How to Start Posting on Social Media for Your Vacation Rental Business

Social media is one of the most powerful marketing tools for vacation rental businesses. But let’s be honest—it can feel overwhelming if you don’t know where to start. Should you post daily? What should you even post about? How do you get people to care?

This guide breaks it down into simple, actionable steps so you can confidently start posting and growing your online presence.

What Is Social Media For?

Social media is for building communities, not just advertising. Unlike traditional marketing, which shouts messages at potential customers, social media is about engagement. Your goal is to provide valuable content that keeps people coming back, even when they’re not actively booking a stay.

Before you post, ask yourself these questions:

Who is my target audience? Understanding your audience is crucial for crafting relevant content.
What value does this post provide? Ensure your content offers information, entertainment, or solutions that resonate with your audience.
What action do I want viewers to take? Define a clear call-to-action to guide audience engagement.
Is this content aligned with my brand's voice and goals? Maintain consistency with your brand's messaging and objectives.

Creating Engaging Written Content

Know Your Audience

The best social media content connects with people on a personal level. No one logs on to be bombarded with sales pitches—they want entertainment, inspiration, or useful information. Ask yourself: How can I add value to my audience’s day?

KISS: Keep It Simple, Stupid

Attention spans are short. Your captions should be short and straight to the point. Lead with the most important information in as few words as possible.

Use Emojis Wisely

Emojis help your captions stand out and add personality. They can:

Make posts more visually appealing
Express emotions better than words 😊
Break up long chunks of text ✂️

Include a Clear Call to Action (CTA)

Don’t just post and hope people engage—tell them what to do next! Whether it’s booking a stay, visiting your website, or tagging a friend, give clear instructions.

Expanding Your Reach

Using hashtags and tagging relevant accounts can significantly increase your visibility. Research trending hashtags in your industry, analyze what competitors are using, and test different combinations to see what works best. Use relevant hashtags like #SmokyMountainCabins, #VacationRentals, or #GatlinburgGetaway to increase visibility. Additionally, tag local businesses, past guests, and influencers to encourage engagement and shares.

Tag People & Businesses

Tagging local businesses, past guests, and influencers in your industry can increase engagement and reach. It also encourages people to share your post, giving you even more exposure.

Want some help? Try here.

Visual ContenT

A great post isn’t just about words—it’s about visuals. In a fast-scrolling world, high-quality images and videos grab attention instantly. They don’t just stop the scroll; they create an emotional connection that drives engagement and bookings.

Imagine a dark, blurry photo of an empty cabin versus a bright, inviting image of a cozy living room with a crackling fire. Which one makes you want to book a stay? People book based on emotion—warm, inviting visuals create a sense of comfort and excitement, while poor visuals turn them away. Investing in great visuals isn’t optional; it’s essential.

Photos – Using multiple high-quality photos provides a more comprehensive view, increasing engagement. (blog.hootsuite.com)
Videos – Short-form videos like Reels and TikToks are prioritized by platforms, boosting visibility. (theverge.com
New Features – Leveraging new features can enhance content reach and engagement. (theverge.com)

Anatomy of a Social Media Post

A well-structured social media post grabs attention, engages the audience, and drives action. The accompanying graphic breaks down key elements—clear messaging, strong visuals, strategic use of hashtags, branding, and an effective call to action—that make a post successful. Keep these principles in mind to create content that stands out and encourages interaction. Here’s what to include

Start with the most important information – Lead with what matters most so your audience gets the key message right away.
Use emojis wisely – Emojis make posts more visually appealing and help break up text for readability.
Include hashtags – Relevant hashtags expand your reach and help new audiences discover your content.
Have a clear Call to Action (CTA) – Whether it’s booking a stay, visiting your website, or tagging a friend, tell your audience what to do next.
Brand your content – Incorporating your logo or branding adds a professional touch and reinforces recognition.
Use eye-catching visuals – Captivating images or videos draw people in. Keep text on visuals minimal and impactful.

Anatomy of a Social Media Post.jpg

How to Gain & Retain Followers

Engage Like a Pro

Don’t just post and ghost! Reply to every comment and message like you’re talking to your best friend—while keeping it professional, of course. People want to interact with businesses that feel approachable and human.

Stop Asking & Start Serving

Not every post should be a sales pitch. The best brands on social media focus on adding value before asking for anything in return. A good rule of thumb:

80% Educational and entertaining content (tips, insights, fun facts)
10% Engagement prompts (questions, polls, discussions)
10% Promotional content (special offers, product highlights)

Posting Checklist

✅Every post should have:

✅A clear purpose

✅An engaging caption

✅High-quality visuals

✅Relevant hashtags

✅A strong CTA

✅Tags (if applicable)

Best Times to Post

To maximize engagement, consider the best times to post on different platforms.

Instagram & Facebook: Mornings (7-9 AM) and evenings (6-9 PM) tend to perform well.
Twitter/X: Lunchtime (12-3 PM) when people take breaks.
TikTok & Reels: Late evenings (8-11 PM) often see the highest views.
LinkedIn: Early mornings (7-9 AM) or lunchtime (12-1 PM) are best for professional content.

Social Media Pitfalls to Avoid

Avoid these common mistakes to keep your social media strategy strong:

Inconsistent Posting: Regular posts keep your audience engaged.
Being Too Sales-Heavy: Balance promotional posts with valuable and engaging content.
Ignoring Comments & Messages: Engagement builds relationships—reply to every comment and message.
Low-Quality Visuals: High-quality photos and videos make your posts more appealing.

Bonus Tips

Post Styles That Work

Educational Content – Teach your audience something useful about traveling, local attractions, or rental tips.
Connection Posts – Share stories, behind-the-scenes content, and guest experiences to create a personal bond.
Promotional Posts – Highlight your cabins, deals, and availability, but keep it balanced with value-driven content.
User-Generated Content – Share guest photos and testimonials to build trust and credibility.

Final Thoughts

Social media isn’t just about selling—it’s about building a brand and a community. The more value you provide, the more people will trust and engage with your business. Start small, stay consistent, and watch your online presence grow!

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