An Airbnb owner asked me how to get more traffic. I looked at the Instagram page, and the most recent post was from months earlier.
Before thinking about a complicated content strategy, I wanted them to start making the page active again. If someone looks up the business and finds very old posts, you've given them less information about what is happening now.
Then there is the subject of the content. The property matters, but it isn't the only thing a guest might want to understand.
What makes the location worth visiting? Show the beach, the sunrise or the cafes nearby. Give someone a picture of the stay they're considering, rather than another view of the same room.
You can also show the people and the work behind the property. Who runs it? What are they building or improving? That gives someone another way to connect with the business.
I don't think every operator has to jump on camera immediately. You can start with the things you can show easily and work towards telling more of the story as you become comfortable.
Publishing more also gives you more practice and more chances to learn which subjects bring a useful response. If a piece starts a conversation about booking, pay attention to what made it relevant.
Make content regularly, show what is distinctive about the location and let people understand the business behind it. You have more material to work with than the listing photographs alone.
