From reposts and Reel replies to shifting platform priorities, Jessi Healey breaks down how social media is evolving—and what it means for visibility, strategy and control.
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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.
The platforms shaping our digital lives aren’t just tweaking features — they’re shifting the rhythm of how culture moves. From the pace of video consumption to the way conversations unfold in comment sections, small changes are quietly redefining the way content is discovered, shared and experienced.
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Social media’s evolution is increasingly about control — over visibility, engagement and voice. Whether it’s a new way to repost, reply or plan, or larger questions about platform ownership and privacy, the landscape is in motion.
Here’s what’s shaping that movement.
Signal and security: Why the encrypted messaging app is in the news
Encrypted messaging app Signal made headlines after top officials were caught using it to discuss a sensitive military operation — accidentally including a journalist in the chat. The situation raised red flags about the app’s security, even though Signal is generally considered one of the most private communication platforms available.
So, does this matter for real estate professionals?
Not really. While Signal offers end-to-end encryption and message disappearance settings, it’s not commonly used in real estate — and there’s no clear benefit over more widely adopted messaging tools like iMessage, WhatsApp or Instagram DMs for day-to-day client communications.
Takeaway: It’s important to stay aware of digital privacy trends, but unless you’re handling highly sensitive or legal negotiations, you likely don’t need Signal in your social strategy toolkit.
Viral content is powerful — but brand voice matters more
Two viral moments lit up social media recently: Ryanair’s savage clapback to a customer and Saratoga Water’s surprise cameo in a chaotic morning routine video. Both racked up massive engagement — but for very different reasons.
Ryanair’s tweet walked the line between hilarious and too personal, dividing marketers and reminding brands that not everyone can (or should) get spicy online. Meanwhile, Saratoga’s moment was entirely accidental — proof that you don’t have to force a trend to get attention.
Takeaway:
- Stick to your brand voice — whether it’s playful, polished or offbeat.
- You don’t need to chase every viral moment to stay relevant.
- Focus on authenticity over shock value — it leads to stronger, lasting connections.
You can be bold without being mean — and strategic without being trendy.
Instagram tests reposts directly to the feed
Instagram is testing a repost feature that lets users share someone else’s content to their own feed — not just Stories. When reposting, you can add your own text or commentary, and the post will appear in your followers’ feeds like any other post.
Why this matters:
- Sharing partner content, testimonials or local highlights just got easier.
- It’s a new way to boost engagement without starting from scratch.
- For agents, this makes collaboration with other creators or community pages far more impactful.
For real estate professionals, this is a reminder to expand your reach by amplifying partner content, testimonials or community highlights — without having to create something new from scratch.
‘Reply with a Reel’ brings new life to comments
Instagram is also testing a feature that lets you reply to a comment with a Reel using only the long press menu, similar to TikTok’s popular reply format. Before this feature it was a longer process to reply to a comment with a Reel.
Why this matters:
- Great for addressing FAQs in a personal, engaging way quickly and easily.
- An easy way to turn comments into conversation starters or content prompts.
- Perfect for real estate agents answering common buyer or seller questions in video form.
For real estate professionals, this is a reminder to turn audience questions into quick, valuable content that builds trust and keeps the conversation going in a more engaging format.
LinkedIn improves Campaign Manager with better insights
LinkedIn’s updates to Campaign Manager include a new Media Planner, dynamic UTM tracking and performance insights — making it easier for marketers to optimize campaigns and track ROI.
Why this matters:
- Real estate pros using LinkedIn for lead generation or brand building will get more clarity on what’s working.
- The updates make paid content planning more strategic and data-driven.
- Better tracking means you can scale what resonates with your audience.
For real estate professionals, this is a reminder to track what’s working in your paid strategy so you can invest in the content and messaging that brings the highest ROI.
Instagram Reels get 2x speed playback
Instagram has officially added 2x speed playback for Reels — just hold down on the left or right edge of the screen, and the video plays at double speed.
Why this matters:
- Makes long-form Reels easier to consume, especially for busy audiences.
- Could boost retention on educational or explainer content.
- For walkthroughs or updates, this gives viewers more control — and less reason to swipe away.
For real estate professionals, this is a reminder to keep your video content sharp and engaging — because giving your audience control over the pace can improve watch time and retention.
TikTok’s future is uncertain — and Perplexity wants in
TikTok is once again at the center of political and tech drama. President Trump says the app “will be sold by Friday,” the official deadline for its U.S. divestment. Meanwhile, AI search startup Perplexity has entered the chat, publicly stating it wants to buy TikTok and rebuild its algorithm from the ground up — promising more transparency and less monopoly risk. There are also several other potential buyers anxious to make the sale.
What this signals:
- Ownership and algorithm changes are on the table, which could drastically impact how content is ranked and discovered.
- New buyers may prioritize search-style behavior and transparency, shifting what kind of content gets seen.
- The platform’s future in the U.S. is still uncertain, despite its continued growth and expansion in Europe.
For real estate professionals, this is a reminder to diversify your short-form video strategy. Whether you’re on Reels, Shorts or Threads, spreading content across platforms ensures you’re not relying too heavily on a platform that could change overnight.
TL;DR (Too Long, Didn’t Read)
- 🔐 Signal makes headlines after military chat mishap: Despite its reputation for privacy, Signal isn’t essential for real estate pros — most client communication doesn’t require encrypted messaging.
- 🔁 Instagram tests reposts to the feed: Share others’ posts — with your own commentary — directly into your followers’ feeds.
- 💬 Instagram adds “Reply with a Reel”: Great for turning FAQs into engaging video content.
- 📊 LinkedIn improves campaign tools: More insights, tracking and planning for marketers.
- ⏩ Reels now play at 2x speed: Makes long-form content easier to watch and retain.
- 🚨 TikTok sale deadline looms: Big changes may be coming — diversify your content strategy now.
As platforms shift how content is shared, seen and shaped, one thing remains clear: Social media success isn’t just about keeping up — it’s about knowing what actually matters for your strategy. Whether it’s navigating reposts, algorithm changes or viral moments, staying grounded in your brand voice and goals will always cut through the noise.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
