Attention is fragmented, creative output is flattened by algorithms, and trust is increasingly difficult to earn. At the same time, brands and platforms are experimenting in very different ways, with some leaning into personality and culture and others scrambling to control tools that move faster than guardrails.
Taken together, these moments demonstrate a narrowing margin of error. What matters now is clarity, intent, and authenticity, not quantity or novelty. And platforms that support discovery without disruption appear to be gaining popularity.
Liquid Death and ELF show how brands can stay culturally relevant
Liquid Death is teaming up once again with Elf Cosmetics to release their second limited edition product. This time, we’ve channeled that signature irreverence into a lip balm in a mini Liquid Death can. The product itself is almost beside the point. The real play is about spectacle, sharing, and tone.
This quirky collaboration works because we understand our audience’s feed. It’s intentionally collectible and doesn’t over-explain itself. As with many of Liquid Death’s partnerships, the value lies in being memorable, not in innovation. The brand continues to garner attention by leaning into humor and self-awareness rather than honing its identity.
What this means for real estate professionals
A crowded feed conveys clarity and personality more than polish. A clear point of view and consistent presentation is better than polished, generic content.
Pinterest positions itself as the anti-algorithm space for Gen Z
Pinterest is making a new pitch to marketers, arguing that Gen Z users are turning to the platform to rediscover their personal tastes rather than chasing trends. As younger audiences grow weary of algorithmic sameness, performative posts, and AI-generated answers, Pinterest positions itself as a quiet space built around exploration, planning, and visual thinking.
This change is important for real estate. Gen Z users use Pinterest to define what they love, how they want to live, and what their ambitions are long before they’re ready to make a deal. The platform’s visual-first format fosters customization and long-term discovery, making branded content feel additive rather than disruptive.
What this means for real estate professionals
Pinterest remains a strong signal of early intent and lifestyle alignment. Agents who invest in visual storytelling (neighborhoods, home features, design ideas, ways of living) can reach younger buyers and renters upstream before their preferences are set and before search and listing portals arrive.
X withdraws Grok after backlash over AI safety
X has updated its Grok AI image generation code following backlash over the creation of non-consensual sexual images of real people. This change restricts the editing of images of actual individuals, restricts image generation to paid users, and enforces geo-blocking in areas where the content violates local laws.
What is noteworthy is the speed of the reversal. X initially branded the criticism as censorship, but quickly took action as regulatory pressure mounted. The shift comes amid threats of bans, investigations and legal action across multiple countries, highlighting how AI policy is increasingly shaped by enforcement rather than platform ideology.
For real estate professionals, this is a red flag. AI-powered capabilities are being deployed faster than the rules that govern them, and those rules can change with little warning. Tools that seem central to visibility today may be restricted, paywalled, or restricted tomorrow based on legal or geographic risk.
What this means for real estate professionals
Platform risks are increasing. Over-reliance on a single platform or AI capabilities will put you at risk as regulation accelerates. Diversified marketing strategies and owned channels become even more important as sudden policy changes can disrupt reach and workflows overnight.
LinkedIn is becoming a trusted source for AI answers
As traditional search referrals decline, LinkedIn has emerged as a key source of citations for AI chatbots. New data shows that AI tools like ChatGPT and Perplexity are citing LinkedIn content much more frequently, especially LinkedIn Pulse articles, even as Google-driven traffic to publisher sites continues to decline.
This change reflects changes in search behavior. Authority signals are more important than clicks because AI-generated answers keep users on the platform. Verified profiles, professional context, and long-form articles on LinkedIn appear to be increasingly important in how AI systems decide what to trust and display.
What this means for real estate professionals
Owning your expertise on LinkedIn is more important than ever. Thoughtful articles and authoritative profiles can help you demonstrate insight with AI-driven discovery, even as traditional SEO becomes less reliable.
Pinterest’s 2026 color palette reflects changing emotions
Pinterest has released its 2026 palette, spotlighting five bold hues (Cool Blue, Jade, Plum Noir, Wasabi, and Persimmon) that reflect how users want to feel in the year ahead. This shift marks a shift from a calm, neutral aesthetic to color choices that carry emotional weight.
Pinterest links this trend to cultural fatigue and increased stress around us. As we search and save data, we find that users are drawn to colors that help reset their mood, improve focus, and inject optimism. Design and visual expression are becoming more than just decorations, they are becoming tools for enhancing individual independence.
In real estate, this has practical implications. Buyers and renters are increasingly evaluating spaces through the lens of emotion and identity, not just square footage and finishes. Whether in staging, photography, branding, or social content, color acts as a shortcut to lifestyle and emotion.
What this means for real estate professionals
Visual choices now convey intent. Careful use of color can help your property or brand convey tranquility, energy or aspiration, making it easier to imagine your property as a place to live rather than just an asset to be valued.
TL;DR (too long to read)
Liquid Death’s latest collaboration highlights that the drivers of memory, tone and self-awareness are more than product innovation. Pinterest is positioning itself as a quieter discovery platform for Gen Z to explore their identities and lifestyles away from the pressures of algorithms. Company X’s Grok reversal shows how quickly AI capabilities can become limited as regulatory risk increases. Platform stability can no longer be assumed. LinkedIn has gained authority as a citation source for AI tools, marking a shift from click-based SEO to trust-based discovery. Pinterest’s 2026 color palette signals an emotional shift in visual culture, with bold colors used to express mood, identity, and intent.
Brands that feel human, purposeful, and grounded outperform brands that are just about reach. Platforms that support discovery, identity, and trust are becoming increasingly important, while platforms that move quickly without guardrails are attracting scrutiny.
For real estate professionals, the path forward is narrower but clearer. Reduce channels and focus on stronger signals and content that reflects how people actually live and want to feel.
In crowded, automated environments, consistency and reliability are becoming true differentiators.
January is Social Media Month at Inman. Start the year with a deep dive into the most important platforms, the latest algorithm changes, the smartest strategies to stand out, and more. Additionally, we are rolling out the coveted Inman Power Player Award and the New York Power Brokers and MLS Innovators of the Year class.
Every week on Trending, digital marketer Jesse Healy takes a deep dive into what’s trending on social media and why it matters to real estate professionals. From viral trends to platform shifts, she analyzes everything to help you understand what’s worth your time and what’s not.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
