Social Media Audit for Airbnb
By Dresden Bouman
Airbnb reminds us of a few things, getting away, relaxing and staying in beautiful homes. Taking a closer look at their social platforms helps us understand how their brand works and where there’s room to grow. Reviewing Airbnb’s X, Instagram, TikTok, Facebook and website gives us a sense of how they market to their audience across different platforms.
TikTok
A strong platform for Airbnb. Thanks to how the platform is built, reposting videos is a huge way to interact with fans. Airbnb often reposts videos of guests showing off their stays which helps the brand show up on users’ For You Pages and reach potential customers in a more organic way. They’re also active in the comments engaging with fans directly. Lately more and more guests have been sharing meaningful stories about their stays and Airbnb has smartly leaned into this trend to highlight the emotional connections made through their service.
Facebook on the other hand hasn’t seen as much activity from Airbnb since 2020. When they were more active they posted for events like Black History Month and Book Month, moments that helped them connect with diverse audiences. Looking at their Meta ads they’ve partnered with travel lifestyle fashion and beauty bloggers for sponsored posts. This influencer strategy helps boost visibility but collaborating with even more well-known names could help expand their reach even further.
Here’s a great example of a recent sponsored post:
Before you book your next @airbnb here’s our go-to 3-step checklist 🕵️♂️✨
📸 Check the photos and videos to see if the space matches your vibe
⭐️ Look for high ratings (4.8+) and read through the reviews
🏅 Use the Guest Favourite filter to find the most-loved homes
This helped us find the perfect stay for our recent summer holiday in Bali with family. Thanks @airbnb for hosting us!
#airbnbpartner #prachiandharsh
Creative ads
Ads are also helping Airbnb grow. They’ve put out animated ads that highlight beautiful destinations, cozy homes and happy guests. These types of ads are more likely to stick with people than something plain. A forgettable ad won’t lead to bookings but a unique one might.
Airbnb’s recent marketing strategy on Instagram has focused mostly on stunning still photos. While the images are undeniably beautiful they risk blending into the endless scroll. We've become a bit desensitized to perfectly curated shots. Including more short videos or Reels featuring real families or groups enjoying their stays could make the experience feel more authentic and accessible.
Strong
One thing that Airbnb does really well is creating a strong emotional connection through user-generated content. Seeing real people enjoying their stays gives the brand a sense of authenticity that not many other travel platforms achieve. Their TikTok presence especially stands out. They know how to lean into what people are already sharing and use it to build community and engagement. Another great aspect is the overall aesthetic across their platforms. The visuals are consistently beautiful and make people want to travel. Their Meta ads are also pretty clever when it comes to partnering with smaller influencers who speak directly to specific audiences.
Growth
Facebook seems like a missed opportunity and that it could use more growth. Even though the platform may not be as popular as it once was, there’s still value in keeping it updated especially for older demographics or people looking to plan family vacations such as grandparents. Another area Airbnb could improve is its Instagram strategy. While the still photos are beautiful they are starting to feel repetitive. Mixing in more short-form video content could make the platform feel more interactive with their audience.
What was Learned
Doing this audit helped me understand how different platforms require different strategies. What works well on TikTok won’t necessarily work on Facebook or Instagram. I also learned how important consistency is for branding but that doesn’t mean being boring. It’s possible to keep a strong brand voice while also experimenting with new formats and styles.