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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.
Social media is shifting — again. Instagram is rumored to be splitting Reels into its own standalone app, while also dropping a new guide to help creators break through the algorithm. Meanwhile, Meta is developing a standalone chatbot app, signaling a bigger push toward AI-powered customer service in DMs.
Beyond platform updates, economic news has dominated online conversations this week. For real estate professionals, this presents an opportunity to provide context, offer insights, and engage in discussions that matter to buyers and sellers alike.
Instagram’s new creator guide: Breaking through the algorithm
Instagram has released a new guide to help creators get exposure and offer insights into its evolving algorithm and engagement trends.
Key takeaways:
- Post regularly. Consistency still matters for visibility.
- Create stand-alone content. Posts should make sense on their own, rather than relying on previous context.
- Experiment with different formats. Instagram continues to prioritize a mix of Reels, carousels and static posts.
For real estate professionals, this means:
- Regular posting helps keep your content in rotation.
- Market insights, home tours and client testimonials should be engaging without extra explanation.
- Test multiple content types to see what resonates best.
Instagram’s algorithm continues to shift, but those who adapt their content strategies accordingly will see the best results.
Instagram’s rumored Reels app could change video strategy
Instagram might be going all in on Reels. According to The Information, Instagram chief Adam Mosseri reportedly told staff that the company is considering launching a separate Reels app to house its short-form videos.
Why does this matter?
- If true, this signals Instagram is doubling down on Reels, making short-form video even more critical.
- Reels could get more breathing room rather than being buried under other content on Instagram’s main app.
- It could split audiences, similar to how Facebook Messenger separated from the main Facebook app.
This is still a rumor, but if Instagram moves forward with a standalone Reels app, real estate professionals should be prepared to adjust their video strategy accordingly.
Meta’s standalone chatbot app and the future of AI in DMs
Meta is developing a standalone app for its AI chatbot, further pushing the integration of AI-powered conversations. This move suggests Meta is positioning chatbots as a bigger part of customer service and engagement.
For real estate professionals, this is a sign to start considering AI-powered responses in DMs. Why?
- Chatbots can filter common inquiries, allowing agents to focus on serious leads
- They can provide quick answers to FAQs about listings, processes, or market conditions
- AI tools can help streamline communication without losing the personal touch
As AI becomes more integrated into social platforms, businesses that embrace automation while maintaining authenticity will have the edge.
Economic news is trending — how real estate agents can weigh in
This week, economic updates have dominated social media, with discussions on inflation, interest rates and home prices taking center stage. These conversations provide a major opportunity for real estate professionals to engage and provide context.
How agents can leverage trending economic news:
- Break it down: Simplify complex economic trends into digestible, client-friendly insights
- Offer local context: National trends don’t always reflect local markets — explain what’s happening in your area
- Use video: Quick Reels or Stories can be an easy way to address economic updates without overwhelming audiences
When major news dominates online discussions, agents who position themselves as informed, helpful voices can gain traction while offering real value.
TikTok’s evolving landscape: A new desktop experience, creator tools and a potential sale
TikTok is making big changes — both on how users experience the platform and on who might own it in the future.
First, TikTok is rolling out a refreshed desktop app, bringing more of its mobile features to a fully immersive web experience.
The update includes:
- A modular layout for better navigation
- A refreshed For You feed that mirrors mobile
- A new Explore tab for discovering trending content
- A Floating Player that allows users to keep watching while browsing
Why does this matter? The shift suggests TikTok is pushing for more engagement across devices, making it easier for professionals — including real estate agents — to manage content, engage with audiences and explore trends without being tied to mobile.
TikTok One replaces Creator Marketplace
TikTok is phasing out its Creator Marketplace and replacing it with TikTok One, a centralized hub for brand collaborations, analytics and campaign management.
Dates to know:
- March 1: No new campaigns can be created in Creator Marketplace
- April 1: Creator Marketplace shuts down completely and redirects to TikTok One
This means all influencer partnerships, creator collaborations and ad campaigns will now be managed under one system, offering:
- More streamlined tools for brands and creators
- Better analytics for performance tracking
- Easier campaign creation within a single dashboard
For real estate professionals looking to leverage influencer marketing, TikTok One could make connecting with content creators simpler and more effective. If you’ve used Creator Marketplace, now is the time to upgrade your account before the switch becomes mandatory.
Reddit’s co-founder joins bid to buy TikTok
The future of TikTok’s U.S. operations remains uncertain, and now Reddit co-founder Alexis Ohanian has entered the conversation. Ohanian has joined billionaire Frank McCourt’s bid to acquire TikTok, framing it as an opportunity to give users more control over their data.
McCourt’s Project Liberty is leading an effort to buy TikTok’s U.S. assets alongside other interested buyers like Microsoft, Oracle and former Activision CEO Bobby Kotick.
Why does this matter? If a sale happens, it could lead to major changes in how TikTok operates, particularly in terms of data privacy, content moderation and algorithm transparency. For brands and creators, this means potential shifts in how the platform is regulated and monetized in the U.S.
TL;DR (Too Long, Didn’t Read)
- 📹 Reels might get its own app: Instagram could be splitting Reels into a standalone platform, making short-form video even more essential.
- 📢 Instagram shares new engagement tips: Posting consistently, making stand-alone content and experimenting with formats will help boost visibility.
- 🤖 Meta’s chatbot push: A new standalone AI app could signal the future of automated customer service in social media DMs.
- 💰 Economic news is trending: Real estate agents can gain traction by simplifying key insights and offering local perspectives.
- 🎬 TikTok upgrades its desktop experience: A new layout, floating player and refreshed For You feed make the platform more accessible beyond mobile.
- 🔄 TikTok One replaces Creator Marketplace: Brands and creators must switch to TikTok One by April 1 for campaign management and influencer partnerships.
- 💸 TikTok’s future remains uncertain: Reddit co-founder Alexis Ohanian joins a bid to buy TikTok U.S., raising questions about the platform’s long-term ownership and operations.
As Instagram refines its algorithm, TikTok consolidates its creator tools and Meta pushes AI-driven engagement, staying adaptable is more important than ever. Keeping up with these changes isn’t just about visibility — it’s about making sure your strategy evolves alongside the platforms that shape
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
