It takes a lot of effort to stay on top of a social media strategy. You have to manage to-do lists, engage with your audience, and track key metrics.
As a company built around engagement, it’s no surprise that Slack has established a strong presence across multiple channels. With 65 million monthly active users, Slack continues to engage them with regular, valuable content.
Whether you’re scrolling through Instagram or watching YouTube videos, Slack is there. The company shares tutorials, connects with its community, and uses diverse content formats to drive engagement.
Slack’s social media accounts
Slack was founded in 2009 and quickly became the go-to tool for teams looking to streamline communication and improve productivity.
Slack enables teams to communicate efficiently with features like public channels and private messaging. It also allows users to set up notifications, ensuring they stay updated on team activities.
Unlike platforms like Facebook, Slack gives businesses more control over privacy. Clients can decide who joins their Slack groups, making it an ideal tool for onboarding. By centralizing communication, Slack helps teams stay organized and work more effectively.
A productivity tool at its core, Slack actively engages across multiple social media platforms to maintain visibility and connect with users. Here’s a breakdown of Slack’s main social media 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 85K followers. The company uses a mix of engaging story highlights and Instagram posts to attract new followers. Instagram is where Slack showcases the app’s latest features, shares valuable insights, and offers a behind-the-scenes look at the company.
Slack regularly posts video tutorials that show different ways to use the app. One example is a tutorial showing the seamless integration between Salesforce and Slack. The team posts multiple times per week on Instagram to keep followers engaged.
Slack also posts daily on its Facebook Page. The company also uses Reels to engage more users, with some getting over 1K views. However, engagement on Facebook overall is lower compared to other platforms.
Slack’s video tutorials are top-notch across its social networks. These fast-paced videos keep the viewer engaged, moving quickly without lingering on still frames. It’s clear that a lot of effort goes into creating these high-quality videos.
Twitter is one of Slack’s largest platforms. The productivity app is approaching 452K followers and invites users to tweet if they need help. Slack supports users on this platform, but if you look at some of the tweets and Facebook posts, you’ll see a familiar content strategy at play.
Engagement on Twitter is a bit lower than expected for an account with over 450K followers. However, much of the content posted on Twitter is also shared on Facebook.
Slack uses a content redistribution strategy to stay active across multiple social networks. Posting the same content on both Facebook and Twitter helps to multiply their reach without requiring extra effort. Setting up social media posts in tools like Keyhole makes this process even easier.
Not every Twitter follower will check Slack’s Facebook page, and vice versa, so this strategy helps ensure content reaches as many users as possible, without doing extra work.
LinkedIn is where Slack truly shines, and it makes sense. The app serves business professionals who are looking to sharpen their skills, and LinkedIn is the perfect platform for that. People who follow Slack on multiple networks will notice the content redistribution strategy at work once again.
Its LinkedIn page does drive engagement more than Slack’s other social media accounts, and it’s no surprise since Slack’s workplace app is nearing 1.6M followers.
Slack is new to TikTok and is approaching 3K followers. You’ll find the same videos here as on Instagram, as Slack sticks to its content redistribution model. It’s a simple strategy, and it’s exactly what Slack promises as a software: simplicity at its core.
Most of Slack’s TikTok videos get about 1K views, with the account offering a blend of tutorials and behind-the-scenes content.
Slack has a well-organized video content library on YouTube, primarily filled with tutorials. The company updates the channel several times a month, but the content is exclusive to YouTube, not redistributed from other platforms.
Slack groups its YouTube videos into multiple playlists, making it easier for viewers to navigate content and find a video series related to specific learning objectives.
What makes Slack’s social media strategy successful?
Slack has used social media to retain customers and drive sales. Here are a few components that contribute to the success of its social media strategy:
1. Content redistribution
Slack maximizes the reach of each post by distributing it across multiple platforms. Creating copy, videos, and other content takes time, so businesses often feel overwhelmed by the need to create unique content for each platform. Slack overcomes this by recycling content across multiple channels, saving time while reaching a wider audience.
2. Visual content
Slack does an excellent job incorporating visual content, especially videos, into its strategy. The videos are highly engaging, and they move quickly. You’ll learn about Slack features without feeling like you’re sitting through a lengthy tutorial.
The company also keeps its posts visually consistent, using the same shades of purple throughout. This color consistency makes it easy for users to identify Slack’s posts as they scroll through their feeds.
3. Organized video catalogs
Slack’s YouTube playlists help users navigate the channel and find relevant content more easily. This improves the user experience and can increase watch time across Slack’s videos.
Producing social media content requires a lot of effort. However, if you don’t organize your content, it can become overwhelming and hard to find. Slack takes the time to organize content into categories, whether it’s on YouTube or through Instagram story highlights, making it easier for followers to find what they’re looking for.
4. Behind-the-scenes content
Slack gives followers a closer look at its team members. These employees create educational videos and offer a glimpse of the inner workings of Slack.
Sharing behind-the-scenes content helps humanize the brand. It allows followers to see the people behind the company, making Slack more relatable rather than just another faceless business. Sharing these moments can drive more engagement and spark more conversations.
Slack’s social media strategy at a glance
Here’s a quick breakdown of Slack’s social media growth from August to November 2024:
1. Instagram
From August to November 2024, Slack averaged 81 engagements per post, with a total of nearly 4K interactions. Engagement peaked mid-September when they launched a feature update with Agentforce.
In the first week of November, weekly growth reached 172. While Reels is the most frequent post type, the carousel format seems to perform better in terms of engagement. Despite making up just 18% and 14% of the content, carousels and image posts respectively are driving more engagement than Reels.
2. Facebook
Between August and November, Slack posted 44 times, but engagement was relatively low. The average engagement per post was 8, with a total of 341 engagements.
Slack’s Facebook page sees a daily increase in page likes, though in small increments. They maintain a vibrant mix of content—photos, links, videos, and reels—to keep the page fresh and engaging.
3. TikTok
Slack’s presence on TikTok is growing. With 20 videos posted over three months, they have had 20.3K views and an average of 19 engagements per video.
Follower growth has been steady, though not particularly fast, likely due to the lower posting frequency. There haven’t been any significant spikes or drops in followers at this point.
4. Twitter
Slack’s social media team has tweeted 716 times between August and November, generating 579K impressions.
However, they’ve been losing followers each week. Replies make up 87% of their posts, while retweets contribute just 2% of the content. This reflects Slack’s focus on fostering direct engagement with its audience, rather than simply increasing visibility.
5. YouTube
Slack posted 16 videos in the last 3 months, generating 17.4K views. In total, the channel has accumulated 35.9M views and 62.1K subscribers. YouTube is where Slack continues to offer exclusive content, primarily tutorials, to support users and help them get the most out of the app.
Wrapping up
Slack likes to keep things simple with its social media strategy. The company redistributes content across its platforms to save time and maximize its reach.
However, Slack doesn’t just post for the sake of it. Most posts educate followers on new features, ensuring they get the most out of the app. This strategy demonstrates why Slack is among the best for workplace communication tools.
Want to create 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 posts that reach the right audience.
You can book a free demo with Keyhole to see how your business can boost revenue with social media.
