4. Explanations
Why?
• I chose this post because it has on ongoing relevance factor. This post had it been posted years before would still be relevant as the
time it was posted (2017) to today. Accepting people and equality has always been an obstacle in society and various events
throughout time brings the topic back up creating “buzz”. Airbnb realized this and decided to take a stance on the situation.
What type of “buzz”?
• This post created a political buzz for the company. Airbnb voiced their opinions on political progress at the time and opened up
their services to those in need after President Donald trump halted the flow of refugees coming into the U.S. subsidizing costs in
cases where no hosts were to offer their properties for free
Impact
• Political-related posts are without a doubt risky, but Airbnb was able to capitalize on the opportunity showing the people that they
care. They realize that the majority of people in the United States love seeing big companies show compassion and giving back to
the community which resulted in positive feedback from their followers and users.
5. Analysis
• The post capitalized on a current event and social media campaigns the are relevant to current events generate a significant
amount of engagement comparatively to an advertising post during the same time.
• The more engagement the more it gets passed on by word of mouth and in this case, a positive buzz is much easier to talk about,
bringing positive social currency. If a post appeals positively to the masses than normally those opposing it keep quiet due to the
herd mentality or speak up and gets outcasted.
• The post starts with a headline that is short, simple and straight to the point followed by an impactful hashtag that’s easy to
remember. A video then follows the caption, reinforcing their message, “Acceptance starts with all of us.” the video shows people
of different color and ethnicity to imply that a person belongs in this global society as much as the next.
6. Conclusion
• Overall, Airbnb succeeded in making a viral post over a current event. They took a risk in taking a stance
on a political development but managed cultivate the “feel-good” sensation from their audience
resulting in a positive buzz and people are more inclined to use their services because they assume
their money is going towards a company with a good cause.
