Airbnb Partnership Nets Big On Social Media
A Bermuda Tourism Authority marketing partnership with Airbnb has turned in very impressive numbers on social media.
A two-week long Bermuda-themed campaign this past December generated almost 5 million impressions among Facebook, Twitter and Instagram users in North America and Europe.
Screen shot of several Airbnb Bermuda-themed social media posts
“Facebook reached the most individuals in the campaign at about 3 million impressions, more than half the total. Twitter and Instagram split the remaining reach numbers, bringing the total reach to 4.8 million social media impressions,” the BTA said,
“Importantly, data analysis also reveals that engagement rates of social media users during the Bermuda campaign were two to three times higher than a typical Airbnb social media promotion featuring a destination. Like impressions, the engagement rate [total impressions divided by clicks, likes, etc.] was especially strong on Facebook in North America and the United Kingdom.”
“The campaign leveraged alluring photography provided by the Bermuda Tourism Authority and local photographer Meredith Andrews that were distributed through Airbnb’s impressive social channels,” said Victoria Isley, chief sales and marketing officer for the Bermuda Tourism Authority.
“Bermuda’s interesting neighborhoods and experiential activities, as well as featured individual vacation rental listings, proved to be compelling content that generated excellent engagement and awareness within their social communities.”
Back in March 2017, the Bermuda Tourism Authority and Airbnb signed a partnership agreement which facilitated collaboration on marketing campaigns, the sharing of market performance data, frictionless fee collection from vacation rental guests and other important industry developments.
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The 4.8M social media impressions only means that viewers scrolled by the Airbnb Bermuda campaign; same as counting the cars that drive by a billboard and using some estimate of the number of passengers in each vehicle but have no way to accurately count those who looked at the billboard. Airbnb could track the numbers who didn’t just scroll by but stopped and searched. Airbnb could track the number who stopped, searched and booked too and provide that information to BTA and Bermuda Airbnb hosts.
Most of the user activity you described is referred to as engagement. Engagement figures are shared and explained in the story above — not as raw numbers, which can be misleading, but engagement performance relative to similar campaigns.
“Importantly, data analysis also reveals that *engagement rates* of social media users during the Bermuda campaign were two to three times higher than a typical Airbnb social media promotion featuring a destination. Like impressions, the engagement rate [total impressions divided by clicks, likes, etc.] was especially strong on Facebook in North America and the United Kingdom.”
It’s too soon to draw any conclusions from booking data, but we will be tracking.
All of this is voodoo economics and the numbers are meaningless until it translates into an actual book / spend outcome. You continue to BS the Bermuda public with “millions of this and that”! It means nothing unless we get butts in the seats! Focus on that Mr Dallass!
You got that right! BTA spends money on fiction! We need people here on island not in cyber space surfing around
“You continue to BS the Bermuda public ”
No, you’ve mistaken the BTA for the PLP.