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
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
Core Pricing Structure
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.