We should start by reviewing the main battlegrounds, and see which of those, and what kind of content brings the biggest amount of strategic wins and success.
Naturally, Slack’s marketing team is not slacking off (sorry), and has an arsenal of videos in their multi platform video marketing approach.
Most of the time, platforms get unique content – made just for them, but they don’t shy away from using cutdowns and adapted pieces of other content they’ve used.
Here’s How Slack is Doing Video Marketing on These Platforms
- YouTube. With different playlists focusing on customer testimonial with praise, up to product tutorials with practical advise – the videos here are tailored to be helpful for both current active users of the tool, looking to automate or streamline some of their work in Slack, as well as new potential users looking to shop around and see if it might be useful for them.
- TikTok. Slack’s TikTok account boasts over 3.3K followers, humanizing its brand, featuring behind the scene moments and fun memes of course – as well as bite sized tips on how to use Slack in your day to day routine.
- LinkedIn. You might even say that Slack on LinkedIn has your run-of-the-mill page, mixing case studies with their customers, professional updates and some education content here and there. There are lots of videos that just appeal to decision makers across different industries, so you can imagine that there is a lot of useful expert advice, ROI focused breakdown of product features.
- Instagram. After a more professional B2B content that we see all over LinkedIn, Instagram is another place where Slack employs a more entertaining strategy. The usual roster for this Instagram content includes customer stories, product features and updates, but also humorous skits and episodes to bring the much needed refreshment and create the pattern interruption.
- Facebook. It’s one of the platforms that has different audiences, and here Slack is targeting the broad public, such as people in tech, or startups that are trying to set up their communications HQs.
- X/Twitter: For X/Twitter, Slack posts video snippets and quick updates, interacting with their audience in replies. These are mostly features and highlights, or even adapted and shortened product demos – and reactions to hot topics.
Defining Features of Slack’s Strategy for Each Platform
So, is there a magic sauce only Slack knows about, when it comes to crushing it with video? Not really – it’s clear that they are not reinventing the wheel and tailoring every piece of content for what works for the expectations and norms of specific platforms.
Let’s see how they approach video marketing on each of the main platforms:
YouTube: Reducing churn and making workflows easy
YouTube is Slack’s main base to produce and post full length, long form content, beginning from education and how to videos, product tutorials, feature updates, and deep dives into how Slack can improve productivity for various businesses.
This is essentially a “Second brain”, or encyclopedia for everything connected to Slack’s workflows. They are also conveniently split into different playlists, which talk through a specific workflow or use case.
This type of content is tailored to be MOFU/BOFU – for users that are already interested in using Slack, or those trying to improve their existing processes, in Slack.
“Usually, around 2,000 to 3,000 people are viewing their videos, but sometimes, they have gems that receive over 10,000. This is the way Slack’s YouTube channel enjoys a steady viewer count.”
But make no mistake: these are not low numbers that they are pulling, as these are most likely qualified leads and prospects halfway through their buying journey.
TikTok: Focus on UGC Style, Talking Head and Bite Sized Content
One of the more prominent things from Slack’s approach to the TikTok content – is that even if you are a huge brand, you shouldn’t shy away from your playful and human side. With a combination of professional and premium production value, mixed in with UGC style quirky and funny approaches – they make their comms here more approachable and fun, rather than formal.
But why even use TikTok with its inscrutable, highly situational humour which is often hit or miss? Does it even make sense to spend your resources to be seen by a few people, that might not even be your target audience?
This short form and highly engaging nature of TikTok is what helps Slack connect with their younger audiences, specifically the Millenials and Gen Z.
Here, they get to know Slack’s value proposition, but in a more casual way, (as opposed to the buttoned up and business-like content, on LinkedIn) with a healthy dose of lighthearted content, UGC style skits, humour and memes, of course.
“For some reason, along with their other favourite creators, more than 30,000 people follow Slack’s TikTok, which allows their videos to get hundreds of views and comments.”
A typical video can gain around 1,500 views, with occasional bangers reaching a solid 50,000 views, which is extremely good performance for branded content.
This shows a great understanding of the platform, and also ability to package what is essentially content for a business communication tool, and successfully cater it to younger audiences that frequent TikTok.
LinkedIn: Videos with Case Studies, Product Updates and Results oriented content
LinkedIn is a bastion of Slack’s B2B content in their video strategy. The centerpieces are mainly case studies, tips from experts and their corporate customer’s success stories.
Naturally, these videos are mostly focused and appeal to business leaders and decision makers within their target audiences.
These LinkedIn videos often focus on high profile C-suite, or experts that talk about how implementing Slack helped improve key metrics and improve productivity.
Stats: On average, LinkedIn posts gain an average of 500 to 1,000 views – which is a lot given the business nature and busy audience there. Case studies generate the highest level of engagement and reach.
Although these numbers may seem low, they are derived from the most qualified eyeballs there are – and thus yield far better conversation rates than any video from Facebook that might even have a million views.
If there were a one-size-fits-all strategy for tech marketing, every company would be Slack or Hubspot by now. Test, adapt, and build a video approach that fits your business—not someone else’s
Instagram: Focusing on good looking video content
Instagram’s style over substance approach still rings true – and most brands are bringing their most refined and clean content to the platform, photos and videos alike.
Here, Slack doesn’t drop the ball as well, bringing videos that are more polished and visually engaging.
They make sure they have sufficient and great content for both Stories and Reels (shorter-from videos), as well as creating engaging carousel posts and IGTV videos (for a more long form content). This sometimes comes in the form of cutdown or content derived from other, long form assets.
Stats: Their reach is now a mind boggling 87,400 followers, which makes us say nothing but praise to their strategy here. So, it looks like it’s really working out for them.
Their posting of content here is really frequent, and seems to be similar with the type of content they release on Facebook, as well.
Usually, they get anywhere from 100 to 150 likes. Nothing to write home about – but still healthy numbers given their B2B nature.
Facebook: Appealing to wide audiences, with engaging content of all kinds
Slack posts a mix of tutorial videos on Facebook, feature updates and community stories, casting as wide of a net as possible to catch varieties of audiences.
Videos here are on a shorter side, engineered for quick consumption – and usually within 30 seconds and 60 seconds.
There are currently more than 137,000 who seem to enjoy the content Slack puts out on Facebook – which is a big piece of the pie!
Stats: The most amount of views they receive seems to come from tutorial and feature highlight videos – as older audiences find their tutorials helpful when getting to know the product. Video posts range from a smaller amount of just 500 views, and up to 1,500 views in some cases.
X/Twitter: Snappy videos with helpful tips and product updates
In Slack video marketing strategy X is used for quick updates, reactions and trending topics – so naturally videos stay short and sweet – and straight to the point. Here, they play it really smart, and use the golden rule of video marketing – cutting down and repurposing main assets – X/Twitter posts from Slack often feature cutdowns and snippets repurposed from larger campaigns or product announcements, that are usually longer in their original form.
This way, video content receives a much needed longevity boost and is redesigned to catch attention in the fast and furious X/Twitter environment.
“Slack’s X has an average of 100 – 500 views per post, often beginning discussions in the comments.”
Types of Videos Slack Uses
When it comes to particular video styles, Slack creates them and uses across the variety of platforms:
- Educational Videos. When it comes to long form content, especially around YouTube – tutorials and how to videos help build and nurture the existing customer base, by simplifying the way people try and learn Slack’s features. Remember: if people don’t know how to use your app, you will have increased churn.
- Entertainment and Sketches. Sketches and skits, short form videos that portray goofy situations and relatable work problems. These are mostly used on TikTok, as that’s the best platform and resonates with that kind of content.
- Explainer Videos. Classic video marketing tools for any brand – Slack constantly comes up with new ones, and creates short form and easy to digest videos to show why it’s just soooo good.
- Customer Testimonials. These case studies and testimonials are the backbone of any video production strategy. Especially given Slack’s inherent focus on people – making their clients the stars of the show is always a win. While potential users see the benefits of the features, Slack can communicate how they help businesses streamline communication across the board.
- Brand Awareness Videos and Product Updates. TOFU content, which is used to engage new customers, and re-engage past ones, which might be open to seeing these new features. Primarily shared on LinkedIn, Facebook, Twitter.
Examples of Slack Brand Videos
When it comes to Slack’s top videos here are a few examples of those, and their usage across various platforms: “How to use lists in Slack to plan team priorities” – For this video, Slack showcases a specific use of lists to plan out workloads.
As mentioned above, UGC-style content and sketches work great on platforms like TikTok – and this is a good example of that.
@slackhq Join in on the fun and sign up for our #Slack Community member-led sessions at Dreamforce. #DF24 ♬ original sound – Slack
To show off what kind of testimonials they are using – here’s an example with a Senior Product Marketing Manager – Vicki Robertson.
A quick video guide featuring updates for World Dyslexia Awareness Day – including a quality of life improvement with a dyslexia friendly font.
Slack’s Approach to Video Marketing
To sum up, Slack brings a well rounded video marketing strategy into the mix, combining content with many approaches, starting from educational how-to videos, bite sized brand awareness videos to entertain their audience, and longer form Explainer videos for their TOFU/MOFU efforts.
Usually these videos are created specifically and tailored to each and every platform – but they also don’t shy away from repurposing the content and using cutdowns.
With a deep understanding of their core audience’s needs, and platform’s specific tastes, Slack goes ahead and creates assets that hit the spot, such as professional video on LinkedIn, or quirky content for TikTok.
Key Takeaways:
- We’ve seen from the examples above – Slack uses all kinds of video formats to engage with their audiences: from animated brand awareness videos, up to even simple screencasts to quickly show the latest improvements.
- Don’t neglect the new generation platforms that are mostly nurtured by B2C brands – make sure you are gathering younger audiences, if they might potentially use your product or tool.
- Stay classy with the historically business focused platforms like LinkedIn – this will make sure you are not sticking out like a sore thumb, and have a direct line of communication with decision makers.
- With platforms like Instagram, build videos that are easy to watch and have a great thumbnail for increased click through rate.
How to Create a Video Content Strategy Similar to Slack
- Get to know your audience (really). Understand what kind of people you are talking to, and target audience you will go for, on each and every platform. Slack’s brand and style lends itself really well for a well rounded video marketing strategy, but you might need to make slight adjustments if you are in the HVAC business.
- Don’t neglect each platform’s specific audiences and preferred content. Slack has both the funds and manpower to create customized content across a variety of platforms. Even if you are a smaller company or team, you still have a budget option to make sure you have somewhat unique content for every platform.
At the very least, you can work with a video production team to adapt, resize and cut down one video into assets that will feel native across all of those platforms. But usually, it’s just best to order a well rounded package, containing short brand awareness videos, explainer and tutorial videos for those multi-platform needs. - Messages that are worth spreading. Make sure you are not creating content just for the sake of it – and it has a solid message behind it. Whether this is a small and engaging piece of content, or longer, tutorial or how to video – Slack makes sure their content is relevant and helpful to their target audience.
- Analyze and make sure your numbers are good. Track and measure – this way, you will know when and how you need to tweak or change the content across these platforms.
Conclusion
By looking at the video marketing approach from Slack, you can analyze their approaches across different platforms – and try implementing this multi-faceted approach within your own marketing efforts.
You would indeed enjoy bigger numbers if you plan out your content to be different and made specifically for each separate platform.
If done right, you will have a solid strategy, made of various long form and short form content, helping you achieve additional reach and attract new clients.
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