Social Media Marketing for STR

Social media isn't just for influencers. Smart STR hosts use Instagram and TikTok to build brand recognition, showcase their properties, and drive direct bookings that save 15-20% in platform fees.

15-20% Saved on direct bookings (no Airbnb fees)

67% Of travelers use social for trip planning

2.5x Higher repeat booking rate from direct guests

Benefits Beyond Bookings

Brand building: Stand out in a crowded market
Guest vetting: See who's booking before they arrive
Community: Connect with other hosts and vendors
Market research: See what's trending in your area
Referrals: Happy guests share with their followers

Platform Strategy

Platform	Best For	Content Type
Instagram	Visual showcase, brand building	Photos, Reels, Stories
TikTok	Viral reach, younger audience	Short videos, tours, tips
Facebook	Local groups, older demographics	Posts, group engagement
Pinterest	Long-term discovery, SEO	Property photos, design ideas

Pro Tip: Start with ONE platform and master it before expanding. Instagram is the best starting point for most STR hosts.

Content Pillars

Organize your content around these four pillars for variety and consistency:

1. Property Showcase (40%)

Room tours and walkthroughs
Amenity highlights (hot tub, views, kitchen)
Before/after transformations
Seasonal decor updates
Professional photo shoots

2. Location/Experience (30%)

Nearby attractions and activities
Local restaurant recommendations
Hidden gems in the area
Seasonal events and festivals
"A day in the life" at your STR

3. Behind the Scenes (20%)

Turnover day process
Design decisions and purchases
Problem-solving and fixes
Guest welcome preparations
Host life and personality

4. Social Proof (10%)

Guest reviews and testimonials
Guest photos (with permission)
User-generated content reposts
Milestone celebrations (Superhost, reviews)

Instagram Tactics

Profile Optimization

Username: Property name or location-based (e.g., @smokymountaincabin)
Bio: Location + property type + unique feature + booking CTA
Link: Direct booking site or Linktree with options
Highlights: Tours, Amenities, Location, Reviews, Book Now

Hashtag Strategy

Use 20-30 hashtags mixing these categories:

Location: #gatlinburgcabin #smokymountains #tennesseetravel
Property type: #cabinlife #airbnbcabin #vacationrental
Amenities: #hottubviews #mountainview #logcabin
Travel: #travelgram #wanderlust #weekendgetaway
Niche: #couplesretreat #familyvacation #romanticgetaway

Posting Schedule

Feed posts: 3-5x per week
Stories: Daily (even reposts)
Reels: 2-3x per week (highest reach)
Best times: 7-9 AM, 12-2 PM, 7-9 PM local time

TikTok Strategy

Content That Performs

Property tours: "POV: You booked my cabin for the weekend"
Transformation videos: Empty to guest-ready in 60 seconds
Day in my life: STR host edition
Tips and hacks: Hosting advice, design tips
Trending sounds: Adapt popular audio to your content

TikTok Best Practices

Hook viewers in first 1-2 seconds
Keep videos under 30 seconds for completion rate
Use trending sounds when relevant
Post 1-2x daily for growth phase
Engage with comments within first hour

Important: Never share your exact address on social media. Show the area and property but protect guest (and your) privacy.

Driving Direct Bookings

Building a Direct Booking Funnel

Attract: Content brings followers to your profile
Engage: Stories and posts build trust and desire
Convert: Clear CTA and easy booking process
Retain: Email list for repeat bookings

Direct Booking Setup

Direct booking website: Hospitable, Lodgify, or custom site
Payment processing: Stripe integration
Rental agreement: Protect yourself legally
Damage deposit: Hold or insurance option
Email collection: For future marketing

Incentivize Direct Bookings

5-10% discount vs. Airbnb price
Free early check-in or late checkout
Welcome basket upgrade
Flexible cancellation policy
Loyalty discount for repeat guests

Pro Tip: After every Airbnb stay, include a card with your direct booking info and a discount code. Past guests are your best direct booking prospects.