By lalfred@hubspot.com (Lestraundra Alfred)

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.

If you’ve spent time on TikTok in the past year, you’ve likely heard the name Alix Earle.

In 2022, Earle rose to TikTok stardom by posting “get ready with me” videos and chronicling her experiences as a student at the University of Miami. With over 5.3 million followers on the platform, Earle is one of TikTok’s top creators earning up to $70,000 per sponsored post.

Earle recently went on a trip to Europe with a group of 11 friends, some of whom were content creators themselves. Upon arriving in Italy, the group learned the house they reserved through Booking.com didn’t actually exist, leaving them stranded with nowhere to stay.

Naturally, the group took to TikTok to post about the situation.

How Airbnb Earned Millions of Impressions Through Social Listening

Earle’s video about the group getting stranded racked up over 3.9 million views, and caught the attention of the social media team at Airbnb who quickly sprung into action.

Within 24 hours, Airbnb arranged for the group to stay in a villa nearby, seemingly saving the day. Again, Earle went on TikTok to share how Airbnb reached out to help and posted a tour of the villa the group moved to for the duration of their stay in Italy. This video has over 3.8 million views, painting Airbnb in a positive light.

While the details of the exchange are unclear (Did Airbnb comp the group’s stay at the Villa? How much was the group’s stay worth?) Airbnb has earned nearly 4 million impressions from Earle’s post likely for less than her typical $70,000 fee.

After the group moved to the Airbnb, Booking.com commented on Earle’s initial post about being stranded days later, telling the group to reach out on Facebook, Instagram, or Twitter to resolve the …read more

Source:: HubSpot Blog

Author: Aaron