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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 often a long and boring month, but not this year. The TikTok ban is still in progress (albeit perhaps a temporary reprieve), its ramifications are being widely felt, and it seems like there’s something new happening in the social media world every day.
This week, we introduce new apps like Xiaohongshu (Red Book) and Flashes, leverage powerful tools like YouTube Shorts, and navigate user trends on the meta platform.
Are you ready to blush?
As TikTok goes viral and goes out of business, some users are moving to another Chinese app, Red Note (Xiaohongshu, also known as Red Book). It recently became the most downloaded app and has welcomed an influx of what users call “TikTok refugees.” Xiaohonshu users in China are excited about the wave of American newcomers, posting welcome videos and offering Mandarin lessons for English speakers.
But is Xiaohongshu a good option for real estate agents? Probably not – at least for now. Agents with TikTok followers may find it worth checking to see if their viewers have moved to TikTok, but the app currently lacks important features such as advertising options and the ability to include links in your profile. is missing.
Additionally, much of the app is written in Mandarin, which can make navigation difficult for non-speakers, subjecting Xiaohongshu to the same limitations as TikTok.
That being said, it’s important to always know where your ideal customers are spending their time. Observing the content they engage with will help you create relevant and authentic content. Even without direct advertising, it can be an opportunity to connect with your audience in a meaningful way.
TikTok or not?
TikTok has gone dark and is back, but an impending ban remains a threat as the Supreme Court upholds legislation that would mandate a sale or ban. For now, it looks like the app has a little more time to find a solution.
But does it really affect real estate agents? yes. According to a report from the National Association of Realtors, losing a platform for marketing purposes could disrupt one in six real estate agents’ marketing strategies.
To adapt, real estate professionals are diversifying and pivoting, adding platforms like Instagram Reels, YouTube Shorts, and Facebook Live, while also leveraging email marketing, SEO-driven blogs, and community engagement. There is a need.
Cynthia Seifert, founder of KeyLeads, emphasized the importance of resiliency, saying, “Exploring alternative platforms allows agents to continue producing engaging video content while diversifying their audience reach.” ”. Staying agile is key to managing these changes and finding new growth opportunities.
There is no guarantee that TikTok will be permanently recovered. However, that doesn’t mean you can’t change something.
Use YouTube to make it shorter
YouTube has long been the go-to platform for learning everything and continues to be the leader in long-form video content. But YouTube Shorts, a feature similar to Instagram Reels and TikTok videos, is gaining significant traction.
While the future of TikTok remains uncertain, YouTube Shorts offers an attractive alternative for creators and marketers. One of its main benefits is its seamless integration into the YouTube platform, making it easy to reuse content. Users can now shoot longer videos and quickly trim them into short videos, saving time while maximizing the reach of their content.
For real estate agents, this is a very powerful and useful tool. Video content is one of the most engaging forms of marketing, and agents are using YouTube Shorts to create concise, impactful content that showcases properties, shares tips, and highlights local market insights. You can create a video.
If you aren’t already leveraging video into your strategy, now is the perfect time to start. Platforms like YouTube Shorts make it easier than ever to reach and engage with your audience.
blue sky becomes flashy
A new photo sharing app called Flashes is coming soon. It is designed to work seamlessly with Bluesky, which currently has over 27.5 million users. The new app is built using the same decentralized technology as Bluesky.
Flashes will be a separate app focused on photo and video sharing. It offers a simple, familiar design similar to popular apps like Instagram, but gives users more control through an open, decentralized system and offers new ways to connect online. Masu.
This new addition could increase Bluesky’s appeal to many people and push the platform as a viable marketing channel for real estate agents.
Meta’s Great Escape
Following the latest developments in TikTok’s bans and meta fact-checking, many users have chosen to leave the platform entirely in protest. It’s not yet clear whether this will negatively impact advertising on Meta’s platforms like Facebook and Instagram, but it’s worth keeping an eye on.
It’s also important to always encourage your audience to connect with you through your website, blog, and newsletter.
Key points for real estate agents:
You can refer to the Xiaohongshu (Red Book) to gain insights about your audience, but don’t rely on advertising. Please monitor the situation on TikTok closely. Change is still possible. Establish a strong presence on YouTube, especially with short videos, and reuse and get the most out of your video content. Focus on growing your website, blog, and email list to stay in control of connecting with your audience. Stay agile and be ready to adapt your marketing strategy to changing platforms and trends.
Diversify your strategy, prioritize authentic connections, and focus on platforms that align with your goals. By adapting to these changes, you can not only maintain your visibility, but also discover new opportunities to connect with your audience in meaningful and impactful ways.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
