How does Airbnb use the co-created with customers content in their digital marketing?
Introduction: Through co-creation, companies can access the depth of customer capabilities, knowledge and assets. And furthermore, revenues and profits are shared – together Airbnb and its “hosts” have built a company that was most recently valued at more than $25 billion.
Video 1 – “One Less Stranger” Campaign
Video 2 – With Airbnb, You are never a Stranger
Customer buyign decision-making process. On which step of the customer decision making process can a company use content co-created with customers? How?
Based on topic – Customer Behaviour (specifically the stages of the Consumer buying decision-making process) and 2 video examples of Airbnb digital campaigns.
Before to answer the question, we need to think about the Business Model of AirBnB.
Talking about co-created content, we need to consider that the company has 2 groups of customers:
Video 1 – is mostly focused on the co-creation with Hosts. Following video 1 example, the company encourage the Hosts to share their experience as being a good Host. As a result, increased number of content about AirBnb and almost free promotion.
1 – The Hosts provide feedback on using the platform on the post-purchase stage.
2 – The increased number of comments is helping the company to reach greated number of the prospect Hosts on the Information search stage.
3 – This information is further helpful for the potentially interested Hosts. It helps them to make the final decision on the stage of Purchase. The positive experience of the current Hosts ensures potential Hosts that their expirience with the Airbnb would be also positive.
Video 2 – Is focused on the co-creation based on the Guests’ experience. Company used real feedback on the Airbnb website about the real experience and made a video based on it.
1- Guests provide feedback on the Post-purchase stage. And, the company makes video based on it.
2 – Not the most suitable, but possible is to use this video as “viral video” on the Problem recognition stage. This video can increase the interest towards the platform and to Create customer needs.
3 – The video is full of the service attributes which you may receive renting a flat from a Host through Airbnb platform. Thus, the video may be useful for the potential Guests on the Evaluation of alternatives stage. It helps the company to stand out of other possible options with travellers may choose and underline the benefits for the possible Guests.
4 – The information in the video is further helpful for the potentially interested Guests. It may helpt to make the final decision on the stage of Purchase. The positive experience of the current Guests ensures the potential Guests that their experience with Airbnb would be also positive.
The Comment above includes general ideas. There can be much more considerations based on different objectives which the company may follow.