Strategies For Promoting Your Airbnb Home on Social Media

The success of an ad published through the Airbnb portal can depend on numerous factors, some of which are often underestimated and completely overlooked, others more obvious. However, it is logical, and even obvious, that enjoying greater visibility and notoriety can only positively impact the business related to the employment of the accommodation facility.

To increase the number of bookings, in 2023 everyone uses Facebook, Twitter, Instagram, and Pinterest, so on is essential to take advantage of advertising. Advertising an advert via Facebook, or creating a specific account for the accommodation facility or, simply, for the holiday home on Instagram, offers the owner and guests the opportunity to share photos, informatparticularn particular, experiences: all with them to increase popularity and interest among visitors.bIn this short,  we will try to understand

how to exploit the potential of social media and approach a world, already known to most for other purposes, which could prove to be a winning weapon for the success of a hospitality business.

The elements that make the difference

Some alphas have always been essential when you want to publish an advert on real estate brokerage platforms such as, for example, more sob. Even more so, the same aspects that we will analyze below are fundamental if we intend to rely on social channels to promote our holiday home. The final aim is only one: to attract the attention of as many people as possible, thus increasing the notoriety of the experience offered. In general, the elements to focus on are:

  • choosing a name that can promote an attractive gentle way and interact with high-quality original, high-quality PS that can arouse curiosity and inspire potential guests;
  • create partnerships with, influencers, bo people, who  or in any case people active online and known locally, offering free or discounted stays in exchange for their collaboration to promote the structure;
  • increase the online social community.

How to find the right name

Choosing the name of your space is perhaps one of the most underestimated aspects by hosts. On the contrary, it represents the first step in promoting your holiday home, especially if we intend to exploit social media. For the ad to attract attention, it is necessary to create a direct and original name that immediately strikes the user but, at the same time, is very easy to remember. Only after having given vent to imagination and ingenuity by obtaining a captivating definition, will it be possible to create, for example, an Instagram account which, in all likelihood, will not go unnoticed.

There is no basic rule and sometimes all you need is a little imagination or the right intuition, however, there are a series of questions to ask yourself whose answer could lead to the right solution.

The first question concerns the type of accommodation facility. It is appropriate to extrapolate the peculiar characteristic of the accommodation which, in all likelihood, also represents the distinctive element compared to other competing advertisements present in the same area. If the holiday home is located close to the beach or a famous attraction, enjoys a unique panorama, offers an original architectural structure, or provides very specific spaces and services, you will need to have the ability to link the name to such uniqueness.

It is not uncommon, to give another example, that an apartment can be characterized by furnishings with a rather suggestive style that follows a specific theme: it will be easy to find the inspiration to come up with an unforgettable name.

The holiday home may be located near a river, a lake, or a well-known mountain range, as well as on the border of a national park or an archaeological area. It is also important not to neglect the location in towns or cities with significant historical, religious, or cultural significance behind them, or in places that have given birth to high-profile people. All precious elements represent a source of inspiration to find a unique name capable of arousing curiosity.

A further tip is to look around and search for some interesting ideas among the other ads available on social media.

In this regard, I want to address a discussion very focused on marketing which could, however, be very useful in this aspect, namely the so-called “Visual Hammer”. If you’re wondering what I’m talking about, or if you’re trying to translate it to understand what it’s about, you’re a little off track. The term “ Visual Hammer ” was coined a few years ago by Laura Ries, daughter of the famous Al Ries, author of famous books on marketing and positioning, such as “ Focus ”, “ The 22 immutable laws of Marketing”, and “ Positioning. The Battle for your minds .”

To help you understand what a Visual Hammer is and help you understand how important it is and how much it can make a difference in terms of marketing, I’ll start by immediately giving you an example. When you see these images…

I think there is no problem understanding that we are talking about Coca-Cola, KFC, and Mercedes. These are visual hammers, that is, images so strong that they fix a precise verbal concise concept in the minds of the people who see them. The concept that represents the name and peculiar characteristic of the brand (Mercedes as a car manufacturer that produces luxury cars, KFC as the king of fried chicken, Coca-Cola as the most famous drink in the world), a concept that without this graphic representation would have had many less likely to impress itself so strongly in the minds of consumers.

Images are more immediate than words because we live in a world in which what we see, graphic representations, and photos, also dominate words. A brand is strengthened most when it manages, with a powerful visual hammer, to express its concept by exploiting the emotional strength of images which are often (indeed practically always) remembered more than proper names and words…

Be careful not to confuse the visual hammer and the logo: they are often overlapping but in many cases, one thing is the visual hammer, that is, that image that brings to mind the product and its peculiar characteristic, the other thing is the logo. I’ll give the example of GEOX to help you understand the concept better:

In the case of Geox, the famous visual hammer, or the image that immediately brings the product to mind, is the famous shoe that breathes, while the logo is, very simply, the white writing on a black background. You understand well the importance and strength of a visual hammer, compared to a simple logo.

It’s very simple because from the perspective of positioning and choosing a name, a logo, or a visual hammer, which can impress a concept in the minds of visitors, I want you to understand how important these aspects are and how to apply them to a small accommodation facility and, subsequently, ensure that these factors become a strong point for promoting the facility on social media.

Starting from the concept of positioning, trying to be concise because an entire article wouldn’t be enough to talk about this (Al Ries has written a few books about it), it is essential to choose a target to which you want to address your offer. Don’t think you are for everyone, because “for everyone…” doesn’t pay. It is essential to choose a target guest and focus your business and marketing in that direction.

For example, choose families with small children in tow as your preferred target. You will have to become the reference structure, in your city, for all the guests of your target. You will have to do this, first of all, by offering all the comforts and giving an experience that is decidedly above average compared to the competition, to your guests, adapting the structure for the best possible welcome for parents with small children in tow.

The name you can choose for your holiday home should reflect the choice of the type of experience you will be able to offer your guests: in this case, families with children. If you can provide families with one or more children in tow with a sumptuous experience, you could call your holiday home, for example, “Baby Boom”, ” Baby Luxury” or even ” The Kingdom of the Little Ones “… In short, a name that recalls what the structure can offer, and that immediately attracts the attention of those looking for and finding themselves in that specific situation.

If we also add a Visual Hammer to this, so that with an image we can give an idea of ​​what we can find, we will also run the risk that at a local level, this image may be remembered and associated with your structure receptive, making its identification much easier, especially for the target customers to whom it is addressed.

An example to help you understand what I mean is the figure on the left which represents the face of a child with a king’s crown. This could represent a summary of what you could offer parents with children, i.e. that the latter would be treated like royalty, with all the comforts and facilities to make them have a positive and relaxing experience with their parents.

Concluding this paragraph which might have seemed like an unimportant aspect, I want to underline once again how the choice of the target, the positioning for that reference target, and the choice of a name and a logo or a visual hammer, can make the difference between the success and failure of social media marketing campaigns for a small accommodation facility or holiday home.

Photos are the main business card

Those who already have some experience in publishing ads on Airbnb know well how photographs of the property are fundamental to the success of the business. There is no more serious mistake than posting photos of poor quality, with little meaning and no personality. After the name, the images represent the first aspect that a visitor observes and should be a source of inspiration, and certainly not a reason to close the page and look elsewhere. It is useless to create an eye-catching alias on social media if it is accompanied by poor-quality photographs: an aspect that demonstrates approximation, little attention, and passion on the part of the host.

Photos cannot ignore these three elements:

  • high resolution: it is unthinkable to be successful if the photographs are grainy or blurry. Images or videos of adequate resolution and sharpness highlight the details and allow the potential guest to have a very precise idea of ​​what awaits him;
  • harmony: maintaining a logical thread and a certain uniformity, as well as an impeccable aesthetic taste;
  • authenticity: the images must reflect the structure as much as possible both outside and inside. The guest must have the sensation of observing a real, original environment and not of looking at photos that seem retouched like a souvenir postcard.

Just to recap, the images must, on the one hand, be of impeccable quality and highlight the strengths of the accommodation and what makes it special, but on the other hand, show authenticity and naturalness. Never forget that the purpose of using a social channel is not just to advertise the space, but rather to share the experience that the guest will be able to live through their stay.

Therefore it is advisable to also include images of the surrounding landscape, the main attractions, and the activities carried out in the area. Not everyone has the innate ability to take photographs that capture the best of the subject, so there is nothing to stop you from turning to a professional: they will also have undoubtedly better equipment than the smartphone which is usually used by the host to take photos.

In this regard, it is essential not to be afraid to make an initial investment for a professional photo shoot, because the photos are so important that, in themselves, they can make the difference between a holiday home that is always occupied and one that is always empty. A professional will be able to find the right angle from which to take the photo, the right light, and the correct exposure which will allow the visitor to be fascinated by what he is seeing and certainly more inclined to ask for information. All this by not posting fake, retouched, or embellished photos that do not reflect reality.

Being clever about photos means, in 90% of cases, getting a negative review!

Start partnerships with local collaborators

One of the best ways to attract attention and generate traffic to your social media account or profile is to find contributors locally. We are referring to influencers, bloggers, professional photographers, and videomakers, i.e. all those people with whom interesting partnerships could be established, to create and share content related to the area and the accommodation facility.

The collaborators will make available, on their web pages, links and posts regarding the rented space and perhaps recount their personal experience of staying in a specific article. There is no better advertising than a positive review made by an influencer or blogger followed by thousands of followers. It can be considered a relationship based on the free exchange of services: on the one hand the host offers accommodation at a discounted or free price and in exchange obtains content to publish or publish directly by the partners.

It is important to look for influencers and bloggers who are suitable for the purpose and who know how to approach it in the right way. You will have to adopt a clear attitude right from the start to ask what you want to obtain from the potential partnership and what you offer in return. Therefore, it will be necessary to outline your expectations with some precision, thus creating an agreement that is fruitful and profitable for both parties.

Even if we are often not bound by a written contract, it is good practice to carefully establish the details regarding the dates of stay and delivery of contents, the rights to images and videos, the type of files, the number of photographs, and so on. A collaboration based on clarity and transparency will bring benefits to the owner of the facility and his collaborators, but also to the partner

Grow the number of online followers

Once you have established a catchy name and created an adequate database with high-quality images, all that remains is to increase awareness on social media. Growing the number of followers and creating a large online community is certainly not easy and requires commitment and wit. To achieve this goal here are two good suggestions:

  • become an online ambassador of your area: many online groups deal with topics relating to the location where the accommodation facility is located or, in any case, nearby. Joining the aforementioned groups and becoming an active member offers the opportunity to interact with a large number of users. By following the forums you can take the opportunity to answer a question to insert, with due delicacy, an invitation to stay or just visit your profile. For example, if you have accommodation in a ski resort, it will be very useful to participate in online groups of regular skiers in the area to find potential customers who will probably first become followers;
  • collaborate with companies: thinking outside the box by creating particular initiatives allows you to increase the number of followers. It costs nothing to contact companies in the area to propose collaborations and transversal promotions to increase views and traffic to your page;
  • take advantage of Facebook Ads and Google Ads: inserting paid advertisements on Facebook or positioning yourself on the most famous global search engine among the search results is a strategy that has always brought results. Being able to exploit these channels could make the difference, as could collecting emails from guests and potential guests to send offers or, simply, keep them informed of the property’s news or, even and only, of what’s happening in the area. In this regard, I recommend you visit the page: to be able to make the most of the potential of these tools autonomously and successfully;

I must also give you some advice on what not to do if you have a social profile for your accommodation facility. Most merchants, hosts, and hoteliers, when they open their Facebook page, first invite their friends to “like” the newly created page… Don’t do it, it is totally useless and even harmful, because the information, posts, articles, and promotions that you insert within it without sponsoring them, due to Facebook policy, will only be displayed to a small percentage of the page’s followers. It goes without saying that if among the ” likes ” there are: friends, relatives, acquaintances, or people who will never book a stay with you, it could be them who view the posts you insert and not those who might be interested and possibly book.

Sincerity is always a winning weapon

It is enough to identify with a guest to understand how, in general, the typical behaviors of self-promotion are not very welcome. An interaction based on authenticity and sincerity is always the best solution to obtain satisfactory results and not create false expectations. It is counterproductive to leave the same comments on every post published by your collaborators or to send an excessive number of messages to your followers. Online users perceive this insistence as an aggressive sales attempt, resulting in their removal rather than the desired reservations.

Growing the number of “likes” or “followers” is not an objective that can be achieved overnight, patience and the application of the right strategy that will bring results over time are required. In addition to the inevitable sincerity which will always be appreciated, good advice is not to overdo it with hashtags by including no more than 5 per post to avoid being cloying.

In no case does exaggeration pay off: initially you may even get more views, however, in the long run, a more delicate and less invasive approach will allow you to develop a solid social community, increase your awareness, and, consequently, the number of bookings.

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