Most SaaS brands treat social media like a notice board for product updates or polished ads.
Notion flipped that playbook.
They didn’t just promote their tool. They built a culture around it. And if you scroll through their social media, it’s obvious why people feel more connected to Notion than to most other apps.
Let’s break down what they actually do.
- Turning the Office Into Content
Notion doesn’t hide behind a faceless brand. They show the people.
You’ll see office tours, “meet the team” posts, and fun clips like what’s inside the camera crew’s gear bag.
It makes the brand feel human. The product might be digital, but the people behind it are very real.
And people connect with people more than they do with features.
- Letting the Community Lead
Notion’s users create just as much content as the company itself.
Students share study templates, startups share their dashboards, YouTubers post tutorials on how they organize their lives with Notion.
Instead of trying to control everything, Notion simply amplifies the best of what their community is already doing.
This is why their content doesn’t feel like “ads.” It feels like people sharing what works for them.
- Collaborating With Creators and Businesses
Beyond community-driven content, Notion also works directly with creators and companies who use their product.
They’ll feature how a startup runs operations in Notion or collaborate with creators who share their workflows publicly.
This adds another layer of credibility. It’s one thing when an individual uses your tool, but when a business relies on it every day, that’s social proof at scale.
- Teaching Instead of Selling
Most SaaS brands love to scream “Our product is amazing.”
Notion takes a different route. They simply show you how to use it.
Quick reels on setting up a to-do list. Step-by-step guides on creating a content calendar. Productivity tips packaged inside templates.
The focus is always on solving a real problem for the user. And when you learn something useful, the product sells itself.
- Joining the Conversation Through Memes
Notion also knows how to have fun online.
They post memes, jump on trends, and even create content that feels like inside jokes with their community.
That’s how they stay relevant without sounding like a corporate account trying too hard.
- Thinking Global From Day One
Notion didn’t just target Silicon Valley. They leaned into international communities early on.
Korean students, Indian startups, European creators—different regions created content in their own style, and Notion encouraged it.
This is a big reason why they don’t just feel like a “US tech app.” They feel global.
Why It Works
Each of these pieces connects back to a bigger system.
-Behind-the-scenes content makes the brand human.
-Community-driven content makes it authentic.
-Collaborations make it credible.
-Educational content makes it useful.
-Memes make it relatable.
-Localization makes it global.
Together, it’s a flywheel. One part feeds the other.
That’s why Notion isn’t just a productivity app—it’s a movement.
And if you’re building a SaaS or AI tool, there’s a big lesson here: stop treating social media like an ad board. Start using it to show the people, the community, and the culture around your product.
Because the brands people love the most aren’t just the ones with the best features. They’re the ones that feel the most human.