Airbnb’s Social Strategy

This analysis was created for a class project in which we were tasked with exploring the current state of Airbnb’s social media platforms.

YouTube Strategy

Airbnb's YouTube strategy showcases a mix of short-form commercials from their “Get an Airbnb” campaign, stories of assistance from Airbnb.org, and updates on the platform. The content emphasizes how Airbnb is a community-building platform and explains why it is better than traditional hotels. Videos titled “Get an Airbnb, and stay together for less” feature captions, such as “If you’re going on a trip with your friends, why split up into separate hotel rooms when you could stay together?” This asks a direct question to the consumer that is relatable and relevant. The content related to the nonprofit, such as “Finding the comforts of home after an earthquake in Mexico” is emotionally driven and takes a personal approach through descriptive storytelling. These strategies successfully humanize Airbnb by highlighting real stories and common reasons to use the platform. However, the comments section is turned off, limiting consumer feedback. Airbnb should consider enabling this feature, given its focus on content that fosters a connection with its community.

Instagram Strategy

On Instagram, Airbnb’s strategy focuses on aesthetically pleasing photos, often using carousels to showcase different rooms and features. The captions in various languages relate to a home’s location, which signifies cultural understanding and helps transport the viewer to the beautiful destination. Additionally, Airbnb uses the comments section to respond to customers and provide support. For example, when someone commented that their account had been removed, Airbnb responded, “Hi there, thank you for bringing this to our attention…” Through these customer interactions, Airbnb creates a relationship with its consumers, allowing them to feel heard. Airbnb also posts UGC on their account, especially in their Reels, which invites the consumer to be a part of their account. The use of Instagram as a highly visual platform by Airbnb effectively creates an eye-catching feed. Incorporating some of their customer stories could add a personal touch similar to their YouTube presence.

TikTok Strategy

In terms of TikTok, Airbnb has recently switched its strategy. Toward the beginning of the year, they posted humorous content that looked like it was filmed on a phone, such as “Me thanking inanimate objects around my Airbnb.” However, in the last six months, they have shifted to posting longer-form videos that feature some of their most epic-themed rentals, such as “Shrek’s Swamp.” Their new strategy is to differentiate themselves from the other more casual videos that likely populate most users’ For You Pages by posting professionally shot and produced content. However, Airbnb posts less frequently on TikTok than on other platforms. They should consider posting more regularly because it is a platform that is gaining traction and popularity amongst consumers and brands alike. They risk falling behind their competitors if they do not start posting more. Additionally, they should respond to consumers' comments similarly to how they do it on Instagram, as there are many negative and unaddressed comments on their TikTok profile.

Twitter/X Strategy 

Airbnb primarily uses X to engage with its customers on two distinct accounts. On their main account (@Airbnb), they interact with customers by reposting relevant content, such as new property listings. This is similar to the UGC that they repost on Instagram, which continues to allow consumers to be part of their social media presence. Their second account (@AirbnbHelp) is dedicated to supporting renters and hosts. They primarily post original content that links to postings on their website’s help center. Splitting up their content between two accounts is a strong idea because it allows users to select the type of content they want from the brand and provides a high level of customer support on their secondary account. Airbnb is doing an excellent job on X. Still, they could strengthen their presence by mixing in more original posts on their main account, rather than just primarily reposting, similar to how they are striking more of an equal balance on Instagram.