The Stories format has been one of the most copied feature of social apps.
Snapchat was the one who originally owned it. But later, Facebook, Instagram and WhatsApp - have all copied it. And not just them, Google has also incorporated stories into its services. So here, Stories is becoming one common thing on social media, just like 'status update' which is owned by everyone.
Blatantly copied by many other services on the web, the Stories feature allows users to put together videos, photos and text overlays into one compilation, to overlay their thoughts, moods or experiences to followers and friends.
After Facebook and Google copied it, Airbnb is next.
Airbnb is an online marketplace for people to lease or rent short-term lodging. The company adopts the Stories format, and calls it 'Travel Stories'.
"Travel stories are made up of short video sequences, which are accompanied by a caption and location," explained Airbnb.
The feature that was launched quietly by the company, allows travelers to create video sequences of their Airbnb experiences, and post that on its website.
Initially, the feature is available in beta. The company has sent out invitations to a limited pool of users so they can become beta testers for the feature.
According to the FAQ page about the feature, Airbnb stated that video clips are limited to just 10 seconds each, and are taken from users' camera roll. Stories can be edited directly using Airbnb app, initially on iOS.
After being posted, users can see Stories either from Airbnb main website, or through the Travel Stories tab in the app. The feature is similar to an extended travelog slideshows, and can appear to link up to places featured in the Stories. Information and related accommodation can also be included on them.
"We’re always testing new ways to help our community members tell their stories, and this is one idea we are exploring,” said an Airbnb spokesperson. “We’re excited to continue looking at ways that help Airbnb hosts and guests share their travel experiences.”
Using Stories feature, Airbnb is following the likes of Facebook and others in copying one of Snapchat's best features.
But not just blatantly copying it since Airbnb is unlike Facebook and others which dedicate Stories as a social feature. Airbnb tweaked Stories to allow users to create a trove of travel contents, that will engage other users to do the same. This with an ultimate goal of influencing others to travel and see the more places.
Clearly, Airbnb sees this as a marketing tool. As a platform for travelers to get a place to stay, Airbnb can benefit at the end.
But to do that, Airbnb should get people to change their behavior to think of Airbnb as a place where people might come to browse, and not just to purchase.