Managing a vacation rental is more than just handing over keys. It's about selling an experience, and social media is one of the best ways to do that. But not every platform works the same, and not every one is worth your time. So, which ones should you focus on as a property manager? Let's break it down.
Instagram: Show Off Your Space
If your vacation rental looks good, it'll do well on Instagram. This platform is driven by visuals. High-quality photos of cozy bedrooms, poolside mornings, and balcony sunsets can do more than any listing description ever could.
Instagram Stories, Reels, and Lives let you give followers casual peeks into daily life at your property. Stories are great for quick updates. Reels help you reach new audiences. Lives offer something more personal—you can walk viewers through your space in real time, answer booking questions on the spot, or show off a fresh renovation.
And if you're using Houfy, you can drive traffic back to your listing with a link in bio or a simple call to action in your content. Tag your location, use relevant hashtags like #vacationrental or #beachhouse, and mention nearby businesses to boost visibility.
TikTok: Go Viral, Fast
TikTok isn't just for dance trends. It's one of the fastest ways to grow awareness of your rental, especially if you can tell a good story. A simple video showing a unique feature (like a waterslide into the pool or a backyard fire pit) can rack up thousands of views overnight.
You don't need to be a professional editor. TikTok's tools are built for casual content. Quick room tours, "before and after" cleanups, or even funny guest messages (with permission) go a long way. Trends move quickly, so keeping up can be a challenge—but even a few well-timed posts can pay off big. Just be real, stay consistent, and show off what makes your property stand out.
Pinterest: The Long Game
Pinterest isn't about likes or followers. It's about discovery. People use it to plan future getaways and dream about their ideal vacation. That's where you come in. By pinning professional photos of your rental, you can get long-term traffic to your listing.
Make boards that highlight not just your space but also local attractions, travel tips, and seasonal guides. Optimize each pin with searchable titles like "Family-Friendly Cabin in Lake Tahoe" or "Romantic Beach House for Two." Unlike Instagram or TikTok, your pins don't disappear quickly. They live on and keep working for you months later. This makes Pinterest a smart platform for building awareness over time.
Facebook: Still Useful, But Not the Star
Facebook is losing its edge with younger travelers, but it's still useful for certain things. If your guests are families or older travelers, they're probably still active on Facebook. It's a good place to build a local community or create a private group for repeat guests.
You can post updates, events, and special offers. Facebook also has the advantage of Messenger, which lets you handle booking questions quickly and privately. But don't expect to grow a huge following or go viral here—it's more of a supporting platform than a main attraction.
LinkedIn: For Networking, Not Bookings
You won't get guest bookings through LinkedIn, but that doesn't mean it's useless. This platform is helpful for networking with other property managers, local tourism boards, and service providers. If you're serious about growing your vacation rental business, use LinkedIn to share your wins, stay on top of industry trends, and connect with others in your field.
You can also use it to find virtual assistants, photographers, or cleaners with experience in short-term rentals. Just don't spend too much time here unless you're treating your rental like a professional property management business.
So, Which Platform Should You Focus On?
That depends on your goals and what you enjoy. If you're good with visuals and want bookings fast, Instagram and TikTok should be your priority. If you're playing the long game and want to get traffic over time, Pinterest is a strong bet. Facebook can help with guest communication and loyalty, while LinkedIn is best kept for professional networking.
Try not to spread yourself too thin. Pick two platforms and do them well. Make time each week to post, respond to comments, and look at what others are doing. Don't worry about being perfect—just show up, be helpful, and stay consistent.
Tips to Make Social Media Work for You
Strong social media marketing doesn't mean doing everything, everywhere. It means doing the right things on the right platforms, and doing them well. A clear social media strategy helps you stay consistent, build trust, and attract more of the guests you actually want. And it all starts with showing up.
- Use real photos. Guests want to see what they're actually booking.
- Post consistently. It's better to post twice a week every week than to go all-in and burn out.
- Talk like a human. Avoid sales-y language. Be real, casual, and honest.
- Show the area too. Highlight nearby restaurants, parks, shops, and things to do.
- Always link back. If you're using Houfy, direct people straight to your no-fee listing.
Stand Out With Your Social Media Presence
Not every platform will be right for you, and that's okay. Pick the ones that play to your strengths. Platforms will change. Algorithms will shift. But people will always want to stay somewhere they feel a connection to. And if you're serious about keeping more of your income and giving guests a better way to book, list your property on Houfy. It's a platform that puts hosts first—no commissions, no middlemen, just direct bookings done right.
