How Airbnb Used Social Media Marketing to Build a Community of Brand Advocates
Airbnb is an online platform that allows people to rent out their homes, apartments, or rooms to travellers. Since its launch in 2008, Airbnb has become one of the largest hospitality companies in the world, with more than 7 million listings in over 220 countries.
One of the key factors in Airbnb’s success has been its use of social media marketing to build a community of brand advocates. Through a combination of user-generated content, influencer marketing, and social media engagement, Airbnb has been able to establish a strong and loyal following of users who actively promote the brand to their networks.
One of the most effective ways Airbnb has leveraged social media to build a community of brand advocates is through user-generated content. By encouraging its users to share their travel experiences on social media and tag Airbnb in their posts, the company has been able to create a steady stream of high-quality content that showcases the unique and memorable experiences available through its platform.
Airbnb’s social media team actively monitors and engages with this content, reposting some of the best photos and stories on their social media accounts. This not only helps to promote the brand to a wider audience but also builds a sense of community among Airbnb users, who feel valued and appreciated for sharing their experiences.
Airbnb has also been successful in leveraging influencer marketing to build a community of brand advocates. By partnering with popular social media influencers and celebrities, the company has been able to reach new audiences and build credibility with potential customers.
For example, in 2016, Airbnb partnered with the actress Gwyneth Paltrow to promote their “Trips” platform, which offers travellers a range of unique experiences in their destination cities. Paltrow shared her own experience using Airbnb and highlighted the unique and authentic experiences she was able to have through the platform.
Social Media Engagement
Another important aspect of Airbnb’s social media strategy is its active engagement with followers. The company has dedicated social media teams that monitor and respond to comments and messages on their social media accounts, providing helpful tips and advice, and addressing customer concerns.
This level of engagement not only helps to build a sense of community among Airbnb users but also demonstrates the company’s commitment to providing a high level of customer service and support. This has helped to build trust and loyalty among Airbnb users, who are more likely to become brand advocates and recommend the platform to others.
Airbnb’s social media marketing strategy has been highly influential in building a community of brand advocates. According to a survey conducted by Airbnb in 2016, 89% of Airbnb hosts said they would recommend the platform to others, and 83% said they had already recommended it to friends or family.
Additionally, Airbnb has been able to leverage its community of brand advocates to drive business growth. In 2017, the company reported that 50% of its traffic and bookings came from repeat customers or referrals, demonstrating the power of a strong and loyal customer base.
In conclusion, Airbnb’s use of social media marketing to build a community of brand advocates has been a key factor in its success as a hospitality company. By leveraging user-generated content, influencer marketing, and social media engagement, Airbnb has been able to establish a strong and loyal following of users who actively promote the brand to their networks. This has helped to drive business growth and establish Airbnb as a leader in the hospitality industry.