Getting noticed is not easy and has become more expensive. Across platforms and channels, brands are drawing clearer lines around what actually works. From high-profile moments that mark true strategic shifts to algorithms that are increasingly valued for focus, quality, and intent.
In a noisy, highly automated media environment, the approaches that remain most effective are those rooted in clarity, relevance, and substance, not just pretense.
Super Bowl ads are back in statement mode
Super Bowl V is becoming less spectacle and more strategy. As NBCUniversal sells out ad inventory early, brands are using the big game not just to get attention, but to signal a change in direction. First-time companies like Liquid IV, Tree Hut, and Kinder Bueno are flying the cultural flag, while returning companies like Liquid Death, Instacart, Wix, and OpenAI are gaining momentum following proven results.
The Super Bowl is being treated as a launching pad for new platforms, repositioning efforts, and long-term growth stories. Nostalgia still exists, but it is increasingly combined with purpose, product change, or a clearer brand intent.
What this means for real estate professionals: Visibility only matters if it supports a clear message. Whether you’re rolling out a new service or strengthening your company’s value, the key is simplicity. You can either embrace the moment or not chase attention at all.
When local news becomes useful content
The recent winter weather across much of the U.S. is a reminder that not all timely content needs to be a promotional hit. When events disrupt daily life or raise real-world concerns, viewers pay close attention to information that helps them understand what’s happening around them.
For real estate agents, incorporating local conditions such as weather, infrastructure issues, and community updates is a way to maintain the status quo without forcing a deal. When people are looking for reassurance rather than sales pitches, sharing safety tips, home preparedness reminders, or neighborhood-specific updates reinforces local expertise and builds trust.
What this means for real estate professionals: You don’t need breaking news to be relevant. By referencing recent local events, agents can remain visible, reliable, and useful even when the market is on pause.
AI is rebuilding search, not erasing it
Despite loud claims that generative AI is disrupting search, new data suggests a much quieter shift. Graphite’s extensive analysis using Similarweb data found that organic search traffic was down just 2.5 percent year-over-year, not the 25-60 percent decline often cited in industry commentary. In fact, while the largest sites saw modest growth, the decline was concentrated among mid-sized publishers.
AI summaries reduce click-through rates when visible, but only appear for a small number of queries and primarily impact information search. Commercial and transactional keywords are still much more stable, and organic search results still account for the majority of clicks. Even Google says that overall organic click volume has remained relatively stable from year to year.
What this means for real estate professionals: Search is still important, but strategy is even more important. While agents who rely on thin blog content or generic advice may feel stifled, agents who focus on local, purposeful, experience-driven content are well-positioned to continue gaining visibility as search continues to evolve.
X pulls back the algorithmic curtain
In a rare move towards transparency, X has open sourced part of its recommendation algorithm to give companies a clearer picture of how their posts gain or lose visibility. The newly released system replaces traditional rules with a Transformer-based model built on xAI’s Grok that prioritizes user signals such as early engagement speed, content quality, and dwell time over post volume.
This release confirms what many brands feel anecdotally. Reach is increasingly determined within the first few minutes of a post being published, reply bait loses its value, and paid verification now serves as a baseline requirement rather than a nice-to-have. While some weighting details remain redacted, the architecture itself exhibits a sharper, less forgiving feed that rewards focus and penalizes noise.
What this means for real estate professionals: On platforms driven by AI ranking systems, consistency and intent are more important than volume. Agents using X should treat every post like a first impression. Rather than relying on frequency or gimmicks, they are timely, valuable, and designed to grab attention right away.
YouTube bets on AI, TV, and creator trust in 2026
YouTube is positioning itself in 2026 as less of a social app and more of a full-fledged media network. In his annual outlook, CEO Neil Maughan outlined priorities centered around AI-assisted creation, continued growth in connected TV, expansion of short formats, and deeper in-app commerce. On the other hand, he emphasized that tools should support creativity, not replace it.
This strategy reflects YouTube’s confidence in its role as a trusted destination for long-form content. AI capabilities are coming, but the platform also signals greater control over low-quality content, expanded monetization channels for creators, and a strong push into TV-style viewing and shopping. A consistent policy is scale with restraint. Evolve your product without losing what makes it appealing to creators and viewers.
What this means for real estate professionals: YouTube is all about substance, not shortcuts. Agents who invest in thoughtful video (market explainers, local insights, evergreen guidance) are better aligned with where the platform is headed than agents who only chase novelty and automation.
TL;DR (too long to read)
More than just a one-night standout, Super Bowl ads communicate a brand’s pivot and long-term strategy. By referencing recent local events, agents can stay relevant and informative without selling when their audience is focused on real-world concerns. Search traffic hasn’t collapsed, but thin and generic content is losing ground as strategy and intent become more important. At X, we now value timing and focus over posting volume, rewarding fast, high-quality engagement and punishing noise. As YouTube leans into AI and connected TV, it continues to reward thoughtful, authentic long-form content over shortcuts.
The through line is a constraint. Whether it’s a Super Bowl ad, a social post, or a search strategy, tactics that continue to work are tied to a clear purpose and audience value. As platforms become more powerful and attention becomes more fragmented, success is increasingly less about doing more and more about doing the right thing with intention, consistency, and relevance.
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.
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.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
