Airbnb Uses How-To Videos to Connect With Asia-Pacific Travelers and Hosts
Skift Take
How-to videos inform and build brand awareness. If executed well, viewers will be moved to share them, which adds value by generating earned media.
It has been four years since Airbnb launched how-to videos and its most recent set is poised to reduce customer service time.
In 2011, Airbnb's second series of how-to videos cast a young woman talking directly to viewers and giving a quick overview of Airbnb's value proposition. She wasn't really teaching users how to search and book on the website. It was far from the Trivago guy.
Although the video didn't focus as much on helping people navigate
