Ask worldwide social media managers to name some of their favorite, must-use marketing tools, and you’ll undoubtedly hear Canva and Grammarly mentioned a lot.
Apart from social media managers, Grammarly is a most helpful tool for content writers in particular, and to a more general extent for every marketer that wants to have bulletproof wording for their communication materials.
With more than 30 daily active users, Grammarly has become the number one writing assistant, improving the way people communicate through more accurate grammar and expressions.
But what does Grammarly stand for beyond the app?
More info about the brand’s identity, social strategy, successful campaigns, and more will be revealed going forward.
Let’s jump in!
1. An in-depth view of Grammarly’s brand identity
Launched back in 2009, Grammarly devoted its first years of existence to creating a solid selling strategy first-hand oriented towards universities.
Afterward, the brand focused on expanding the consumer market, looking for new business opportunities, and evolving towards the freemium program that is today.
Grammarly’s amazing success and growth over the years is due to two main factors: unquestionably – its user-friendly interface and its powerful 360 marketing strategy.
There are a lot of marketing tactics that Grammarly has successfully integrated into its growth strategy over the years, like e-mail marketing or paid advertising. However, content marketing still remains at the very core of the brand’s strategy.
With its blog being an important resource for visibility being responsible for almost half of the traffic that comes to the website, Grammarly’s traffic stats indicate almost 18M monthly organic visitors.
2. Grammarly’s social media content
Besides its great SEO strategy, Grammarly has also turned to one of the most efficient ways of gaining brand awareness – having an easy-to-recognize social media presence.
Social media has become mandatory for every brand that wants to get in front of its targeted audience, in 2021 becoming the top channel used in marketing.
Acknowledging it, Grammarly jumped in and launched accounts on all the major social platforms out there.
As a general idea related to Grammarly’s social media strategy, it would be worth highlighting the brand’s casual tone and approach.
On social, Grammarly usually posts content aimed to educate, empower and entertain.
The brand is less preoccupied with showcasing the product’s features or anything related to the idea of selling or buying and more about creating authentic connections with its community.
Grammarly positions itself as a rather lifestyle aspirational brand on social media, posting different lifestyle pieces of advice, content related to productivity, and more topics from this area.
Using humor and making use of all sorts of subjects related to everyday life situations, Grammarly’s social media content really resonates with the online audiences. Which is, of course, translated into high social engagement.
On Facebook Grammarly posts mostly educative articles like applicable tips, mixing them with inspirational photos every now and then, while the brand’s visual identity consists of fun and playful visuals.
Grammarly’s Instagram trademark can be summarized into simplicity and inspiration.
Most of Grammarly’s Instagram posts are quotes or motivational sayings written down on a simple and colorful background.
Although the brand’s account doesn’t stand out through vibrant designs or edgy frames, it still manages to win over people’s hearts, thanks to the human side it shows.
Through its humoristic and motivational approach, Grammarly is actually one of the most humanized brands on social media.
Similar to most brands, as our social media industry benchmarks study has shown, Grammarly as well has an image-first content strategy.
At first glance, Grammarly’s Twitter marketing strategy is similar to the direction they adopted on Facebook, having a mix of articles and pictures.
However, if looking more carefully, we’ll see that the content posted by Grammarly on Twitter has a very different thematic direction.
The brand’s Facebook account focuses on offering more practical tips that can have an immediate intake in the writing process of the users, we already saw that.
But Grammarly’s Twitter content, on the other hand – is more related to the idea of time, relationships, and life management.
Grammarly launched its TikTok channel back in 2020 and since then has gained over 77K followers.
On TikTok, Grammarly also uses a content mix – creating both informational and funny posts.
According to Parisa Pourhabib, the senior social media manager at Grammarly, TikTok is the trendsetter social media platform.
So, to make sure the brand doesn’t miss out on any trend, Grammarly has launched its TikTok account at the best timing possible – during the COVID19 pandemic.
With people so focused on staying connected with everyone and everything, Grammarly’s TikTok account bloomed over this time.
3. Grammarly’s marketing campaigns and strategy
Parisa revealed to us, in an episode of Insider Insights Podcast, that for Grammarly’s social media campaigns, a powerful source of inspiration is what other brands do – on social media, in their paid ads campaigns, on their websites, and so on.
- Mental Health Awareness Campaign
Grammarly’s marketing campaigns, as well as the brand’s overall social media presence explore and gravitate around the idea of mindfulness.
Pursuing this direction, one of Grammarly’s most appreciated social media campaigns was the Mental Health Awareness, which initially launched back in 2019, having an annual recurring edition ever since.
The campaign’s most impactful edition was the one of 2020, which occurred during the pandemic, most needed at the time, as understandable.
Besides the encouraging messages that populated Grammarly’s social media accounts, the campaign also included an Instagram live webinar featuring Stacy Swift, a mental health advocate, which according to Parissa, performed really well.
As the numbers indicate, Grammarly’s social media posts related to the specified campaign recorded pretty high engagement levels.
This is clearly evidence of the audience’s appreciation of Grammarly’s social media campaign and content.
Grammarly’s marketing strategy is primarily focused on showcasing how people’s lives can be improved through improved communication.
In line with this direction, Grammarly’s social media campaign – “Write the future” highlights how Grammarly’s products support written communication in daily life, being a most helpful ally in important or pressing moments.
The brand’s campaign features a series of video ads that deliver a loud and clear message – whenever you need help writing a flawless piece of content – whether it’s a best man’s speech, a term paper, a work e-mail, or whatever, Grammarly’s got your back.
With every video, Grammarly added one more example on the list of how, by using the brand’s app, anyone can make their writing more straightforward and more effective and, as a result, find greater satisfaction and success in their life.
To summarize the results the brand got with this ad campaign, we’ll just state this: back in 2019, it landed Grammarly Digiday’s award for Best Advertiser in Video. Rather impressive, isn’t it?
Through its marketing campaigns and initiatives, Grammarly aims primarily to build and nurture relationships between the brand and its consumers, rather than to push sales.
To do so, in elaborating its marketing campaigns, Grammarly makes sure to check every aspect of this six steps strategy the brand elaborated, that Parisa shared with us:
- establishing objectives;
- defining the target audience: demographics, habits, and devices used;
- using insights gained through past campaigns;
- setting KPIs;
- creating a timeline;
- planning the creatives and deliverables.
After seeing some of Grammarly’s successful marketing campaigns, we’ll also take a final and closer look at Grammarly’s overall social media performances.
While Grammarly has the biggest fanbase on Facebook, the brand is most active on Twitter, and yet receives the highest engagement rates on Instagram and Twitter.
Since hashtags continue to be a controversed topic, it may be worth mentioning that – surprisingly – Grammarly makes use of hashtags more oftenly on TikTok compared to Instagram.
If on Instagram, Grammarly uses on average one hashtag per post, on TikTok on the other hand the brand’s videos are paired with six hashtags per post on average.
Alongside other industry-leading brands like Zoom, for example, Grammarly has shown initiative in testing out TikTok, which is a pretty big challenge that not many brands are still willing to take.
All in all, as Emma Hanevelt – community manager at Grammarly told us – the key to creating a successful marketing strategy is to gain an intimate knowledge of your audience.
Hopefully, these insights about Grammarly’s marketing strategy were the source of inspiration you needed to start experimenting more with your social media accounts and campaigns.
So, what’s your next step in social media marketing?