Blankenship_Hailey_SocialMediaStyleGuide.pptx

School Stuff

1. Airbnb Social Media Marketing Social Media Style Guide Hailey Blankenship

2. Mood Board This mood board for Airbnb captures the brand's diverse and high-quality offerings, appealing to a wide range of travelers. The selection of beach rentals and rentals on the water evoke a sense of relaxation and adventure, attracting those looking for a tranquil getaway or a waterfront escape. Interiors showcasing stylish, cozy, and modern designs highlight Airbnb's commitment to comfort and aesthetics, appealing to guests seeking a homely yet luxurious stay. City views cater to urban explorers and business travelers who want to be in the heart of vibrant cities. Mo untain views speak to adventure seekers and nature lovers desiring a retreat in the wilderness. Luxury stays in castles and homes with large pools and large outdoor spaces cater to guests looking for a unique and luxury experience. Each image is carefully chosen to reflect Airbnb's core values of providing unique, authentic, and memorable stays, ensuring every traveler can find their ideal accommodation. This visual representation showcases the variety of listings available and reinforces Airbnb's brand promise of belonging anywhere.

3. Social Media Accounts Facebook Facebook serves as a more comprehensive platform where Airbnb shares a variety of content including travel guides, blog posts, community stories, announcements, and events. The content mix includes photos, videos, articles, and live streams. Facebook is also used for customer service interactions, community engagement, and sharing promotional campaigns. It’s a platform where Airbnb can connect with a broad audience, provide detailed information, and foster a community through groups and comments. X X is utilized for real-time updates, customer service, and engagement with trending topics. The content includes quick updates, links to blog posts, customer service responses, and interactions with followers. Airbnb uses X to share travel news, highlight special promotions, and engage in conversations about trending travel topics. It’s also a platform for responding to customer inquiries and feedback promptly. Instagram Instagram is visually driven, making it an ideal platform for showcasing beautiful and unique listings, travel inspiration, and user-generated content. Airbnb's Instagram feed features high-quality photos and short videos of stunning accommodations, unique experiences, and destinations worldwide. Stories and Reels are used for behind-the-scenes looks, travel tips, and host highlights. The platform also promotes community engagement through interactive features like polls, questions, and hashtags like #Airbnb and #ForTheStay.

4. Typography Airbnb’s visual identity will be enhanced with the use of its primary custom typeface, Cereal, and similar fonts like Roboto and Helvetica Neue when Cereal is unavailable. Cereal will be prominently featured in the logo, headings, subheadings, and body text across social media posts, the website, and marketing materials to ensure a clean and modern look. For digital formats where Cereal might not be available, Roboto will serve as an alternative for body text and subheadings, maintaining consistency and readability. Helvetica Neue will be used for headings, subheadings, and body copy in print materials and video subtitles, providing a classic and clean appearance. Consistency in typeface usage will be maintained to ensure brand recognition, with Cereal used for primary text elements and Roboto and Helvetica Neue as secondary options. Clear text hierarchy will be established by using larger sizes and bold weights for headings, and regular weights for body text to ensure readability across all formats. These typefaces will be adjusted based on the platform, ensuring a cohesive and professional appearance that reinforces Airbnb’s brand identity and ensures clear, effective messaging.

5. Color Palette Airbnb’s social media presence will use a specific color palette to maintain brand consistency and effectively communicate its values. The primary color, coral, is vibrant and warm, reflecting Airbnb's welcoming and friendly nature while drawing attention to key elements. The secondary colors—dark gray, gray, and black—provide contrast, readability, sophistication, and reliability. Dark gray is used for text and functional elements, gray for secondary text and backgrounds, and black for headers and important text, enhancing the brand’s professional image. The accent color, white, ensures a clean, uncluttered appearance, symbolizing simplicity and clarity. These colors will be strategically implemented across social media platforms. On Instagram, coral will appear in captions or overlay text, dark gray for readable text, and white for backgrounds. On Facebook, coral will be used for engagement-driven posts, dark gray and gray for readable text, and white for a clean layout. On X, coral highlights will be used in tweets and media, dark gray for text, and white for clear backgrounds. This cohesive color scheme ensures Airbnb’s content is visually appealing and aligned with its values across all social media platforms. RGB: 118, 118, 118 CMYK: 0, 0, 0, 54 RGB: 72, 72, 72 CMYK: 0, 0, 0, 72 RGB: 34, 34, 34 CMYK: 0, 0, 0, 87 RGB: 255, 90, 95 CMYK: 0, 65, 63, 0 RGB: 255, 255, 255 CMYK: 0, 0, 0, 0

6. Voice, Attitude, & Tone Audience Airbnb's audience is diverse, consisting of both travelers and hosts. Travelers range from solo adventurers and young professionals to families and retirees. They are tech-savvy, value unique and authentic experiences, and seek affordable, convenient, and comfortable accommodations. Hosts include individuals who rent out a room or their entire home, often to supplement their income, as well as professional property managers. Connection Strategy Airbnb connects with its audience by emphasizing trust, community, and a sense of belonging. The brand highlights the uniqueness of each listing and the personal stories of hosts to create an emotional bond with users. By fostering a global community of travelers and hosts, Airbnb aims to make everyone feel welcome and part of a larger movement towards more authentic and personalized travel experiences. Brand Personality Airbnb’s social media will use a specific color palette for brand consistency and effective communication. The primary color, coral, is vibrant and warm, reflecting Airbnb's welcoming nature and drawing attention. The secondary colors—dark gray, gray, and black—enhance contrast, readability, and professionalism. Dark gray is for text and functional elements, gray for secondary text and backgrounds, and black for headers. White, the accent color, ensures a clean, uncluttered look, symbolizing simplicity and clarity. Strategically used across platforms, coral will appear in Instagram captions, dark gray text, and white backgrounds; on Facebook, coral will drive engagement, dark gray and gray for readable text, and white for a clean layout; on X, coral will highlight tweets, dark gray for text, and white for clear backgrounds. This cohesive scheme ensures Airbnb’s content is visually appealing and aligned with its values. Writing Style Airbnb's writing style is informal yet respectful, making users feel comfortable and engaged without being overly casual. The tone is friendly and conversational, reflecting the brand's welcoming and authentic personality. Slang is used sparingly to maintain clarity and inclusivity, aligning with the brand's adventurous and innovative spirit. Emojis are strategically used to convey warmth and friendliness, particularly on social media and in customer support, creating a personable tone. This approach ensures Airbnb's communications are relatable and accessible, fostering a sense of community and connection among users.

7. Branded Hashtags #Airbnb This is the primary hashtag for the brand, used to tag all general content related to Airbnb. It should be used in posts showcasing unique stays, travel experiences, community stories, and any brand-related announcements. This hashtag is essential for maintaining brand visibility and connecting with a global audience who are searching for or posting about Airbnb experiences. Use this in every brand-related post to ensure content is easily searchable and associated with Airbnb. #ForTheStay This hashtag emphasizes the unique and personalized travel experiences that Airbnb offers. It should be used in posts highlighting specific stays, special accommodations, and memorable guest experiences. By using #ForTheStay, Airbnb can promote its commitment to providing exceptional and distinct lodging options that go beyond typical hotel stays. Use this when highlighting unique and personalized stays to attract travelers looking for distinctive lodging experiences. #AirbnbHomes This hashtag focuses on the diverse range of homes available on the Airbnb platform. It should be used when showcasing different types of properties, such as cozy cottages, urban apartments, or luxurious villas. The hashtag helps highlight the variety and uniqueness of Airbnb listings, appealing to potential guests looking for specific types of accommodations. Use this when showcasing a variety of home types available on Airbnb to demonstrate the platform's diversity in accommodations. #AirbnbSuperhost This hashtag celebrates the top hosts who have earned the Superhost status due to their outstanding hospitality. It should be used in posts recognizing Superhosts , sharing their stories, and providing tips from experienced hosts. This hashtag not only promotes the high standards of Airbnb hosting but also motivates other hosts to strive for excellence. Use this to celebrate and recognize top-performing hosts, thereby promoting the high quality of hospitality available on Airbnb.

8. Content Crediting We will use a mix of branded and user-generated content to add authenticity and relatability to our marketing. Guidelines for Sharing Other Content: Permission and Rights: Obtain explicit permission from the original creator before using their content. Ensure the creator has the rights to the content and grants Airbnb permission for specified platforms and purposes. Type of Content That Can Be Shared: Images and videos showcasing unique stays, guest experiences, host stories, and travel destinations. Positive guest reviews and testimonials. Informative articles related to travel, hosting tips, and destination guides, with consent from the original author. Content That Should Not Be Shared: Content with personal information, private spaces without consent, or sensitive material. Content that could be offensive, controversial, or incompatible with Airbnb’s values. Content with unclear or disputed ownership or rights. While Airbnb predominantly uses branded content for key campaigns to ensure quality and consistency, incorporating user-generated content helps to enhance the brand’s credibility and connection with its community.

9. Final Comments The Airbnb style guide provides a cohesive framework for maintaining brand identity across all platforms. The color palette, including Coral, various shades of gray, and White, reflects the brand's welcoming, reliable, and modern personality. The primary typeface, Cereal, along with Roboto and Helvetica Neue, ensures readable and consistent text. Airbnb's communication style is informal yet respectful, friendly, and conversational, with limited slang and strategic emoji usage to foster a global sense of community. Social media strategy utilizes Instagram, Facebook, and X to highlight different aspects of the brand, with branded hashtags enhancing engagement. Content includes both branded and user-generated material, with clear guidelines for crediting creators. This guide ensures that all communications are visually appealing, relatable, and aligned with Airbnb's values, building trust and creating a cohesive experience across all touchpoints.

10. References The best way to learn UX/Ui Design . Uxcel . (n.d.-a). https://app.uxcel.com/lessons/tech-company-color-palettes-766/airbnb-6730 Hopkins, J. (2023, November 18). How hashtags can boost your vacation rental business . Hostfully . https://www.hostfully.com/blog/hashtags-for-your-vacation-rental-business/ Mclaughlin, A. (2019, October 24). Introducing the new Airbnb typeface called Cereal . Creative Review. https://www.creativereview.co.uk/airbnb- i ntroduces-custom-typeface-cereal/