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Every week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it issues for actual property professionals. From viral developments to platform modifications, she’ll break all of it down so you realize what’s price your time — and what’s not.
January is commonly an extended, boring month, however not this 12 months. With the TikTok ban nonetheless on the best way (regardless of a probably-temporary reprieve), the ripple results are being extensively felt, and one thing new within the social media panorama appears to pop up every single day.
This week, we check out new apps like Xiaohongshu (Pink E book) and Flashes, leveraging highly effective instruments like YouTube Shorts, and navigating consumer developments on Meta platforms.
Are you able to go crimson?
With TikTok coming and going, some customers are migrating to a different Chinese language app, Pink Observe (Xiaohongshu, often known as Pink E book). Not too long ago, it turned essentially the most downloaded app and has welcomed an inflow of what customers name “TikTok refugees.” Chinese language Xiaohongshu customers are excited in regards to the wave of American newcomers, posting welcome movies and even providing classes in Mandarin for English audio system.
However is Xiaohongshu different for actual property brokers? In all probability not — a minimum of for now. Whereas brokers with a TikTok following may discover it price exploring to see if their viewers has moved there, the app at present lacks important options like promoting choices or the flexibility to incorporate hyperlinks in profiles.
Moreover, a lot of the app is in Mandarin, which might make navigation difficult for non-speakers, and Xiaohongshu will likely be topic to the identical restrictions that TikTok is.
That stated, staying conscious of the place your ideally suited purchasers are spending time is at all times beneficial. Observing the content material they interact with may also help you create relatable, genuine content material. Even with out direct promoting, this may very well be a chance to attach together with your viewers in significant methods.
TikTok or not?
TikTok went darkish and returned, however the looming ban continues to be a risk, because the Supreme Court docket has upheld the laws requiring a sale or a ban. For now, it appears the app has a bit of extra time to search for an answer.
Does that basically have an effect on actual property brokers, although? Sure. The lack of the platform for advertising and marketing functions may disrupt advertising and marketing methods for 1 in 6 actual property brokers, in keeping with a report from the Nationwide Affiliation of Realtors.
Cynthia Seifert, founding father of KeyLeads, emphasizes the significance of resilience, stating, “Exploring alternative platforms will allow agents to continue creating engaging video content while diversifying their audience reach.” Staying agile will likely be key to navigating these modifications and uncovering new alternatives for progress.
There isn’t a assure that TikTok will likely be salvaged completely. Nevertheless, that doesn’t imply one thing can’t change.
Go quick with YouTube
YouTube has lengthy been the go-to platform for studying absolutely anything and stays the chief in long-form video content material. Nevertheless, YouTube Shorts — a characteristic much like Instagram Reels or TikTok movies — has been gaining important momentum.
With TikTok’s future nonetheless unsure, YouTube Shorts provides a compelling different for creators and entrepreneurs. One in all its key benefits is its seamless integration into YouTube’s platform, making it simple to repurpose content material. Customers can now take longer movies and shortly trim them into Shorts, saving time whereas maximizing their content material’s attain.
For actual property brokers, that is an extremely highly effective and handy device. Video content material is without doubt one of the most partaking types of advertising and marketing, and, with YouTube Shorts, brokers can create bite-sized, impactful movies that showcase properties, share suggestions or spotlight native market insights.
In the event you’re not already leveraging video in your technique, now’s the right time to start out. Platforms like YouTube Shorts make it simpler than ever to succeed in and interact together with your viewers.
Bluesky will get flashy
A brand new photo-sharing app known as Flashes is coming quickly, designed to work seamlessly with Bluesky, which now has over 27.5 million customers. The brand new app is constructed with the identical decentralized expertise as Bluesky.
Flashes will likely be a separate app targeted on sharing pictures and movies. It provides a easy, acquainted design, much like well-liked apps like Instagram, however offers customers extra management by its open and decentralized system, offering a contemporary approach to join on-line.
This new addition will increase the enchantment of Bluesky for a lot of and will assist push the platform as a viable advertising and marketing channel for actual property brokers.
The good Meta exodus
In response to the TikTok ban and the most recent developments in fact-checking on Meta, many customers have opted to depart the platform fully in protest. It’s nonetheless not clear if this can harm the promoting on Meta’s platforms like Fb and Instagram, nevertheless it’s price keeping track of.
Takeaways for actual property brokers:
Discover Xiaohongshu (Pink E book) for viewers insights, however don’t depend on it for promoting.
Monitor the TikTok scenario intently — modifications are nonetheless attainable.
Construct a powerful presence on YouTube, particularly with Shorts, to repurpose and maximize your video content material.
Concentrate on rising your web site, weblog and e mail checklist to take care of management over your viewers connections.
Keep agile and able to adapt your advertising and marketing technique to shifting platforms and developments.
Diversify your technique, prioritize genuine connections and concentrate on platforms that align together with your targets. By adapting to those modifications, you can’t solely preserve your visibility but in addition uncover new alternatives to attach together with your viewers in significant and impactful methods.
Jessi Healey is a contract author and social media supervisor specializing in actual property. Discover her on Instagram, LinkedIn, Threads, or Bluesky.
