Dissecting OYO''s Social Media Strategy

12 May, 2021 (Wednesday)

About the company: OYO Hotels & Homes, a young hotel startup, today is the world’s leading chain of hotels, homes, and spaces. The portfolio combines fully operated real estate comprising more than 43,000 hotels with over 1 million rooms. Through its vacation homes business, the company offers travellers and city dwellers access to over 130,000 homes around the world. OYO today operates in over 800 cities in 80 countries.

Dissecting Social Media Strategy:

Social media has been the most prominent and significant virtual space for the internet not only to be used for social networking but also to promote the brand and products digitally. The impact of social media is praiseworthy, leading companies to open their way on the busy market. Brands are trying to label social media, but few are effective. One brand that has successfully done so in Oyo.

Instead of sticking to one social media platform, Oyo is pervasive and has captured Instagram, Twitter, and Facebook, amongst other social media platforms.  However, the content streamed on the various social media platforms is a little different from each other. Throughout their social media platforms, the theme remains similar. One of promoting touristic places, time with your loved ones, and  affordable safe accommodations.

A look at their Instagram showcases their strong humor and topical memes to attract viewers, all while displaying their range of accommodations available all across the country and more. But Oyo doesn't stop there, when it isn't showing off its good meme game it's busy making clever pop-culture comparisons or jumps on the new trends. 

Their Instagram strategy also covers influencer marketing as well. Oyo is known to work with influencers involved in the Travel & Tourism industry. Through posts or re-posts, Oyo manages to show the beauty of the different places while being subtle about their own promotions. 

Another unique tactic that Oyo ploys are using Instagram highlights to their advantage. To demonstrate their geographical footprint and capabilities they use the Highlights feature. These Instagram stories are a combination of domestic and foreign and helps viewers in learning more about the company.

Oyo approaches Twitter more formally. Their Twitter account serves more of an informational medium of the brand and covers the happenings around them. They also tweet and retweet much of their informative information. This includes ties, journal cuts, and figures. It helps to make the brand credible so that it does not appear apparent for consumers to be important but is clearly business-oriented. 

Oyo's YouTube leans more towards user-generated content and testimonials, besides roping in influencers and celebrities in their YouTube campaigns. Showing their actual customers and the experience they've held with Oyo creates strong credibility to the brand and reaffirms trust. 

OYO has made use of social networks to construct and connect successfully its value proposition. They’ve acknowledged that the unique travel content creation helps them reach out to audiences everywhere and have used it as a USP to build a brand identity niche for themselves through social media.