Social Media Platforms & The Benefits for Rental Hosts
Did you know that many people now go to Instagram to search for your Airbnb or vacation home before deciding to make a booking? They want to justify spending their hard-earned money on your property and want to validate other people's experiences.
The world of social media can initially be quite overwhelming when you are trying to juggle one platform at a time. There are so many benefits in covering as many platforms as you can as a property host or manager. The main reason you need to be using multiple social media platforms is to increase your digital marketing and reach as many different demographics as possible.
The main benefits of using either Instagram, Facebook, Pinterest and Tiktok are:
Create brand awareness for your property.
Be seen as trustworthy and professional.
Connect and network with other hosts and businesses.
Increase traffic and hype around your listing.
By using social media to market your Airbnb or short-term rental; the effective way, you can create a community that supports your property and therefore increases bookings.
Cross over of content
The best part about using multiple social media platforms is the content you create can be shared easily across each platform in the same format. You can share videos across each platform and photos on Instagram, Facebook, and Pinterest. The goal is to create the content once then adjust and tweak and post 4 times! This technique means you are able to tap into marketing potential with the least amount of effort.
Each platform has unique features and benefits for Airbnb marketing:
Story highlights: Have the ability to save important information for potential guests and current guests to refer to. Specifically showcase interesting experiences, key locations, reviews, local activities, and behind the scenes of your short-term rental. Highlights make it easy to sort easily accessible information.
Share your story: People want to connect to you as a host and why you chose to create an Airbnb or holiday home. You can share videos of the property, insightful captions, experiences that influenced your design decisions, and connect with guests in a personal way that goes beyond highly curated images and reviews.
Have a planned feed: You can use planning apps - which we have listed in our free Brand Your Bnb Better Guide, to help plan out a curated and aesthetically pleasing feed that ensures you stay a step ahead when it comes to posting. A well-designed feed shows guests that you care about your brand.
Increasing marketing: Hosts can inspire guests to stay and create shareable content on one of the most popular social media platforms.
Reach multiple demographics: Facebook has 2.85 billion monthly active users, that's a lot of people! It is known that Tiktok and Instagram may be targeted at a younger demographic so you want to ensure that you have an active Facebook Page to connect with potential guests who aren't frequent social media users.
Create networks: Facebook is known for groups and community pages that connect like-minded people together. Join other hosts in Airbnb support groups and resource pages (Like Airbnb Hosts Australia or Airbnb Host Community- Vent, Recommend, and Discuss) to make your journey and experience as a host more successful and less stressful.
Calls to action: Have guests book directly from your Facebook page with a link to your hosting website.
Be easily contactable: Make it easier for potential guests to direct message you any queries they may have. Messages can get lost in message requests on Instagram so make use of the direct contact aspect of Facebook.
TikTok
Behind the scenes: Tiktok is known for its casual and carefree approach which is less curated and developed as Instagram content. Share interesting features of your Airbnb or rental with short sharp videos. Have a bit of fun by showcasing your property in video format instead of curated professional imagery.
Stay on trend: Ensure you are on the most "on trend" social media app and not being left behind like other businesses who don't invest time in what is currently popular.
Go viral: Have the potential for a video to go viral which significantly impacts and increases your Airbnb's brand awareness and direct reach.
Inspire others: Create shareable content that inspires and connects to guests and other hosts. Videos are easily consumable and grab the attention of potential guests.
Collaborate with others: Highlight brand collaborations with local businesses, influential people or brands.
Digital permanence: The images you upload with be searchable for many years to come as the algorithm turns over content instead of burying it like other platforms. A post that is multiple years old will be shown at the top as images are dependant on the number of pins and popularity.
Multiple resources: Many Airbnb host tips and tricks can be found on Pinterest. As well as a design inspiration tool, Pinterest is a great platform to help inspire and educate people on daily basis. You have the ability to become not only an inspiration- but to encourage users to stay or look into your property.
Increase searchability: Your imagery will show up on other search engines like Google but many people use Pinterest as their "google image search" as the images are more high-end and specific. Having a Pinterest page that you actively use, will drive traction and show your listing on the first page of Google.
Again don't let social media overwhelm you, treat it as a way of giving people valuable insight into your Airbnb or holiday rental. Remember that guests like to confirm their interest in your property by checking your reviews and social media accounts to validate the "experience you are selling" on your booking site. You should now know the benefits and importance of putting in some time to develop your social media presence. By having a well-developed social media strategy you are building brand awareness and trust for your potential guests and therefore in turn increasing booking potential.