Airbnb’s Social Media Marketing Case Study

Platform: Instagram

Airbnb's social media marketing campaign used Instagram to highlight unique and inspiring photos of their rental properties all over the world. They were able to increase brand awareness and bookings by sharing stunning photos that inspired their followers to travel.

In the last ten years, Airbnb has grown into a $38 billion company that competes fiercely with the world's top hotel chains. Their business model has disrupted the hospitality industry in an attempt to outperform competitors and establish a household name. Airbnb's meteoric rise can be attributed in part to its influencer marketing strategy, which focuses on Instagram.

One example of this strategy was when Airbnb offered Lady Gaga a $20 million property in Houston during Super Bowl LI in 2017. This sponsored Instagram post (created using the aforementioned formula) received over half a million likes and 4,000 comments. Not to mention the extensive news coverage of the celebrity's accommodations in reputable publications, as well as outreach to her 25 million followers.

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