19 Best SaaS Instagram Organic Growth Strategies (2025)

💬 Growing organically well/fast (however you define it) on Instagram is certainly not straight-forward, especially as Meta has become more 'pay to play' to get better results (in other words, needing ads to get more reach/impressions).

However, there are certainly potential levers to grow fast organically on the channel, whilst focusing on building a good quality audience (that can lead to becoming users) - and those potential levers and opportunity areas I've included in the checkpoints below (with references from top brands).

Various tactical growth ideas and strategies to try out to grow organically on Instagram (with many being cost-effective)

💬 The good news is, there are numerous SaaS startups and brands who have done an epic job on IG - and I've made sure to include them in some of the tactical areas below, where you can analyse further. :)

A key initiative that you should be doing when doing research is having a Google Sheet or Airtable setup, with key factors/items that you should be making note when going through IG profiles. 

For example, these are the factors I look out to note for inspiration/audit, to help with strategy across content, video/imagery, CTAs, etc: 

• What’s in the bio? What are they pointing out?
• What’s the link? Is it a link in bio? If so, what links are within the link in bio, the order, opt-ins, offers, etc?
• Do they have story highlights at the top? Have they split them into categories? 
• If they have stories, what’s the type of content they have shared within each category?
• Are there pinned posts and if they are, what are they? How much engagement do they have? What’s the hypothesis of the reasoning for the pinned post, and why the level of engagement it has received?
• Throughout the feed, do they primarily share images, videos or carousels?
• Which content themes do they focus on more through the feed?
• When it comes to captions, are there certain styles/lengths/formats?
• Do they have caption/headlines across their videos?
• Then you’ve got Reels - what’s the nature of their videos, captions, styles, etc?

This isn’t even the full list of factors and items to look out for… but you get my point. Take note of everything a competitor/top company you like in terms of socials and marketing, and identify patterns and what’s helping them with audience growth. 

Which SaaS/B2B brand examples are doing an epic job when it comes to Instagram organic?

I'm going to share my fave five below (however there are defs more I like). :)

I'm keeping the notes for each of these at a high-level, to share a snippet of why they're worth checking out. The rest of this checklist has the tactics that most of these brands adopt.

#1 - Clickup

• I actually talked about Clickup in TikTok organic growth checklist, where they are blowing up in terms of views and followers - and for good reasons: what they're doing content wise is so, so good.
• A lot of their content is humour-based/satire, which I personally love, and clearly based on the numbers in terms of views/engagement that audiences on IG are loving them too.
• No doubt a bit of work to produce the videos they do, but worth it if you can do content like this.

View Clickup's profile here.

#2 - Figma

• Figma does an awesome job with their content, and has a great content mix from mini-tutorials via their Reels, green screens, humour/memes, vox-pop style at conferences, and lots more.

View Figma's profile here.

#3 - Hubspot

• Hubspot's overall social game has gotten even better if you ask me, and you can tell across each of their social channels that they've thought about how to create content which is fun, entertaining, and what audiences want to engage with/read/watch.
• Info carousels, memes, office/team videos (humour-based), you name it - really good takeaways to think about for your brand.

View Hubspot's profile here.

#4 - Miro

• Loving Miro's Instagram content game - like the others above, a good mix of info vs humour vs POV/team vs feature tutorial/update - and a good mix of video vs images.
• Also love their highlights section with icons, and good categories (which is good for new audiences that come across their profile).

View Miro's profile here.

#5 - Veed

• Veed is the other fave brand I like who's doing awesome on Instagram - I mention below they do an epic job with their mini-tutorial based content via Reels, but it's their overall editing/style of their videos which is something to check out (which you'd naturally would expect from a video editing tool).

View Veed's profile here.

This is a key strategy checklist point I wanted to raise that you don’t just work on once and have it all sorted out - it takes constant tweaking and optimisation to help produce better content that can perform (and keep the momentum growing in terms of organic growth).

To accelerate this process for non-designers, strongly recommend Canva Pro - it’s been a lifesaver for me when it comes to creating brand kits and spinning out more variants for my own projects and brands/clients I work with - many YouTube tutorials out there also that can help you learn more about the process of creating templated workflows.

Whilst creating original content is an important aim, the reality is that a big part of socials (across any of the key platforms for booth organic and paid), is the ability to repurpose videos and images into various formats, hooks, styles, edits (music, transitions) to test - and the primary reason why is that it’s a volume game.

The more you can produce and repurpose, the greater chances of success. Even just slight edits with an existing video could lead to epic results (and I’ve seen this first-hand play out a few times). 

Examples of repurposing: 

Videos

Tool recommended: OpusClip - amazing for turning videos into short-form (see next checklist point)

• Turn case study videos into ICP-focused mashups 
• Take podcast interviews and turn into multiple “golden snippets” (and there are amazing tools available to help do this faster)
• Record video testimonials for Instagram Reels (and there's a tools I mention below that you can use for this to scale the process)
• Repurpose product updates with quick tutorial videos/GIFs for each feature
• Turn common questions into Reel (or even story snippet) tutorials
• From FAQs, record screen captures showing solutions
• From blog posts/content guides, convert the content into a step-by-step YouTube/Reel tutorial

Images

Tool recommended: Canva (as mentioned above in prev. checklist point)

• Turn multiple single case study graphics into ICP-focused carousels (can then use for ads remarketing)
• Design process infographics showing the journey for customer stories (and results along the way)
  
• Turn Q&A webinars/segments (or even the likes of common FAQs from customer calls), into digestible info carousels
• With product updates, create comparison posts showing old vs new workflow
• Design mini-graphics/carousels with statistics/insights from interviews with key guests (great for the likes of LI)
• With testimonials/reviews from 3rd-party review sites, or even the likes of customers comments on socials , or even the likes via email or cat support, create social proof roundup posts - bonus: focus on key ICPs and use for remarketing ads (like the first point I mentioned) and email sequences

There are many (many) ways to repurpose - I'm always happy to chat about ideas if you ever have any over email (just email me). :)

As highlighted in the above with repurposing, the good news is that there are some awesome tools/software options available to take 1 video and turn into various snippets for the key social channels - even with the likes of optimising for different placements. 

There are a few options out on the market, but the trending one I came across and tested out is OpusClip.

• OpusClip I’ve been really impressed by how simple it is to find key moments in videos to then use to create short snippets
• You can get captions automatically, autoframes, and even the likes of B-roll added.
• Highly recommend trying it out - pretty decent pricing too (base and then also usage option)

Recommend resource: I also did put together a guide on top video editing tools I've tested and enjoyed using over the years.

One of the top performing video styles/formats I’ve seen work well with brands I follow (as well as clients/companies I’ve advised) are the first-person videos, where someone is talking to the camera - but like the style that top creators do on the likes of TikTok.

Why does this video style work?

• They can stand out in the feed as it’s more direct (although hook/topic matters)
• They’re authentic (hard to fake)
• Mimics a ‘real-life experience’ when you speak to someone, so it’s a more “natural” engagement style when talking to audiences - there’s a more of an ‘emotional’ connection

And the key benefits - they’re one of the easiest formats to create and scale.

There are some SaaS brands that do an epic job with these types of videos - one of those is Canva (some awesome examples like these ones - and there are many others on their feeds). 

In conjunction with the above in particular with first-person style, videos focused on quick tips on how to use the product (or topics related to the product) can work really well. 

A couple of SaaS companies that have done an awesome job with this strategy are - Shopify and Veed.

Shopify

• Shopify (see profile) do a great job with their tutorial-based videos on Reels
• They do a mix of edits, but the green screen overlay is a popular choice
• Really good digestible tips - with a mix of sharing tips for both beginners and those who are more advanced with the platform
• Overall they do an epic job with their video content

Veed

• The second brand I’m a big fan of are Veed’s Reels (see profile)- they do amazing edits for their ‘tutorials’ and UGC style content - In many ways you’d expect this from a video editing software 
• They use lots of editing styles/cuts with different creators
• They’ve done a great job with the thumbnails as well

To really get the distribution and increased chances of volume with reach/impressions, you need to work with those who deeply understand the platform, create content frequently, and also have built up an audience - so that’s creators/influencers, and thought-leaders. 

Plus, not just eyeball numbers, but working with creators/influencers also comes with benefits within content such as: 

• They know what content works for them and their audience (and you would have a good idea of what to expect when you’re researching)
• Social proof - see product in action by those who are experienced and have a trusted audience (which values the influencer’s opinion)
• Related to social proof, trust and credibility by affiliation/recommendation
• In most cases, especially involving the use of the product (tips, tricks, etc) leads to better quality/warmed up audiences who want to sign up and trial out the product
• Potential cross-platform amplification (i.e. they post on IG, but maybe TikTok, Facebook, or even the likes of LinkedIn).
• Bonus: you can potentially use content pieces for paid acquisition initiatives (but you need to ask for permission, and in some cases, pay an extra fee).

Things to note: If you’re just starting out, you don’t need to work with those with massive followings - in fact, it’s better to start off small with micro-based influencers/creators, and then once you have a solid baseline of data, content, what works/doesn’t, etc - then you can work with those with larger followings. And another reason being costs - start small with micro-influencers with small audiences, and then invest more with creators with larger audiences when you as a brand are more confident. 

This is a strategic consideration I wanted to ensure was a separate checklist point for readers to think/strategise about, and my reasons why. 

Whilst a lot of brands tend to want to work with many creators/influencers, I personally believe you should work with a select handful, and ensure you create a successful relationship together focused on consistency of content output. 

Three main reasons for this:

• First - it’s hard to find great quality creators you want to work with - quality is hard to find (however you define it in your context), so it’s worth putting in the extra work to make it work
• Second - it’s about volume when it comes to the IG game (and even the likes of TikTok) - switching between too many influencers creates inefficiencies in processes and styles.
• Third - it costs time/resources to keep finding new influencers to work with (as I’m sure you already know).

I’ve seen many brands in B2B and SaaS use carousels for information sharing, whether more commercial/product-focused, but also informational content. 

And it’s a strategy that can work really well for more organic eyeballs, shares, and once doing well, can get picked up by audiences in the likes of the discovery feed (if they don’t follow you already). 

The reasons why carousels are effective (especially when designed really well) are:

• Great for digestive storytelling - need to be concise and to the point, which is great for audiences who are actively scrolling
• As people swipe through, it can be a signal to the IG algo that people are engaging (which helps increase potential visibility)
• Helps effectively show-off key things you want to emphasise/highlight
• Plus, from my experience, I see a lot of people ‘save’ them (bookmark) within the native analytics of the Instagram app

What does a info carousel example (in B2B SaaS) look like?

• Asana (see profile) is one of the top examples I came across who are dialled in with their carousel game - love the content they share, with a mix between product tips, helpful tips/info, etc.

• Plus, they’re quite creative with carousel themes/topics, like this example of ‘Harry and Sally’ using Asana - clever and love it!

Quotes and stats can work great when designed well and the right intention behind them. 

In most cases from experience, they don’t always get a lot of engagement compared to other content on Instagram (as this sort of content performs better on the likes of LinkedIn), it’s still worth it as part of the Instagram content mix, as you want to satisfy existing users, but in particular, new audiences that could lead to prospects - as well as the likes of new followers/audiences that are part of the sales process. 

You can do quotes and share stats related to your brand, with example ideas like:

• Product-related use cases
• Case studies/customer stories
• Trends from surveys you’ve run
• 3rd-party publications/surveys 

Nice example of a good stat post on IG from Asana.

I talked earlier about working with the likes of thought-leaders/influencers with creating mini-tutorial videos, but you can do the same with your internal team, with showcasing key new feature updates and tutorials. 

You don’t need to overthink the content production process of this either - there are numerous screen recording tools that exist to help accelerate this and keep things cost-effective. 

What you do need to think about though is doing quality editing, which is where it’s worth investing in good editors and/or the right apps/tooling. 

Then, it’s about being strategic around the various types of edits, hooks and styles of editing to capture audience’s attention with the videos. 

When it comes to these types of videos, you can't Veed and Shopify (who I mentioned above already), as well as the likes of Canva, Notion, Figma and of course, Hubspot.

This is a great initiative for brands to increase engagement from their followers, and it’s a smart way to get feedback and data on the likes of products, features, and other topics that your audience cares about - plus, they’re super easy to create too.

This is certainly a more experimental initiative that you can test that I’ve typically seen many eCommerce brands and creator-focused profiles do (on IG but also the likes of Snapchat). 

Now, there’s two ways you could do this:

• Get a creator/influencer to log into your account and do stories
• Or, do pre-recorded AMA and upload videos based on questions that followers submit

Option #2 is best in most scenarios as sometimes you can have login issues with IG. 

Why I like this initiative is that it helps change up the voice of who’s talking through the brand, and depending on who the creator or thought-leader is, they can bring new eyeballs to your profile/brand, which can help lead to follower growth. 

Most importantly, it can help bring more qualified audiences to learn more about your brand and product offering, especially as followers of whoever does the takeover has already built trust and has established credibility with their audience - so it’s a great way to be discovered by affiliation.

Who doesn’t love a good meme, right? And I’ve seen numerous SaaS brands do an awesome job with this as part of their organic content mix. 

Remember, people are on Instagram to be entertained as one of the main drivers - sure, many want to be educated too, but they are on their to ‘enjoy’.

There’s numerous reasons why they’re effective, especially for channels like Instagram - here are some: 

• Awesome for engagement, especially with “timely” memes (related to recent events and then tying back to relatable topics that the audience understands)
• They can lead to viral sharing (as people love to share memes via the likes of DMs) - which helps with natural word of mouth
• It helps build positive rapport and helps ‘humanise’ the brand  
• They’re cost-effective to make (plus there are helpful tools out there to help come up with new ideas/concepts). 

And whilst I’ll share some examples soon from brands, there’s something to learn from project management tool, Clickup, and what they’re doing with this strategy. 

• Clickup’s page which I’ve already mentioned earlier is simply amazing - and their meme-based videos are fantastic!
• Hats off to their social strategy team - the know how to cater for an IG audience

Another brand doing well with entertainment content is Hubspot.

• My hats off does have to go to Hubspot with their meme game - some of them are so, so good!
• Great relatable meme content for both sales and marketing professionals
• They also do an awesome job doing meme across both images and videos 

What about content without going too hard down the meme path?

• Even if you don’t want to venture down the path of memes, try and find other ways to “have fun” - just like what Notion and Loom (see their IG profile) have had with past posts (so good!).
• Well played Loom/Notion social teams!

This sort of content is so easy to create, and it’s so effective and communicating an experience that a customer/user has had, which is amazing social proof. 

Love these examples from Loom’s Instagram profile. 

• I also like this example from Miro, who took positive comments on LinkedIn and used them to create a round-up social proof/reviews carousel as an organic post - clever repurposing tactic!

Related to the above with the screenshots, make sure to share different types of reviews from 3rd-party review platforms. 

Key recommendation: make sure to bundle up and share often ICP-focused reviews. And then consider ‘boosting’ them for remarketing purposes.

Gone are the days, in my opinion, around “highly-polished” customer story/case study videos (you know, the typical B2B video case studies). 

They may still have their place in some applications, but when it comes to socials (especially with Instagram), you’re competing with lots of other content, so you want to stand out, get to the point faster, and engage audiences through short-form edits. 

Plus, audiences on Instagram (even if B2B audiences) are used to short-form UGC content now (thanks to the growth for eCommerce brands), and it’s been an effective content format for many brands, so you need to apply to style of video creative to your strategy. 

In terms of the video recommendation to do this sort of this testimonial UGC creative, check out Vocal Video. It's well-priced (for the value you get in my view), and very easy to use - most customers/users I've sent it too have found it easy to use too. Also they've got some great examples to check out.

To develop content that is hard to ‘replicate’ from other competing brands, which in turn can also set yourself a competitive advantage if executed well, are “behind the scenes” video content - in other words, any content that helps ‘lift the hood’ behind your brand. 

It helps with building a rapport with your audience, as well as helps “humanise” the brand (builds emotional connection between audiences and brands). 

It also serves as a good way to mix up content, rather than all ‘product-focused’ content - which does lead to content fatigue. As soon as fatigue sets in for audiences, your other content then starts to lose “cut through”. 

Note - product-focused content is fine, but you have to mix up the style (which is where this type of video content can come into play).

Plus, it all comes back down to why people log into IG in the first place - they’re there to be entertained and consume content that they can enjoy. 

Okay, so what are some formats to try with “behind the scenes” style content - here are some examples:

• Do first-person team member videos on tips/tricks related to the product, or perhaps the industry
• Team culture/office lifestyle - e.g. "Day in the life" type videos
• Pet/dog videos (everyone loves animals :) - and this especially works on the socials
• Share updates on the product or 'tease' a new upcoming feature
• Film remote company retreats, workshops or offsite team building activities
• Share other community building type initiatives, like meetups, conferences, meetings with clients, etc

Here are some brands that do well:

• Canva does a great job with this sort of content, especially involving team members

• Atlassian (see profile) also shares fun content involving team members, as well as office dogs :) 

Naturally, there are lots you can share on your feed/Reels/stories. 

Industry news/trends

For the likes of facts and industry news/trends, I personally believe this is a good social content initiative to do for SaaS/B2B brands, as it’s good to mix up voices and sources of content for audiences. 

It used to be a key part of social content strategies, but seen many brands not do it as much. 

It can help reinforce key messages that your brand/product wants to communicate (and gives it more weight - of course though, this does depend on the source you’re sharing).

Other product, team and company updates (events, awards, etc)

These are still key to share from time to time, no matter what you’re content strategy focus is. 

Remember, followers can be situated between both existing customers/users, or brand new audiences who are coming across your product and brand for the first time. 

So, you have to provide an Instagram content experience that satisfies audiences at different stages of the funnel/CX journey.