We knew that to break through to the For You Page on TikTok didn’t mean diluting your message to a one-size fits all. Instead, the more niche you got, the more chances you had at winning attention. So we made a video series of Weirdly Specific lists that paired unique Airbnb’s with equally unique TikTok communities. This let us continue to speak to our loyal travel audiences, while also showing untapped audiences how they could use Airbnb in their own authentic way.

Creating custom content for dozens of unique subcommunities could become costly, so we developed a creative approach that borrowed from TikTok’s existing trends. Using popular formats like green-screen and text-based storytelling, we were able to showcase Airbnbs without big budget shoots on location. With minimal spending, we produced more content and reached a greater variety of TikTok audiences than ever before.

Using current trends on the platform, we made short videos about relatable Airbnb guest behaviors that people on TikTok were already talking about. But jumping on trends requires speed and efficiency, so our team constantly developed and wrote new ideas, then reached out to our network of TikTok creators to produce videos in real time.

Celebrity content is its own niche on TikTok. So we treated Airbnb’s celebrity partnerships like any other TikTok content. We sent our teams on set with celebrities to capture content that showcased their personalities in a way that TikTok audiences would respond to.