Podcast Summary: Why That Worked – Episode #16: Airbnb—The Brilliant Strategy Behind Their New Messaging Campaign

Introduction In episode #16 of Why That Worked, presented by StoryBrand.ai, hosts Donald Miller and Kyle Reed delve into Airbnb's latest messaging campaign. The episode, released on April 21, 2025, dissects the strategic shifts Airbnb has made in its marketing to understand why certain messaging resonates with a broad audience while others fall flat.

Overview of Airbnb's Messaging Campaign Kyle Reed initiates the discussion by referencing a recent Airbnb commercial featuring animated figures that captured his attention during a rare viewing of a sports game's advertisement (00:28). This commercial sparked curiosity about the underlying strategies driving Airbnb's updated messaging approach.

Critique of Airbnb's Old and New Taglines The conversation shifts to analyzing Airbnb's previous and current taglines. Donald Miller expresses reservations about the old tagline, "Travel Like a Local," labeling it as "elusive messaging" that requires consumers to decipher its meaning (05:24). He argues that such taglines are overly clever and fail to communicate clear value propositions to potential customers.

Reed adds context by mentioning Airbnb's post-pandemic campaign and substantial investment of $700 million into the new tagline, "Belong Anywhere" (06:30). However, Miller criticizes this new tagline for its vagueness, remarking, "I don't know what that is. If I said, 'belong anywhere,' what do you think we do?" (07:06). He advocates for more explicit messaging that clearly conveys Airbnb's value, such as "Why book a hotel when you could book a house."

Application of the StoryBrand Framework to Airbnb The hosts apply the StoryBrand Framework to dissect Airbnb’s messaging. They outline the framework's components:

1. Character (Hero): Defined as travelers seeking accommodations.
2. Problem: Identified as cramped, impersonal, and expensive hotel rooms (12:03).
3. Guide (Airbnb): Positioned as offering "ease, trust, and connection, helping both travelers and hosts succeed" (12:23).
4. Plan: A three-step plan including booking a space that feels like home, listing an Airbnb, and earning income effortlessly (14:06).
5. Call to Action: Clear directives like "Book with Airbnb" or "Book your Airbnb now" (15:18).

Miller emphasizes the importance of clarity over cleverness, stating, "Clarity is where the money is. Clever is where you feel good about how smart you are, and that doesn't benefit you or anybody else" (20:14).

Challenges of Dual Messaging: Consumer and Host A significant challenge highlighted is Airbnb's attempt to address two distinct audiences: travelers and hosts. Miller criticizes the conflation of two brand scripts into one, suggesting that separate messaging for each audience would be more effective (16:00). They discuss how StoryBrand.ai initially struggled to create a unified message that adequately addressed both groups, ultimately recommending the creation of distinct brand scripts for each target market (16:41).

Airbnb's Social Media and Cross-Platform Strategy The hosts examine Airbnb's approach across various social media platforms:

• Instagram: Focuses on showcasing host homes with visually stunning images of unique spaces (30:42).
• TikTok: Leverages user-generated content and partnerships with creators to enhance engagement (30:47).
• YouTube: Produces sponsored videos with popular YouTubers staying in extraordinary properties, such as a Shrek-themed home (31:07).

Reed praises the effort but questions the practicality, noting that while such content generates brand awareness, it may not directly convert to bookings for the average user seeking typical accommodations (32:03).

Competition's Response to Airbnb's Messaging The discussion shifts to how competitors like Booking.com and Vrbo are positioning themselves in response to Airbnb. Miller advises against negatively targeting competitors in messaging, warning that it can inadvertently highlight the competition and strengthen their loyal customer base (28:14). Instead, he suggests focusing on Airbnb’s unique strengths without directly discrediting others.

Actionable Insights for Listeners Donald Miller and Kyle Reed provide practical advice for business owners aiming to refine their messaging:

1. Identify the Core Problem: Clearly articulate a problem your customers face that your product or service solves.
2. Ensure Clarity in Messaging: Avoid overly clever or vague taglines. Opt for straightforward language that conveys value without requiring interpretation.
3. Segment Your Audience: If targeting multiple customer groups, create distinct brand scripts for each to ensure tailored and effective communication.
4. Leverage StoryBrand.ai: Utilize tools like StoryBrand.ai to generate clear, actionable messaging that aligns with the StoryBrand Framework.

Reed emphasizes the importance of spending ample time identifying the right problem, likening it to establishing boundaries that facilitate focused and effective marketing strategies (37:37).

Conclusion The episode wraps up with a consensus that Airbnb's new messaging campaign, while ambitious and visually captivating, falls short in delivering clear and immediate value propositions compared to its previous efforts. Miller and Reed reiterate the paramount importance of clarity in marketing messages and the necessity for businesses to define and communicate their value succinctly.

Reed encourages listeners to utilize StoryBrand.ai for crafting clear, effective messaging and to engage with the StoryBrand Framework to enhance their marketing strategies. Both hosts highlight the success of their own resources, such as their recently released book, Building a Story Brand 2.0, and various tools designed to assist businesses in refining their messaging.

Notable Quotes:

• Donald Miller (07:06): "Belong anywhere can work, but it can only work if the name of your business and the concept, most importantly of your business is household."
• Donald Miller (05:24): "Elusive messaging or a slippery bowling ball."
• Donald Miller (20:14): "Clarity is where the money is. Clever is where you feel good about how smart you are, and that doesn't benefit you or anybody else."
• Donald Miller (37:38): "It's like that whole, you know, if you just get a little off track, you go so far over."
• Kyle Reed (25:15): "Imagine having the world's best communicator writing your tagline."

Key Takeaways:

• Clarity Over Cleverness: Clear, straightforward messaging is more effective in conveying value and driving customer action.
• Targeted Messaging: Separate brand scripts for distinct audience segments enhance the effectiveness of communication.
• Problem Identification: Clearly defining and articulating the core problem your product solves is crucial for resonating with customers.
• Consistent Application: Ensuring that all marketing channels consistently reflect the clear messaging framework strengthens brand recognition and customer engagement.

By dissecting Airbnb’s messaging strategy, Donald Miller and Kyle Reed provide valuable insights into effective marketing communication, emphasizing the essential elements that drive brand success.