Airbnb’s Instagram Marketing Strategy

In July 2015, Mariah Carey stayed in a luxurious Airbnb mansion in Malibu where she posted a photo of her posing on the mansion’s beachfront patio and tagged Airbnb in both the photo and the caption. This post received about 45,000 likes and led to the growth of influencer marketing with Airbnb. Now they ask celebrities to share a picture from their glamorous vacation in exchange for a free stay at some of Airbnb’s most expensive and extravagant properties. By leveraging big-name celebrities and influencers, Airbnb generated a lot of user-generated content on Instagram which effectively generates brand awareness among mass audiences.

Taking a break from #1toinfinity #beachtime @airbnb, before my concert in Israel.

A post shared by Mariah Carey (@mariahcarey) on