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With weekly trending, digital marketer Jessi Healey is divided into what is bustling on social media and why it’s important for real estate professionals. From virus trends to platform changes, she breaks it all down and knows what’s worth your time and isn’t.
Social media has always been a double-edged sword. It also brings us closer, draws us into infinite comparisons, and into comments war and algorithm-driven rabbit holes. Where “I hate” buttons can be framed as a tool of positivity, where brands go viral to stage fake funerals and phones may not be our primary screen.
The way we engage online is constantly evolving, shaping not only how we interact, but how we see ourselves. There are some changes aimed at improving the experience, but we are questioning whether other changes would be better for us to log out.
Mental Health and Social Media: The Hidden Costs of Negative Feedback
Excessive social media use is associated with increased depression and loneliness. A study from the University of Pennsylvania found that limiting social media usage to 30 minutes each day can greatly improve your happiness.
Social media platforms are often designed to maximize engagement at the expense of mental well-being. Recently, Instagram has started testing the “Avory” button in comments. According to Instagram head Adam Mosseri, this feature allows users to personally express their disapproval without showing a general dislike count. However, even private negative feedback can contribute to anxiety and discourage open dialogue.
For real estate professionals, it is important to manage social media use and focus on sharing authentic experiences rather than trying to perfection. Emphasizing a true connection to curated images promotes trust and spiritual well-being.
Death by Comparison: The Dangerous Aspects of Social Media Engagement
Comparisons are always part of humanity, but social media expands exponentially. A hand-picked highlight reel of gorgeous homes, perfect family, and one-night success stories creates a distorted reality, especially in high-stake industries like real estate, where self-esteem declines, stress increases, and even decision-making leads to paralysis.
The latest move to test the “Abominable” button in Instagram comments is intended to help you rank and hide useless or negative comments. But does that actually reduce toxicity?
Reality: Knowing that their comments are disliked even without public dislike can discourage honest conversations and push users towards performance engagement.
For real estate professionals, this highlights an ongoing challenge. How do you maintain a strong social media presence without falling into an unrealistic trap of comparisons? The answer is balanced. It focuses on valuable content, engagement around vanity metrics, and building true trust with your audience.
Duolingo killed the mascot. The internet has lost its heart
If you’ve been near social media recently, you’ve probably seen it: Duolingo “killed” the duo, with that big green owl.
The company staged a fake funeral for its beloved mascot, with emotional tribute posts and dramatic tiktok. The campaign infused with reactions, fan-made tributes and viral memes, effectively keeping Duolingo at the heart of the conversation.
Why this worked: Duolingo understands internet culture better than most brands. It leaps towards humor, absurdity and fan engagement in a way that feels natural.
Lessons for Real Estate Professionals: You probably don’t need to perform a mascot funeral, but the key point is the victory of emotional storytelling. People respond to stories that make you feel something: humor, nostalgia, curiosity. Finding creative ways to attract audiences is always stronger than a typical promotional post.
The future of YouTube is big screen viewing
For the first time, YouTube CEO Neal Mohan has confirmed that TV screens have overtaken mobile as the main device for watching YouTube in the US.
This indicates a major change in consumer behavior. Once a fast, on-the-go platform was becoming a full-fledged entertainment hub that competed with Netflix and traditional television.
What does this mean for real estate marketing:
Long content is more valuable than ever. People are sitting to watch YouTube. The quality of the video is important. For those viewing on a 55-inch screen, the low-effort mobile shot clip may not cut it anymore. YouTube ads are evolving. If more viewers are tuned from television, the advertising strategy should be adapted to fit the format.
For real estate professionals, this represents a major opportunity to invest in high-quality video tours, educational content and market updates designed for larger screens.
Tiktok is back in America – for now
In an astonishing turn, Tiktok returned to the US app store a few weeks later over security concerns. The move follows an executive order that delays the potential ban for 75 days and gives more time to negotiate a future in the US
For marketers, this means that Tiktok remains a powerful tool for brand visibility and engagement, but its future is still uncertain. Short form videos stay here, but real estate professionals should be aware that they rely too heavily on a single platform. Instead, they diversify content across Instagram reels, YouTube shorts and threads to maintain their reach even as Tiktok’s fate changes.
Instagram’s vertical profile grid will be desktop
Instagram’s vertical profile grids are visible not only on mobile, but also on desktop. This may seem like a small change, but it shows a larger shift to cross-device consistency.
For real estate professionals, this means:
The aesthetics of the profile are even more important – make sure your brand’s grid is visually cohesive. Desktop users are on the rise – make sure your images, captions and bio details are optimized for larger screens. Website links in the BIOS can become even more important as desktop browsing makes clicking easier.
This shift further strengthens Instagram’s evolution beyond mobile-first, and gives more flexibility to businesses looking to reach clients across multiple devices.
tl;dr (too long, I didn’t read it)
Authenticity beats comparisons: Social media can generate unrealistic expectations – focusing on real connections and value-driven content. Think before you get involved: Instagram’s disliked features can change how people interact. The Winning of Creativity: Duolingo’s viral stunts prove that captivate storytelling and beat generic marketing. Long-form videos are growing as YouTube moves to television screens, invests in high quality evergreen content and invests in wider reach. Do not place all eggs in one basket. The return of Tiktok is promising, but platform uncertainty means diversification is important.
Social media is constantly changing, but intentional, adaptable, and audience-focused brands are always ahead of the line.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, threads, or on Blueski.
