Is Airbnb using its social media properly?
Social media Audit
Arita Talla
Airbnb has emerged as an invaluable resource for adults, students, and young travelers, offering an array of accommodations suited to diverse preferences and budgets. This innovative platform facilitates the discovery and booking of lodging in numerous cities worldwide, presenting a range of options from chic apartments to charming cottages and even unconventional stays like treehouses and yurts. Its emphasis on fostering authentic experiences and facilitating cultural exchange resonates strongly with the adventurous spirit of any demographic.
Why is auditing your social media important?
Social media audits are important for businesses because they help them see how well their online strategies are working. By auditing their social media presence, and seeing how many people are engaging with their posts and who their audience is, companies can figure out what is going well and what needs to be improved. Social media audits help businesses stay on top of things and make smart decisions to keep their online presence strong and effective.
Let’s Audit Airbnb…
Airbnb's Instagram account is a hit among travelers, being verified with 5.6 million followers. Their bio encourages exploration with a link to their website and promotes a sense of community among travelers and hosts. The content is consistently inspiring, showcasing unique accommodations in new locations, from cozy cabins to urban lofts. Their latest post features a beautiful home in Rockaway Beach, Oregon, called Osprey's Nest, capturing the allure of coastal living. With no suggested changes needed, Airbnb's Instagram remains one of the best platforms for promoting travel experiences and maintaining a strong online presence.
The Airbnb TikTok page, known as @aribnb, has a verified status and a pretty decent following of 273K followers. In their bio, they cleverly use a pin location emoji and link directly to the Airbnb website for easy access. Their content mainly consists of fun and engaging videos that showcase the cool vibes of different Airbnb stays. One of their most popular videos features a new home inspired by Shrek, which has gotten a whopping 4.8 million views! Their latest post highlights another unique home, this time inspired by Lala the creator. To improve, they could post more often to get more views and followers, and it wouldn't hurt to update their bio to make it even more enticing for visitors to check out their page. Overall, Airbnb's TikTok presence does a great job of showing off the awesome experiences you can have with their accommodations, making it a fun space for travel enthusiasts.
Airbnb's Facebook account, boasting a massive following of 16 million users, serves as a vibrant platform for community-driven hospitality experiences. The content it shares reflects its commitment to showcasing homes, experiences, and the diverse communities it supports. Notably, recent posts have raised awareness about important issues like anti-Asian hate crimes, with one garnering an impressive 424K views. Alongside advocating for causes they believe in, Airbnb emphasizes the importance of respecting differing perspectives to maintain a harmonious community. Moreover, there's an acknowledgment of the need to diversify content to appeal to a wider audience on Facebook, moving beyond simple reposts to keep users engaged and interested. This social media has a lot of potential to attract more customers, with its large follower range, they need to post more!
The Airbnb X account, verified with 879.4K followers, offers a peek into fascinating homes and experiences worldwide. Their bio, "Airbnb opens the door to interesting homes and experiences. Customer support -> @airbnbhelp," serves as an invitation to explore further. The content mainly features reposts showcasing customers' experiences during their stays, along with positive reviews. Occasionally, the account highlights new homes on the market, adding excitement for potential travelers. To keep followers engaged, the account focuses on reposts and stunning visuals paired with catchy phrases. However, there's room for improvement in diversifying content beyond reposts and posting more frequently to maintain audience interest and interaction.
Overall thoughts and comments
In Airbnb's SWOT analysis, it's clear they excel in fostering community engagement and showcasing visually appealing accommodations. However, they lack personal posts and may alienate budget-conscious travelers by focusing too much on extraordinary stays. Opportunities include utilizing platforms like TikTok for increased engagement and investing in interactive formats. Yet, threats from competitors like Expedia and TripAdvisor pose challenges to Airbnb's dominance. To address these, Airbnb should diversify its content, personalize advertising, and explore innovative audience engagement strategies.
