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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.
The Super Bowl isn’t just about football — it’s a masterclass in media, marketing and culture. From high-stakes ad campaigns to viral moments and meme-worthy performances, the biggest brands in the world compete for attention. Some brands land a touchdown with their messaging, while others fumble, proving that audience perception is everything.
This year, we saw brands like Nike and Jeep make a strong statement by sticking to their values, while Poppi’s over-the-top influencer campaign fell flat. Even meme culture wasn’t immune to missteps, with some companies rushing to capitalize on Kendrick Lamar’s halftime show without understanding its full context.
Beyond the Super Bowl, media literacy remains critical as deepfakes become harder to spot, Black History Month highlights discussions on respectful, authentic content, and Instagram makes a small but meaningful update to Reels.
Meanwhile, Meta’s Threads continues to expand its reach, and BuzzFeed is making a bold move by launching a new social media platform designed to break free from the negativity-driven engagement models we’ve come to expect.
Super Bowl Sunday and media literacy: A prime time test
The Super Bowl is one of the most widely watched programs every year, offering brands a massive audience to capture — if they have the budget and creativity to stand out. This year, several brands made a significant impact, while others missed the mark.
Winners: Nike and Jeep
Nike made a notable return after 27 years, airing a powerful ad that emphasized women’s sports. The black-and-white cinematic style highlighted prominent female athletes, delivering a strong message of perseverance and confidence.
Jeep’s commercial featured film legend Harrison Ford, delivering an inspirational message about freedom and choice. The ad resonated with audiences, effectively aligning with Jeep’s brand values.
Lesson from the winners: Stick to your values, fiercely
Both Nike and Jeep boldly presented value statements that were well-aligned with their brand identities. In today’s polarized environment, authenticity is crucial. Clearly articulating your brand’s stance can garner more support than attempting to please everyone. Rather than engaging in political debates, reaffirm what your brand stands for, as Nike did by focusing on empowerment and perseverance.
Loser: Poppi
Poppi, a prebiotic soda brand, faced backlash not just for its Super Bowl ad but for the influencer campaign surrounding it. The brand aired its second-ever Super Bowl commercial, “Soda Thoughts,” featuring several content creators. To celebrate, Poppi sent more than 32 custom-made, bright pink vending machines — fully stocked with its soda — to select influencers and the wives and girlfriends of famous athletes (WAGs), according to Adweek.
Influencer gifting is usually an easy way for brands to generate goodwill, but this campaign backfired. The extravagant nature of the gifting irritated many TikTok users, who felt the effort was out of touch with Poppi’s brand image.
“Spent millions for a Super Bowl ad, then sent vending machines to already rich influencers,” one TikTok user commented on a Poppi post. “What happened to regular everyday people you use[d] to care about?” Another TikTok user, Jade Jarvis, echoed this sentiment: “Seeing these influencers get these Poppi vending machines just makes me never want to buy a Poppi ever again.”
The backlash grew further when Poppi’s competitor, Olipop, inserted itself into the discourse, leaving comments that only fueled negative reactions.
Lesson from the loser: Don’t try too hard
Poppi’s campaign highlights the risks of misreading audience sentiment. While gifting high-profile influencers can boost visibility, extravagant marketing efforts can alienate core customers if they feel excluded. The response shows that consumers value authenticity and relatability over flashy PR stunts. A more inclusive approach — like engaging everyday consumers instead of just celebrities — could have helped Poppi strengthen brand loyalty rather than spark backlash.
Super Bowl memes: A reminder to check the context
The Super Bowl always generates a flood of memes, but not all brands understand the full context before jumping on viral trends. Kendrick Lamar’s halftime performance, which carried deep personal and cultural significance, was misinterpreted by several companies that quickly turned clips into lighthearted memes — only to face backlash.
When engaging in real-time marketing, brands need to pause and check the context before posting. What might seem like an easy engagement win can backfire if it misses the deeper meaning behind a cultural moment. Not every viral moment needs a brand tie-in, and failing to read the room can damage credibility.
Deepfakes are getting harder to spot, but new tools are emerging
AI-generated deepfakes are becoming increasingly sophisticated, making it harder to distinguish between real and manipulated content. During election seasons, these fabrications can spread misinformation rapidly, influencing public opinion and damaging reputations. Now, new detection tools are emerging to combat the threat.
One standout solution is BitMind, a decentralized deepfake detection system offering free, easy-to-use tools. BitMind’s AI Detector App, Chrome extension, and X/Twitter bot allow users to verify whether an image is AI-generated quickly. Designed by former engineers from Amazon, Poshmark and Ledgersafe, these tools help preserve the credibility of digital media by flagging manipulated images in real-time.
As deep fake technology evolves, so must digital literacy. Tools like BitMind can assist in spotting AI-generated fraud, but critical thinking remains key. Before sharing viral images or videos, users should verify sources, analyze inconsistencies and consider the intent behind the content. In a digital landscape where trust is increasingly fragile, media literacy and AI detection go hand in hand.
Black History Month and media literacy
As more companies scale back diversity, equity, inclusion and accessibility (DEIA) initiatives, consumers are becoming more skeptical of corporate activism. But DEIA isn’t disappearing — it’s evolving. Companies like Costco, Apple, and JPMorgan Chase continue to invest in inclusive strategies, recognizing that diversity isn’t just ethical — it’s a competitive advantage.
Cultural heritage months like Black History Month provide brands with an opportunity to engage meaningfully, but a one-time post isn’t enough. Consumers expect brands to amplify Black voices, support Black creators, and integrate DEIA efforts into their long-term strategies.
Media literacy plays a crucial role in how brands approach Black History Month. Understanding the historical and cultural context before posting is essential — superficial or misinformed content can easily be seen as performative or tone-deaf.
Brands should research and listen to Black voices rather than rely on trends or generic statements. Using social listening tools, consulting diverse teams, and engaging with Black-owned businesses can help create more intentional, meaningful content.
Black History Month should be a starting point, not a stand-alone marketing moment. Consumers want brands to show real commitment — through hiring practices, supplier diversity, and long-term partnerships. Companies that take the time to educate themselves and create culturally informed content will build stronger, more loyal communities.
BuzzFeed’s big bet: A new social platform that rejects SNARF
BuzzFeed is taking on Meta and TikTok with a bold new vision for social media. Last week, the company teased plans to launch a new, more positive social platform. Now, a landing page and a manifesto have been released, outlining their goal: to create an anti-SNARF (Stakes/Novelty/Anger/Retention/Fear) platform.
The manifesto criticizes the way traditional social media platforms thrive on outrage, fear and extreme engagement tactics. Instead, BuzzFeed envisions a space where content fosters connection and entertainment without relying on negative emotions to keep users hooked.
It’s an ambitious move, especially in an era when platforms rely on engagement-driven algorithms. But with audiences growing weary of doomscrolling and toxic interactions, a shift toward more mindful digital spaces could gain traction. Whether BuzzFeed’s platform can truly compete with Meta and TikTok remains to be seen, but it’s certainly worth watching.
Takeaways for real estate professionals
- Authenticity wins big: Nike and Jeep’s Super Bowl success proves that clear, value-driven messaging resonates more than trying to appeal to everyone.
- Don’t overdo it: Poppi’s influencer campaign shows that excessive marketing efforts can feel out of touch and alienate consumers.
- Think before you meme: Brands that misinterpreted Kendrick Lamar’s halftime show faced backlash, highlighting the need to understand the cultural context before posting.
- Be vigilant about misinformation: With deepfakes on the rise, verifying sources before sharing content is more important than ever.
- Engagement is evolving: Threads is growing, Instagram has added a pause feature for Reels, and BuzzFeed is pushing for a social media shift — early adopters will benefit the most.
Social media moves fast, but jumping on a trend without understanding its context can do more harm than good. Brands that take the time to assess whether a trend aligns with their values — and whether they truly understand its cultural significance — will avoid costly missteps. Staying informed on platform updates, media literacy, and audience expectations matters, but real success comes from thoughtful, authentic engagement, not just being first.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
