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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.
Some trends go viral because they’re absurd. Others go viral because they strike a nerve. The smartest brands — and voices — know how to spot the difference.
From Robert Irwin reframing a ridiculous gorilla debate with compassion, to platforms like Instagram and Threads testing new tools that prioritize tone over polish, the theme is clear: Resonance beats reach.
Whether you’re navigating disappearing metrics, algorithm shifts or just trying to figure out what to say in a noisy feed, the real win isn’t getting seen — it’s being remembered.
Robert Irwin defuses the gorilla fight debate with empathy and clarity
The internet has been in a full-on debate spiral over this question: Could 100 unarmed humans defeat a single gorilla in a fistfight?
Robert Irwin — wildlife conservationist and one of the internet’s more emotionally intelligent voices — finally weighed in on TikTok. His response? Calm, warm and rooted in reality.
He didn’t mock the trend or try to go viral by picking a side. Instead, he reframed the entire conversation.
“Just as an animal conservationist, fighting an endangered species doesn’t sit right with me … Maybe let’s just let this one remain a mystery.”
Irwin redirected the hype toward something meaningful, reminding viewers that gorillas are critically endangered and typically non-aggressive. In doing so, he demonstrated an often-overlooked truth in social media: You don’t have to out-shout a trend — you can out-resonate it.
For real estate professionals, this is a case study in brand voice done right.
If your content strategy leans into trends, humor or meme culture, take notes:
- Acknowledge the moment without being performative
- Reframe the conversation with your values
- Lean into calm clarity over hot takes
Irwin’s response worked because it was consistent with his public persona, rooted in purpose and didn’t try to hijack the trend — it subtly redirected it. And that’s the kind of engagement that builds real trust, not just likes.
Trump suggests yet another TikTok delay
TikTok’s legal limbo continues. President Donald Trump has hinted at a third extension to the platform’s U.S. sell-off deadline, citing tensions with China and stalled negotiations. Technically, the ban is law. In practice, it’s politics.
For creators and brands, this means TikTok remains open — but unstable. The platform’s future now hinges less on content and more on diplomacy.
For real estate professionals, this is a reminder that platform loyalty should never outweigh strategy.
The best safety net? Diversified, values-driven content across multiple touchpoints.
Threads hits 350M users — but video still struggles
With 350 million monthly users, Threads has scaled quickly. But video? Not so much. Instagram chief Adam Mosseri recently explained why: Threads is designed for conversations, not entertainment.
That means glitzy Reels-style video just doesn’t perform the same way here. The algorithm (and audience) favors thoughts over theatrics.
For real estate professionals, this is a cue to lead with clarity over flash.
Use Threads to share your point of view: Market takes, local insights, even quick reflections. Think coffee shop chat, not polished promo. The engagement is there — you just have to meet it in the right voice.
LinkedIn leans in with BrandLink monetization
LinkedIn has launched BrandLink, a new ad format that pairs sponsored video with influencer and publisher content. It’s a small update, but part of a bigger shift: LinkedIn wants to be more than résumés and reposts. It wants creators — and it’s willing to pay them.
For real estate professionals, this is a nudge to treat LinkedIn like a lead engine, not a parking lot.
If you’re already posting market insights or listing breakdowns, think about how that content could be packaged with partners. Your credibility is your currency — don’t be afraid to monetize it through smart collaborations.
Instagram wants to pick your Story soundtrack
Instagram is testing automatic song suggestions for Stories — tiny background tracks designed to match the vibe of your visual content. No need to scroll endlessly for the “right” song — Instagram will queue it up for you.
It’s a small feature, but one that shows how Instagram is trying to reduce friction and increase polish.
For real estate professionals, this is an invitation to make content creation easier, not harder.
Don’t overthink the tools. Use what’s there, move quickly, and focus on storytelling over production. A well-placed audio track won’t sell a home — but it might keep a viewer watching long enough to remember your name.
Hiding Reels view counts may be the most freeing feature yet
Instagram is testing a feature that lets you hide all view counts on Reels — a subtle but significant shift for creators tired of chasing numbers. If turned on, only you will see how many views your content has.
It won’t make your videos perform better, but it might make you feel better about sharing them.
For real estate professionals, this is a healthy shift toward substance over optics.
View counts don’t close deals — trust does. If this feature rolls out broadly, use it as permission to post consistently without worrying how each video “looks” to the algorithm. The real ROI comes from the people who see your content — not the ones who scroll past it.
TL;DR (Too Long, Didn’t Read)
- Robert Irwin reframes a viral gorilla debate with empathy — proof that the most memorable responses are values-driven, not attention-seeking.
- Trump signals another TikTok deadline delay — highlighting ongoing uncertainty and the need for platform diversification.
- Threads hits 350 million users, but video still lags; the platform rewards perspective over polish.
- LinkedIn launches BrandLink to pair video ads with creator content, signaling bigger moves into monetization.
- Instagram tests auto-suggested music for Stories and the ability to hide Reels view counts — small changes that encourage more relaxed content creation.
- Subtle updates across platforms suggest a shift toward quieter, more intentional engagement.
Platforms are always shifting, but the most meaningful updates aren’t always the flashiest. Whether it’s Threads prioritizing conversations over video, Instagram easing pressure with hidden view counts or Robert Irwin quietly reframing a viral debate, the pattern is clear: Impact comes from clarity, not spectacle.
For real estate professionals, this is a moment to sharpen your message, not your polish. Focus on where your voice adds value — because staying visible isn’t just about showing up everywhere. It’s about showing up well.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
