HubSpot’s Social Team Boosts LinkedIn Presence by 84% in 6 Months: Insights from HubSpot’s Social Director

Title: How HubSpot’s Social Media Strategy Revolutionized LinkedIn Engagement

In the ever-evolving landscape of social media marketing, HubSpot’s approach to engaging with audiences on LinkedIn has set a new standard for authenticity and relevance. By embracing a more casual and meme-inspired tone, HubSpot’s Global Director of Social Media, Bryna Corcoran, has spearheaded a transformation that has not only resonated with users but also driven significant growth for the brand.

The Shift in HubSpot’s Social Strategy

HubSpot’s traditional B2B social media posts have evolved into a more humorous, casual, and meme-infused presence, reflecting a deliberate shift towards engaging with a younger demographic. By adopting a tone that resonates with Gen Z and millennial audiences and incorporating internet culture and memes, HubSpot has successfully created a conversational community that is both relatable and engaging.

LinkedIn’s Role in HubSpot’s Success

LinkedIn has emerged as a key platform for HubSpot’s social media strategy, with Corcoran recognizing the changing dynamics of the platform’s audience. As more users turn to LinkedIn for professional networking and career development, HubSpot saw an opportunity to experiment with a more personal and conversational approach on the platform. This shift not only resonated with users but also led to a significant increase in followers and engagement.

The Power of Authentic Engagement on LinkedIn

Unlike other social media platforms, LinkedIn offers businesses a unique opportunity to engage authentically with users, fostering meaningful interactions and discussions. By humanizing the brand and creating content that aligns with the platform’s purpose, HubSpot has been able to cultivate a vibrant community of users who actively engage with the brand and each other.

Embracing Cultural Relevance and Audience-Centric Content

HubSpot’s success on social media can be attributed to its audience-first approach and emphasis on cultural relevance. By developing personas for their social channels and staying attuned to cultural moments, HubSpot has been able to create content that resonates with their target audience. In a landscape where authenticity and relatability drive engagement, HubSpot’s focus on real, humorous content has proven to be a winning strategy.

The Importance of Testing and Iteration

Corcoran emphasizes the importance of testing different content approaches and iterating based on performance data. By analyzing post engagement and audience feedback, HubSpot’s social media team continuously refines their strategy to deliver content that resonates with their audience. This iterative approach allows them to adapt to changing trends and preferences, ensuring that their content remains relevant and engaging.

Measuring Success Through Engagement

For HubSpot, success on social media is measured not just by metrics but by the emotional connection their content creates with users. By focusing on engagement metrics like likes, comments, and shares, HubSpot gauges the impact of their content on brand awareness and consideration. Shares, in particular, indicate that the content has struck a chord with users, leading to increased visibility and brand recognition.

Looking Ahead: The Future of Social Media Marketing

As social media continues to evolve, brands like HubSpot are setting the standard for authentic, audience-centric engagement. By embracing experimentation, cultural relevance, and a humanized approach to content creation, businesses can connect with their audiences on a deeper level and drive meaningful interactions on social platforms.

In conclusion, HubSpot’s success on LinkedIn serves as a testament to the power of authenticity, relevance, and experimentation in social media marketing. By staying true to their brand voice, engaging with users authentically, and continuously testing and iterating their content strategy, HubSpot has redefined what it means to connect with audiences in the digital age.