Turn up the volume on your real estate success at Inman On Tour: Nashville! Connect with industry trailblazers and top-tier speakers to gain powerful insights, cutting-edge strategies, and invaluable connections. Elevate your business and achieve your boldest goals — all with Music City magic. Register now.
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 media has always been a double-edged sword — bringing us closer together while also pulling us into endless comparisons, comment wars and algorithm-driven rabbit holes. It’s a place where a “dislike” button can be framed as a tool for positivity, where a brand can go viral for staging a fake funeral and where our phones might not be our primary screens for much longer.
The way we engage online is constantly evolving, shaping not just how we interact with each other but how we see ourselves. Some changes aim to improve the experience, while others leave us questioning whether we’re better off logging out.
Mental health and social media: The hidden cost of negative feedback
Excessive social media use has been linked to increased feelings of depression and loneliness. A study by the University of Pennsylvania found that limiting social media usage to 30 minutes daily significantly improved well-being.
Social media platforms are designed to maximize engagement, often at the expense of mental well-being. Recently, Instagram began testing a “dislike” button for comments. According to Instagram head Adam Mosseri, this feature allows users to privately express disapproval without showing a public dislike count. However, even private negative feedback can contribute to anxiety and discourage open dialogue.
For real estate professionals, it’s crucial to manage social media use mindfully and focus on sharing authentic experiences rather than striving for perfection. Emphasizing real connections over curated images fosters trust and promotes mental well-being.
Death by comparison: The dangerous side of social media engagement
Comparison has always been part of human nature, but social media magnifies it exponentially. The curated highlight reels of luxury homes, perfect families and overnight success stories create a distorted reality, leading to lower self-esteem, increased stress and even decision paralysis — especially in high-stakes industries like real estate.
Instagram’s latest move to test a “dislike” button for comments is meant to help rank and hide unhelpful or negative comments. But will it actually reduce toxicity?
The reality: Even without public dislike counts, knowing their comment is being disliked could discourage honest conversations or push users toward performative engagement — chasing likes instead of authenticity.
For real estate professionals, this underscores an ongoing challenge: How do you maintain a strong social media presence without falling into the trap of unrealistic comparisons? The answer lies in balance — focus on valuable content, engagement over vanity metrics and building real trust with your audience.
Duolingo killed its mascot. The internet lost its mind
If you’ve been anywhere near social media lately, you’ve probably seen it: Duolingo has “killed” Duo, its big green owl.
The company staged a fake funeral for its beloved mascot, complete with emotional tribute posts and dramatic TikToks. The campaign sparked an outpouring of reactions, fan-made tributes and viral memes — effectively keeping Duolingo at the center of the conversation.
Why this worked: Duolingo understands internet culture better than most brands. It leans into humor, absurdity and fan engagement in a way that feels natural.
Lesson for real estate professionals: While you probably don’t need to stage a funeral for a mascot, the key takeaway is emotional storytelling wins. People respond to narratives that make them feel something — whether it’s humor, nostalgia or curiosity. Finding creative ways to engage your audience will always be more powerful than a generic promotional post.
YouTube’s future is big-screen viewing
For the first time ever, YouTube CEO Neal Mohan confirmed that TV screens have overtaken mobile as the primary device for YouTube viewing in the U.S.
This marks a huge shift in consumer behavior — what was once a quick, on-the-go platform is now becoming a full-scale entertainment hub competing with Netflix and traditional TV.
What this means for real estate marketing:
- Long-form content is more valuable than ever. People are sitting down to watch YouTube, not just scrolling in quick bursts.
- Video quality matters. Low-effort, mobile-shot clips might not cut it anymore for those watching on 55-inch screens.
- YouTube advertising is evolving. If more viewers are tuning in from their TVs, ad strategies need to adapt to fit the format.
For real estate professionals, this signals a major opportunity to invest in high-quality video tours, educational content and market updates designed for bigger screens.
TikTok is back in the US — for now
In a surprising turn, TikTok has returned to U.S. app stores just weeks after being removed over security concerns. The move follows an executive order that delayed the potential ban by 75 days, giving ByteDance more time to negotiate its future in the U.S.
For marketers, this means TikTok remains a powerful tool for brand visibility and engagement — but its future is still uncertain. While short-form video is here to stay, real estate professionals should be cautious about over-relying on any single platform. Instead, diversify content across Instagram Reels, YouTube Shorts and Threads to maintain reach even if TikTok’s fate changes.
Instagram’s vertical profile grid goes desktop
Instagram’s vertical profile grid is now visible on desktop, not just mobile. While this may seem like a small change, it signals a bigger shift toward cross-device consistency.
For real estate professionals, this means:
- Profile aesthetics matter even more — make sure your brand’s grid is visually cohesive.
- Desktop users are increasing — ensure images, captions and bio details are optimized for a larger screen.
- Website links in bios may become even more important since desktop browsing makes clicking easier.
This shift further reinforces Instagram’s evolution beyond mobile-first, offering more flexibility for businesses looking to reach clients across multiple devices.
TL;DR (Too Long, Didn’t Read)
- Authenticity beats comparison: Social media can create unrealistic expectations — focus on real connections and value-driven content.
- Think before engaging: Instagram’s dislike feature could shift how people interact — don’t get caught chasing approval metrics.
- Creativity wins: Duolingo’s viral stunt proves that engaging storytelling beats generic marketing.
- Long-form video is growing: With YouTube’s shift to TV screens, invest in high-quality, evergreen content for wider reach.
- Don’t put all your eggs in one basket: TikTok’s return is promising, but platform uncertainty means diversification is key.
Social media is always changing, but brands that stay intentional, adaptable and audience-focused will always come out ahead.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
