groups (whole firms). So it is sensible to provide content material that serves each ends of the spectrum and every thing in between.
TikTok is Notion’s most partaking platform, in comparison with Instagram and LinkedIn:
Which explains why the highest 3 most engaged model posts within the final 6 months are all from TikTok:
Apparently sufficient, though Notion’s major deal with TikTok is memes and common developments, their prime performing submit within the final 6 months is a product characteristic, the place the group solutions a query from the viewers.
@notionhq Say hi there to the newly redesigned Notion Template Gallery! Creator profiles. Improved search. Over 5,000 templates throughout 200 classes. #notion #notiontok #notionapp #productivity #templates #notiontemplate #notiontemplates ♬ original sound – Kaitlyn
Almost definitely, this submit owes its standing to the truth that it highlights a vastly common characteristic within the app (AI) and it presents steerage and worth to the person.
5. do a aggressive model evaluation with Socialinsider
Doing a model evaluation on Notion was straightforward with Socialinsider. I simply added the related profiles into the app, grouped them right into a model and voilà – I received instantaneous entry to all their useful brand-level efficiency information.
However with the intention to have an actual understanding of how nicely Notion is acting on social, I wanted one thing to check in opposition to. A benchmark, for context. So I added considered one of their prime opponents – Clickup – in Socialinsider, to investigate their efficiency as nicely.
As soon as that was arrange, I headed to the Benchmarks part to see competitive data and examine outcomes.
At a model stage, Notion is clearly outperforming its opponents in all metrics chosen.
It was fascinating to see that though Clickup posts nearly as usually, they’ll’t even come near Notion when it comes to engagement charge. This information tells me that Notion’s gradual development, high quality over quantity philosophy is absolutely paying off.
Last ideas
Notion’s advertising and marketing technique makes for a really fascinating case examine for anybody attempting to resolve if gradual development on social media is absolutely achievable.
I imagine Notion resides proof that you would be able to develop slowly and steadily on social media, so long as your technique is anchored in a strong model id and a deep understanding of your viewers, and backed up by a useful, absolutely useful product.
