When you think about Instagram, SaaS probably isn’t the first thing that comes to mind. It’s easy to assume it’s all influencers, travel photos, and aesthetic coffee shots.
But to be very honest, Instagram is an underrated growth channel for SaaS brands that know how to use it correctly.
We’re not talking about vanity metrics or posting just for the sake of it. We’re talking about building real relationships, showing off your product in action, and turning followers into loyal users—without sounding like a sales robot.
In this guide, we’re breaking down exactly how to make Instagram work for your SaaS. Let’s go into the details of SaaS Instagram marketing.
Why Should SaaS Care About Instagram?
Your Ideal Users Are Already There
Your audience is already on Instagram. Business owners, marketers, and tech pros. They’re not just posting selfies. They’re scrolling, looking for solutions, tips, or inspiration. And you can be right there when they need you.
It’s a Great Way to Show Off Your Product
Instagram is all about visuals. You don’t have to just talk about your software. You get to show it off. Quick demos, cool features, behind-the-scenes peeks—people love seeing how things work. It’s a fun way to connect with your audience and show them what your product can do.
For example, Notion, the popular productivity tool, does this really well. They share quick video clips and carousel posts showing off new features, tips on how to use their software, and real-life ways people are using it to stay organized.
It’s a great mix of value and visibility, and it really makes their product stand out in a visual way.
Build Trust and Stay on People’s Minds
Instagram helps you build trust. It’s not about selling hard. It’s about showing up with helpful content and a bit of personality. Over time, people start to see you as a brand they can trust.
And the best part? It keeps you top-of-mind. People scroll through Instagram daily. Every time they see your posts, they remember you. When they’re ready to take action, you’re the first brand they think of.
Get the Basics Right First
Before you jump into posting, let’s slow down and get the basics right. Otherwise, you’re just tossing content into the void and hoping something sticks (we’ve all been there).
Figure Out What You Actually Want
Start by asking yourself a few questions: Do you want more people visiting your website? Signing up for your free trial? Just getting your name out there?
Pick one or two main goals, so you’re not just winging it. Everything you post should support those goals.
Know Who You’re Talking To
If you’re trying to reach “everyone,” you’ll probably reach no one. Consider your audience like a real person.
- Who are they?
- What do they care about?
- What kind of content would actually help them or catch their eye while they’re scrolling?
When you know your people, making content becomes way easier—and way more effective.
Clean Up Your Profile
When setting up your profile, always put your best foot forward. We’ve got a short checklist to help you sort things out properly.
- Profile picture: Use your logo or something recognizable.
- Bio: Keep it short, clear, and maybe a little fun. Say what you do and who you help.
- Link: Use a tool like Linktree if you’ve got more than one thing to share.
- Highlights: These are super underrated. Add Highlights for things like product demos, tips, FAQs, and happy customer testimonials. It makes your profile feel complete.
For example, check out Slack’s Instagram profile, they’ve got everything covered, from a clean display picture to a well-written bio and helpful highlights.
What to Post on Instagram
1. Product Posts
Use these to show off your software. Annouse launching new features. Likewise, you can highlight key features, walk through use cases, or create simple how-to videos. People want to see how your product works and why it’s useful.
For instance, in the post below, Slack is showing off a new feature that lets users set custom alerts. It’s a simple, clear way to highlight real value.
2. Customer Love
Social proof is really powerful. Share customer testimonials, reviews, or mini-case studies. If a client had a big win using your product, tell that story. It builds trust and helps others picture their own success.
3. Tips & Education
Teach your audience something helpful. You could share quick tips, educational carousels, or even thoughtful takes on industry topics. This kind of content positions your brand as a valuable resource—not just a product.
4. Behind the Scenes
Give your audience a peek at the people behind the product. Show your team, your company culture, product updates, or even bloopers and day-to-day stuff. This kind of content makes your brand feel more human and relatable.
5. Trending or Fun Stuff
Don’t be afraid to loosen up a little. Hop on relevant trends, share a funny meme, or post something your audience can relate to. You’re still a SaaS brand—but it’s okay to have a personality.
Formats You Should Try on Instagram
Instagram has a bunch of ways to post, so play around a bit and see what feels right for your content (and your bandwidth).
- Carousels are awesome for tips and step-by-step posts. Think mini blog posts but swipe-able.
- Reels are perfect for quick demos or fun, fast content. No need for Hollywood-level editing—just keep it engaging.
- Stories are great for casual updates, polls, Q&As, or sharing stuff on the go.
- Lives lets you go deep—host a walkthrough, answer questions, or just chat with your audience in real time.
Just simply don’t overthink it. Be helpful, be real, and have a little fun with it.
How to Grow Your Account
All right, posting great content is step one, but how do you actually get more people to see it?
Here’s how to grow your SaaS Instagram without feeling spammy or desperate:
Use the Right Hashtags (But Don’t Go Overboard)
Hashtags still matter. Use a mix of broad ones (like #SaaS or #startuplife) and niche ones that are super specific to your product or audience (like #remoteteams or #workflowautomation).
Just make sure they’re relevant—no one likes a hashtag dump.
Engage Daily (Even if It’s Just 10 Minutes)
Instagram rewards accounts that act like actual humans. Set aside a few minutes each day to reply to comments, respond to DMs, and leave thoughtful comments on other relevant posts in your space.
It’s not just about the algorithm; it’s about building real connections.
Partner Up With People in Your Space
You don’t need to chase huge influencers. Find micro-creators, industry experts, or even other SaaS tools that share your audience and do something together, such as a joint live, a shoutout, or a mini-series.
Collabs help you tap into new communities without spending a ton.
Run a Few Smart Ads
If you’ve got a bit of budget, promote your best-performing content or boost a post that links to a free trial or lead magnet.
You don’t need a massive ad budget—just be strategic. Test small, see what works, and double down.
How to Turn Instagram Followers into Users
Okay, getting those followers is awesome, but they won’t all sign up just because they like your posts. Here’s how you can actually turn those likes into users.
1. Always Include a Clear CTA
Don’t leave them hanging! Whenever you post something, tell your followers exactly what to do next. Whether it’s “Try it free,” “Book a demo,” or “Get the free guide,” just let them know what the next step is. It’s like a gentle nudge.
2. Make Your Bio Link Work Harder
Your bio is valuable space—don’t waste it. Add your most important link, like your free trial or lead magnet. If you have more than one thing to share, tools like Linktree work great for packing in a bunch of links without looking cluttered.
3. Use Stories
Stories are underrated! You’ve got that “Swipe Up” or link sticker, so why not use it? Drop a link to your trial or something exciting. You can also get creative with polls or countdowns to keep people engaged and excited.
4. Share Real Customer Stories
Nothing beats social proof. When you share stories from actual customers talking about their wins with your product, it’s way more relatable than just talking about features. It builds trust and shows people, “Hey, this could work for me too.”
Tools to Make Life Easier
1. Plan Your Content: Later, Buffer
Planning ahead saves you time. With Later or Buffer, you can schedule posts in advance. This way, you don’t have to scramble last minute. Both are super easy to use, and they even let you preview your feed to make sure everything looks great.
2. Design Your Posts: Canva
You don’t need to be a designer. Canva is a lifesaver. It’s packed with templates, and it’s super easy to use. Create posts, carousels, stories—all without a design degree. Plus, it’s free for most features!
3. Link in Bio: Linktree, Taplink
Your bio link is prime real estate. With Linktree or Taplink, you can turn one link into many. Share multiple resources, offers, or blog posts without cluttering your bio.
4. Track Your Results: Instagram Insights, GA4
You need to know what’s working. Instagram Insights gives you the basics—who’s engaging and when to post. For deeper tracking, use GA4 to track website activity. You’ll see what’s driving traffic and what’s making users stick around.
Consider Reading Blog Posts:
- Instagram Reels vs. TikTok: Which is Better for Brands?
- Instagram Marketing for Restaurants: How to Turn Followers into Diners
- Instagram Marketing for Local Businesses: A Practical Guide
SaaS Instagram Marketing – FAQs
1. What is SaaS in Instagram?
It’s when software companies use Instagram to promote their tools—like apps for design, analytics, or automation—usually sold on a subscription basis.
2. What is SaaS in social media?
Basically, it’s software made to help with things like posting, managing comments, or tracking performance on social platforms. You pay monthly or yearly to use it.
3. What is SaaS marketing?
It’s how software companies get the word out—think free trials, helpful content, ads, and emails—to turn people into long-term users.
Final Thoughts
Instagram doesn’t have to be a mystery or a chore for SaaS brands. When done right, it becomes a real growth lever. No matter if you’re just getting started or ready to level up, make Instagram part of your strategy—and not just an afterthought.
Need a hand with SaaS Instagram marketing? Brand ClickX can help you get it right.
