Should You Work with Influencers to Promote Your Airbnb?

Influencer marketing can be a powerful tool for promoting Airbnb listings, but it's not a one-size-fits-all solution. Here are a few things to consider before deciding whether to use influencer marketing for your Airbnb.

What to Consider When You Want to Work with Influencers to Promote Your Airbnb

While there’s no simple formula to consider whether or not you should work with influencers to promote your Airbnb, there are a few considerations to think about.

Consider Whether Your Target Persona Cares About Influencers

First, consider your target audience. Who are you trying to reach with your Airbnb listing? If your target audience is likely to follow influencers on social media, then influencer marketing may be a good fit for you. However, if your target audience doesn’t know the difference between TikTok and Twitter, then other marketing channels may be more effective.

What is the Cost of Their Stay?

While influencer marketing can be a cost-effective way to reach a large audience if they’re only asking for a free stay in exchange for Instagram stories, reels, or a TikTok video, that’s not always the case. Bigger influencers with bigger audiences can command a large price tag — and those are often the ones you want to work with to reach the most eyes.

What is Their Engagement Rate?

We’ve had influencers reach out for free stays and our first question always is, “What is your engagement rate and how have you proven success in past collaborations?”

Crickets.

No joke, not one has been able to show the data on whether their work turned into bookings.

This is where paid collaborations v. free stays may differ. I imagine influencers who make a living doing this do know their numbers. But, there are smaller influencers who may have more pull, particularly if you’re looking at hyper-specific regional audiences.

Does this Influencer Align With Your Target Persona?

Consider the type of influencer you want to work with. Not all influencers are created equal, and some may be a better fit for your Airbnb than others. Look for influencers who have a genuine interest in travel and who have a following that aligns with your target audience. We’ve also had influencers reach out where a 10-second scan of their feed shows that they’re not quite right for us. There’s definitely a time and place for bikini-clad selfies, but that’s probably not our audience — it would, however, work in a beach/party destination. If you’re in a family friendly area, look for influencers that align with that lifestyle.

Can You Time the Stay During an Off Season?

Do you have down time where you can host a free stay? A weekday during the off season is ideal for dedicating to a free influencer stay and, if you find one that aligns with all the previous questions, this could be a great fit.

The Final Word on Whether You Should Work with Influencers

Influencer marketing can be a great way to promote your Airbnb, but it's important to carefully consider all of these factors before deciding to use it. If you decide to go ahead with influencer marketing, be sure to work with an influencer who aligns with your target audience, and make sure you have the budget to support a quality campaign.