Airbnb and the Power of User-Generated Content

Image Source: Short Term Rentalz

During the covid-19 pandemic, Airbnb’s net value dropped by over $10 billion as consumers were unable to travel. To reinvigorate their brand as the world opened up again, the company tapped into consumers’ desire for authentic, connective experiences by using user-generated content.

User-generated content (UGC) refers to any kind of brand-specific content which has been created by customers or advocates of the brand. UGC is a powerful marketing tool, as 96% of consumers perceive ads to be unrelatable and untrustworthy. As a result, 90% of American consumers are primarily influenced by UGC when making brand decisions.

Image source: Hootsuite

In the case of Airbnb, the company have long been admired for their user-driven marketing strategy, with 75% of their content consisting of UGC. This has helped them establish a brand community, where they have reported an 80% engagement rate on their Instagram platform.

Their 2021 campaign, ‘Made Possible by Hosts’ leveraged content generated by hosts to communicate the personalised travel experiences provided by Airbnb. These photographs were montaged together into multiple videos and distributed as TV commercials and YouTube advertising videos. This approach was cost-effective during a time where the company had limited marketing funds.

The success of this campaign was due to Airbnb understanding their audience and the context in which this information would be received.

After Covid-19, consumers were increasingly looking for unique and safe family bonding experiences. The campaign not only showcased the type of accommodation the platform offered but it also allowed customers to connect with the hosts, who were recognised as the driving force behind this platform.

The brand had also given the hosts a clear outline for content material. This ensured that the campaign appeared authentic and down-to-earth, while also remaining consistent with the Airbnb’s UGC on Instagram.

What do you think of UGC? Can you think of any other brands which have effectively used this as a marketing approach?