Product-led content is a marketing approach that focuses on educating potential customers about a product’s value through high-quality, engaging content.
While traditionally used across blogs, videos, and other digital content formats, you can adapt your product-led content to work well on social media platforms.
In this article, we’ll show you how to turn your long-form product-led content into effective social media content that attracts more leads to your SaaS.
Understanding Product-Led Content on Social Media
The ephemeral, interactive nature of social media requires content that fits its unique dynamics. Audiences have short attention spans and expect bite-sized, visually compelling information on social platforms.
So, take your traditional long-form product-led content and reformat it into snackable content.
Take a look how Semrush does this with their article about blog post templates:
They transformed a long article into easy-to-apply infographics. Then, they posted it as a LinkedIn carousel – one of the most effective, viral-worthy formats on LinkedIn.
The massive engagement under this post highlights how much knowledge the Semrush team has about both quality product-led content and the latest social media trends 👏
The core goal of product-led content on social media remains demonstrating the product’s value in solving people’s problems.
The difference is that it requires conveying key information quickly while integrating interactive elements to boost engagement.
Crafting Engaging Product-Led Stories on Social Media
The key to attractive product-led social media content hides in storytelling.
Strong storytelling makes a product the hero without excessive promotion.
For social platforms, the storytelling format itself needs adaptation. Rather than one long narrative, it works best as a series of connected, short stories focused on specific user benefits.
For example, HubSpot effectively leverages Instagram to showcase customers who achieved success with their products.
Each post tells a mini-story highlighting how HubSpot helped a business overcome challenges. This builds credibility by revealing real-world impact.
Short videos and carousels will also help you create serialized product stories on social media.
Take a look at how Twilio does it to give a shoutout to their users:
Formats like this can build great connections with your followers. You literally give users the stage — strengthening the feeling of being a part of a community.
Speaking of building connections – we’ve also prepared for you some tips about boosting engagement on your product’s social media account:
Boosting Social Media Engagement with Product-Led Content
Thinking beyond basic posts unlocks more possibilities for product-led content.
Twitter Polls, LinkedIn articles, Facebook and Instagram Stories, live videos, and other features can be utilized creatively.
Polls and quizzes that test product knowledge make content interactive.
For example, Grammarly frequently use Twitter Polls related to their expertise, which gets high enggement.
Facebook and Instagram Stories enable bite-sized product teasers or tutorials in a fun format.
Live videos on relevant topics position your brand as an authority.
Experimenting with different features keeps things fresh and tailored for each platform’s audience.
Measuring the Impact of Product-Led Content on Social Media
To refine your strategy, track key metrics to gauge content performance. Look at:
- Reach: Which formats attract the most new people to your account? Use them strategically throughout the month to expand your audience.
- Engagement rate: What are the formats that make people the most engaged in your content? Even when the reach isn’t the best, you can quickly spot which formats to use to establish a better relationship with your audience.
- Conversions: Which posts drove people to buy? How can you make sure they appear consistently on your social medoa?
You can use native analytics of the social media platforms to monitor those metrics. If you’d like to get even deeper insights and automate data analysis, consider using growth Tools like Hootsuite, Sprout Social, and Google Analytics to make analyzing these KPIs easy.
Listen to social conversations to identify hot topics and pain points to address in future content. Regularly review metrics across platforms to see what content resonates best with your audience and iterate accordingly.
Surveys and polls also provide direct feedback from followers on what they find valuable. Use these insights to create content that better educates and engages.
Leveraging Personal Brand to Enhance Your Product-Led Content
In addition to publishing content directly from your company’s branded social media accounts, you can significantly expand the reach of product-led content by leveraging the personal brands of your founders, executives, and employees.
Sharing product-focused stories, tips, and media from individual profiles allows you to tap into the existing follower base of your team members. The human side of personal brands helps drive emotional connection and engagement with your content.
For example, if your CEO regularly posts videos offering advice for entrepreneurs, they could easily weave mentions of your product’s benefits for early-stage companies into their casual thought leadership content.
Similarly, founders with large followings from previous ventures bring baked-in audiences, making them ideal brand ambassadors to authentically highlight your product’s value.
Take a look at how Peter Caputa from Databox promotes his product by showing the behind-the-scenes of optimizing feature adoption in the tool:
Content like this puts no pressure at the reader to buy the product. However, it showcases the data-driven spirit the Databox team embraces both internally and with their customers.
Beyond founders and executives, employees closer to your product like designers, developers and customer support reps can provide unique perspectives that resonate with different segments of your audience.
The key is ensuring brand values and messaging align across personal and corporate accounts for a cohesive experience. With the right coordination, personal brands give your product-led content creative new avenues to reach and engage potential users.
What types of content work best for product-led social media campaigns?
Short videos, visual stories, polls, quizzes, and live videos tend to work well. Bite-sized content formatted for mobile delivers the best results.
How can I ensure my product-led content isn’t too promotional on social media?
Focus on educating the audience and telling relatable stories. Avoid overselling. Let the value speak for itself by showcasing real customer successes.
What metrics are most important for measuring product-led content on social media?
Look at engagement rate, reach, conversions, and follower growth. Regularly review performance by platform and piece of content to refine your approach.
How often should I publish new product-led social content?
Aim for a consistent cadence, like 2-3 times per week per platform. Avoid large gaps between posts and make sure content stays relevant.
Should product-led social content link back to my site?
Absolutely. Use links strategically to drive traffic to your site for more information after capturing attention on social. This helps nurture leads.
Conclusion: Integrating Product-Led Content into Your Social Media Strategy
Product-led content can drive impressive results on social media by showcasing products through entertaining and informative stories tailored for each platform. Consistent promotion of relevant, engaging content empowers followers with knowledge to make smart purchasing decisions.
Framing your product as the solution to users’ needs, rather than pushing promotions, is key. If you need help creating your product-led social content to attract and nurture more qualified leads, grab a free strategy session with our experts: