In a world the place most manufacturers have embraced the quick progress mentality, chasing virality and instantaneous outcomes, Notion has taken a unique route on the subject of their social media content material technique.
Their regular, dedicated strategy to a slow-paced, product-led progress and significant group constructing is what units them aside from the group. Over time, they’ve created a singular identification that’s in step with their product imaginative and prescient and stays constant throughout all channels.
Curious to be taught extra about how Notion tackles social media? Then be 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’s Notion’s advertising and marketing technique on social media?
- What’s the important focus of Notion’s advertising and marketing technique on Instagram?
- How does Notion strategy social media advertising and marketing on LinkedIn?
- What about Notion’s advertising and marketing technique on TikTok?
- do a aggressive model evaluation with Socialinsider
Notion’s advertising and marketing technique follows the identical primary tenet as their product: ultra-functional minimalism. What I imply by that they hold 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 middle of their technique. That creates a loyal group of customers that present worthwhile 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 middle of the whole lot we do. We’re constructing for them, alongside them. Following that philosophy, we attempt to make every social media publish straight related, helpful, or pleasant to the individual viewing it. Customers belief that they’ll see worthwhile content material after they comply with us, which permits us to construct a dialogue and relationship with them – LinkInBio
With this in thoughts, we will start to grasp how Notion tackles social media and what place it occupies of their total advertising and marketing technique and product improvement.
If I have been to pinpoint 4 important pillars of Notion’s advertising and marketing technique, they’d be:
- Sustaining a fragile stability 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
Id-building vs experimentation
When taking part in the social media recreation, manufacturers normally must stroll a fantastic line between identity-building and experimentation. Notion isn’t any exception.
Notion is all about sluggish progress, and they’re decided to proceed to take a position their time and power into constructing and sustaining a robust, cohesive model identification that folks get to know and love.
As identified by the identical Alex Hao, identification ought to function an anchor for experimentation. Solely when you’ve constructed a strong identification to your model, can you actually begin experimenting with new channels, traits, codecs and so on.
That’s how Notion goes about it.
Staff as model ambassadors
If you happen to’ve ever had a have a look at Notion on LinkedIn, you may discover that quite a lot of its staff are additionally model ambassadors. You don’t even must look very onerous, most of them have modified their profile image and canopy picture 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 significant engagement and consciousness driver, and Notion is aware of this nicely.
High quality over quantity
As per Socialinsider knowledge, Notion solely has 274 model posts within the final 12 months (throughout Instagram, LinkedIn and TikTok – their most energetic 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 in regards to the short-term metrics, as an alternative they deal with creating high quality content material that’s worthwhile 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 in regards to the model’s social media philosophy:
Social is a fast-paced surroundings, so it will probably appear each environment friendly and becoming to lean into traits to growth-hack your method to a brand new follower depend, somewhat than indexing on one thing much less attractive like “worth to the person” as a north star. However we’re massive believers in sluggish progress—investing in our product and group sustainably. – LinkInBio
Influencer advertising and marketing (the place it is sensible)
A sluggish and regular strategy is just not an outright rejection of traits and different extra “fashionable” methods of selling on social media. Notion does partake in traits and does leverage influencer advertising and marketing the place it is sensible.
The truth is, 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 awesome product and a robust model identification, Notion’s important 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.
Other than 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 publish somewhat hardly ever – solely as much as 3 posts per thirty days. They hold their captions quick and to the purpose, in traditional minimalist model. Even after they announce massive characteristic launches.
Working example: their top-performing publish (engagement-wise) from the final 6 months is that this publish introducing their newest AI-powered characteristic:
On LinkedIn, Notion has the same technique to Instagram, focusing totally on product highlights and group updates.
For essentially the most half, they do stick to those two kinds of posts, though sometimes they do hop on a preferred pattern if it is sensible for his or her product and model identification.
Notion is much extra energetic on LinkedIn than another social channel. As you may see from the chart under, most of their posts from this month (August 2023) could be discovered on LinkedIn:
In consequence, LinkedIn can be the platform with the biggest group, adopted by Instagram, then TikTok. It’s additionally their quickest rising channel in the meanwhile, judging by followers progress knowledge.
4. What about Notion’s advertising and marketing technique on TikTok?
On TikTok is the place Notion goes to loosen up. This channel is residence to many memes, in style traits, in addition to some sporadic product highlights.
As I discussed earlier than, their TikTok by an influencer advertising and marketing lead, who leverages traits and comedic content material to create a singular model identification for Notion on TikTok, in order to attraction 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 corporations). So it is sensible to supply content material that serves each ends of the spectrum and the whole lot 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:
Curiously sufficient, though Notion’s main deal with TikTok is memes and in style traits, their high performing publish within the final 6 months is a product characteristic, the place the staff solutions a query from the viewers.
@notionhq Say hey to the newly redesigned Notion Template Gallery! Creator profiles. Improved search. Over 5,000 templates throughout 200 classes. #notion #notiontok #notionapp #productiveness #templates #notiontemplate #notiontemplates ♬ unique sound – Kaitlyn
Most certainly, this publish owes its standing to the truth that it highlights a vastly in style characteristic within the app (AI) and it gives 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 acquired instantaneous entry to all their worthwhile brand-level efficiency knowledge.
However in an effort 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 one in all their high rivals – Clickup – in Socialinsider, to research their efficiency as nicely.
As soon as that was arrange, I headed to the Benchmarks part to see aggressive knowledge and examine outcomes.
At a model stage, Notion is clearly outperforming its rivals in all metrics chosen.
It was fascinating to see that though Clickup posts nearly as usually, they will’t even come near Notion by way of engagement charge. This knowledge tells me that Notion’s sluggish progress, high quality over quantity philosophy is actually paying off.
Ultimate ideas
Notion’s advertising and marketing technique makes for a really fascinating case examine for anybody attempting to resolve if sluggish progress on social media is actually achievable.
I imagine Notion resides proof which you could develop slowly and steadily on social media, so long as your technique is anchored in a strong model identification and a deep understanding of your viewers, and backed up by a worthwhile, totally practical product.
