How to Use Instagram for STR Marketing

Chase Gillmore
Jul 8
15 min read

Updated: Jul 8

Instagram is a powerful tool for marketing short-term rentals (STRs). With over 1.63 billion active users and 79% of travelers using social media for vacation ideas, it's clear that this platform can help you attract guests and boost bookings. Here's a quick breakdown of how to make Instagram work for your STR:

Showcase Your Property: Use high-quality photos, videos, and Reels to highlight your rental’s features and local attractions.
Engage Your Audience: Reply to comments, messages, and encourage user-generated content like guest photos.
Optimize Your Profile: Switch to a business account, craft a compelling bio, and link to your direct booking site.
Set Goals: Focus on increasing visibility, engagement, and direct booking inquiries.
Track Performance: Monitor metrics like engagement rates, follower growth, and booking conversions.
Run Ads: Use Instagram ads to target specific travelers and drive more bookings.

Instagram's visual nature, diverse content formats, and targeted ad options make it ideal for STR marketing. By staying consistent and engaging, you can turn followers into paying guests.

How To Grow Your Short-Term Rental Business on Instagram

Setting Up Your Instagram Business Profile

Creating a polished Instagram business profile is a key step in promoting your short-term rental (STR). A business account gives you access to tools like analytics, advertising features, and contact options - making it easier to track your performance and connect with potential guests.

Switch to a Business Account

Switching to a business account is simple and unlocks features tailored to help grow your STR. Plus, you can always revert back if needed.

Here’s how to make the switch:

Tap your profile picture and go to Edit Profile.
Select Switch to professional account and tap Next.
Choose a category that best matches your rental, such as "Vacation Home Rental" or "Hotel & Lodging", and confirm by tapping Switch to professional account.
Select Business and tap Next.
Add contact information for guest inquiries or skip this step if you prefer.
Optionally, connect your Instagram account to a Facebook Page for access to additional marketing tools.

After setting up, you can manage your business information display by navigating to Edit Profile and selecting Profile display.

Complete Your Profile Information

Think of your Instagram profile as your rental's digital storefront. Start with a username that’s easy to remember and closely tied to your property name or location. Pair it with a clear, inviting profile picture - something like your property’s logo or a stunning exterior shot.

Your bio is your chance to make a strong first impression. Use the 150-character limit wisely by highlighting your rental’s best features and including a direct call-to-action. For example:

Don’t forget to include your contact details, like a phone number or email address, so potential guests can easily reach out. You can also decide whether to make your business category and contact information visible on your profile.

Finally, make the most of your bio link by directing visitors to your booking platform.

Link to Your Direct Booking Website

Once your profile is set up, focus on driving traffic to your booking site. Use the single bio link to send potential guests directly to your booking page or calendar. This not only simplifies the reservation process but also helps you avoid third-party platform fees, maximizing your revenue.

Make it easy for visitors to take action by using clear phrases in your bio, like "Book Here" or "Reserve Now." If you’re working with Maverick STR, they can design a custom direct booking website that’s built for conversions, complete with integrated booking tools and SEO features.

For a seamless marketing loop, add your Instagram link to your website. This encourages visitors on either platform to engage with the other, boosting visibility and interaction.

Lastly, ensure your direct booking site is mobile-friendly, loads quickly, and offers a straightforward booking process. The easier it is for guests to check availability and make reservations, the more likely they are to book their stay.

Creating Content That Showcases Your Property

Think of your Instagram feed as your rental’s showroom. The photos and videos you post play a big role in helping potential guests picture themselves enjoying a stay at your property. By sharing visuals that emphasize your rental's standout features and amenities, you can attract more bookings. Here’s how to create content that grabs attention and inspires action.

Clear, well-lit photos and videos can make all the difference when showcasing your property.

Start with exterior shots that show off your rental’s curb appeal. Highlight outdoor features like pools, patios, or gardens. Then, move inside to capture spacious layouts, cozy furnishings, and those unique touches that make your property unforgettable.

Don’t stop at just the property itself. Include shots of nearby attractions or elements of the local vibe to give potential guests a sense of the full experience your rental offers. Short videos, like virtual tours, can also help bring your space to life, making it easier for viewers to imagine themselves there.

Create Reels and Stories

Instagram Reels and Stories are perfect for grabbing attention and keeping your audience engaged. Use Reels to create quick, eye-catching property tours that spotlight your rental’s key features in just a few seconds.

Stories, on the other hand, are great for offering a more casual, behind-the-scenes look at your property. You can share moments that capture the character of your rental or give guests a sneak peek of what to expect during their stay. Organize your best Stories into Highlights so they’re always accessible. Include categories like property details, photo galleries, and booking instructions for easy navigation.

For more in-depth content, IGTV is an excellent platform for longer videos. Use it to share detailed tours, cleaning processes, or even guides to nearby attractions.

Nothing builds trust quite like user-generated content. When guests share photos of their stay, ask for permission to repost them (and always give proper credit). These authentic images help potential guests see what it’s like to stay at your property through someone else’s eyes.

Testimonials are another powerful tool. Share guest reviews through Stories or carousel posts to highlight positive experiences. Featuring moments from real stays - like a family enjoying the patio or a couple relaxing by the pool - can inspire others to imagine creating their own memories at your rental.

For more tips on boosting your property’s Instagram presence, check out Maverick STR for expert advice on short-term rental marketing. These strategies can help you expand your reach and stand out in a crowded market.

Growing Your Instagram Following

Building a focused Instagram audience can turn casual viewers into potential guests. A well-thought-out strategy paired with eye-catching visuals not only strengthens your presence but also drives more bookings.

Use Hashtags and Location Tags

Hashtags are a powerful way to boost your visibility on Instagram. Aim to use around 11 hashtags per post. Many of these can be branded hashtags - specific to businesses or locations - which help attract the right audience.

Start by researching the hashtags used by similar properties or peers in your niche. Use Instagram's search bar to explore terms relevant to your property and check the results. The goal is to find hashtags that strike a balance: popular enough to gain attention but not so broad that your posts get buried. For instance, instead of a generic tag like #vacation, try something more specific like #lakefrontcabinmichigan.

Combine a mix of broad, niche, and trending hashtags with location-based ones, such as #vacationrentalscancun, to tap into local searches. You can also highlight your property's unique features with tags like #poolside, #mountainview, or #petfriendly.

Switch up your hashtag sets regularly to avoid overusing the same groups. Before posting, check each hashtag's feed to ensure it’s still active and relevant. Adding a location tag to your posts makes them appear in Instagram's location-based feeds, further increasing your discoverability. Don’t forget to geotag your images - this ensures your property shows up in location searches.

You might also consider creating a branded hashtag unique to your property. Encourage guests to use it when sharing their experiences. Not only does this promote your brand, but it also generates user-created content that you can easily find and share. Once your posts start reaching the right audience, keep the momentum going by engaging with them.

Reply to Comments and Messages

Responding quickly and genuinely to comments and messages is crucial for building connections. When someone takes the time to engage with your content, it’s a sign they’re interested in what you’re offering.

"The key to converting followers into bookers would be: honesty, quick responses, and providing an easy booking process", says Kasia, a vacation rental manager in Sayulita, Mexico.

A simple thank you or even an emoji can show you’re paying attention. For direct messages, aim to reply within a few hours, especially if it’s a booking inquiry. If guests ask about amenities or local attractions, provide detailed and helpful information. This kind of personal interaction can set you apart from larger, more impersonal platforms.

If managing multiple properties or a high volume of messages, tools like ManyChat can help you stay responsive without losing the personal touch.

Partner with Local Influencers

Collaborating with local influencers is a great way to showcase your rental to an audience of ready-to-book travelers. The key is to find influencers whose followers match your target guest profile.

Focus on micro-influencers with smaller but highly engaged audiences rather than those with large, less interactive followings. Make sure their style and content align with your property. For instance, a luxury beachfront rental pairs well with influencers who highlight upscale travel, while a cozy mountain cabin might benefit from adventure-focused creators.

When reaching out, be clear about what you’re offering and what you expect in return. Many micro-influencers are open to free stays in exchange for creating content.

Here’s an example: A beachfront vacation rental teamed up with a travel influencer who specializes in sustainable tourism. The influencer shared posts showcasing the property’s eco-conscious features and inviting design. The results? Over 15,000 likes, 200 comments, a 40% increase in website traffic, and 10 direct bookings through the influencer’s affiliate link within two weeks.

Set clear guidelines about the type of content you’re looking for, posting schedules, and any specific hashtags or mentions to include. Encourage influencers to share real-time updates during their stay - this kind of spontaneous content often resonates more than overly polished promotional posts.

Finally, track the success of your campaigns by monitoring website traffic, follower growth, and bookings tied to each influencer collaboration. This data will help you identify what works and refine your strategy for future partnerships.

Running Instagram Ad Campaigns

Once you've built a solid organic presence, you can take your Instagram strategy to the next level with targeted ads. Instagram's ad platform allows you to zero in on specific demographics, increasing your property's visibility and driving more bookings.

Instagram ads are a powerful way to showcase vacation rentals, thanks to their visual nature and precise targeting options. With 79% of travelers turning to social media for vacation inspiration, paid ads ensure your property gets in front of people actively planning their trips. In fact, properties with strong social media marketing efforts experience a 37% higher booking rate compared to those without.

The platform offers several ad formats, including photo ads, video ads, carousel ads, and story ads. Each format has its strengths - carousel ads are perfect for highlighting multiple rooms or amenities, while video ads can immerse potential guests in a virtual tour of your property.

Target Your Ideal Guests

To make the most of Instagram ads, start by defining your ideal guest. Instagram's targeting tools let you focus on demographics, interests, and behaviors, helping you reach users based on factors like location, age, income, travel preferences, and past travel habits.

Think about who your property appeals to the most. For instance, a luxury beachfront condo might target users interested in upscale accommodations and beach vacations, while a cozy, family-friendly cabin might focus on parents drawn to outdoor activities and family travel.

Take advantage of advanced targeting features to connect with users actively planning their vacations. Plan your ad campaigns around peak booking times - typically 60–90 days before the high season. For example, if you manage a summer rental, running ads a few months ahead of summer gives you a better chance of reaching travelers during their decision-making phase.

Custom audiences are another valuable tool. Create audiences based on travel behaviors, demographics, or prior engagement with your property. Retargeting is especially useful - ads aimed at people who visited your booking page but didn’t complete a reservation can nudge them to finalize their plans.

Set clear goals for your campaigns, such as cost per booking or return on investment (ROI) targets.

Track and Improve Ad Performance

Tracking your ad performance is key to running successful campaigns. Use Instagram Insights and ad analytics to monitor results and make adjustments to your targeting, budget, and content as needed. These tools provide data to help you fine-tune your strategy.

Experiment with various ad formats - carousel, single-image, and video - to identify which ones drive the most bookings. Focus on metrics that align with booking intent, like click-through rates to your booking page or conversion rates from ad clicks to actual reservations. Instagram's "Book Now" button, for instance, can boost direct bookings by 28% compared to standard post engagement. Always include clear calls-to-action in your ads, directing users to your booking page or contact details.

For better tracking, use unique booking links and UTM parameters. These tools help you pinpoint which ads are bringing in the most bookings and attracting high-value guests.

Adjust your bidding strategies based on performance data. If certain demographics or interests are converting well, allocate more budget to those segments and reduce spending on less effective ones. Regularly review your ad performance to identify top-performing campaigns and refine your approach.

Properties that actively track their social media metrics enjoy a 23% higher booking rate compared to those that don’t. Conduct weekly reviews of your campaigns to spot trends early and optimize your ads before wasting budget on ineffective strategies.

Post-booking surveys can also provide valuable insights. Ask your guests how they found your property and what influenced their decision to book. This feedback helps you refine your messaging and targeting to convert more viewers into guests.

Tracking Your Instagram Performance

Once you've implemented your strategies, the next step is making sure your efforts are paying off. Keeping an eye on your Instagram performance is key to turning your marketing into actual bookings. By analyzing your results, you can refine your approach and see better outcomes. This step ties directly to improving the content and ad strategies we’ve already covered.

Here’s a compelling fact: properties that regularly track social media metrics see a 23% higher booking rate compared to those that don’t. That’s a big reason to make performance tracking part of your routine.

Monitor Key Performance Metrics

Certain metrics can directly impact your ability to attract bookings. By focusing on these, you can make informed adjustments to your content, schedule, and ad spend.

Direct Booking Inquiries: Pay attention to how many people message or comment to ask about availability and pricing. These interactions often signal strong interest.
Click-Through Rates: Measure how many users click on your bio link or swipe up to visit your booking page. Use platform-specific booking links with unique identifiers to track which posts drive the most traffic.
Saved Posts: When users save your posts, it’s often a sign they’re seriously considering your property. Look at the type of content that gets saved - pricing details, amenities, or seasonal promotions tend to perform well.
Average Response Time: Fast replies matter, especially during busy seasons. Track how quickly you respond to inquiries and aim to improve.
Content Engagement Duration: See how long viewers spend on your videos or photo carousels. Longer viewing times indicate your content is resonating.
Follower-to-Booking Conversion Rates: Calculate how many bookings you get each month compared to your total followers. This metric helps you gauge how effectively you’re converting interest into action.
Engagement Rates Across Formats: Compare the performance of photos, videos, carousels, and Reels. Focus on the formats that generate the most likes, comments, shares, and saves.
Follower Growth and Demographics: Track changes in your follower count and audience demographics. If you notice a shift away from your target audience, adjust your strategy accordingly.
UTM Parameters: Use UTM tracking codes for your campaigns to pinpoint which posts or ads bring in the most valuable traffic.

Adjust Your Content Strategy

Once you’ve gathered performance data, use it to fine-tune your organic content strategy. Regular analysis will help you create posts that resonate with potential guests and drive more bookings.

Define Clear Goals: Focus on metrics that align with your main objectives. For example, if boosting direct bookings is your priority, concentrate on click-through rates and conversion metrics. If you’re aiming for brand awareness, track reach and follower growth.
Spot High-Performing Content: Look for patterns in your top posts - whether it’s the type of content, timing, or format. For instance, if virtual tours consistently outperform static images, consider investing more in video content. Similarly, if posts showcasing local attractions perform well, include more destination-focused content.
Optimize Posting Times: Check when your audience is most active and schedule your posts accordingly. Posting at peak times can increase visibility and engagement.
Refine Your Hashtag Strategy: Use reach metrics to evaluate how well your hashtags are working. Experiment with a mix of popular travel, location-specific, and niche rental property hashtags to find the best combination.
Analyze Reels and Stories: Pay attention to which videos hold viewers’ attention and where drop-offs occur. Interactive stickers like polls and quizzes in Stories can boost engagement and provide useful feedback.
Try New Content Types: If engagement starts to stall, mix things up with behind-the-scenes footage, guest testimonials, local guides, or seasonal updates. Experimenting with different caption styles - whether informative, conversational, or storytelling - can also reveal what your audience prefers.
Survey Guests Post-Booking: Ask guests how they found your property and what Instagram content influenced their decision. This feedback can guide you toward creating more effective posts.
Benchmark Against Competitors: Compare your performance metrics to similar properties. Properties that regularly analyze competitors’ strategies tend to perform 31% better than average.

Use these insights to build a content calendar that balances your proven strategies with fresh ideas. By keeping your audience engaged and adapting based on data, you’ll attract more potential guests and keep your bookings growing.

Getting the Most from Instagram Marketing

A solid Instagram presence can increase your short-term rental (STR) occupancy by 23%. The secret? Consistency. Regular posting and active engagement keep your property visible and memorable to potential guests. Here’s how to make Instagram work for you.

Maintain a Consistent Posting Schedule

Consistency is everything when it comes to Instagram. The platform rewards regular activity, so posting sporadically can hurt your reach. Aim for 4–5 posts per week to stay top-of-mind. During peak booking seasons, step it up to 1–2 posts daily to capture the attention of travelers planning their trips.

"The key to being well known on Instagram is to post new content regularly so your followers don't lose interest."

Timing also plays a big role. Studies suggest that Fridays between 9:00 a.m. and 1:00 p.m. are prime posting times for the tourism industry. However, your audience might have unique habits, so use Instagram Insights to analyze when your followers are most active. Don’t forget to consider their time zones. Tools like Buffer or Hootsuite can help you schedule posts in advance and stick to a consistent rhythm.

Engage Actively with Your Audience

Posting great content is just the beginning. What truly sets your Instagram apart is how you interact with your followers. Many social media messages go unanswered, but responding promptly to comments and direct messages gives you a competitive edge. In fact, 42% of users expect a reply within an hour when they reach out on social media.

"The easiest way to boost engagement? Reply to every comment on your post!" - Jake Adam Davey, IG Sales Strategist

This kind of interaction not only builds relationships but also signals to Instagram’s algorithm that your content is worth promoting. The result? Greater reach and more potential bookings. Engaging with your audience isn’t just about likes - it’s about creating connections that lead to reservations.

Convert Followers into Direct Bookings

Your Instagram strategy should ultimately drive bookings, not just vanity metrics like likes and follows. Use your profile’s bio link wisely by directing followers to your booking website with a clear call-to-action like “Book Here”. Instagram Stories Highlights are another powerful tool - organize them to showcase essential booking details. You can even use product tags to make posts shoppable.

"Instagram is the new business card nowadays. If I'm out and about, people don't ask my business card, they ask my Instagram." - Katie Bessant, Owner of The Holiday Hive

Posts that feature real guest experiences generate 38% higher engagement for rental properties. Encourage your guests to share photos from their stay and repost this user-generated content to build credibility and trust with potential bookers. Testimonials - whether in posts or Stories - add a layer of authenticity that resonates with your audience.

Your Instagram feed should be a mix of property highlights, local attractions, and guest stories. This balanced approach keeps your content fresh and engaging while showcasing your property’s personality. Pair this with clear calls-to-action and active engagement to turn interest into bookings.

For expert advice on optimizing your short-term rental’s online presence, check out Maverick STR.

FAQs

How can I use Instagram ads to boost bookings for my short-term rental?

To get the most out of Instagram ads for your short-term rental, start with stunning visuals. Use high-quality photos or videos that highlight your property’s standout features, like inviting interiors, breathtaking views, or its proximity to must-visit spots. The goal is to make your rental irresistible at a glance.

Take advantage of Instagram’s targeting tools to zero in on your ideal audience. Whether you’re aiming for families, couples seeking romantic escapes, or travelers heading to a specific area, these tools help you reach the right people. Pair this with engaging ad content - think glowing guest reviews, limited-time deals, or seasonal discounts - to grab attention and drive bookings.

Don’t forget to stay active by promptly replying to comments and messages. This not only builds trust but also encourages direct bookings. When you combine eye-catching content with smart targeting and responsive communication, Instagram ads can become a powerful way to boost your rental’s visibility and success.

How can I use Instagram to connect with potential guests and boost direct bookings?

To attract potential guests and boost direct bookings through Instagram, focus on creating engaging and trust-building content. Post high-quality photos and videos that showcase what makes your rental special - think cozy interiors, stunning views, or nearby attractions. Highlight guest experiences to give followers a feel for what staying at your property is really like.

Instagram Stories are another great tool. Use them to share behind-the-scenes glimpses, like your cleaning routine or recent updates to the property. This kind of transparency can go a long way in earning trust and confidence from potential guests.

Stay active by responding quickly to comments and direct messages. Encourage past guests to share their experiences, and when they do, repost their photos or reviews. This type of user-generated content not only adds credibility but also strengthens your bond with your audience. By using these strategies, you can build a loyal following and drive more direct bookings for your rental.

How can I track the success of my Instagram marketing for my short-term rental?

To measure the success of your Instagram marketing efforts, pay close attention to key metrics like engagement - this includes likes, comments, and shares - along with follower growth and how many direct booking inquiries come through Instagram.

You should also keep an eye on referral traffic to your booking website and track how often Instagram posts lead to actual bookings. These metrics offer valuable insights into your return on investment (ROI) and can guide you in fine-tuning your content strategy to resonate more with your audience and drive more bookings.

How to Use Instagram for STR Marketing

How To Grow Your Short-Term Rental Business on Instagram