I have been observing Airbnb for more than 5 years now. I’ve also watched their marketing strategy transitions during the pandemic, how they ditched performance marketing for brand marketing and how they took a significant step back in truly getting to know themselves before going back to marketing. And eventually, enjoy year-on-year growth from 2021 onwards.
As far as marketing is concerned, I would say Airbnb is one of the best brands to benchmark. Not just from the overall marketing strategy point of view, they consistently stand out in social media marketing too, especially through Instagram. Unlike others, they are playing it well. Like, really well. Let me share with you their playbook based on my close observation of how Airbnb nails its Instagram game . . .
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