Jessi Healey discusses the latest changes in social media, including Instagram’s hashtag update and Meta’s removal of fact-checkers, as well as the impending TikTok ban and the emergence of new platforms like Threads and Bluesky.
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Social media platforms are always evolving, and it’s crucial for real estate agents to stay informed and adapt to these changes.
From the evolving role of hashtags to uncertainties surrounding a TikTok ban, the social media landscape is constantly shifting. New entrants like Bluesky are disrupting the scene, while established platforms like Facebook are making alterations that impact both marketers and users.
Here’s a brief overview of the current social media trends and their implications for your business.
Are hashtags losing relevance?
In December, Instagram made significant changes to its hashtag functionality, leading some to question their usefulness. Should you abandon hashtags altogether? Probably not.
The recent Instagram update only impacts how users can follow hashtags. Previously, users could follow specific hashtags to view related content in their feed, but this feature has been removed. However, users can still search for hashtags to find related content, so hashtags remain relevant.
If you’ve been investing significant time in hashtag strategies, you can now focus on a few key hashtags related to your content rather than exhaustive lists. Prioritize quality over quantity to maximize results.
What’s the status of the TikTok ban?
The TikTok ban is scheduled to take effect on Jan. 19, 2025, with the Supreme Court set to review the case. While uncertainties loom, it’s advisable for marketers to diversify their platforms and encourage TikTok followers to engage through other channels like websites and email lists.
Keep in mind that the ban could impact other apps under TikTok’s parent company, ByteDance, such as Lemon8 and the popular video editing app CapCut.
Facebook discontinues fact-checking
Meta’s decision to eliminate fact-checkers across its platforms, including Facebook, Instagram, Threads, and WhatsApp, has sparked discussions. Concerns over bias have prompted Meta to introduce Community Notes as an alternative to fact-checking, inspired by X (formerly Twitter).
The impact of this change on user trust and platform traffic remains uncertain, and time will reveal how it influences user behavior and marketing strategies.
The rise of Bluesky
Bluesky, a promising social media platform, is steadily gaining traction, attracting former Twitter users and individuals migrating from Meta platforms due to recent controversies. While still in its early stages, Bluesky’s growth indicates potential opportunities for the future.
Threads sees user growth
Threads, Meta’s platform resembling X, has surpassed 300 million users and shows no signs of slowing down. If your target audience utilizes Threads or is likely to do so, consider incorporating the platform into your social media strategy.
Key takeaways for real estate agents:
- Don’t overlook hashtags, but simplify your strategy
- Direct followers to alternative channels beyond social media
- Prepare for the shift from fact-checking to Community Notes on Meta platforms
- Monitor Bluesky’s progress for potential opportunities
- Consider integrating Threads into your social media plan
Social media changes offer avenues for growth. Focus on platforms relevant to your audience, adapt to evolving functionalities, and establish direct communication channels like email for sustained effectiveness in your marketing efforts.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Connect with her on Instagram, LinkedIn, Threads, or Bluesky.
