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Every week on Trending, digital marketer Jessi Healey delves into the latest social media trends and their relevance to real estate professionals. From viral phenomena to platform updates, she breaks it all down so you can focus on what matters most.
If you feel like social media and AI are moving faster than the housing market during a bidding war, you’re not alone. With new algorithm updates, platform changes, and tech innovations every week, real estate agents are constantly adapting to stay connected with clients.
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From AI disruptors like DeepSeek to the latest ranking factors on Instagram and the emergence of decentralized social platforms like Bluesky, staying updated may seem overwhelming but it doesn’t have to be.
The silver lining? These changes bring new opportunities. By refining your social media strategy, boosting engagement with short-form videos, or leveraging AI-powered tools for efficiency, real estate agents who adapt will outpace the competition.
DeepSeek: The AI disruptor Â
DeepSeek has been making waves, leaving many wondering why. This new AI model, a rival to OpenAI’s ChatGPT, has captured attention for its speed, cost-effectiveness, and energy efficiency — qualities that have AI companies working to catch up.
For real estate professionals, increased competition in AI could mean advanced tools at better prices, streamlining marketing and client communication. However, with DeepSeek based in China, concerns about data privacy and security are significant.
Amid heightened scrutiny on foreign tech platforms, adopting this AI model could present more risks than TikTok for U.S. users. Before integrating it into your workflow, carefully consider the potential trade-offs.
Instagram reveals key factors for reels and stories ranking Â
Instagram’s latest algorithm updates provide insights for real estate professionals seeking to maximize their reach. Reels are now ranked based on watch time, likes, and shares. Instagram’s head, Adam Mosseri, explained that likes hold more weight for content from familiar accounts, while shares are crucial for discovery.
In a recent video series, Mosseri outlined the criteria for content recommendations, vital for reaching new audiences. To enhance visibility, posts should:
- Avoid watermarks, such as those from TikTok
- Include audio, especially for photos or carousels
- Maintain videos under three minutes
- Feature original content
- Ensure the account is in good standing (check “Account Status” in settings)
Instagram prioritizes engagement indicators like taps, likes, and direct replies for stories. Agents aiming to enhance their Instagram strategy should focus on creating interactive, high-quality content that encourages audience engagement.
TikTok UniversityÂ
Following TikTok’s return from a brief outage, a new trend has emerged. HillmanTok University, a viral TikTok phenomenon starting in January 2025, has become an online learning platform where experts share free educational content.
Led by Dr. Leah Barlow’s African American Studies 101 course (initially by accident), this digital “university” now covers topics from personal finance to mental wellness, with educators posting mini-lectures and syllabi for eager “students.”
For real estate agents, this trend underscores the value of educational content in social media marketing. Agents can utilize educational content to establish themselves as industry authorities, offering Real Estate 101-style material that simplifies home transactions, sales, and investments. Consider creating engaging videos that explain complex topics like mortgage rates, closing costs, or home staging for a quick sale.
Key takeaway? People seek knowledge from experts on social media. By sharing educational, concise real estate insights, agents can build credibility, expand their audience, and attract potential clients who view them as trusted sources.
Is your Instagram off-grid?Â
Instagram’s recent grid update changes how profiles are presented, transitioning from the longstanding square format (1:1) to a 4:5 vertical orientation, aligning with the size for reels and stories. This adjustment allows portrait-style images to occupy more space in profile grids, aligning with Instagram’s focus on mobile-first, vertical content.
This shift opens new opportunities for real estate agents to showcase listings, behind-the-scenes content, and branding in a visually immersive manner. The taller thumbnails showcase vertical property photos, maximizing curb appeal and interior shots without limitations from square cropping.
How to adapt your real estate content to the new grid:
- Post vertical listing photos (4:5 ratio) to ensure proper display.
- Modify old posts using Instagram’s “Adjust Preview” tool to control the presentation of past images in the new format.
- Utilize Reels and Stories alongside grid posts for a consistent brand aesthetic in line with Instagram’s evolving visual preferences.
While this change may require some adjustment, it underscores Instagram’s focus on vertical content — a trend that real estate agents should embrace to keep their profiles contemporary and engaging.
Welcome to your Bluesky video feed
Bluesky, the decentralized social platform, follows the trend towards vertical video feeds, akin to TikTok, Instagram Reels, and X’s video format. The swipeable video timeline lets users explore content based on their feed and community preferences, offering another platform for real estate professionals to display listings and market expertise through videos.
How to leverage Bluesky’s video feed:
- Share vertical property walkthroughs for increased engagement in the new format.
- Provide quick real estate tips and market insights to establish expertise.
- Embrace Bluesky’s decentralized nature, potentially offering more control over content reach compared to centralized platforms.
Bluesky’s integration with Tik, a decentralized TikTok alternative, could offer new opportunities for agents seeking to diversify their video marketing. While the platform evolves, it’s worth monitoring — particularly as concerns about TikTok’s future ownership grow. With vertical video as a lasting trend, agents should be prepared to engage their audience wherever they are.
Key points for real estate agents:
- AI is advancing rapidly, but data privacy is crucial. Use caution when adopting AI models like DeepSeek and prioritize secure, compliant solutions.
- Instagram’s ranking signals emphasize engagement. Watch time, likes, and shares are vital for creating content that sustains audience interaction.
- Educational content is in demand. Teaching real estate concepts through brief videos can help establish credibility and attract clients.
- Vertical visuals are the future. Instagram’s new grid format highlights the impact of portrait-style images — adjust your content accordingly.
- Emerging platforms like Bluesky present fresh opportunities. Early adoption in decentralized social media could give agents a competitive edge.
Real estate agents who stay informed and adapt to these changes will maintain a competitive advantage. AI, social media algorithms, and new content formats are reshaping how agents connect with clients, present properties, and establish credibility online. Real estate goes beyond transactions; it’s about building trust, connections, and visibility. By embracing new tools, refining content strategies, and staying abreast of industry trends, agents can elevate their brand, attract more clients, and thrive in an increasingly digital world.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
