Social media is one of the most powerful tools for marketing your short term rental. With the right strategy, you can build a following, showcase your property, and drive direct bookings.
Why Social Media Matters
The numbers tell the story:
- 62% of travelers discover properties on Instagram
- 90% of social media users are on mobile
- Properties with active social media presence see 30% more bookings
Social media lets you:
- Showcase your property's personality
- Build a community of repeat guests
- Share real guest experiences
- Direct bookers to the platform you want to use, instead of relying on one
Platform Strategy
Instagram is visual-first, making it perfect for showcasing beautiful spaces.
Best practices:
- Post high-quality photos regularly (3-5 times per week)
- Use Instagram Stories for behind-the-scenes content
- Create Reels for quick property tours
- Use location tags and relevant hashtags
- Engage with comments and messages promptly
Content ideas:
- Before/after transformations
- Guest spotlights and reviews
- Local area highlights
- Seasonal decorations and themes
- Amenity features (hot tub, kitchen, views)
Facebook is great for building a community and sharing detailed information.
Best practices:
- Create a Facebook Page for your property
- Share blog posts and longer-form content
- Run targeted ads to reach potential guests
- Join local STR owner groups
- Share local events and happenings
Content ideas:
- Property updates and improvements
- Guest testimonials
- Local restaurant recommendations
- Seasonal availability announcements
TikTok
TikTok is perfect for reaching younger travelers and showcasing your property's unique personality.
Best practices:
- Keep videos short and engaging (15-60 seconds)
- Use trending sounds and hashtags
- Show your property's personality
- Create how-to and behind-the-scenes content
- Respond to comments and messages
Content ideas:
- Quick property tours
- Host tips and tricks
- Funny moments from hosting
- Local area adventures
- Before/after reveals
Content Planning
Create a Content Calendar
Plan your content in advance:
- Monday: Feature highlight (e.g., "Mondays are for ocean views")
- Wednesday: Local area content
- Friday: Guest spotlight or testimonial
- Weekend: Behind-the-scenes or fun content
Repurpose Content
Create once, use multiple times:
- Turn a blog post into Instagram carousel
- Use photos for multiple platforms
- Convert video content into multiple formats
Automation Tools
Save time with automation:
- Scheduling tools - Plan posts in advance
- AI content generation - Create captions and ideas
- Analytics tracking - See what works best
Shameless plug alert
PadPage's social media automation features help you:
- Generate post captions automatically
- Schedule posts across platforms
- Track engagement and performance
Building Your Audience
Engage Authentically
- Respond to every comment and message
- Share user-generated content (with permission)
- Build relationships, not just followers
- Be helpful and authentic
Use Hashtags Strategically
Mix popular and niche hashtags:
- Location tags:
#miamibeach,#aspenrental - Property type:
#vacationrental,#airbnb - Amenities:
#hottub,#oceanview - Niche:
#petfriendlyrental,#luxuryairbnb
Collaborate
Partner with:
- Local businesses
- Travel influencers
- Other STR hosts
- Tourism boards
Measuring Success
Track your social media ROI:
- Engagement rate - Likes, comments, shares
- Follower growth - Are you building an audience?
- Direct bookings - Track UTM parameters
- Website traffic - Social media referrals
Common Mistakes to Avoid
❌ Posting inconsistently - Stay active and regular
❌ Ignoring comments - Engagement builds community
❌ Only posting promotional content - Mix in value
❌ Not optimizing for mobile - Most users are on phones
❌ Ignoring analytics - Track what works
Conclusion
Social media marketing is essential for modern STR hosts. By creating engaging content, building a community, and leveraging automation tools, you can reduce your dependence on booking platforms and build a direct relationship with your guests.