Airbnb social media audit

By: Belle Donato

What is Airbnb?

Airbnb was founded in 2008 and it is an online site used for booking short and long term stays/ experiences. Anyone who is 18 years of age or older is eligible to book a rental home. Airbnb homes can be found around the world; in fact, they are currently found in 220 countries! These homes are registered and listed for rent by the homeowners. In this case, you would be the host for the guests staying in your home. Safety precautions, such as damage protection and liability insurance, are present in order to ensure the wellbeing of the home and the host.

Airbnb offers 24/7 support services to answer questions and respond to any concerns that a host or guest may have.

They also have a variety of social media platforms which strengthen and promote their services.

Social media audit

A social media audit is used to measure levels of success of social strategies across multiple social media platforms. This helps to identify strengths and weaknesses of the current strategy and ways to improve it (Martin). For AirBnb, we are going to examine their Instagram, Facebook, X, and Tiktok.

Instagram

Airbnb’s Instagram page is verified and has 5.6 million followers. Most of their content is either photos or videos. A lot of their posts are photos of rental homes that guests have the option to book. The captions of these posts share the location of the post, making it easy to find on their website. They typically post anywhere from 1-3 times a week.

Facebook

Airbnb’s Facebook page is verified and has 16 million followers. Similar to Instagram, a lot of their content includes photos and videos; however, this platform differs because their top content type is videos. Often times, the videos that they post are to support and sympathize with national and worldwide crisis’s. Their downfall on Facebook is the amount that they post. In fact, their last post was March 23rd, 2021.

X

Airbnb’s X page is verified and has 879.5k followers. The majority of their content consists of photos, videos, and reposts. Their top content type is reposts made by other X users. While the content that they are reposting is not their own, it shows their credibility and reliability as a brand. Some reposts that they have made in the past were from Vouge Magazine and Christina Aguilera. Coming from big names like these, people are more likely to try out a product/ service that is promoted by someone/ something that they have positive feelings towards.

Tiktok

Airbnb’s Tiktok page is verified and has 272.6k followers. Most of the content that they post on Tiktok is videos. Their account does a very good job of reaching multiple different target audiences depending on the specific post. Because Airbnb has a large target audience, it is important to address all of them on social media platforms. In the future, they should consider posting house tours on their account, similar to the posts made on their Instagram account. This would be a great self promotional piece to add on this account.

Citations

Martin, Michelle. “How to Run the Easiest Social Media Audit .” Social Media Marketing & Management Dashboard, 16 Nov. 2023, blog.hootsuite.com/social-media-audit-template/#:~:text=A%20social%20media%20audit%20is%20a%20process%20used%20to%20measure,next%20steps%20needed%20to%20improve.