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.
From AI updates that might reshape the social landscape to meme-worthy travel trends driving commerce, there’s never a dull moment online. OpenAI hints at building a new social platform, Instagram experiments with recap tools and cultural influence is once again proving to be a powerful marketing tool, thanks to the White Lotus effect.
TAKE THE INMAN INTEL SURVEY FOR APRIL
Here’s what’s shaping strategy this week — and how it could help real estate pros stand out, connect and sell smarter.
OpenAI might be building its own social platform
OpenAI is reportedly developing a social media platform built on real-time data — something that would allow its AI models to learn more like humans do. The goal? To compete with the likes of X, formerly known as Twitter, by tapping into trending content and engagement patterns.
While it’s unclear if this will live inside ChatGPT or become a standalone app, the implications are big: AI trained on current conversation could change how content is recommended, ranked and created.
For real estate professionals, this is a signal that future social media may be shaped not by human behavior alone, but by how AI observes and learns from us in real time.
White Lotus proves cultural clout drives conversions
The White Lotus season 3 finale may be over, but the ripple effect across fashion, hospitality and lifestyle brands is very much alive. From Four Seasons hotel bookings to Banana Republic sellouts, the show’s opulent, drama-soaked aesthetic has shifted consumer interest toward “loud luxury” and destination envy.
Real estate takeaway?
- Tie your listings to aspirational travel aesthetics
- Use bold, statement visuals inspired by luxury hotels or dream destinations
- If you’re marketing a second home, vacation rental or luxury property, now’s the time to lean into the “wellness travel” narrative
For real estate professionals, remember that cultural storytelling creates an emotional connection, and when paired with the right visuals, it can elevate listings beyond price and square footage. Don’t be afraid to lean into pop culture trends when you can, but don’t take part in something you are unfamiliar with either. No one wants to get caught creating or sharing a meme that doesn’t mean what they think it does.
LinkedIn launches content hub, confirms what works
LinkedIn has launched a mini-site full of best practices, content ideas and templates for better posting. If you’ve ever wondered what performs best on the platform, new research shows multi-image posts, native documents and videos win on engagement.
Pair that with LinkedIn’s recently added organic audience targeting for company pages, and you’ve got a serious opportunity to tailor your message, without paid ads.
For real estate professionals, this is a reminder that LinkedIn is becoming more creator-friendly, and smarter use of format and audience tools can drive real results.
TikTok trend: Skip the middleman
A new viral trend sees U.S. consumers bypassing Western retail brands and shopping directly from Chinese wholesale platforms like DHgate, now a top free app in the U.S. App Store.
This direct-to-source mindset reflects a broader shift: Consumers want transparency, control and affordability — and they’re willing to change how they shop to get it.
For real estate professionals, this trend reinforces the appeal of transparency. Offer clear pricing, walk-throughs and open access to key info — and consider leaning into content that demystifies the buying process.
Instagram plans iPad app and creator recaps
Instagram may finally launch an iPad-optimized app, alongside a new monthly recap feature for creators. Recaps include total views, follower breakdowns, top posts and activity insights.
For real estate professionals, this is a reminder to check in on your metrics regularly — because knowing what’s working helps you post more of what moves the needle.
Snapchat sees virtual tours as key to travel discovery
Snapchat’s new travel report highlights how virtual tours inspire destination interest — with 79 percent of users saying tours helped them explore places they wouldn’t have considered otherwise.
For real estate professionals, this is a reminder that virtual property tours are more than a trend — they’re a discovery tool. Use them to showcase spaces in a way that builds trust and drives imagination.
TL;DR (Too Long, Didn’t Read)
- 🧠 OpenAI may be building a social app: Training AI with real-time data could reshape how content is created and recommended.
- 📺 White Lotus trends drive sales: “Loud luxury” aesthetics and destination envy are back — great inspiration for luxury listings.
- 📊 LinkedIn shares posting best practices: Multi-image posts, videos and native documents perform best.
- 📦 TikTok trend: Skip the middleman: Transparency and control are driving direct-to-source buying behavior.
- 📈 Instagram adds creator recap tools: Monthly insights help you understand what’s working.
- 🏡 Snapchat says virtual tours drive discovery: Visual storytelling influences travel, and homebuying, too.
As platforms continue to shift, splinter and experiment, one thing remains steady: Value lives where clarity, culture and connection meet. Whether it’s leaning into joy, opening up to new formats or doubling down on what’s working, the smartest strategy isn’t to chase the latest — it’s to adapt with purpose.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
