Jessi Healey breaks down the latest changes in social media, from Instagram’s hashtag updates and Meta’s fact checker removal to TikTok’s ban and emerging platforms like Threads and Bluesky.
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Social media platforms are constantly changing, and savvy real estate agents need to monitor changes and adapt accordingly.
From the evolving role of hashtags to the uncertainty surrounding TikTok bans, the situation is never static. While new players like Bluesky are making waves, familiar players like Facebook are making updates that impact both marketers and users.
Here’s a quick look at the trends shaping social media today and what they mean for your business.
Are hashtags dead?
Instagram made a major change to its hashtags in December, and some people are considering ditching them. Should I do that? Probably not.
The changes made by Instagram only affect how users follow hashtags. Before the transition, Instagram users could follow a specific hashtag and content containing that hashtag would appear in their feed, but now they no longer see it. It’s still not useless, as users can still search for the hashtag and see all content using that hashtag.
However, if you’re spending a lot of time worrying about your hashtag strategy, you can probably cross it off your marketing to-do list. Instead, pick some strong hashtags that people are likely searching for related to your keywords and use those. There’s no need to waste time on extra things that aren’t likely to yield results.
What has happened to us with the TikTok ban?
As of now, the TikTok ban is still scheduled to take effect on January 19, 2025. Although the Supreme Court has agreed to hear arguments, it has not suspended the ban, leaving the platform’s future uncertain.
If TikTok is an important part of your marketing strategy, now is the time to diversify. Encourage your TikTok viewers to follow you on other platforms, especially your website, blog, and email list. This is also a great opportunity to build your email subscriber base by asking your loyal followers to stay connected through your direct channels.
Don’t forget, this ban may affect other apps owned by TikTok’s parent company Bytedance, including Lemon8 and popular video editing app CapCut.
Facebook Fact Checkout
Mark Zuckerberg recently announced that Meta will no longer use fact checkers on platforms such as Facebook, Instagram, Threads, and WhatsApp. Citing concerns about bias, Meta plans to introduce a program called Community Notes, similar to the approach used by X (formerly Twitter).
Reaction to the announcement was mixed, and it’s unclear how this change will affect user trust and traffic on Meta’s platform. Time will tell whether this change will lead to a significant change in user behavior or impact marketers.
Beyond that is the blue sky
Bluesky, an emerging social media platform, continues to grow, albeit at a slower pace. Many of the new users are former Twitter enthusiasts (known as “Twitter quitters”), and some have migrated away from the meta platform due to recent controversies such as the Fact Checker decision.
Bluesky is still in its early stages, but its growth suggests future opportunities are worth keeping an eye on.
Number of thread users is increasing
Meta’s X-like platform Threads recently reached 300 million users and shows no signs of slowing down. Its consistent growth shows that Threads is here to stay. If your target audience is likely to use Threads, or already does, it might be time to incorporate this platform into your social media strategy.
Key points for real estate agents:
Don’t skip hashtags, set them and forget them Always let your followers know where they can find you outside of social media Watch out for Community Notes, which replaces MetaPlatform’s fact checker Stay ahead of startups Consider checking out Bluesky It might be time to consider adding threads to your social media strategy
Changes in social media present opportunities. Focus on the platforms where your audience is active, adapt to feature changes, and always maintain a direct connection with your followers through email and other owned channels. A variety of strategies will ensure your marketing stays effective no matter what trends emerge.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
