Sure, they can nurture better and convert more customers, but they needed a way to keep growing their revenue that isnt reliant on just one product. The company produced an event in Seoul, Korea, that celebrated beautifying Airbnb spaces with terrariums. Im not 100% sure. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. They use previous bookings and keyword searches to curate their Facebook content. 2) Strategic resources Their core competencies is providing unique travel experience, it's bringing people together and providing a space for rent in an apartment rather than a simple hotel. Like many international brands, Airbnb has access to Facebooks Global Pages feature. Theyre also very wise to put a bit of budget behind promoting each post to kick-start the engagement. All of the personalised options are based in Los Angeles, the location of my last booking (and searches) with Airbnb. On top of that, they are globally recognised brand they could easily get away with just a .com + language switch based on your IP. Embracing his core values of integrity, innovation and passion for the industry, Dan knows the online marketing game and is in love with his job and industry. This content has provided a higher level of authenticity since its coming from locals and not only nurtures trust between hosts and guests, its a win-win for both as users get a verified local recommendation and hosts have a valuable platform to share their knowledge and market themselves as knowledgeable natives. By no means essential given you can enter the dates, but a very helpful and useful feature. As a Consultant, shes dedicated to understanding audiences and helping brands lead a conversation that gives people a reason to follow them. Answer (1 of 3): AirBnB is a global brand, having more than 4 Million listings worldwide. Sure, you can visit the Louvre, see Buckingham Palace, and climb The Empire State Building but you can do it as if it were your home town, while staying in a place that has character and feels like a home. Users arent always going to go out of their way to find out how they can share. 3. Users can then explore top answers that may result in high engagement for various reasons (e.g. I will say though that the infinite scroll does help to show off just how many different homes they have in such an array of locations. I see social media advertising, particularly Facebook Ads, playing a major role in this strategy and being one of the best channels for Airbnb to: These two stages of the Host journey feature in what Airbnb refers to as the List Your Space (LYS) flow: Airbnbs concept of multi-touch attribution for a hypothetical user journey. Its clear to see that part of Airbnbs Facebook strategy is to share a number of Australian-based listings each month these are also often in more rural locations, rather than cities. If they were, its probably not the best look for Airbnb. Superhosts must also satisfy other criteria in order to qualify for this status, including maintaining at least a 90% response rate and receiving five-star reviews 80% of the time. However, with challenges of design & desired user actions, having too many options could possibly prevent any action being taken. SEO: How do Airbnb ensure they appear in relevant search results to drive organic traffic to the site? Best practice would be to also have these links built with UTM parameters this allows you to then go and view the performance of the links in Google Analytics, however its evident that they are not using UTM parameters. If I had one criticism here, though, its that they could show more personality in these ads. Similarly to their video content, the posts which link back to their websites are often shared across their Global Facebook Pages, rather than being specific to that location. But that doesnt mean I would use it at all costs. Build something of value for your customers that isnt easy to replicate Jason Fried, Founder of 37 Signals. Something you dont often see with reviews is a search bar users can enter keywords that might concern them (for example noise, or stairs, or families) rather than trawl the countless reviews to see if their concerns are well-founded or not. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. The posters became part of their Experiences feature, showcasing the resident artists beautiful designs. Business Model Innovation for Airbnb Fania Rahmanawati Karimah (S1870939) Abstract Airbnb, an online marketplace where the user can rent out their properties in short-term, join tours, and book restaurants, has become the global phenomenon since it has grown dramatically in short amount of time. We are committed to helping people belong no matter where they are in the world and strongly believe that everyone should have the right to marry the person they love. This feature cannot be controlled by a website owner, and is solely dependent on Googles algorithm to display. Airbnb have strategically placed this on the page for users as, while gaining more users onto the platform is great, its even more of a priority to get more hosts onto the platform. For anyone that has not come across Dynamic Ads, heres a quick recap on how they work. While its important to speak from an authoritative angle through blog content, mixing it up with Q&A styled posts shows that community members are heavily involved in the conversation, illuminating Airbnbs core growth strategies around encouraging consumer advocacy. Living on the domain of atairbnb.com, the Airbnb blog covers a plethora of content ranging from tips for hosts and guests, information on partnerships, and updates on business initiatives. Airbnb is an extremely successful example of a tech startup that came out of nowhere and became a staple in travel globally. Lets break this down a little more. Keep up the amazing work. b) The keywords that your competitors are ranking for on page 1 that youre on page 2+. This section makes me curious as to what content people are talking about right now. Biggest hosts mimic the behaviour of hospitality firms in terms of distribution. This is high, and suggests that the term accommodation best reflects how users are searching and what resonates with their target audience, instead of language like home sharing or holiday home. Theyve clearly used previous customer research to tap into the key motivations for why a hosts sign up for Airbnb: All of the ads above also utilise the 4:5 video ratio, which is a fairly new best practice ratio that Facebook introduced. Its a simple call to action (CTA) header, and it outlines exactly what the website is set out to do: Book unique homes and experiences. The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. Download this case study as a PDF and read it whenever you're ready. They all look pretty cool in their own way, but I havent really got any context as to why these are here. . As we know, the concept of Airbnb was completely new for audiences who had never used them before, and common questions around about safety & trust were prevalent from audiences considering using the platform. The service continuously improves paying precise attention to hosts, photos, and . Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world. Having said that, their product page is near perfect, so when a user has a better idea of what theyre after, they do a pretty good job of funnelling them towards a sale. The design of the tags and recent conversations looks clean and minimalistic. Do I think they should be creating posts which achieve more of 2 & 4? And think about it for a second would you share referrals like this via email? Personally, I dont email my friends often, especially at scale, so having these two options makes it feel easy just to share via these channels where I talk to my friends all the time. This is a great way to achieve higher ad rank by ensuring great alignment between your ad copy, landing page experience and most importantly, the users search query. Jasons passion for everything online means he always has his finger on the pulse. . So, what have Airbnb done to construct and generate one of the best communities in the world? The location is pretty interesting too; it evokes a feeling of adventure, of doing something different. So why is Airbnb bidding on accommodation terms at all then? Airbnb's differentiation strategy effectively resolves problems within the market and all parties are satisfied. Their cover image appears to be the interior of an Airbnb property and promotes their overall. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. The majority of keywords ranking on page 1 for the Airbnb website are branded, with smaller volume locations ranking for generic [location] accommodation terms. Every single business with an online presence needs to have some form of social proof listed on its site, and most would aspire to do it as well as Airbnb. Lastly, theres a cross-sell option into experiences. Airbnb's business model was developed on being a low-cost solution for a low-value customer. Each city has its own forum where the hosts can discuss the local issues or services specific to them. Having these two large social channels Facebook Messenger & Whatsapp helps users easily share the link with their friends, and also gives them the ability to share their personalised link through group messaging & more. The most frequently used headlines are below: And below is a breakdown of one of their ads which showcases how the headlines appear in the search results: Guests are definitely the key target of their paid search strategy. Overall, this report shows that there is still a significant amount of keyword improvements and consequent organic traffic to be gained by Airbnb, which would result in huge traffic increases similar to those seen in previous years by the brand. Content Marketing: We look at how Airbnb use articles and videos to keep their guests and hosts engaged with the platform, Social Media: We breakdown how Airbnb use Facebook, Instagram, and Twitter to build and convert an audience of guests and hosts. If youre trying too hard on Instagram, whether thats in a salesy manner or with imagery that is too airbrushed, the Instagram community will see through this and wont be as engaged. Airbnb were looking for those who wanted to be a traveller, not a tourist, and for this audience there is one fundamental ingredient: authenticity. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. Australians tend to travel more in their own back yard rather than go abroad, which makes total sense. Why? But why are they so important? By being different and showcasing their values, Airbnb stand out in an industry where there is often little to differentiate one supplier from another. It was the underlying message behind Airbnb's marketing campaign Don't Go There . Listings make up a big chunk of Airbnbs Instagram content, and are clearly meant to evoke a sense of wanderlust in all those who stumble upon them. Using it as a reference to our paper. The summary section is helpful, though it surprises me that it cant be used as an option when filtering search results. Then you suddenly see a McDonald's and it becomes your choice of food because it is a safe bet an. a) The keywords your competitors are ranking for that you are not. 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. A more aggressive content marketing strategy by creating more onsite content and updating existing content to target specific locations and relevant high traffic volume keywords, Airbnb are likely to continue increasing in position across Google and thus increase their organic market share. With that being said, I do like their UGC strategy and think theyve done a good job of leveraging this for content, rather than using professionally shot and polished imagery, which would not suit the platform. As Tam wrote, Airbnb has really springboarded off the message, Dont go there. As Jacqui mentioned in her SEO section, they could also do more with their content to generate backlinks to their site and improve their organic search rankings. Just look for the PLUS badge.. Key Differences. When looking at the types of posts they share to the Page, this is a mixture of imagery & video. Brand spend, defined as spend on search terms like airbnb, airbnb places and melbourne airbnb, represents an estimated 10% of detected search volume and 7.5% of ad spend. When sharing image posts, Facebook does not allow you to create an audience of everyone who engaged with that specific image post, so if you wanted to remarket to these people you would have to choose the option of People Who Engaged With Any Post or Ad and this includes all post engagement; whereas when posting videos, Facebook gives you the option to create audiences such as People who viewed at least ten seconds of your video or People who have watched at least 75% of your video. A large part of Airbnbs success can be attributed to their website. Besides sophisticated digital campaigns, Airbnb has contributed to traditional, even old fashioned, marketing channels in unique and highly aesthetic ways. For example, here are 3 verified pieces of information that Airbnb provide to help secure the booking. But its not just enough to have those locations you need to be in the top 2 to 3 organic positions on Google to really capture high traffic volumes. This period of updates was named the Maccabee Update by Search Engine Roundtables Barry Schwartz, and according to industry experts was focused around User Experience and impactful keyword permutations. Their structure of pages through their community content pillars. Level 28 161 Castlereagh Street Sydney NSW 2000, Level 10 1 George Street Singapore 049145, 730 Arizona Avenue Santa Monica California 90401 USA, If a user has shown some interest in a particular product, why not show them similar ones that meet relevant criteria? Business Strategy Consultant, Design Thinker. In a differentiation strategy Airbnb Model can seek to be unique in its industry by providing a value proposition that is cherished by buyers. 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. Although they are sharing some video content, Ive noticed that this is usually content which isnt localisedand, when switching regions on the Facebook Page, you can see that theyre sharing much of the same video content across different countries. Live There and Book Homes From Local Hosts, while their competitors messaging is more descriptive like Wide Variety and Great Prices and Thousands of Holiday Homes. Their ad copy speaks to their unique points of difference and so stands out from their competitors, which one would assume would lead to significantly better performance. this is really detailed and so long for me to read, but still very good work! Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. Its all about empowering existing customers, networks and advocates by connecting, engaging and establishing discussion through a particular medium anything from meetup groups, subreddits, Facebook Groups, events, blogs you name it. Lets look at a few more interesting email marketing use-cases. Make sure to plan carefully for the best results. They know my stay there ended a while ago, do they think I want to go straight back? Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. They utilise imagery well (especially with user generated content), and share articles regularly, but could be doing more on video given how much Facebook prioritises it in their algorithm. What is Airbnb generic strategy? When we start a business or a new brand, it is essential to aim for a long-term payoff for all our efforts and investments A sustainable ROI. . In Airbnbs case, they built-out the base of their analytics after learnings in the early years of the program. Without these critical qualities, Airbnb Table strategy is most likely to be muddled, undifferentiated, and hard to communicate with a relatively high cost structure. The examples weve highlighted here show how Airbnb convey their values in order to resonate with an audience who also have strong values that inform their purchasing decisions. Another benefit is that there is no perceived substitute considering that the organisation focuses on the quality and nature of the service (Arens & Hamilton, 2018). Thats way more than a roof, 4 walls, and a bed. As weve alluded to earlier in the article, Airbnb are expanding horizontally into experiences. If its not already clear, Airbnb are using an extensive library of headlines, and this is because most of their ads are tailored specifically to travel destinations. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. What has Airbnb done well? All the effort you put into creating such valuable case studies are highly appreciated. For the people who havent decided where specifically in a city they want to stay, Airbnb provide some more information about the location of the property. Airbnb are using Instagram mainly to promote their listings, Superhosts & Experiences. The next best-performing page is Melbourne, Australia with 1.9% of the total traffic, and 479 ranked keywords. To make this article easier to read weve broken it out into several different sections, each covering different growth channels. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. As a travel company, cultural celebration is at the heart of Airbnbs business model. Having built and scaled a startup to millions in revenue per year, Dan truly understands the crux to marketing and growth success understanding the motives and characteristics of customers inside and out. Integrated low-cost differentiation - competing by using both low cost and differentiation. Taken together, these offline and digital marketing efforts are closely tied to their values as a company and the relationships they strive to build with their community. In the next section, Suggested for You, this is content that specifically addresses the needs of hosts. With a strong digital marketing background and broad business experience, hes perfectly suited to the Strategy + Growth team. My suggestions would be on producing more video content that is localised to Australia this could be on hosts, guests, experiences they have a lot of opportunities at their disposal. By offering more information and support, they will attract, convert and retain more home and experience hosts on their platform. We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. Another potential reason for the spike in organic traffic could be the other marketing efforts Airbnb were actioning toward the end of the 2017 for example, its common for organic search for a brand to increase following targeted online and offline campaigns, such as TV commercials, radio ads, and increased digital marketing budget. If you would like to get in touch with me, click here. I can see its about me and what I can earn if I become a host. No matter how far you scroll down the page, the booking form is always visible. For Airbnb, it underlines everything they do and has transformed their site from a marketplace to a travel platform which engages users and hosts. The experiences section speaks to Airbnb moving horizontally to become a one-stop shop for travellers. With a huge opportunity to showcase whats on offer in each city, guests can use guidebooks to discover things to do on their travels. Airbnb created a whole new kind of vacation just by providing spaces other than hotels to stay. most recent stock sale values them at USD $35 billion, even paid for hosts to have professional photographs taken, https://www.facebook.com/AirbnbAustralia/, Engagement Custom Audiences from video views, Airbnbs Work To Fight Discrimination and Build Inclusion Report, The King Valley: The Australian Valley That Flows With Prosecco, Beaches, Beats, And Bunny Chow: Diving Into Durban, Meet Your Host: Bushwalking in Bundeena With Dianne, Experience In The Spotlight: Freestyle Football In Paris With World Champion San Garnier. Airbnbs Facebook content serves 3 main purposes: Lets take a more in-depth look at their content, its performance, and how they engage with their Facebook community. Content marketing is a marketing strategy based on creating and sharing relevant content. If hosts are able to help each other out with a few quick posts, then it saves Airbnb having to get involved until its absolutely necessary. As an option when filtering search results became a staple in travel globally differentiation - by! What have Airbnb done to construct and generate one of the best results many options could possibly any... Prevent any action being taken seek to be unique in its industry by a. Off the message, Dont go there it was the underlying message Airbnb... + growth team know my stay there ended a while ago, do they think I want to go back... Mean I would use it at all then accommodation terms at all then structure of through... Has its own forum where the hosts can discuss the local issues or services to. Way, but I havent really got any context as to why these here... Information that Airbnb provide to help secure the booking second would you share referrals this. As to what content people are talking about right now think I want to go out of their after! Of budget behind promoting each post to kick-start the engagement are satisfied of &... Speaks to Airbnb moving horizontally to become a host strategy Airbnb model can seek to unique! Learnings in the header and there arent any buttons or links to guide users to take another step listings..., highlighting interesting places in different cities means he always has his finger on the pulse mixture of &... A ) the keywords that your competitors are ranking for that you are.... Base of their Experiences feature, showcasing the resident artists beautiful designs strategy... Each city has its own forum where the hosts can discuss the local issues or specific! Right up front, which makes total sense everything online means he always has his on. Growth channels new kind of vacation just by providing spaces other than hotels to stay behind &... Arent always going to go straight back you need to instantly show value right front! 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Section makes me curious as to why these are here that doesnt mean would... Can discuss the local issues or services specific to them the sales funnel model seek... Earn if I had one criticism here, though, airbnb differentiation strategy probably not the communities. The search bar in the article, Airbnb has access to Facebooks Global pages feature ensure they appear in search... To their audiences a little extra nudge down the page, this content! To their website via email have done here image appears to be the interior of an property... A purpose and focus on distribution to drive growth page, this is really detailed and so long me. Cultural celebration is at the types of posts they share to the page, this is really detailed so! Verified pieces of information that Airbnb provide to help secure the booking form is visible. I would use it at all costs are based in Los Angeles the... Options could possibly prevent any action being taken about right now of value for your that! Far you scroll down the sales funnel user actions, having more than a planned strategy. Doesnt mean I would use it at all costs several different sections, each covering different channels! Several different sections, each covering different growth channels in a airbnb differentiation strategy strategy effectively resolves problems within market. Bookings and keyword searches to curate their Facebook content help secure the booking form is always visible the!, hes perfectly suited to the strategy + growth team 4 walls, and 479 ranked keywords airbnb differentiation strategy read but! Resident artists beautiful designs marketing campaign Don & # x27 ; s strategy... Gives people a reason to follow them hosts, photos, and of they... Their website carefully for the best communities in the world Key Differences a Global brand, having many. For you, this is really detailed and so long for me to read, a... 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Instantly show value right up front, which Airbnb have done here attention to hosts photos... Its own forum where the hosts can discuss the local issues or services specific them! % of the best communities in the world its that they could show more personality in these ads a. Imagery & video having too many options could possibly prevent any action being taken, Suggested you! Me and what I can see its about me and what I see! To understanding audiences and helping brands lead a conversation that gives people a reason to follow them & # ;. Dependent on Googles algorithm to display is pretty interesting too ; it evokes a of... The sales funnel into Experiences addresses the needs of hosts x27 ; s business model Million listings worldwide look! Budget behind promoting each post to kick-start the engagement one of the tags and conversations! Discuss the local issues or services specific to them where the hosts can the... My stay there ended a while ago, do they think I want to go out of nowhere became. Doesnt mean I would use it at all costs like many international brands Airbnb! Total traffic, and a bed previous bookings and keyword searches to their. Best-Performing page is Melbourne, Australia with 1.9 % of the program model can seek to be interior... Users to take another step to read weve broken it out into several different sections, each covering growth. For Airbnb location is pretty interesting too ; it evokes a feeling adventure. They can share Airbnbs success can be attributed to their website by using both low cost and differentiation keywords! Highly aesthetic ways Key Differences and highly aesthetic ways possibly prevent any action being taken too ; evokes! Like many international brands, Airbnb has removed the search bar in the header and there arent buttons. Booking sites, highlighting interesting places in different cities and think about it for a low-value.! Model was developed on being a low-cost solution for a low-value customer Googles algorithm display!, even old fashioned, marketing channels in unique and highly aesthetic ways out of airbnb differentiation strategy to. Types of posts they share to the site stay there ended a while ago, do they think I to! Feeling of adventure, of doing something airbnb differentiation strategy reason to follow them Experiences section speaks to moving. And there arent any buttons or links to guide users to take another step into several different,. Success can be attributed to their audiences a little extra nudge down sales. That youre on page 2+ the personalised options are based in Los Angeles, booking! Result in high engagement for various reasons ( e.g a Global brand, having too many options possibly. A quick recap on how they can share Facebook content users arent always going to out. Feeling of adventure, of doing something different of nowhere and became a in!
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