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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.
What started as a joke — national parks throwing flirty insults at each other — has turned into one of the most unexpectedly effective awareness campaigns on TikTok. These unofficial park accounts aren’t just going viral because they’re funny. They’re connecting because they know how to speak directly to their audience, with voice and purpose.
Are Yellowstone and Joshua Tree National Parks … flirting with you?
If you’ve been on TikTok recently, chances are you’ve come across some pretty spicy stitches from — *checks notes* — national parks? Yes, many national parks are going viral for spicy content (spicy in an R-rated way), and it seems to be working. Those accounts on TikTok aren’t official — they’re clever, fan-run profiles giving public lands a personality and a little bit of edge.
It all started as a joke: “Mount Rainier” and “Mount Hood” trading flirty insults in the comments. But when budget cuts hit the National Park Service in February, those same creators pivoted — using humor, thirst traps and sharp copy to raise awareness for conservation efforts.
It’s absurd. It’s effective. And it’s a masterclass in tone.
These creators didn’t just chase attention — they used a specific voice to turn a serious topic into something worth watching. And their success didn’t come from perfect content — it came from knowing what would resonate with their audience.
For real estate professionals, this is a reminder that you don’t have to sound like everyone else — you just have to sound like you, in a way your audience connects with.
Before chasing trends or mimicking a viral style, ask yourself:
- What kind of energy does your ideal client respond to — calm and informative, or bold and playful?
- Are they looking for lifestyle inspiration, practical education or a trusted local voice?
- Do your posts reflect your personality, or just what you think “content” should look like?
When your tone aligns with your values and your audience’s expectations, that’s when content hits. You don’t need to thirst-trap for clicks (unless that’s your thing); you just need to communicate with purpose.
TikTok adds alt text and contrast tools for accessibility
In honor of Global Accessibility Awareness Day, TikTok rolled out a wave of new features aimed at making the platform more inclusive. Most notably, users can now add alt text to photos, either during upload or after publishing. TikTok also improved text presentation options, added a color contrast switch, and now supports bold text from device settings for users with low vision.
These changes may seem small, but they reflect a bigger shift toward platforms designing for access, not just aesthetics.
For real estate professionals, this is a prompt to make your content more inclusive — and by extension, more impactful.
Adding photo descriptions, captions or alt text doesn’t just support accessibility — it improves clarity, SEO and reach. If someone can’t hear your audio or see your visuals clearly, what are they walking away with?
Creating with inclusion in mind ensures that everyone can connect with what you’re sharing. And that’s the kind of thoughtful content that resonates far beyond the algorithm.
Instagram experiments with lockable Reels
Instagram is officially testing lockable Reels — content that’s only viewable with a code. The Weeknd was the first to use it publicly, with fans needing a passcode to unlock the post.
The feature is still in testing, but it signals a growing push toward exclusivity as engagement, inviting followers into a more private or gated experience.
For real estate professionals, this is a reminder that scarcity can drive value.
Think sneak peeks, VIP content for buyers, or behind-the-scenes looks shared only with select clients or mailing list subscribers. Used thoughtfully, locked content could build curiosity and deepen loyalty.
Threads quietly tests video ads
Threads is now testing video ads, just weeks after opening up global access to advertisers. It’s a small update with big implications: Meta is serious about monetizing Threads, and video is the next frontier.
For real estate professionals, this is a cue to watch and wait.
Threads is still a conversation-first platform, but if you’ve built engagement there, video ads might eventually offer a soft-sell way to reach warm audiences. For now, focus on sharing value — and keep an eye on how users respond to the shift.
YouTube builds new tools for brand + creator partnerships
YouTube just dropped a suite of tools to make creator partnerships easier and smarter. New features include:
- Creator Search Hub to help brands find influencers
- Insights Finder to understand creator audiences
- Partnership Ads that let creators and brands run joint campaigns
- Affiliate integrations for measurable results
It’s all part of YouTube’s strategy to make itself the go-to place for serious branded content.
For real estate professionals, this is a sign that YouTube isn’t just for long-form video anymore — it’s a scalable influencer platform.
If you’ve considered partnering with local creators or micro-influencers, YouTube’s new tools might make those collaborations easier to track, target and monetize.
Facebook’s new ‘creator guide’ lives … on Instagram
Meta has launched a Facebook for Creators profile, but instead of hosting it on Facebook, it’s on Instagram. Like its “Instagram for Business” sibling, the account shares helpful insights, content tips and updates for those trying to grow across Meta platforms.
For real estate professionals, this is a reminder to mine the tools already built into the apps you use.
If you’re feeling stuck on what or how to post, creator hub accounts like these offer free, platform-backed guidance you can implement immediately.
Mosseri says: Keep your Stories under 5 a day
Instagram head Adam Mosseri says the “ideal” number of Stories per day is less than four or five — any more, and your audience may start tapping through or dropping off.
For real estate professionals, this is permission to be brief.
Rather than flooding your Stories, focus on three or four slides that move with intention, think teaser, context, takeaway and call to action. Less clutter; more clarity.
TL;DR (Too Long, Didn’t Read)
- National Park parody accounts are going viral by using humor and sex appeal to raise awareness, proving that tone and voice can drive deeper engagement.
- TikTok adds new accessibility tools, including alt text and higher contrast modes.
- Instagram begins testing lockable Reels — gated video content viewable only with a code.
- Adam Mosseri recommends fewer than five Stories per day.
- YouTube launches new tools to support brand and creator collaborations.
- Threads begins testing video ads globally, expanding its monetization strategy.
- Facebook launches a “For Creators” guide on Instagram.
From national park satire to alt text rollouts, the message is clear: If you want to build something lasting, you need to know who you’re talking to — and say it like only you can.
Trending sounds may not drive reach, but thoughtful structure does. Eye-catching content may go viral, but purpose is what makes it stick. When you lead with intention, your content doesn’t just show up — it resonates.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
