Airbnb Social Media Audit
By John Dyke
About:
Airbnb has changed travel by offering unique, community-driven stays that go beyond traditional hotels. What started in 2008 as a small idea has grown into a global platform connecting travelers with one-of-a-kind accommodations, from cozy small apartments to luxurious villas and even castles. Unlike hotels, Airbnb provides a more personal and immersive experience, allowing guests to stay in real homes and explore destinations as if they lived there! The platform also offers its own social network called Airbnb Experiences, where hosts share their experiences through activities like cooking classes, city tours, and outdoor adventures. With its simple booking process, diverse range of stays, and its theme of connection, Airbnb continues to redefine hospitality. Whether you're planning a weekend getaway or a long-term stay, it offers a flexible and authentic way to experience the world while making travel more accessible and memorable.
Instagram:
On Instagram, Airbnb has a total of 6.1 million followers. Its account features travel inspiration and it shares lots of customer generated content. The account thrives on user-generated content, showing everything from cozy cabins to luxury villas, while Stories and Reels provide travel tips and behind-the-scenes looks. Beyond aesthetics, Airbnb actively engages with its audience, responding to comments and questions to keep their loyal customers. While many brands ignore customer interactions, Airbnb makes an effort to address issues, acknowledge positive feedback, and offer support when needed. However, customer service responses can be inconsistent, with some users expressing frustration over delayed replies to booking issues. Despite this inconsistency, Airbnb’s Instagram is top tier and a useful tool for the company to brand and engage with its loyal customers.
Facebook:
Airbnb’s Facebook page, with over 16 million followers, is a major hub for travel inspiration and customer interaction. The page shares beautiful photos, guest stories, and travel tips to encourage people to explore new places. Unlike Instagram, which focuses more on visuals, Facebook allows Airbnb to have more conversations with its audience. The company responds to comments, answering questions about bookings, policies, and experiences. However, because of the high number of messages, response times can sometimes be slow, leading to angry customers. Airbnb also uses Facebook to share company news, promotions, and travel trends, making it a helpful resource for both hosts and guests. By combining eye-catching content with active engagement, Airbnb’s Facebook presence strengthens its brand and keeps travelers excited about unique places to stay around the world.
X:
Airbnb’s X (formerly Twitter) account, with 867K followers, is a key platform for customer service, travel inspiration, and company updates. Unlike its more visual-focused Instagram and Facebook, X allows Airbnb to engage in real-time conversations, respond to customer questions, and share important announcements. The company actively replies to tweets, helping users with booking issues, policy questions, and general support. However, response times can vary depending on demand. Airbnb also uses the platform to highlight unique stays, trending destinations, and travel tips, often featuring user-generated content. The brand’s tone on X is friendly and approachable, making interactions feel more personal. In addition to customer engagement, Airbnb shares updates on new features, safety policies, and sustainability efforts, keeping followers informed. By balancing quick responses with engaging content, Airbnb’s X presence helps maintain its reputation as a traveler-friendly brand while fostering a strong online community.
Youtube:
Airbnb’s YouTube channel, with 665 subscribers, is a platform where the brand shares engaging and detailed content about its unique offerings. Although the subscriber count is smaller compared to other platforms, the channel focuses on high-quality videos that highlight Airbnb’s wide range of accommodations and experiences. The content includes travel inspiration, behind-the-scenes looks at unique homes, and stories from both hosts and guests. Airbnb also uses the channel to share promotional content, safety tips, and updates about the company. While the channel doesn't have as much direct interaction as other social media platforms, it offers valuable insights for travelers. Through well-produced videos, Airbnb strengthens its connection with its audience and reinforces its reputation as a trusted platform for memorable and personalized travel experiences.
Linkedin:
Airbnb’s LinkedIn page, with 3 million followers, is an essential platform for sharing company updates, industry news, and job opportunities. The page focuses on showcasing Airbnb’s growth, values, and corporate culture, providing insights into its commitment to sustainability, community, and innovation. Through posts and articles, Airbnb connects with a professional audience, sharing the company’s work in shaping the future of travel and hospitality. It also highlights partnerships and recruitment efforts, helping to attract top talent. While LinkedIn is more business-oriented than other platforms, Airbnb uses it to engage with professionals and share its achievements. This presence strengthens Airbnb’s reputation as a leader in the travel industry while keeping its audience informed about the latest developments and opportunities within the company.