HootSuite

How Hootsuite Grew to 18M Users and $350M Revenue in 16 Years

March 13th, 2025

Founded By

Ryan Holmes

Monthly Revenue

$29.2M

Founders

Employees

1000 (est.)

Monthly Traffic

7.65M

Profitable

Yes

Year Started

2008

Customer

B2B & B2C

Revenue Per Visitor

$3.81

Founded By
Ryan Holmes: Monthly Revenue
$29.2M: Founders
1

Employees
1000 (est.): Monthly Traffic
7.65M: Profitable
Yes

Year Started
2008: Customer
B2B & B2C: Revenue Per Visitor
$3.81

Who is Ryan Holmes?

Ryan Holmes, the founder of HootSuite, is a Canadian entrepreneur who initially developed the social media management tool through his agency, Invoke Media. Originally from British Columbia, Holmes grew up in a rural environment and pursued his passion for computers and entrepreneurship from a young age, which led to the creation of multiple businesses before HootSuite.

What problem does HootSuite solve?

Hootsuite helps businesses effortlessly manage multiple social media accounts in one place, saving them time and the hassle of juggling different platforms.

Hootsuite

How did Ryan come up with the idea for HootSuite?

In 2008, as social media was just beginning to take off, the founder of Hootsuite, Ryan Holmes, noticed a significant challenge in managing multiple social media accounts while running his digital advertising agency, Invoke. The agency's clients and teams were struggling with keeping track of numerous social media logins, which led Holmes to think deeply about how to simplify this process. Observing this pain point firsthand, he realized there was no existing solution that allowed seamless management of multiple social platforms from one place.

Driven by the need to solve his own problem, Holmes initiated the project by pulling together a team within his agency to develop a tool that addressed this gap. He initially tested the concept internally, which allowed for quick iterations based on real-life feedback from his agency’s usage. The project soon evolved into a free, cloud-based tool for desktop users, and it quickly gained traction as users started finding it useful and easy to adopt.

Throughout this journey, Holmes learned the importance of scratching your own itch—solving a problem you deeply understand. The initial feedback loop was crucial, allowing the team to refine the product in its early stages, which eventually made Hootsuite an essential tool for businesses managing their social media. This experience reinforced the lesson that effective solutions often emerge from personal pain points and involve continuous validation and improvement based on user experiences.

How did Ryan Holmes build the initial version of HootSuite?

Hootsuite was developed initially as a simple, cloud-based tool designed to manage multiple social media accounts from a single dashboard. The project began within a digital advertising agency, Invoke Media, where seven employees were dedicated to building it. The initial prototype allowed desktop users to manage all their social accounts easily. Development involved a simple tech stack leveraging cloud solutions to ensure accessibility and ease of management across platforms. The first version of Hootsuite took several months to develop and was a basic solution aimed at solving the immediate problems faced by their agency's clients. Multiple iterations were necessary due to the complexities involved in integrating various social media platforms, but their deep understanding of client needs and hands-on testing ensured a functional and user-friendly product. The process was challenging as it required continuous innovation and adaptation to rapidly evolving social media landscapes.

What was the growth strategy for HootSuite and how did they scale?

SEO

Hootsuite significantly grew its business by effectively utilizing SEO (Search Engine Optimization). They targeted specific keywords related to social media management, which helped drive organic traffic to their website. With a comprehensive content strategy that included educational blog posts, case studies, and resources on social media trends and strategies, Hootsuite consistently attracted businesses looking for solutions to manage their social media more effectively.

Why it worked: By focusing on SEO, Hootsuite successfully reached businesses actively searching for social media management solutions. Their detailed, high-quality content catered specifically to these potential customers' needs, increasing website traffic and conversion rates.

A crucial strategy for Hootsuite was leveraging social media platforms not just to showcase their services but also to engage with their audience. They maintained active social media profiles where they shared tips, updates, and valuable content about social media trends. By using their own product to manage these accounts, Hootsuite demonstrated the effectiveness of their solutions.

Why it worked: Social media engagement was vital because it provided Hootsuite with a platform to connect directly with potential customers. By consistently delivering valuable content and engaging directly with users, they built a strong online presence and community that bolstered brand trust and loyalty.

Partnerships and Integrations

Hootsuite expanded its user base and credibility through strategic partnerships and integrations with major social platforms like Facebook, Twitter, and Instagram. These integrations made it easier for users to manage their social media through Hootsuite, thereby increasing its attractiveness to businesses already using these platforms.

Why it worked: Partnerships and integrations allowed Hootsuite to offer comprehensive solutions that appealed to businesses already active on major social networks. This strategy increased the usability and appeal of Hootsuite’s platform, driving growth by appealing to businesses looking for a one-stop solution for social media management.

Product-Led Growth

Hootsuite’s growth was largely driven by its product-led strategy, focusing on improving and iterating the platform based on user feedback. Offering a feature-rich, user-friendly product that solved real problems for businesses ensured high retention and satisfaction rates.

Why it worked: A product-led growth strategy was effective because it centered on delivering a superior user experience, leading to word-of-mouth recommendations and organic growth. The constant enhancement of their product ensured it remained relevant and valuable to users, encouraging both initial sign-ups and long-term customer retention.

What's the pricing strategy for HootSuite?

Hootsuite offers a tiered pricing model with a free plan and paid options starting at approximately $19/month, scaling based on features and team size.

What were the biggest lessons learned from building HootSuite?

Understand Your Customers: Hootsuite pivoted when they realized new buying behaviors of Gen Z. By observing and adapting to the changing preferences, like preferring digital interactions, they stayed relevant. Aspiring founders should always be in tune with their customers’ evolving needs.
Evolve With The Market: They threw out the traditional SaaS playbook to meet modern demands, showing that sometimes sticking to old strategies can be a pitfall. Be ready to innovate your approach as the market shifts.
Build a Resilient Team: Ryan Holmes scaled Hootsuite by hiring passionate people who loved jobs he didn’t want to do. This underscores the importance of building a diverse team to handle different challenges effectively.
Value Authenticity: Gen Z can detect insincerity easily, so Hootsuite emphasizes genuine customer interaction. Be authentic in your business relations to win trust in the long run.
Persevere Through Setbacks: From a failed IPO attempt to leadership changes, Hootsuite has faced its share of challenges. Resilience and adaptability have been key in helping them navigate these hurdles.

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