How Airbnb turned into a $2.5 billion enterprise through digital marketing

In summer 2013, by creating a 4.5-minute movie using only short video clips from Vine and a mobile video app, Airbnb became the first company to write, produce, and direct crowdsourced content from 42 Twitter followers who were given specific directions and a timeframe to submit their work. Although, it might seem like making too much effort for an outcome with unpredictable viral effects, however, it worked for Airbnb augmenting their social media coverage to a great extent, increasing their following, and helping them to clearly communicate their brand message to their target audiences.

In order to increase user engagement Airbnb constantly published dedicated city guides called Airbnb Neighborhoods that break down the most visited cities by neighborhoods and provide travelers with relevant and timely information about them as people continuously return for information. It also made it easier for travelers to book accommodation by displaying available housing options in each neighborhood.

When the ice storm hit Toronto in December 2013 making many people to stay without power, Airbnb launched a disaster response tool allowing current hosts and local residents with extra space to host those in need. The most remarkable point is that all bookings in affected areas during the time of the storm were free. This again illustrates that how Airbnb helps local communities using digital tools.