Objective: At Airbnb, we strive to host the most engaging social media platforms with the most compelling content that educates, inspires and helps our global community to truly Belong Anywhere. Our global Instagram is a platform where we create and curate wonder and awe!
Strategy: We strive to showcase the most unique places around the world inside and out – whether it be a unique property or even a unique story. We strive to elevate the ordinary to inspire wanderlust and awe.
Outcome:
Airbnb saw an exponential growth in engagements YOY from 2013 to 2014. In 2014 we saw ~1 million interactions (comments + likes) on owned content. That is 25x when compared to 2013. We saw a 404% increase in the average of post interactions per post.
Our audience more than doubled in the second half of 2014.
We were able to successfully drive ~15,000 click throughs for a platform that doesn't enable links.
Our community is more engaged- we grew from 179 user generated photos in January 2014, to 6,429 uploads in December. Overall our users photos garnered 3.2 million likes and over 103 million potential impressions.
Strategy and Execution
We strive to keep our community at the heart of our Instagram account. 75% of the photos we utilize are user generated. Their travels and experiences inspire us and we showcase that through the lens of our Instagram.
In 2014, we took the platform to the next level by making our Instagram account bookable. Now all of the amazing properties can be booked through a simple click. We would hear over and over again "Where is this?" or "I need to go here" or "How do I book it?!"- so we took that and turned it into a seamless experience for our users. By clicking the link in our bio, people are 1 click away from scanning all of the bookable properties featured within our feed.
