How to Market Your Airbnb on Instagram: Lessons from The John Brown House
Instagram has become one of the most powerful tools for vacation rental owners. With its visual-first approach, you can showcase the unique personality of your property, highlight guest experiences, and connect with travelers around the world. At The John Brown House, a historic Airbnb in Halifax, North Carolina, we’ve seen firsthand how Instagram can build excitement and drive bookings. Here are strategies that you can use for your own property:
1. Create a Unique Hashtag
Give your property a “digital calling card.” At The John Brown House, we encourage guests to use #StayAtJohnBrownHouse, making it easy to discover user-generated content. For your property, create a hashtag that reflects your brand and remind guests to include it when sharing their stay.
2. Name and Brand Your Space
A memorable name makes your Airbnb instantly more marketable. “The John Brown House” captures both history and charm. Whether your property is modern or rustic, choose a name that matches its vibe. Use it consistently in your Instagram bio, captions, and hashtags to build recognition.
We named The John Brown House after the home’s first known owner, preserving its history while creating a brand that feels authentic and rooted in place. The name captures both history and charm, making it stand out to travelers seeking unique stays. Whether your property is modern or rustic, choose a name that reflects its story, vibe, or location.
3. Develop a Cohesive Brand Strategy
Treat your Airbnb like a boutique brand. Create a consistent color palette, tone, and feed aesthetic. At The John Brown House, we use warm tones and vintage textures to reflect the historic feel of the space. Tools like Canva can help you design branded templates for posts and stories.
4. Showcase Insta-Worthy Moments
Every property has a feature that can be turned into an “Instagrammable spot.” In our case, guests love the clawfoot tub and the wide front porch with rocking chairs. Think about a cozy nook, mural, or outdoor view at your property that people will want to capture and share.
5. Share Guest Reviews & Experiences
Nothing builds trust like authentic guest feedback. Highlight positive reviews through eye-catching graphics, or re-share guest photos (with permission). We often post stories of guests enjoying morning coffee on the porch or reading in the parlor. These posts create trust and social proof.
6. Highlight the Local Area
Guests aren’t just booking a stay — they’re booking an experience. On our Instagram, we spotlight Halifax history, nearby restaurants, and family-friendly attractions. Do the same for your area: show guests how your property connects them to local culture, dining, and adventures.
7. Consistently Show Off Your Space
High-quality visuals matter. Post fresh photos of your property, including wide shots of rooms, detailed décor close-ups, and videos. Reels are perfect for mini-tours, renovation highlights, or showcasing seasonal touches. This gives potential guests a reason to keep coming back to your profile.
Bonus Tips:
Engage with followers: Reply to comments and DMs, and interact with local businesses.
Leverage Stories & Reels: Use polls, behind-the-scenes, or quick tours to keep engagement high.
Offer Instagram-only specials: Surprise followers with discount codes or seasonal promotions.
Final Thoughts
Instagram is more than a photo app — it’s a storytelling platform. By creating a consistent brand, highlighting unique features, and engaging with your community, you can transform your Airbnb’s presence and attract more guests.
At The John Brown House, Instagram has helped us share not just a place to stay, but a story worth experiencing.
✨ Need help building your property’s online presence? Contact The Social Handle for customized Airbnb marketing support.