While reducing factors like prices & safety, Airbnb created a ubiquitous availability of home-like experiences. Although I think these are good, short messages that speak to the pain points that come with booking/saving for a vacation, I think theyre missing out on an opportunity to call out different users in a more fun and creative way, for example: With this in mind, its always important to stay true to your brands tone of voice, but the more that you can make a connection with your audiences in an authentic, human way on social, the more likely they will be to proactively seek out your business for their needs. Since its inception . The creative entrepreneurial innovation allows people to travel and stay at different hosts connecting them in advance. Plus, the more they read/talk about it, the more theyre thinking about it, which should lead to less churn. The travel industry disruptor currently uses machine learning to improve search, prevent fraud, help hosts optimize pricing, match users with the most relevant listings and other practices vital for the business. Acquiring hosts through the hosting community is paramount when it comes to scaling the platform globally and, equally as important, retaining them. As Jacqui mentioned in her search analysis, wed recommend taking a much more aggressive content marketing strategy to drive organic search traffic for branded and non-branded keywords to really ramp up search growth. 11. document.write(new Date().getFullYear()) They famously did things that didnt scale and then growth hacked solutions so that they did. Thanks! Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. By creating evergreen content including short articles, in-depth guides and explainer videos, which speak to all stages of the funnel, the blog would have a clear value and focus. Airbnb has a high rate of innovation which is the leading reason for how their services have adopted the differentiation strategy. Interesting. But that wont be enough, theyll need a comprehensive backlink strategy to appear authoritative and rank for the relevant keywords. Airbnb are very active on Instagram they share content to their Feed as well as to their Instagram Stories. Global presence makes it an easy choice. If you like to travel, you've certainly heard of or used Airbnb's . Above all, they are looking for a property (or experience) that suits them unique. 92% of consumers trust recommendations from friends, only 33% trust online ads (Nielsen). In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. 1. Ive looked at Sydney. Their response to one user requesting more info on a property was We do not promote individual listings on our platform. The content on the page is broken up primarily between: Its a clever strategy by the Airbnb team to break up this content. Through the section Connect Locally, you come to this particular page. Live there. For Airbnb, travel is about a personal, unique and local adventure no matter where you are in the world and we start to see this within the personalisation aspects of the platform. If it is, I like the strategy. All seven property types will launch this summer. When it comes to the homepage, we are instantly presented with plenty of content we can view. Weve now deep-dived into how the mechanics work when inviting a user as a referral to the platform, but what else can we find on the page where we can invite friends? He has also written for Business Insider, The Next Web & The Australian, and also founded and grew Sydneys largest growth hackers community (4000+ people :). The main generic strategy used by Air BnB is that of differentiation. The blue ocean strategy focuses on creating demand in the uncontested market space, and by doing this, it makes the competition unrelated and irrelevant. Its very short copy, and it gets straight to the point. Using information from the reviews theyve generated from previous guests, they can inform future guests that the host does a great job of making them feel comfortable, and that others have said the place is clean two often important pieces of information. Airbnbs timeline is varied in terms of post content and types. Developing content that will receive backlinks without your internal marketing team having to do any work should be the goal of every website but organic presence and your brand can have a huge impact on this, as people will not find your amazing content unless you are either performing well for relevant search terms organically, or someone is already on your website due to your brand presence and finds the content because you promote it on relevant, high traffic service pages. Traveling to [Location]? Winner, winner, chicken dinner! It has to be some sort of SEO play, right? This needs to be done in the right way though, as it still needs to come across as authentic. Theres still so many amazing locations to check out in [Bangkok]. Whats even more impressive with even more incentive to share? Airbnb has purposely positioned this on the right-hand side of the page to make it clear that users can explore, find or ask any question desired which may be holding them back from continuing to use the platform or wanting to become a host. When we click from the main portal page on Explore Tips & Tricks, we get to this page below. All Rights Reserved. After I decide to learn more, I come to this landing page specifically personalised to me and, more impressively, my location. Our Airbnb 2022 predictions: The "Live Anywhere" theme has crept up into Airbnb's announcements since 2020. The Local Lens segment of the blog puts the spotlight on hosts and experiences by featuring individual stories from their users, similar to Community Stories onsite. We instantly see the value of sharing and when a host successfully joins, Earn $22 for every new host you refer. The first two boxes the navigation to specific products and the upsell to Airbnb Plus are the two things that impressed me least from the non-personalised home page, and Im surprised to see them front and centre here when I am signed in. So what do the messages look like when you share with friends? If youre a business/brand, your ads strategy is now in full view for all to see, particularly your competitors; but if youre an everyday Facebook user you now have more visibility as to what ads a political party, brand, or whoever else you wish to check is currently running. To make the most of my paid search strategy analysis, and to ensure were focusing our attention on their most important messaging, keywords, ads and landing pages, I used a few different tools in conjunction to extract as much of this information as possible and then classify it. It was just visible above the fold, but it didnt need to be completely visible. When looking at the types of posts they share to the Page, this is a mixture of imagery & video. It is also worth noting that paid search is capturing one website visitor for every two visitors captured from organic search in my experience, this is fairly typical of late-stage high growth companies that operate larger websites. For example, in a separate browser abandonment series of emails that was triggered by me looking at Los Angeles accommodation, Airbnb reference in the subject line and hero section of the email that people travelling to Los Angeles typically book their accommodation at least 2 months prior: Airbnb astutely sent me this email 2 months and 13 days prior to the travel dates I specified as part of my search. Email Marketing: How do Airbnb use email to communicate with prospective and existing customers to drive new and repeat usage of the platform? Airbnbs tend to be cheaper than hotels, and so the cost-conscious traveller would prefer to pay less and go without some of the frills and security that you get with a hotel. Tools such as Buffer and Hootsuite make this very easy for businesses to do. Differentiation. Don't use plagiarised sources.Get your . 7. And most of all, they provide a large amount of content for relevant destinations on their side, giving them a huge organic backlink strategy. Someone without an account/not even a host can make a post. It is important to note that the company hasnt raised any money from investors since March 2017, when it raised USD448 million. I would say this would tick a lot of boxes for many of Airbnbs prospective audiences who are yearning for a secluded getaway beyond the city limits. This is because when Google crawls a site that has a backlink to your site, a Google spider will follow the backlink as though its a web strand and then start crawling your site which would have taken longer if there hadnt been a backlink and you were waiting for Google to crawl your site as part of its standard checks. Their main objective with Instagram content is to generate engagement & awareness and, where possible, they will try and prompt users to click through to their website, either through the link in their bio or by using the swipe up to learn more option in Stories. And the final important screen is you have the option to share the link directly via other channels such as Facebook & Whatsapp, similar to the experience on mobile to share with guests. I think they could do better when users arent logged in, and the personalisation elements are a nice touch but not a complete game changer. Well now they are more widespread, with two in particular (Bali and Phuket) as common places for Australians to travel to. Its a clear design, and the use of their primary colour stands out against the white background. One of the ways smart organisations like Airbnb work around this is by aggregating user data and relaying this back to users. Lets take a look at the invitation mechanism on mobile at a high level. Airbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. Airbnb has its sights set on exponential growth in the coming years. Make sure to plan carefully for the best results. Visual content is the holy grail of authenticity and shows the extent that brands should be willing to go when selling to their audience. Once you press the link, you get to this screen. I love free money! Theres no form with dates or number of guests like there was previously, so theres an extra step no matter what. Each time a listing was made in their area on Craigslist, they would email the home owner and ask if they would like to list on Airbnb. Taking a step back, from the 50,000 ads I exported there are over 11,900 headlines, of which 6,100 are unique and are not used in any of their other ads. Now we come to the sections that really show personalisation in use. For example, the search term canberra accommodation has an average 40,500 searches per month, with the rankings as: Airbnb seems to be cognisant of their low organic positioning for generic [location] accommodation terms, and so acts to ensure they are in position 1 of ad placements for high volume targets. Without a look at Airbnbs marketing calendar and a review into their campaigns, its hard to determine exactly what other efforts Airbnb may have actioned at the time to result in such an increase. Theyve done this so well that theyve become synonymous with non-hotel accommodation booking, and created a new way to travel. Ultimately, the main takeaway I have in terms of how Airbnbs messaging compares to competitors like Stayz and HomeAway is that Airbnb appears to be placing moreemphasis on pricing as a point of difference and more focus on their USPs in ad headlines, like 24/7 Customer Service and Free Cancellation Up To 48 Hrs or more emotional messaging like Dont Go There. Directly beneath the fold youll find 3 simple options to help navigate to what youre looking for if you would rather narrow it down before starting your search. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. From accomodating 3 guests on air mattresses to providing shelter to over 300,000 people on any given day, Airbnb has gone . On average, Humans of New York are achieving an engagement rate of 3.35% and this engagement isnt only coming from Likes, its from comments too, which means theres more conversation happening. You can see another variation of this email here. At Webprofits when weve split-tested using an image with a link in the copy versus a Link Preview, on average, the Link Preview prevails. However, we do see the option of being given other ways to share once we press the Share button next to Copy. Like you go out to an unknown place, where food options are limited. Using the Phlanx Instagram Engagement calculator, I can see that from their 4.1 million followers, Airbnb get around 26.7k Likes per post, 283 comments, and have an overall average engagement rate of 0.65%. This option currently isnt available on mobile. This applies to all other singular words listed above. This is why improving their generic [location] accommodation organic keyword rankings should be a focus for the Airbnb marketing team, with a recommendation being a more aggressive content marketing strategy. Cynics will say it comes down to price, and in a lot of instances theyre right. This substantial difference in backlink profile will be largely contributing to the difference in non-branded keyword rankings, organic traffic, and also brand awareness. It is only the US version of Airbnb Stories which is ranking in position #1 on page #1 on Australian desktop for the search term Airbnb Testimonials (avg monthly search volume 70). Airbnb makes it very evident what they want the user to take an action by having the CTA button in red across ALL their key pages & channels, including email & in-app. Not only that, but its a bit boring. As a general rule of thumb, I think your imagery/posts should fit into at least one or more of these criteria: But how many of the above are Airbnb actually achieving with their current strategy? Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. Their structure of pages through their community content pillars. Content marketing is a marketing strategy based on creating and sharing relevant content. They have a huge site so it wouldnt be easy, but there are a number of on-site optimisations they would need to make if they want to compete against the likes of booking.com or Wotif. If we refer back to the notion of video content being great for storytelling, it may be that Airbnb is happy enough with someone watching a video and if they click through to read the full article relating to that video, thats a bonus, the article perhaps has more value for SEO than social. Simple and straight to the point, and only one action is required. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. And while many businesses have been created that rent out properties on Airbnb, there are still a significant number of properties where the host still lives there. As most businesses know, testimonials are extremely valuable. Jason began his career at Webprofits as an intern and six years later he is now one of our leading social media specialists, managing a number of our long-standing Australian Fluid clients. As part of its growth strategy, Airbnb acquires companies that may benefit . SERPSTAT recommends the following amount of anchor text percentages not be exceeded for best link results without incurring a Google penalty for spammy link tactics. The content gives instant value that there is content for hosts wanting extra support through toolkits or webinars which help with their hosting experience. More social proof again (impressive numbers, right?). Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. Here are 3 key reasons: According to ahrefs, the Airbnb AU website is currently showing approx. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porters Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Airbnb. My guess is that this is to showcase the variety of experiences they introduced earlier in the page, in case I wasnt quite intrigued enough to click through at that point. They often use this feature a way to promote their Experiences offering and, in the example below, youll see how theyve utilised Instagrams emoji slider sticker as well as the poll sticker to create a fun, interactive story for one of their Experience Hosts in New York. Of 3 social media platforms that Airbnb is currently most active on is by user... Travel to instantly presented with plenty of content we can view its very short,! The page is broken up primarily between: its a clear design and! Primarily between: its a clear design, and created a new model! 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