What makes your AirBnB stand out from the rest? With more and more people jumping into the industry, the saturation isn’t going to slow down. There are three key factors to success: Strategic design, quality photos + videos, and a fantastic guest experience. Today, we’re diving into the second of those factors; and how UGC for AirBnBs can change your marketing game.
What is UGC?
UGC, also known as “user-generated content,” has grown in popularity as consumers prefer a more authentic feel to their social media. Overly styled photos or picture-perfect Instagram feeds are fading in popularity. Especially when you’re inviting potential guests to come stay at your property, you want them to get a strong understanding of what it would feel like to be there.
Wondering if having an Instagram for your property is worth it? Absolutely – here’s why.
Types of UGC for AirBnbs
Now let’s get into it! There are a couple options when you consider incorporating user-generated content in your marketing plan:
Photos and Videos from Guests
The easiest type of UGC to gather are photos and videos from happy guests. Later in the post we’ll talk strategies for encouraging UGC, but prompting guests to share memories is a great way to gather fresh content for your social feeds.
Reposting Social Media Content
If you have particularly social media-savvy guests, you can also repost content they share to their platforms with apps like Repost (with permission, of course! check out this blog post for why you have to get consent to share people’s content).
Reviews
A lesser-known type of UGC is taking guest reviews – that they share on platforms like AirBnB and VRBO, or directly to you by text – and sharing them on Instagram for social proof.
The Benefits of using UGC for Airbnbs
There are a number of upsides to having guest-created content for your property. First and foremost, it demonstrates your authenticity and credibility; Real people stay there, and this is what they experience. That added credibility also builds trust with your potential guests.
Going beyond just the pretty photos your guests provide, utilizing content created by real people (rather than only having content from a professional photographer) enhances your word-of-mouth marketing.
Finally, UGC expands the reach and visibility of your property.
Encouraging and Curating UGC for Airbnb Properties
Wondering how to get content from your guests? Here are some strategies to employ:
- Set the stage for UGC creation. Whether you incorporate a mural, have a fun theme to your home, or simply encourage the sharing of memories with a cute hashtag, encourage your guests to get out their cameras.
- Provide incentives for UGC. Whether it’s a reshare, a giftcard, a chance at a free night – offer something in exchange for UGC.
- Give credit to content creators: when you do share, make sure to first ask for permission and ALWAYS give credit!
Should you Pay for a UGC creator?
In addition to content from guests, there are a rising number of UGC creators who specialize in AirBnBs. If you’re struggling to get enough content, working with one of them can be a great asset to your business! Oftentimes it will require a subsidized stay, but if you plan it for a quiet period you’ll get the benefit of fresh content without losing out on a booking.
Potential Challenges and How to Overcome Them
Like with any marketing effort, there are of course some challenges to consider. You’ll want to be certain you have permission to share – not getting that in writing can get you in hot water. And with UGC like reviews, there is always the risk you get negative feedback – be prepared to manage that as well.
Finally, as mentioned above, there will be some creators (or even average joes) who don’t want to provide content without compensation. It’s up to you if the price is worth it, but I recommend considering it.
UGC for AirBnBs: A Powerful Marketing Tool
If you’re feeling intimidated by the popularity of the short-term rental market, take it instead as an opportunity to embrace the challenge. Get ahead of the curve and use UGC to market your property – setting yourself apart from hosts who use stale marketing techniques and rely on sites like AirBNB, VRBO or Booking.com to fill their calendar.
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