12 TikTok Trends Every SaaS Company Should Use in 2026

Behind-the-scenes content consistently delivers the highest engagement rates for SaaS companies on TikTok, with an average of 3.2x more views than polished promotional videos. This trend works because it breaks down the corporate wall and shows the real people building your product. Think code reviews, design critiques, customer support calls, or even debugging sessions. Notion's behind-the-scenes content regularly hits 100K+ views by showing their team's actual workflow and decision-making process. The key is authenticity over production value. Your audience wants to see the messy, human side of building software. This approach particularly resonates with developer audiences and technical decision-makers who appreciate transparency about how products are built. The trend also creates natural opportunities for product education without feeling salesy. When viewers see your team using your own tools to solve real problems, it demonstrates product-market fit organically.

Founder-led content drives 4x higher conversion rates than company-branded content on TikTok, making it essential for early-stage SaaS companies. This trend leverages the personal brand of founders to build credibility and emotional connection. Successful examples include sharing the 'aha moment' that led to building your product, discussing funding rounds, or explaining difficult product decisions. Typeform's CEO regularly shares strategic decisions and company milestones, generating millions of views and driving significant trial sign-ups. The trend works because B2B buyers increasingly want to know who they're buying from. Founder content builds trust faster than any marketing campaign. However, this requires founders to be comfortable on camera and willing to share personal insights. The best founder content combines vulnerability with expertise, showing both struggles and victories. This approach particularly resonates with other entrepreneurs and decision-makers who appreciate authentic leadership. The key is consistency and genuine storytelling rather than scripted corporate messaging. When done well, founder content can single-handedly build a personal brand that drives business growth.

Customer success videos generate 67% higher click-through rates than traditional testimonials because they show real results rather than just positive quotes. This trend involves creating short-form videos highlighting specific customer wins, ideally with metrics and before/after scenarios. HubSpot excels at this by featuring customers explaining how they increased leads by specific percentages or reduced manual work by quantifiable hours. The most effective versions include the customer speaking directly to the camera, sharing their challenge, how they implemented your solution, and the measurable results. This format works because it provides social proof while educating prospects about use cases they might not have considered. The trend is particularly powerful for B2B SaaS because decision-makers want to see peer validation and concrete ROI examples. Success stories also create natural content partnerships with your best customers, strengthening those relationships. The key is focusing on specific, measurable outcomes rather than vague satisfaction statements. Video testimonials on TikTok should be conversational and authentic, avoiding overly polished corporate feel that reduces credibility.

Day-in-the-life content generates 45% higher engagement than static product demos because it shows your tool in natural workflow context. This trend involves team members documenting their actual workday while naturally incorporating your product. Slack's day-in-the-life videos showing remote work coordination or Calendly's content featuring busy professionals managing their schedules perform exceptionally well. The format works because it demonstrates product value without explicit selling. Viewers see real productivity gains and natural use cases. This approach is particularly effective for tools that integrate into daily workflows because it shows the seamless integration rather than just features. The content should feel documentary-style rather than scripted, showing genuine moments of productivity, collaboration, or problem-solving. The trend also allows for subtle education about features viewers might not know about. When someone naturally uses an advanced feature during their workday documentation, it demonstrates value more effectively than a tutorial. The key is ensuring the day-in-the-life feels authentic and the product usage appears natural rather than forced.

Transformation content drives 89% higher conversion rates than feature-focused videos because it clearly demonstrates value and ROI. This trend involves showing dramatic improvements in metrics, processes, or outcomes after implementing your solution. Hotjar's heatmap transformations showing website optimization results or Mixpanel's analytics revealing user behavior insights perform exceptionally well. The most effective versions use split-screen or time-lapse formats to dramatize the change. This approach works because it addresses the fundamental B2B question: 'What will this do for my business?' The trend is particularly powerful for tools that generate measurable improvements in key business metrics. Before/after content also creates natural storytelling opportunities, explaining the challenges, implementation process, and results. The key is choosing transformations that are visually compelling and numerically significant. Showing a 300% increase in conversion rates or 50% reduction in bounce rate provides concrete evidence of value. This format also allows for education about proper tool usage and optimization strategies, adding educational value beyond the transformation story.

Educational content generates 34% more saves than entertainment-focused videos, indicating higher intent to reference and potentially purchase. This trend involves creating 15-30 second videos teaching specific skills, shortcuts, or strategies related to your tool's domain. Canva's design tips or Mailchimp's email marketing quick wins exemplify this approach. The content should provide immediate value even to non-customers while subtly demonstrating your expertise and tool capabilities. This strategy works because it builds authority and trust before introducing product features. The trend is particularly effective for complex tools that require user education for successful adoption. Educational content also has longer shelf life than trending formats, continuing to drive value months after posting. The key is focusing on actionable tips that viewers can implement immediately, regardless of their current tool stack. When you occasionally show how your tool makes the tip easier to execute, it feels like helpful context rather than promotion. This approach positions your company as a thought leader in your space rather than just another vendor.

Team collaboration content generates 52% higher engagement from B2B audiences because it demonstrates real workplace dynamics and problem-solving. This trend involves capturing genuine team interactions, brainstorming sessions, or collaborative problem-solving moments. Figma's design collaboration videos or Miro's team workshop footage show this approach effectively. The content works because it demonstrates the human element of business software while showing natural product usage. This format is particularly powerful for tools designed to improve team communication and collaboration. The key is capturing authentic moments rather than staged interactions. Real disagreements, creative breakthroughs, or process improvements resonate more than scripted scenarios. This content type also allows viewers to see themselves and their teams in similar situations, increasing relatability and purchase intent. The trend works best when it shows diverse teams solving actual business challenges. Viewers appreciate seeing different perspectives and working styles, which helps them envision how the tool would fit their unique team dynamics. The most successful examples show both the process and outcomes of collaboration.

Narrative-driven product demos achieve 73% higher completion rates than traditional feature walkthroughs because they maintain viewer attention through storytelling structure. This trend involves wrapping product demonstrations in compelling narratives, often following a character through a realistic business challenge. Zoom's 'day in remote work life' demos or Airtable's 'organizing chaos' stories exemplify this approach. The format works because it provides context for features while maintaining entertainment value. Rather than listing capabilities, these demos show how features solve real problems for relatable characters. This approach is particularly effective for complex products where feature lists can be overwhelming. The story format allows for natural feature introduction as plot elements rather than checklist items. The key is creating genuinely engaging narratives that feel authentic to your target audience's experience. The best demo stories include conflict, resolution, and clear transformation. They should feel like watching someone solve a problem rather than sitting through a sales presentation. This format also allows for subtle competitive differentiation by showing unique approaches to common challenges.

Trend reaction content generates 41% more shares than original content because it taps into existing conversations and provides expert perspective on timely topics. This involves creating quick response videos to industry news, emerging trends, or viral business topics. Salesforce's reactions to CRM industry changes or Shopify's takes on e-commerce trends demonstrate this approach. The format works because it positions your company as an active participant in industry discourse rather than just a product vendor. This strategy requires staying current with industry news and having quick content creation capabilities. The key is providing genuinely insightful commentary rather than just acknowledging trends. Your unique perspective, backed by data or experience, adds value to the conversation. This approach also allows for subtle product positioning when your solution relates to the trend being discussed. The best trend reactions include both analysis of what's happening and predictions about implications. This format builds thought leadership while keeping your brand relevant to current discussions. The trend also creates natural opportunities for engagement as viewers share their own perspectives in comments.

User-generated content campaigns drive 5x higher engagement than brand-created content because audiences trust peer recommendations over corporate messaging. This trend involves encouraging customers to create content featuring your product, often through hashtag campaigns or challenges. Adobe's #AdobePartner campaigns or Canva's design challenges show this strategy in action. The approach works because it provides authentic social proof while scaling content creation beyond internal resources. This strategy is particularly effective for tools with visual outputs or clear workflow improvements. The key is providing clear guidelines and incentives that motivate participation without being overly prescriptive. The best UGC campaigns give users creative freedom while ensuring brand alignment. This format also creates community around your product, encouraging customer retention and advocacy. Success requires significant customer base and strong community management capabilities. The trend works best when the ask feels natural to users' existing behavior rather than requiring significant extra effort. UGC campaigns also provide valuable insights into how customers actually use and perceive your product, informing future development and marketing strategies.

Office culture content generates 28% higher engagement from professional audiences but focuses primarily on employer branding rather than lead generation. This trend involves showcasing company culture, values, and work environment through behind-the-scenes glimpses of office life. Buffer's transparent culture content or GitLab's remote work insights exemplify this approach. While not directly driving product sales, this content builds brand affinity and attracts talent, which indirectly supports business growth. The format works because it humanizes your brand and demonstrates values in action rather than just stating them. This approach is particularly valuable during competitive talent markets or when building distributed teams. The key is showing authentic culture rather than staged 'fun' activities. Genuine moments of collaboration, problem-solving, or celebration resonate more than manufactured team-building content. This trend also allows for subtle product placement as employees naturally use your tools during their documented workday. The most effective culture content shows diversity of roles, perspectives, and working styles. However, companies should be prepared for scrutiny of actual practices versus portrayed culture.

Problem-solution storytelling drives 64% higher conversion rates than feature-focused content because it directly addresses buyer pain points and demonstrates value proposition. This trend involves creating narrative content that starts with a relatable business problem and shows the transformation after implementing your solution. Asana's project chaos stories or Zendesk's customer service nightmare scenarios demonstrate this effectively. The format works because it mirrors the buyer's journey from problem recognition to solution evaluation. This approach allows for natural product introduction as the solution to established pain points rather than leading with features. The key is choosing problems that resonate deeply with your target audience's daily struggles. The most effective narratives include specific details that make the problem feel real and urgent. This format also allows for subtle competitive differentiation by showing unique approaches to common challenges. The story structure maintains engagement while delivering educational content about both problems and solutions. Success requires understanding your audience's actual pain points rather than assumed ones. The best problem-solution narratives feel like case studies told through engaging storytelling rather than traditional testimonials.