Trending: Trial Reels, Smarter Ads And AI-Powered Reach

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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 gap between organic content and paid performance is shrinking fast because platforms are increasingly rewarding the same thing in both: Content that holds attention. Instagram’s Trial Reels aren’t just a growth tool; they’re training users to post more frequently.

TikTok’s ad upgrades aren’t just about targeting — they’re about surfacing brands that behave like creators. Even LinkedIn’s new video ad formats reflect this shift, blending content styles that feel less like ads and more like native engagement.

For real estate professionals, this signals a growing advantage for those who prioritize substance over polish. You don’t need to master every feature — you need to consistently create moments that resonate with your audience’s intent, whether that’s exploring a listing, researching the market or simply building trust over time.

TikTok blends nostalgia, confidence and big ad updates

TikTok’s trending content this week is all about emotional hooks and high-energy edits. The #NoughtiesNostalgia trend taps into 2000s pop culture, while the “Holy (Freaking) Airball” audio gives creators a chance to flex their wins and prove doubters wrong. Tracks like Party 4 U by Charli XCX and Shake It to the Max by Moliy are driving upbeat edits across home tours, lifestyle posts and celebrations.

For real estate professionals, these trends offer quick ways to stay relatable:

• Use nostalgia to highlight neighborhood history or retro home features.
• Pair “Holy (Freaking) Airball” with bidding war wins or client success stories.
• Layer trending tracks over listing tours or market updates for fast, polished content.

On the business side, TikTok dropped major updates at its 2025 “TikTok World” event:

• Market Scope for analyzing audience intent
• Brand Consideration Ads for targeting high-intent users based on in-app behavior
• Search Center for easier ad placement in search results
• TikTok One for better creator insights
• New AI tools like Smart+ and Symphony for automated creative and campaign setup
• Easier UGC-to-ad conversion

And yes — TikTok’s political limbo continues. President Trump confirmed he’s still hoping for a deal, but says he’s open to granting another extension if needed.

For real estate pros, this is a reminder to keep your TikTok content flexible — and stay tuned. The platform continues to evolve both culturally and structurally, offering growing ways to convert viewers into clients.

Instagram levels up discovery, trial tools and audience reach

Instagram is rolling out multiple updates aimed at helping creators — and eventually businesses — reach more non-followers.

• Search engine visibility: Instagram posts may soon start appearing in search engine results, expanding organic discoverability beyond the app.
• Trial Reels boost: Instagram reports that 80 percent of creators who used Trial Reels saw increased reach from non-followers. (Daily limit: 20 Trial Reels per user.)
• Recaps and Celebrations: In-app features highlighting insights, milestones and growth stats.

For real estate professionals, Instagram’s updates signal a stronger push toward visibility for newer accounts and more creative experimentation. Trial Reels, in particular, could help listings or market insights land in front of untapped audiences.

LinkedIn pushes short-form video and creative flexibility

LinkedIn is quietly building out its video ecosystem with:

• First Impression Ads: Full-screen, vertical video ads placed at the top of user feeds, perfect for single-day campaigns.
• Adobe Express integration: Creators and marketers can now pull Adobe designs directly into LinkedIn’s Campaign Manager.
• Video best practices: New recommendations include optimizing for mobile, adding captions, reducing background noise, and experimenting with outside-the-box value content.

For real estate professionals, LinkedIn’s ad tools may offer new ways to target both professional audiences and recruiting prospects, especially with polished, mobile-friendly videos that deliver helpful insights.

Meta ad strategies stay rooted in creative fundamentals

Meta has shared new insights based on analysis of 1 million-plus creatives, reinforcing that strong fundamentals still outperform gimmicks:

• 9:16 vertical video
• Emotional storytelling
• Clear human presence (on-camera, not stock)
• Audio with captions or text overlays

Meta claims that using this combination can lower Cost Per Action (CPA) by 16 percent and increase conversion rates by 29 percent.

For real estate professionals, this means you don’t need the trendiest content — you need clear, human-centered stories that speak directly to buyers and sellers.

Threads links get a quiet boost

Meta’s Adam Mosseri confirmed that links are now performing better on Threads, thanks to ranking updates. For real estate pros using Threads, that means posting helpful links to your site, search tools or lead magnets may have more organic reach than before, making Threads a growing place to build warm audiences while the ad platform develops.

TL;DR (Too Long, Didn’t Read)

• TikTok’s nostalgia-fueled trends pair with major ad tool upgrades, including Market Scope and AI-powered campaign automation.
• Instagram may soon show posts in search results, Trial Reels are boosting reach, and new features like Recaps, Celebrations roll out.
• LinkedIn adds vertical video ads, Adobe integrations, and video best practices focused on mobile, audio and clear value.
• Meta ad data shows that vertical video with emotional storytelling, humans on-camera and text overlays drives stronger conversion.
• Threads improves link ranking — giving organic posts with links more reach and discoverability.

The algorithms may change weekly, but the strategy stays steady: Simplify your message, show up consistently and use each platform’s evolving tools to meet your audience where they are. Whether you’re running ads or simply refining your organic content, focus on clarity over complexity because attention favors content that connects fast. 

Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.