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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.
AI is no longer a side tool — it’s the system. At Google’s I/O and Marketing Live events, the company unveiled a flood of updates that touch everything from how we search to how we shop and create. Combine that with fresh insights from Deloitte, smarter Threads features, and Instagram advice direct from Adam Mosseri, and it’s clear:
The platforms are shifting. The way we show up on them has to shift, too.
For real estate professionals, this week’s updates are less about reacting and more about preparing — building visibility, testing tools and showing up with a voice that connects.
Google goes full AI tidal wave — from search to shopping to cinema
If it feels like Google dropped an entire surfboard of AI updates this week, you’re not wrong. At I/O and Google Marketing Live, the tech giant announced sweeping changes that embed AI across nearly every touchpoint.
On the consumer side, AI Mode will soon supercharge Google Shopping with expert-style product research, virtual try-ons, smarter discovery and auto-checkout features triggered by price drops.
For advertisers, Performance Max now includes channel-level reporting, ads are coming to AI Overviews and search results may soon feel more curated than ever.
Then there’s Veo 3 — Google’s new video generator that handles everything from character dialogue to animal sounds with shockingly realistic results. It even lip-syncs.
Also new: Imagen 4 for image generation and Flow, which lets you build full cinematic experiences from written prompts — all inside Gemini’s Ultra plan.
For real estate professionals, this is a preview of how your marketing toolbox is about to expand — and complicate. AI-generated video, AI-assisted search and auto-research tools aren’t science fiction. They’re showing up in how clients find homes, compare listings and even experience virtual walkthroughs.
You don’t need to learn everything overnight. But it’s time to start watching the waves — because Google just changed the tide.
Deloitte confirms it: Consumers follow creators, not brands
According to Deloitte’s 2025 State of Social report, the average consumer follows nearly twice as many creators as they do brands on social media. The takeaway? Influence is personal, and increasingly, it’s not coming from logos.
The report also found that 3 in 4 consumers believe creators are shaping how brands behave online, and 56 percent trust creators more than traditional advertising.
For real estate professionals, this is a cue to act more like a creator, not just a marketer.
People want insights, storytelling and a human voice. They’re not following you just to see listings — they’re following to learn, connect and get a sense of how you operate. So the more your content reflects you, your values, your voice, your expertise — the more likely people are to stick around.
Whether you’re hosting walkthroughs, sharing neighborhood stories or weighing in on market shifts, think like a creator with purpose, not just a brand with a message.
Switching lanes on Instagram? Don’t start over — start smarter
Thinking about changing up your Instagram content? Head of Instagram, Adam Mosseri, says there’s no need to start a brand-new account. Instead, ease into the pivot.
His advice:
- Post a video to let followers know what’s changing
- Archive old content instead of deleting it
- Use test Reels to help the algorithm catch on
For real estate professionals, this is a reminder that reinvention doesn’t require a reset.
Whether you’re shifting from listings to lifestyle or starting to spotlight market education, bring your audience along and give the platform time to learn your new direction. Plus, the older your account is, the less likely it is to be suspected of being a bot. (A problem all new accounts must overcome in the beginning.)
Threads tests accounts without Instagram
Until now, creating a Threads account required an Instagram login — but that might be changing. Threads is testing the ability to sign up without tying your identity to Instagram, potentially opening the door to users who’ve been on the fence.
For real estate professionals, this signals a broader audience and more flexibility.
If Threads continues to grow independently, it could become a more open platform for niche content, opinions and hyperlocal updates — especially for those who don’t want to blend business and personal profiles.
Threads adds link tracking — and 5 slots to fill
You can now add up to five links in your Threads bio, and better yet, Threads will provide basic analytics to show how each one performs.
For real estate professionals, this is a chance to get strategic with traffic.
Think: a home search link, newsletter signup, tour calendar, lead form and buyer’s guide — all in one place. And now, you’ll know which ones are driving clicks.
Threads ads are now manageable via third-party tools
Threads is quietly rolling out the ability for third-party platforms to create and manage Threads ads — a key move for brands and marketers already managing content across multiple apps.
For real estate professionals working with ad managers or content teams, this streamlines paid strategy.
While Threads is still mostly organic and conversation-driven, this update hints that a more scalable ad infrastructure is coming. If you’re investing in paid reach, it might be time to test what works here.
TL;DR (Too Long, Didn’t Read)
- Google rolls out AI across the board — from video generators to virtual shopping assistants and search-integrated ads
- Deloitte says creators now outpace brands — most users follow more influencers than companies, and they trust them more, too
- Instagram says don’t start over — pivot smarter — post a heads-up video, archive old content and test your new direction
- Threads loosens ties with Instagram — accounts without Instagram attached might be on the way, now you can add five tracked links in bio and manage ads through third-party tools
The digital landscape is tilting toward personalization, creator influence and AI-everything. If your strategy still relies on brand polish over human presence, you’re going to feel the gap. The platforms are evolving fast — but the opportunity lies in staying grounded: Clarity in your message, consistency in your presence and the courage to adapt before it’s trendy.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
