Insta-Worthy Vacation Rentals: A Guide to Engaging Content Themes

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Transcript
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Every single kind of business, his own Instagram, creating content, you are

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a tourism business. Owner you are a tourism business

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marketer. Tourism is hot on Instagram and it's

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one of the easiest business models to get attention on Instagram, in this episode,

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I'm going to share a few of my favorite. Favorite accounts. That you can emulate

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as well as ways that you can create a theme for your

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account, so that it's easier for you to know what

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kind of content you need to create an amazing

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Instagram account. I highly encourage you to

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get started with Instagram, and hopefully see that it

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can be a great resource for you to

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attract new guests, to attract interest,

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to attract people that you can network with in your area.

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This episode actually comes from my series on Instagram

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called the Instagram action plan. Audio. And I'll tell you more about that

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at the end. Stick around and learn how you can get started using

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Instagram.

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instagram has been around since around 2010. I

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believe I started Instagram as soon as it came out because I

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love photos. I love photography. I love taking pictures. And

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when it first started, it was just a photo app and it has developed and

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developed. And of course, Tik TOK. Became all the rage. And so

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the short video, the real format became very

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popular. Now it's really a hub of

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where you can have all sorts of different types of

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content. And I'm going to go over the different types of content in a later

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episode. But where you can have all of this content that's geared

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toward your target market. And it is such a

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great place to share video, to share

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images, to share updates and and you can help them get

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to know you and your properties better. Instagram is a great

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place for marketing because all of the

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target markets are out there on Instagram, all the age groups. My

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72 year old mom is on Instagram and my 21 year old daughter is

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on Instagram. Now, yes, there are age groups that are a little bit more prevalent,

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but that's okay. There's still millions and millions of people

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within all age groups and all demographics that are on Instagram,

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actively searching for travel inspiration. And that's another

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really exciting. Point about Instagram is

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that travel, even though engagement is down across the board.

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For most business types and most content creators

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travel content is still getting

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engagement, getting likes and shares and views and.

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Comments. So you as a travel marketer, have a great

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opportunity to share that type of content. Get new

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eyeballs on your content. Get new eyeballs on your listing. Create

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conversations around your brand and around your vacation rentals

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and around your destination. It is such a great

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platform to generate interest and what I

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call FOMO. The fear of missing out. I

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use that term a lot when I'm speaking to my clients and students

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about marketing because travel, marketing, destination,

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marketing, vacation, rental marketing. Is about creating

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this sense of, I can't wait in your followers whether

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that's on your website or even in your. OTA listings.

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And on your social media, email marketing, all the places where you

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are actively marketing your properties. Part of what you're doing is

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creating this FOMO. And in order to create the

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FOMO, the fear of missing out. You have to understand

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your target market. And I call this your perfect guest

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avatar. This is the person that your properties are best

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suited for the people that you want to do business with. Not just one

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avatar. You may have several. if you have several properties or different

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seasons, you can have several avatars, but I want you to really hone in

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on what your avatar wants to see from you. I have a

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saying generic marketing is bad marketing. And what

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that means that when you're generic, when you're showing very generic

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content, for example, an image of a beach, then

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that speaks to people who love beaches. That's the entire world who loves

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beaches. But what if that beach image is actually of a

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mom watching her kids have a great time on the beach. That speaks

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to moms and the experience that they want to create for their

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family. Or maybe it's a couple of walking hand in hand along the beach, or

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maybe it's a couple with the dog or kids with the dog, different

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experiences, speak to different people. And when you can

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target that audience with your marketing, with your

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content, then you can create this sense of FOMO. The

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rest of this episode is going to be talking about

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themes. I want you to think of the themes as the

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overarching reason behind your

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Instagram. It's what you talk about. It's what you share. And when

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you have that theme, Then it's so much easier to

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create content. Again, your theme is based on

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your target market, but it's also based on you and your

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properties and your destination and the experience that you're

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creating. There's a lot that goes into it. Your USP goes

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into the type of theme you want to have on your Instagram. That's

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the unique selling proposition. What makes you different? What

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differentiates you from your competition? When you're thinking

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of your Theme for your content. I want you to think about your

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USP. And your target market and put it all

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together. So the four themes that I have come up with in used

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for the most part, when I work with clients. One is the destination

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discovery. And I'm going to go back through these and explain a little bit more.

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So destination discovery. Curated

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experiences. Exceptional

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experiences and heartfelt hospitality.

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As I go through these think about which of these appeals more to

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you. Sometimes you may start with one and then gravitate

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toward another, as you start developing your content. So

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destination discovery, this theme, invite your followers

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to explore your destination. You're going to be

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highlighting local attractions, the hidden gyms the

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local favorites. Relaxing and welcoming

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accommodations that create that experience. They're in

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the perfect place to enjoy. This experience that you're trying to

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create. You're going to be talking about the things to do in the area. You're

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going to be sharing some of the. Wineries breweries, and again,

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going back to your target market and what they want to see from you

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going back to that perfect guest avatar. The destination discovery

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theme is perfect for you. If you love everything about your

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destination. And your target market. Wants a lot

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of ideas for things to do. So if you're a property management company or

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you have several different types of properties that appeal to different

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target markets, then this is great for you. but it's also great for you. If

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you just want to promote your destination, and you usually

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either live in this destination or visit it often. You

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can create a lot of content. that's definitely an, a very

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important part of the destination discovery theme is having that

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content. Of course, there's lots of ways to get that content if you're not there

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all the time, but that does make it quite a bit easier. A great

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example of the destination discovery theme is

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from. Happy in the keys. I talk about happy in the keys. A

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lot. They were a client of mine. I still work with them pretty often

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and they just have it all going on. So that's why I bring

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them up so much. Marty who owns happy in the keys and her

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husband? They have an incredible host there,

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at the properties and marathon named Sean, he and his wife,

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Jackie manage their Instagram account and their social

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media. And Jackie is. An Instagram expert. In her

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own. But she really has created. A wonderful

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experience with the happy and the keys, Instagram it's

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at just all one word, happy in the keys. And they

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share tons of things to do one of Marty's,

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focuses is that she wants her guests to experience what it's really like

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to live in and in the keys in a luxury

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property. So two. Have those luxury keys

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experiences. Her properties are very outfitted

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for, with pools and docks and fishing

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and all the things to do boat they're beautiful homes you don't even have to

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leave the place to enjoy the experience I've been there. But

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there's still a ton of things to do in the keys. And Jackie and her

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husband, Sean, and Marty do a great job of sharing those.

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Things to do in the destination. They do great stories about

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date nights and weekends and the sandbar Sunday,

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every Sunday, they show videos of, being out on the sandbars

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and. Their dogs enjoying the day, the kids.

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So check them out and you will see lots of

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ideas for how you can share your

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destination, and all the things to do in your destination while

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also highlighting that your properties. Are the perfect

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place to experience. The beautiful destination and

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all that goes with it. The second theme is curated

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experiences. And this is like the destination discovery theme,

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except this is really much more highly targeted. So

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this aligns very specifically with the experience

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maybe it's eco tourism, historical tourism, foodie,

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tourism, maybe it's dog friendly tourism, So this

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theme allows you to tailor your content to. The specific

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interest of your target markets? Choose a theme that aligns with

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the things that your destination offers. But also with your own

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interests and how your experience is perfect home base

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for the people that are staying with you skiers, hikers,

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outdoor adventures, A great example of the curated

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experiences theme. Is a friend of mine

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Cooper landing lodge. She was in one of my,

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I think she was in the second round. I did have my, group

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coaching. Program. Her name is Amber and they, she and her

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family have a lodge in Alaska next

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to a river. I want to go here so bad. I want to

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surprise my husband with the trip to their cabin. They live

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there nearby, and then. All of their

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Instagram, all of their social media is around

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this experience of being in

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Alaska and fishing and hiking and

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going out in the snow and enjoying the beauty of

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this Alaskan getaway and wildlife and nature and

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birds and fish and bears and just

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so many really exciting adventures. That she and her

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family. She has three teenage boys. And her husband

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and just all of the things that they do. That you can

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experience, if you were to stay at her property,

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Cooper landing lodge. I'm just right here as I'm going through

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her photos, I'm seeing photos of her kids in the kayaks

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bears fish, huge fish. People

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fishing, people sitting around campfires. It's a very

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curated feel. There's not a whole lot of

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extras. You don't here's one picture after I'm scrolling through for several

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minutes, there's one picture of a pizza. But everything is

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nature and outdoors and being outside and enjoying

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the, what you would go to Alaska for, which is nature

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and outdoor experiences. And she also shares reviews

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as well. And photos from inside but almost her entire

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feed is taken up by the experience, the

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curated experience of her destination in

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Alaska. The next theme is

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exceptional experiences. And this theme

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uncovers the unforgettable aspects of your guest

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experience from your one of a kind accommodation. If you have

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a really unique stay, or you have,

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extraordinary. Amenities, personalized

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details. Luxury accommodations, glamping,

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tents,. Luxury beach homes. This really speaks

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to the experience that you're providing your guests

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in this theme, maybe your guests don't really even need

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to leave your property to enjoy their vacation. This

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works really well. If you are in multiple destinations as well,

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and you can speak to the experience that you have

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now with the exceptional experiences, you also want to create

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some content about the things to do in the area with the

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exceptional experiences theme, you're really putting your

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property in the experience in your property. At the

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center of your Instagram. This is

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really going to be heavily focused on the

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experience that you provide your guests while they're there. They don't

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even have to leave. So think of a resort feel, or

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if you not in your destination often, but your property is.

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Big and beautiful or nice and has a shift's kitchen and

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these little extras that make it an experience onto itself. And this

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is a great theme for you to use. So the examples I have

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for. The exceptional experiences theme are both two

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clients of mine and two friends from Wimberley.

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One is spoon, mountain glamping. I also talk about them quite a

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bit, and I'm working on a case study. For. Everything that I've put into

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place for their business over the last couple of years, they have glamping

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tents and almost all of their Instagram feed

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is taken up with what, how to experience glamping

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in the hill country. The beautiful sunset, relaxing on the

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patios. They have bubble baths watching the

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birds and the deer and all of that. It's all about the

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experience. They're at their glamping property. Now they do.

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Do share. Things to do in the community on

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occasion, but probably one out of every 10

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photo is something to do in the area where the rest

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are. Getting a massage on the back deck or laying in the

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hammock and enjoying the sound of the birds, those kinds of things. And the

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year topian is also glamping outside of Austin.

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They they have had a ton of

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influencers who have come and stayed and media. Coverage of

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their experience. So she and Tyler, the

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owner has a curated collection of photos and

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videos. From all of the influencers who have stayed with

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them, friends and family who have come, and she

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just has a ton of great content. They have

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beautiful decks that overlook the hill country. They have hammocks, they

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have hot tubs. They have these gorgeous Mongolian tents with

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hand painted. Beautiful, bright color doors and

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beds in the transom that holds the dirt up from the

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inside. I keep saying Mongolian tents. I hope she doesn't

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hear this because she gets onto me for San tents when it's a

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yert, which is completely different from a tent. It's really cool.

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I'm going to be going there tomorrow too. To see one of them. So.

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Just like Yvette was spoon, mountain glamping. They're sharing

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their own unique experience.

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And so that's another really good example of

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the exceptional experiences theme and then there's

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heartfelt hospitality and this theme works well

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for you. If you're in multiple destinations. but you

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have a heart for hospitality. You have a heart for

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creating a really cozy. experience, you have lots

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of thoughtful touches and you have a real love of welcoming guests

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to your properties. And you want to share your destination content,

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but a lot of your content is just about how cozy and

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warm your properties are. Really good example of

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the heartfelt hospitality theme. Is one of my favorite

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new follows. I started following her recently. And

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she, Amanda has created the lodge own

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twinkle lane in Carlton landing,

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Oklahoma. And her entire Instagram is

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mostly made up of how amazing her

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hospitality is. What kind of a cozy and

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wonderful atmosphere she has created. Now, she has a

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podcast, all about things to do in her area. She also has

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a travel guide that she shares. So she knows a lot about the area.

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She helps people have a really. Good time in

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her small town. But when you're looking through the photos of her

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property, you can really see how much she cares about

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providing an amazing, comfortable stay she's

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into Eco friendly, environmentally friendly

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and environmentally sensitive cleaning supplies and products. She's into a

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chemical free lifestyle. Low talks. Fragrance-free all of

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those things. So she cares about. Those types of things in her

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home. So you can see that throughout some of her photos that she

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shares. She also has lots of photos of

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people reading in corners of the property, in a

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shade, under a shady tree or in the corner by a fire.

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Smores coffee cups. Just the

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stacks of dishes and she shares really nice

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photos of her amenities. Really good. Up

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close photos of the amenities that really show you that she's putting a

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lot of thought. And detail into in, into

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the experience that she's creating, that she cares about

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the experience that our guests are going to have there. And she's

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sharing her hospitality. She shares a lot of her reviews.

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She has an entire series that

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shares the the. The herbs and spices and kitchen.

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Utensils and appliances. And so many of the

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other little. Things that make her stay very

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comfy and cozy and wonderful. The soaps and

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the bath products and the throws and the

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decor. It's just really, she does a really

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good. Job. She also loves to read,

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and that is very evident because she has a really

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great library in her property that she shares. She also does a

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really great job of sharing about her family and about

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the reasons that she has. Created this space and

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created this this experience you can just see it in

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everything that you read and the photos that she takes. I really have

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enjoyed getting to know her through her personal and

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her business, Instagram. I want you to think about the

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themes that I have gone over and think about how you

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can fit your content into one of these

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themes. So I want you to think about which of these has

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resonated most with you. Think about the images that

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you have, or that can be readily available. What you

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know about your destination, who your target audience is,

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who is your guest avatar and what are the things that are going to

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appeal to them? The most? Maybe create a bullet

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point list of your favorite photos or the

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favorite, um, the questions that people ask.

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However, you come up with the theme that you're going to use for your

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Instagram. Is really going to guide you. In

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all of the content that you share and that's your stories and the

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reels and your, um, just the static posts.

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Just remember that when you have a unified look and

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feel to your Instagram account, and when you know that

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you are focusing on a particular type of

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experience, In your Instagram, that people are going to

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recognize your images and your videos as they come through the feed,

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especially if you're using some brand imagery

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consistently. Um, And it makes it so

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much easier to create content when

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to plan content, to know what you're going to post next week.

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It's just so much easier. Now I

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want to mention that this episode is actually taken from the

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first episode of my Instagram action plan, audio

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series. I edited a little bit out of it, but if

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you want to sign up for that, there are five. Additional

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episodes. This was episode one of that series. There's five

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additional episodes. It's all free. It comes with a workbook. I'm

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going to share that in the show notes, but it's Jody borne.com back

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slash Instagram. And you can,

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uh, download that or get that, and you'll get links to the,

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um, additional audio episodes and the workbook.

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And you can join my savvy host

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network where. Other hosts who have done the Instagram

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action plan. And some of my other things are there in the

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savvy host network. It's a community that I am trying to

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slowly create to share my marketing

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and vacation rental knowledge. With those of you who would

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like to join me?

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Either way I will leave the links to all of those things in the

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show notes, as well as a link to my Instagram. I'd love for you to

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give me some feedback on this episode, in any of the episodes or anything that

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you would like. Me too. Uh, help you with, if you have

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question about marketing or creating the perfect vacation rental

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experience. I would love to. Enlighten you

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with some advice on the podcast. Regardless of

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that. Have a great week

About the Author

Picture of Jodi Bourne

Jodi Bourne

Vacation Rental Coach

Get In Touch

Do you have a podcast idea or a topic suggestion? I'd be thrilled to hear it! You can email me at heyjodi@jodibourne.com.