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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 platforms aren’t just changing — they’re redefining what it means to show up, stand out and stay in control. From TikTok’s uncertain future and the rise of decentralized video apps to Snapchat’s happiness-fueled ad research and Instagram’s new experiments with exclusivity, each update signals something deeper: The growing importance of emotional intelligence, audience intention and content flexibility.
As the social media ecosystem splinters and refocuses, success is less about chasing trends and more about understanding how and where your content connects.
TikTok’s US sale deadline gets pushed again
President Donald Trump has once again extended the deadline to sell TikTok’s U.S. operations, with potential buyers ranging from Oracle and Amazon to Perplexity and Walmart. The uncertainty lingers — and with it, the potential for major shifts in how the platform operates.
For real estate professionals, this is a reminder to keep your short-form content strategy diversified because where you post can matter just as much as what you post.
A new Skylight on short-form video
Skylight, a TikTok alternative built on Bluesky’s decentralized AT Protocol, is now live — and it’s already turning heads. Backed by Mark Cuban and developed in just 10 weeks, Skylight offers familiar features like in-app editing, comments and follows, but adds something TikTok doesn’t: Openness.
The AT Protocol (short for Authenticated Transfer Protocol) powers a growing ecosystem of decentralized apps, meaning content shared on Skylight can also be seen on compatible platforms like Bluesky and Flashes. It’s a social web that’s more connected — and less controlled by any single company.
Co-founder Tori White, a former influencer, built buzz by documenting the app’s development on TikTok, creating a ready-made user base before launch.
For real estate professionals, this is a reminder that the future of short-form video may be more open and decentralized — and staying visible might soon mean showing up beyond just the big-name platforms.
Snapchat finds joy sells — literally
Snapchat, in partnership with IPG Mediahub and Amplified Intelligence, released a global study showing that happiness is a key driver of ad performance, especially on its own platform. Using eye-tracking and machine learning to gauge emotional responses, researchers found that Snap ads generating the most joy also earned the most attention and long-term brand lift, outperforming TikTok, Instagram and YouTube.
What worked?
- Sound, bright colors and strong storytelling
- Messaging tied to security, celebration or belonging
- Creativity that aligns with the joyful connections users seek on Snapchat
For real estate professionals, this is a reminder that emotional tone matters. Ads that spark positivity and connection — especially on platforms like Snap — can drive deeper, longer-lasting engagement.
Instagram tests lockable posts with passcode access
Instagram is experimenting with lockable posts — content that stays hidden until the viewer enters a creator-provided code. Think of it like a gated Story sticker, but for feed posts, designed to spark curiosity and reward loyal followers.
For real estate professionals, this is a reminder that exclusivity can drive engagement. Offering gated content like sneak peeks or special updates could help strengthen the audience connection.
LinkedIn levels up: Video trends and targeted company posts
LinkedIn is doubling down on engagement with two new features: Targeted organic posts for company pages and a video trends hub prompting users to contribute to popular formats like “a day in the life.”
Together, these updates signal a push toward more personalized, participatory content, without the need for paid promotion. Brands can now tailor messaging to specific audiences while also joining trend-driven conversations to boost visibility.
For real estate professionals, this is a reminder that LinkedIn isn’t just for job updates — it’s a growing space for niche storytelling, lead gen and local relevance.
TL;DR (Too Long, Didn’t Read)
- TikTok’s U.S. sale delayed again. Platform uncertainty continues, with big names like Oracle, Amazon and Perplexity in the mix. Diversify your video strategy now.
- Skylight launches as a TikTok alternative. Built on Bluesky’s AT Protocol, Skylight points to a more decentralized future for short-form video.
- Snapchat study shows happy ads perform better. Joyful content with sound, color and storytelling drives stronger engagement and brand lift.
- Instagram tests lockable posts. Creators can now gate content behind a custom passcode, adding an exclusive layer to feed posts.
- LinkedIn rolls out organic targeting and trend prompts. Company pages can now tailor posts by audience, and new video trends encourage participation.
As platforms test new tools and reframe how content flows, the real opportunity lies in adapting with intention. Whether it’s leaning into joy, experimenting with exclusivity or expanding beyond the usual apps, staying flexible — and focused on what resonates — is the signal worth following.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
