Social media marketing for SaaS (Software as a Service) : start-ups understanding engagement trends on LinkedIn and TikTok
Hasan, Monisha (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202504143665
https://urn.fi/URN:NBN:fi:tuni-202504143665
Tiivistelmä
The marketing world is evolving rapidly, and social media has become a popular platform for marketing in every industry, and SaaS companies are no exception. This paper focused on how SaaS start-ups can leverage LinkedIn and TikTok platforms to promote their products and services. This paper aimed to examine the content marketing strategy SaaS companies employ. The objective was to understand what kind of content generates the most engagement. The methodology involved qualitative analyses. A total of nine SaaS companies’ LinkedIn and TikTok pages were analyzed to measure what kind of content receives the most engagement from the audiences. The content was analyzed over a fixed period and was defined and categorized based on various codes (e.g., educational content, promotional content, entertaining content, etc.) and formats (e.g., image, short videos, documents, etc.). The result suggested that the LinkedIn and TikTok platforms have different audiences, so the content should be tailored based on the audiences’ preferences. LinkedIn audiences engaged more with Educational and office-related content, and the TikTok audience engaged more with entertaining and educational content. These findings indicate that SaaS start-up companies should leverage this content strategy to enhance content marketing effectivenes