Good news: Your Airbnb’s marketing doesn’t depend on social media

Let’s talk about something every host is starting to care a lot more about: marketing your Airbnb beyond Airbnb.

With more competition, more fees, and more hosts wanting consistent bookings, the conversation has shifted. Hosts aren’t just asking, “How do I get more reviews?” They’re asking, “How do I build a real business that doesn't rely solely on Airbnb or VRBO?”

Don't get me wrong here, I am not saying ditch Airbnb/VRBO. The brand recognition they’ve built is amazing, and they should absolutely be a key pillar in your business model. 

Just not the ONLY tool in your toolkit. 

Building visibility outside of the OTAs is becoming a powerful way to protect your revenue and grow your business long-term. So today, I’m breaking down what actually works, what doesn’t, and how to keep your marketing simple and sustainable.

Let's start with the biggie – social media. 

Now, I am a social media girl. My background is in brand building and marketing rooted in social media. I believe in the power of it, with some caveats…

Is social media worth it? Yes. BUT only if you set clear goals and approach it with a very simple, realistic plan that directly supports those goals. 

Instagram helps guests picture themselves in your space. TikTok gets reach beyond your local market. Pinterest drives steady, long-term traffic that lasts for months or even years. 

Pick one platform. Research what type of content performs well on that specific platform. Ask yourself…can I post consistently (minimum 3 times a week)? A mix of video, captivating images etc.? 

If the answer is no, then social media may not be the marketing pillar for you. Without consistency and direction, your page won't grow, and your content won't be seen. 

Also, don't sleep on Community Facebook Pages. I've had success posting special deals for “neighbors”. 

These days, I'm really into email marketing. There's no algorithm to fight. I'm not looking for daily, pretty content ideas. I focus on building a list of past guests, and folks who have expressed interest in my space (follows on IG, lead capture on website, CTAs on Facebook posts etc.). 

My goal is actually to get people OFF social media and ON my email list. Where I can deliver messages right to their inbox and create a real relationship. Plus, I OWN my email list. IG/FB/TikTok owns our followers and what content shows up. 

Ok, another hot topic - influencer campaigns. I love this but without clear deliverables and knowing what to look for, they can be a big flop. 

Not all influencers are the same. Just because they have a huge following doesn't mean they are a good fit. 

Content needs to align with what your property offers so it resonates with their audience. Audiences need to be engaged vs. bought (commenting, liking etc.). 

Deliverables have to be clear, and I wouldn't focus on social content alone. You need to try to get their followers on your account so you can engage them long-term. I'd also try to find influencers that have active blogs and ask for content that can help with SEO. 

Marketing shouldn't be complicated. When it is, it is not sustainable and effective marketing works overtime, not immediately. It's a long-term game. 

Pick a pillar. Create a step-by-step plan. And stick to it. Don't rule it out as “not working” until you run it for 6 months.