Here’s some tips to help you craft a social media presence that will boost the visibility of your experience, while remaining true to you as a host.
General tips for social media
Share your best self
Your experience is unique because of what you as a host bring to it. So, when using social media for promotion, it’s helpful to remember to make the human elements a central focus.
If the people looking at your posts feel emotionally connected to you or your content, you’ll capture more than their attention, and you’ll help them get a preview for how they’ll feel while on your experience.
Most social media pros know that consistency is one of the best kept secrets to success. A lot of travelers and locals use social media as a way to research for things to do. Setting aside dedicated time to post on social media, and committing to posting one-two times a week, helps you not only build up a following, it keeps your posts top-of-mind when people are searching.
Many hosts have found it beneficial to post a few days before their experience to encourage bookings, as well as afterwards to continue to inspire curiosity and engagement.
Posting on social media shouldn’t be looked at as strictly an advertising platform. They’re platforms for communication and conversation. If you present content that is true to you as a host, and true to your Airbnb experience, you’ll give people more of a reason to engage, whether they’re a future guest on your experience or not.
Be searchable & bookable
Be searchable with hashtags: Having enticing images to post is a great way to visually capture people’s attention. Another helpful way to make sure people find you is to use hashtags. Hashtags are descriptive keywords that you use when you post on social media. Using a #hashtag in front of these keywords will allow for more people to search and find your posts on social platforms. Keywords that complement your experience, and accurately represent what your experience is about work best. For example if your experience is around beer tasting in London, using hashtags like #beer #craftbeer #beerlovers #London will help potentially drive people who are searching those keywords to find your posts.
Pro Tip: Consider tagging @Airbnb and using the hashtag #AirbnbExperiences to make your posts more discoverable and to help guide people to your experience.
Be bookable with links: Including your Airbnb experience link in all your social media posts is a key step in helping people learn more about your experience, and hopefully encourage more bookings. Note: Instagram is the only channel that does not allow you to include direct links in your posts. See recommendations for ways around this in the instagram section below.
You may be familiar with Facebook from personal use, but it’s also a great platform for promoting your experience. Having a business page is a great step; however, you can still use your personal page as a great marketing tool to promote your experiences. Starting with at least one post a week is a great way to stay consistent without overwhelming your followers.
Public posts: To allow for others beyond your network to see your posts, remember to make your posts about your experience “public.” You can learn more about how to do this on this Facebook help article.
Visual marketing: Always try to use an image (or video) anytime you post on Facebook. It’s a great way to demonstrate the personality of your experience, and capture people’s attention as they’re scrolling. Having people in the photos you post is great, but just make sure to ask for permission to feature them first before you upload them to social media.
Pro tip: You can come up with some unique ways to get images that don’t include you becoming an amateur photographer. For example, you can Invite guests to snap their own photos while on your experience, and then ask them if they’ll tag you. Then you can reshare their photo.
Hashtags & tagging: Consider tagging @Airbnb and using the hashtag #AirbnbExperiences to make your posts more discoverable, and to help guide people to your experience.
Create an experience album: Creating a Facebook album dedicated to your experience means that you can continually add photos overtime. From pictures of your guests (remember to ask them first), to letting your network know that there’s last-minute spots available.
Pro tip: Remember to include the link of your experience in the album description so people can easily book.
Need some inspiration? Here’s how some experience hosts are using Facebook to promote their experience.
Instagram is known to be a highly visual social platform, and an incredible way to drive emotional engagement. It’s also probably one of the most popular platforms people use to get ideas for things to do both locally, and when traveling. With Instagram, it’s helpful to note special details, such as dates and availability that help demonstrate how timely the posts are.
Bio link: A pro tip is to put your Airbnb experience link in your Instagram bio, as it’s the only place where you can include an outbound link. In the description of your post, you can include directions like, “link included in bio” to drive engagement, and hopefully drive additional bookings.
Be creative with your images: It won’t take long when searching on Instagram for you to find photos that can be inspirational, or to give you ideas on how to post. Try experimenting with different angles when taking pictures, and think of ways to provide context on your experience. For example, if you have a painting experience, you can show brushes alongside hands with people in the background. Using filters on Instagram can also radically transform the look and feel of your photo. Just remember, having people in the photos you post is great, but make sure to ask for permission from them first before you upload them to social media.
Experiment with different formats:
Video: you don’t have to just use images. You can also post videos. Consider taking a video while on your experience to give followers a live preview. Just remember, having people in the videos you post is great, but make sure to ask for permission from them first before you upload them to social media.
Carousel: Instagram now has a swipeable carousel where you can post up to 10 photos or videos, which can be a great way of highlighting the many different aspects of your experience.
Boomerang: A separate app but also owned by Facebook, integrates seamlessly with Instagram. It’s a captivating way to capture quick snapshots of your trip through it’s fast-forward-rewind effect, which are like mini videos that loop back and forth.
Build up your following: You can organically build up your followers by following like-minded people and organizations related to your passion. Engage with them by commenting and liking their posts, and tagging them in your posts, if applicable. Remember that building a following takes time. Consistency is key, so consider spending a few minutes every day interacting and engaging.
Include location tags: Location tags are a perfect way for people to geographically find your experience. By tagging a location it adds your content into the greater collection of content for that town, city, place. For example, if your experience is on a sailboat in San Francisco, you might use location tags like: #SanFrancisco #California #BayArea #SF #BayArea
Need some inspiration? Here’s how some experience hosts are using Instagram to promote their experience.
While Facebook and Instagram are more visually-focused, Twitter is known for instant conversation, allowing you to post updates in 140 characters or less. Simple to use, Twitter can over time help you reach new guests, and appeal to industry influencers. That’s why it’s important to note that Twitter is less about trying to promote your experience explicitly, and more about building connections, engaging with content, and having fun. Use Twitter to build up relationships so that when you do tweet about your experience, you get more engagement.
Posting links: If you insert your Airbnb experience link in the post, images from your experience will automatically populate. You can also post up to four photos per post.
Hashtags: Twitter is also a platform people use to find things to do. When adding hashtags, remember that you only have a 140 characters, so be strategic about which hashtags you use. Focus on keywords that people will most likely search, and always include the city. For example, if your experience is about kayaking in Seattle, you might use hashtags like: #Kayaking #Seattle #Boating
Note: A max of 2 hashtags is recommended on Twitter due to character count.
Trending Hashtags: On Twitter, you can see the top 10 hashtags that are trending at that moment in time. Leveraging a popular hashtag that is trending (e.g. #foodtravelchat) is a great way to boost the reach of your post to others who may also be following the trending hashtags.
Tag relevant organizations or people: Tagging certain individuals or companies will alert them about your tweet. Are there local organizations or like-minded individuals that would benefit from seeing your post, and might help spread the word about your experience? For example, if you have a food experience, perhaps the local farmers market, food organizations, or a food bloggers?
Pro tip: Establishing a relationship with these organizations first (by engaging with their content) is more beneficial for long term engagement.
Need some inspiration? Here’s how some experience hosts are using Twitter to promote their experience.
There are many ways to showcase your experience over social media, and part of the art involves experimenting with conveying your own sense of style and tone. Remember to consider tagging @Airbnb and using the hashtag #AirbnbExperiences to make your posts more discoverable, and to help guide people to your experience!
We can’t wait to see how you showcase your experience!