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Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

The digital stage is getting crowded — and not just with people. YouTube’s latest report reveals that virtual influencers — AI-powered, digitally generated characters — are now driving billions of views, reshaping the creator economy, and influencing what comes next in content and marketing.

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Meanwhile, time on Instagram and Facebook is slipping, Meta may spin off Reels into its own app, and newer platforms like Bluesky are rethinking trust and identity. The platforms are still there, but how we show up, engage and build influence is rapidly changing.

Virtual influencers are dominating YouTube — and the future

YouTube’s latest Culture & Trends report confirms it: Digital personas are no longer niche — they’re shaping mainstream content.

In just one year, 300 virtual creators earned more than 15 billion views, including 1 billion from U.S. viewers. From music artists like Hatsune Miku to livestreaming personalities like Code Miko and gaming bots like Neuro-Sama, virtual influencers are not only gaining followers — they’re signing brand deals, appearing in livestreams and redefining relatability.

What makes them work?

• They’re consistent, always available and algorithmically optimized
• Their storytelling is stylized and platform-native
• They adapt faster than human creators — no sleep required

YouTube calls it a reflection of how subcultures become mainstream and a new layer of creator marketing that brands should keep on their radar.

While you don’t need to compete with AI avatars, the opportunity for real estate professionals is clear: YouTube remains one of the most powerful platforms for long-form, searchable, lead-generating content. Here’s one agent who’s built his business on YouTube by creating just that: How to leverage YouTube to go from contact to contract in 17 days

For real estate professionals, this is a reminder that content creation is evolving fast. You don’t need to become a virtual influencer, but embracing AI tools to enhance storytelling, generate visuals or boost video consistency could help you stay visible in an increasingly dynamic landscape.

Facebook and Instagram lose attention to messaging apps

According to Meta CEO Mark Zuckerberg, time spent on Facebook and Instagram has “gone down meaningfully” as users shift toward private messaging over public feeds. While these platforms still dominate the digital space, interaction styles are evolving quietly and quickly.

For real estate professionals, this is a reminder to prioritize DMs. People increasingly want direct, low-pressure communication, so responding quickly, offering value in private messages and even experimenting with auto-replies can give you an edge.

Meta might be launching a standalone Reels app (for real this time)

Mobile developer Alessandro Paluzzi has spotted Reels showing up alongside Meta’s other apps (WhatsApp, Threads, Facebook, etc.) in “Apps Also from Meta” — hinting that the company could finally be prepping a separate Reels platform.

Why it matters:

• Short-form video still dominates attention
• Separating Reels could streamline video consumption and increase view time
• A standalone app could mean new opportunities for discoverability

For real estate professionals, this is a reminder to keep investing in short-form video — and to be ready to pivot if Reels becomes its own ecosystem.

Bluesky rethinks verification with a trusted model

Bluesky has added verification checkmarks, but not just for clout. Trusted organizations like The New York Times can directly verify users, like journalists, from inside the app.

It’s a model that could rebuild trust in digital identity, especially as impersonation and fake accounts grow more sophisticated across platforms.

For real estate professionals, this is a reminder that verification isn’t just about status — it’s about credibility. Wherever you post, make sure your audience knows they’re interacting with the real you.

Facebook referrals are back for publishers

Despite declining time on platform, Facebook is quietly rebounding as a source of referral traffic to news and media websites, particularly on desktop. Press Gazette reports 75 percent of major publishers saw traffic increases in March.

It’s unclear how this will impact brand content, but the shift suggests Meta is rebalancing its algorithm toward informative content.

For real estate professionals, this is a reminder to share local insights and blog-style content on Facebook, as it may receive a bigger boost than expected.

TL;DR (Too Long, Didn’t Read)

• This post was originally published on this site

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

From AI updates that might reshape the social landscape to meme-worthy travel trends driving commerce, there’s never a dull moment online. OpenAI hints at building a new social platform, Instagram experiments with recap tools and cultural influence is once again proving to be a powerful marketing tool, thanks to the White Lotus effect.

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Here’s what’s shaping strategy this week — and how it could help real estate pros stand out, connect and sell smarter.

OpenAI might be building its own social platform

OpenAI is reportedly developing a social media platform built on real-time data — something that would allow its AI models to learn more like humans do. The goal? To compete with the likes of X, formerly known as Twitter, by tapping into trending content and engagement patterns.

While it’s unclear if this will live inside ChatGPT or become a standalone app, the implications are big: AI trained on current conversation could change how content is recommended, ranked and created.

For real estate professionals, this is a signal that future social media may be shaped not by human behavior alone, but by how AI observes and learns from us in real time.

White Lotus proves cultural clout drives conversions

The White Lotus season 3 finale may be over, but the ripple effect across fashion, hospitality and lifestyle brands is very much alive. From Four Seasons hotel bookings to Banana Republic sellouts, the show’s opulent, drama-soaked aesthetic has shifted consumer interest toward “loud luxury” and destination envy.

Real estate takeaway?

• Tie your listings to aspirational travel aesthetics
• Use bold, statement visuals inspired by luxury hotels or dream destinations
• If you’re marketing a second home, vacation rental or luxury property, now’s the time to lean into the “wellness travel” narrative

For real estate professionals, remember that cultural storytelling creates an emotional connection, and when paired with the right visuals, it can elevate listings beyond price and square footage. Don’t be afraid to lean into pop culture trends when you can, but don’t take part in something you are unfamiliar with either. No one wants to get caught creating or sharing a meme that doesn’t mean what they think it does.

LinkedIn launches content hub, confirms what works

LinkedIn has launched a mini-site full of best practices, content ideas and templates for better posting. If you’ve ever wondered what performs best on the platform, new research shows multi-image posts, native documents and videos win on engagement.

Pair that with LinkedIn’s recently added organic audience targeting for company pages, and you’ve got a serious opportunity to tailor your message, without paid ads.

For real estate professionals, this is a reminder that LinkedIn is becoming more creator-friendly, and smarter use of format and audience tools can drive real results.

TikTok trend: Skip the middleman

A new viral trend sees U.S. consumers bypassing Western retail brands and shopping directly from Chinese wholesale platforms like DHgate, now a top free app in the U.S. App Store.

This direct-to-source mindset reflects a broader shift: Consumers want transparency, control and affordability — and they’re willing to change how they shop to get it.

For real estate professionals, this trend reinforces the appeal of transparency. Offer clear pricing, walk-throughs and open access to key info — and consider leaning into content that demystifies the buying process.

Instagram plans iPad app and creator recaps

Instagram may finally launch an iPad-optimized app, alongside a new monthly recap feature for creators. Recaps include total views, follower breakdowns, top posts and activity insights.

For real estate professionals, this is a reminder to check in on your metrics regularly — because knowing what’s working helps you post more of what moves the needle.

Snapchat sees virtual tours as key to travel discovery

Snapchat’s new travel report highlights how virtual tours inspire destination interest — with 79 percent of users saying tours helped them explore places they wouldn’t have considered otherwise.

For real estate professionals, this is a reminder that virtual property tours are more than a trend — they’re a discovery tool. Use them to showcase spaces in a way that builds trust and drives imagination.

TL;DR (Too Long, Didn’t Read)

• This post was originally published on this site

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

Social platforms aren’t just changing — they’re redefining what it means to show up, stand out and stay in control. From TikTok’s uncertain future and the rise of decentralized video apps to Snapchat’s happiness-fueled ad research and Instagram’s new experiments with exclusivity, each update signals something deeper: The growing importance of emotional intelligence, audience intention and content flexibility.

As the social media ecosystem splinters and refocuses, success is less about chasing trends and more about understanding how and where your content connects.

TikTok’s US sale deadline gets pushed again

President Donald Trump has once again extended the deadline to sell TikTok’s U.S. operations, with potential buyers ranging from Oracle and Amazon to Perplexity and Walmart. The uncertainty lingers — and with it, the potential for major shifts in how the platform operates.

For real estate professionals, this is a reminder to keep your short-form content strategy diversified because where you post can matter just as much as what you post.

A new Skylight on short-form video

Skylight, a TikTok alternative built on Bluesky’s decentralized AT Protocol, is now live — and it’s already turning heads. Backed by Mark Cuban and developed in just 10 weeks, Skylight offers familiar features like in-app editing, comments and follows, but adds something TikTok doesn’t: Openness.

The AT Protocol (short for Authenticated Transfer Protocol) powers a growing ecosystem of decentralized apps, meaning content shared on Skylight can also be seen on compatible platforms like Bluesky and Flashes. It’s a social web that’s more connected — and less controlled by any single company.

Co-founder Tori White, a former influencer, built buzz by documenting the app’s development on TikTok, creating a ready-made user base before launch.

For real estate professionals, this is a reminder that the future of short-form video may be more open and decentralized — and staying visible might soon mean showing up beyond just the big-name platforms.

Snapchat finds joy sells — literally

Snapchat, in partnership with IPG Mediahub and Amplified Intelligence, released a global study showing that happiness is a key driver of ad performance, especially on its own platform. Using eye-tracking and machine learning to gauge emotional responses, researchers found that Snap ads generating the most joy also earned the most attention and long-term brand lift, outperforming TikTok, Instagram and YouTube.

What worked?

• Sound, bright colors and strong storytelling
• Messaging tied to security, celebration or belonging
• Creativity that aligns with the joyful connections users seek on Snapchat

For real estate professionals, this is a reminder that emotional tone matters. Ads that spark positivity and connection — especially on platforms like Snap — can drive deeper, longer-lasting engagement.

Instagram tests lockable posts with passcode access

Instagram is experimenting with lockable posts — content that stays hidden until the viewer enters a creator-provided code. Think of it like a gated Story sticker, but for feed posts, designed to spark curiosity and reward loyal followers.

For real estate professionals, this is a reminder that exclusivity can drive engagement. Offering gated content like sneak peeks or special updates could help strengthen the audience connection.

LinkedIn levels up: Video trends and targeted company posts

LinkedIn is doubling down on engagement with two new features: Targeted organic posts for company pages and a video trends hub prompting users to contribute to popular formats like “a day in the life.”

Together, these updates signal a push toward more personalized, participatory content, without the need for paid promotion. Brands can now tailor messaging to specific audiences while also joining trend-driven conversations to boost visibility.

For real estate professionals, this is a reminder that LinkedIn isn’t just for job updates — it’s a growing space for niche storytelling, lead gen and local relevance.

TL;DR (Too Long, Didn’t Read)

• TikTok’s U.S. sale delayed again. Platform uncertainty continues, with big names like Oracle, Amazon and Perplexity in the mix. Diversify your video strategy now.
• Skylight launches as a TikTok alternative. Built on Bluesky’s AT Protocol, Skylight points to a more decentralized future for short-form video.
• Snapchat study shows happy ads perform better. Joyful content with sound, color and storytelling drives stronger engagement and brand lift.
• Instagram tests lockable posts. Creators can now gate content behind a custom passcode, adding an exclusive layer to feed posts.
• LinkedIn rolls out organic targeting and trend prompts. Company pages can now tailor posts by audience, and new video trends encourage participation.

As platforms test new tools and reframe how content flows, the real opportunity lies in adapting with intention. Whether it’s leaning into joy, experimenting with exclusivity or expanding beyond the usual apps, staying flexible — and focused on what resonates — is the signal worth following.

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.

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While Americans have grappled with elevated mortgage rates and low inventory for years now, Japanese citizens have lived with the mirror image of these conditions for decades. The country’s longstanding so-called “free” mortgages may not last much longer, however, according to a New York Times report, which may come as a shock to consumers.

Japan’s benchmark interest rates have sat around 0 percent since the mid-1990s, so homebuyers have become accustomed to paying about 0.3 percent to 0.4 percent on floating rate mortgages or slightly over 1 percent for long-term fixed-rate mortgages. By contrast, Americans are now paying fixed rates on 30-year mortgages that are hovering around 6.35 percent.

As many of the country’s large companies gave substantial raises to employees recently and consumer spending has risen in turn, the Bank of Japan has decided to hike rates up — it did so in March and July, and has indicated that it will continue.

About 75 percent of the country’s personal mortgages are floating-rate loans, according to a Bloomberg story in The Japan Times. Therefore, many homeowners will feel rate increases hit their pockets in the way of increased monthly home payments.

The country’s home prices have also remained low because of oversupply in the face of a shrinking population. In the wake of a construction boom that began in the 1990s following a real estate and stock market bubble burst, Tokyo’s housing stock nearly tripled from the early 1960s to 2013. Japan has also become known for its growing number of properties, particularly in rural areas, that are being abandoned as residents age out of them or pass away with no heirs to give the property to.

During this period of low rates, banks have competed for loan business, spurring some online banks to offer rates as low as 0.27 percent, according to The Japan Times. The government has also kept rates low to try and spur inflation in what has been a deflationary economy for decades.

After its early ’90s bubble burst, Japanese residents widely adopted a distaste for loans, which has caused many to curb other purchases in order to pay back loans as quickly as possible, according to The New York Times story.

Email Lillian Dickerson