Each week on Trending, digital marketer Jessi Healey breaks down what’s buzzing in social media and why it matters for real estate professionals. This week, Bluesky and Meta introduce new tools for creators, while the clock ticks on TikTok’s uncertain U.S. future.
March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
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 platforms continue to tweak and evolve how content is created and discovered, rolling out new apps and features highlighting collaboration, visual storytelling and data security. Bluesky is leaning into curated photo sharing with the launch of Flashes, while Meta is doubling down on collaborative short-form video with its upcoming app, Edits.
Meanwhile, TikTok’s future in the U.S. remains unresolved, with just weeks left before its extended deadline — and a potential deal still in negotiation.
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Bluesky launches Flashes, a curated photo-sharing app
The decentralized social platform Bluesky just dropped Flashes, a new app focused on clean, curated photo sharing. It’s already off to a strong start, pulling in nearly 30,000 downloads in its first 24 hours.
Flashes comes with built-in filters, a “portfolio mode” for visual storytelling and curated feeds geared toward artists. It also connects seamlessly to Bluesky’s main platform, offering another alternative for creatives and creators who want more control over their work and audience.
Why this matters:
For real estate professionals focused on visual branding, Flashes could offer a new space to showcase listings, design inspiration or behind-the-scenes content — without the algorithmic chaos of more established platforms. That said, Bluesky’s user base is still small, so this may be more of a long-term watch than a short-term play.
Meta debuts Edits, a short-form video app built for collaboration
In case you missed it: Meta is adding to its app family with Edits, a video creation tool designed to support collaborative, high-quality short-form content. The app includes:
- A dedicated inspiration tab
- AI-powered effects and animated stills
- Shared drafts for team collaboration
- Advanced editing tools with a timeline
- Videos up to 10 minutes long
Currently available for pre-order, Edits is expected to launch soon (April 30, 2025). According to Instagram chief Adam Mosseri, the app is meant to help creators tell more dynamic stories while making teamwork easier.
Why this matters:
Edits could give real estate professionals a new platform for more polished and collaborative content — think agent team intros, multi-agent listing videos or behind-the-scenes walkthroughs with staging and photography partners. If it catches on, it could be a tool to streamline your video workflow.
TikTok: Still here, still complicated
TikTok’s future in the U.S. remains in flux, with just a few weeks to go before the April 4 deadline for a sale agreement. The law requires TikTok to be sold to a U.S.-owned company to continue operating. While ByteDance hasn’t sold the app, President Trump extended the timeline and says a deal is “coming soon.”
Oracle is reportedly the frontrunner for a joint partnership. The sticking point? ByteDance wants to keep control of TikTok’s core algorithm, which would violate the new law. And the Chinese government says it won’t allow the algorithm to be sold.
Even if Oracle and ByteDance agree to a U.S.-based version with stronger data protections, it’s unclear if that will satisfy lawmakers.
Why this matters:
TikTok continues to be a valuable marketing tool — but its uncertain future highlights the risk of relying on a single platform. Real estate professionals should stay informed and diversify content across multiple channels, especially Instagram Reels and YouTube Shorts.
Longer TikToks = more reach
New research from Buffer shows that TikToks longer than one minute earn 63.8 percent more watch time than videos between 30 and 60 seconds. The lesson? Short doesn’t always mean better. If your content provides value, viewers will stick around.
Why this matters:
Think property tours, Q&A sessions or educational content about buying and selling. You don’t need to rush — just make it useful.
TL;DR (Too Long, Didn’t Read)
📸 Bluesky launches Flashes: A clean, curated photo-sharing app designed for artists and visual creators.
🎥 Meta introduces Edits: A short-form video app with AI tools and shared drafts, designed for collaborative content.
🇺🇸 TikTok’s future remains unclear: A deal is “coming soon,” but legal hurdles and China’s refusal to sell the algorithm complicate the path forward.
⏱ Longer TikToks perform better: Videos over one minute earn more watch time than shorter ones — don’t be afraid to go long when the content is strong.
Social media will continue to shift quickly. Whether you’re testing new tools or watching old ones navigate new rules, staying agile is essential. Keep exploring, but don’t forget to diversify.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads or Bluesky.
