grammarly brand analysis marketing strategy
Brand Analysis

[Brand Analysis] Cracking the Code: Key Lessons from Grammarly's Marketing Strategy

Looking at Grammarly's marketing strategy, you can understand why their way works and learn new tips which can be applied for your brand.

Elena Cucu
Andreea Udescu
Elena Cucu, Andreea Udescu
Table of Contents

What are some marketer-approved, must-use tools for creating content? Ask social media managers to name some of their favorite and you’ll undoubtedly hear Canva and Grammarly mentioned a lot.

With more than 30 million people and 70,000 teams using this tool daily, 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!

Marketing tactics to learn from Grammarly's marketing strategy

  1. What is Grammarly's marketing strategy on TikTok?
  2. What is Grammarly's marketing strategy on Instagram?
  3. What is Grammarly's marketing strategy on Facebook?
  4. Grammarly’s marketing campaigns
  5. Grammarly marketing strategy - key stats and takeaways

1. What is Grammarly’s marketing strategy on TikTok?

Grammarly launched its TikTok channel back in 2020 and since then has gained over 111K followers.

According to Parisa Pourhabib, Social Media and Community Lead at Grammarly:

“TikTok is the first destination for what will go viral”

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.

On this platform, Grammarly uses a content mix - sharing both informational and funny videos.

If we take a look of their most engaging hashtags over the past year, we can also easily discover what niches they’re targeting on this TikTok:

grammarly top tiktok hashtags socialinsider

Some of the most popular niches for them are:

  • #genai
  • #corporatetok
  • #productivity
  • #studenttok
  • #corporatehumor

In terms of posting frequency on TikTok, Grammarly is not too consistent. There are times when they post daily or every 2 days, other times they take a week off from posting.

Most videos are human-centric, meaning they feature one or more social media team members who are either lip-syncing a popular meme or talking about one of Grammarly’s products. They also share popular meme templates, which they adapt to their own TikTok strategy:

grammarly tiktok post example socialinsider

2. What is Grammarly’s marketing strategy on Instagram?

Grammarly’s Instagram strategy can be summed up in three words: education, comedy and inspiration.

Most of Grammarly’s Instagram posts are memes or motivational sayings written down on a simple and colorful background. This makes their content extremely relatable and shareable.

grammarly instagram post example

Through its humoristic and motivational approach, Grammarly is actually one of the most humanized brands on social media.

Our social media industry benchmarks study has shown that most brands have a Reel-first content strategy, and Grammarly is no exception. Reels are the most frequently posted, as well as the most engaging post type for this brand.

grammarly top post types socialinsider

Their post captions are on the shorter side (usually one phrase), with the exception of product posts which tend to run a tad longer.

3. What is Grammarly’s marketing strategy on Facebook?

Facebook is Grammarly’s most active channel, with the largest audience and largest number of posts shared in the past 2 years.

grammarly brand overview socialinsider

On Facebook, Grammarly shares mostly educational posts like applicable tips, mixing them with inspirational photos every now and then, while the brand’s visual identity consists of fun and playful visuals.

In terms of posting frequency, posts are going out almost daily, sometimes multiple times a day. No wonder this channel is at the top of the list.

4. Grammarly's marketing campaigns

Parisa revealed to us, in an episode of our podcast, that for Grammarly’s social media campaigns, they take inspiration from what other brands do - on social media, in their paid ads campaigns, on their websites, and so on.

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.

  • Mental Health Awareness

One Grammarly campaign Parisa is particularly proud of is the Mental Health Awareness one.

grammarly campaign post

This campaign was launched back in 2019, across all channels, and it’s been revived each year since.

Using Socialinsider, I looked at Grammarly campaign data dating back 2 years, and it looks like this campaign is still earning the brand quite a lot of visibility and engagement.

  • Write The Future

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.

screenshot from grammarly's youtube video showing someone holding a laptop while using grammarly

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.

screenshot from grammarly's youtube video with a laptop on a desk opened in grammarly showing texts about passive voice

5. Grammarly marketing strategy - key stats and takeaways

Overall, I’d say Grammarly is a brand that knows how to create and preserve its social media identity, how to be human and appeal to the needs and preferences of our audience.

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.

So let’s go over some of the key stats and takeaways from Grammarly’s marketing 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 over 26M monthly organic visitors.
grammarly site traffic
When it comes to social media, Facebook is their top performing channel by number of followers, while Instagram wins by total engagement.
TikTok, their most recently opened channel, their engagement rate is skyrocketing.
Their social media identity is that of a humanized brand, that shares helpful tips, funny content and useful product updates, without ever being over the top. Their bright-colored visuals help support this lively, youthful and overall human brand identity. 
For the sake of competitive analysis and benchmarks, I tried to find some of Grammarly’s competitors on social media, however none of their competitors have a strong enough social media presence to compare with Grammarly’s. 

Final thoughts

Besides its great SEO strategy, Grammarly has also turned to one of the most efficient ways of gaining brand awareness - having a remarkable social media presence.

So they jumped in and launched accounts on all the major social platforms out there.So, it’s worked wonders for them - and their numbers are still going up.

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.

Elena Cucu

Elena Cucu

Content Manager @ Socialinsider

Content & SEO Manager @ Socialinsider with 8 years of experience in marketing. I like to describe myself as a social butterfly with a curious mind, passionate about dancing and psychology.

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