Hootsuite

PLG

Marketing automation

Last Updated: 20/04/2025

Hootsuite bundles its AI content tool OwlyWriter across all plans to drive adoption and retention, using tiered access to nudge upgrades for advanced social media capabilities.

  • Category
    Marketing Automation & Social Media Management
  • Employees
    1,000+
  • Business Model
    Product-Led Growth (PLG)
  • Target Market
    Small to Medium Businesses (SMBs) and Enterprises

    Core Pricing Structure

  • Pricing Model: Pay-per-unit (based on number of users and social accounts)

  • Primary Value Metrics: Number of users and connected social accounts

  • Freemium: Offers a free trial for new users

  • Discount Strategy: Provides discounts on annual subscription plans

  • Add-ons: Available for enhanced functionalities

    Monetization Strategy

  • OwlyWriter AI, Hootsuite's AI-powered content generation tool, is included across all subscription plans at no additional cost.

  • While OwlyWriter AI is bundled within existing plans, Hootsuite monetizes its AI features by encouraging users to subscribe to higher-tier plans for access to a broader range of tools and capabilities.

  • Higher-tier plans provide additional features and enhanced functionalities, incentivizing users to upgrade for a more comprehensive social media management experience.

  • By incorporating OwlyWriter AI across all plans without additional charges, Hootsuite enhances the value proposition of its subscriptions, encouraging user adoption and retention.

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