By Seb Joseph

Airbnb is to pivot campaigns around social media in a bid to put its host community front and centre of its communications as it looks to support a more unified brand strategy worldwide.

The business is attempting to establish the value of social media in delivering its service to the market. While the likes of Facebook and Twitter have played a core part in the brand’s growth to date, the aim is to reassemble its channels to support the “Belong Anywhere” strategy, which launched earlier this year alongside the brand’s redesigned and controversial logo.

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Source: The Drum