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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 isn’t coming — it’s here, it’s everywhere and it’s already changing how people search, shop and scroll. Whether you’re creating content, running Facebook Groups or relying on platforms like TikTok to reach your audience, AI systems are increasingly the ones making decisions behind the scenes.
That means your visibility, your voice and even your business could be at the mercy of tools you don’t control. If you’re not paying attention to how AI is reshaping the rules, you’re already behind.
However, this isn’t about chasing shiny new apps and tools; it’s about understanding the systems that shape your reach. From how LLMs decide which sites to cite, to what gets your Facebook Group shut down without warning, AI isn’t neutral. It reflects the data it’s trained on and the priorities of the companies behind it.
If you’re not actively adapting, you’re passively accepting whatever happens next. And in this market, passivity isn’t a strategy — it’s a liability.
Mass bans hit Facebook Groups, fueling more frustration with Meta moderation
Group admins are sounding the alarm after Meta’s moderation systems triggered mass bans across Facebook, shutting down thousands of groups, including massive communities with hundreds of thousands to millions of members. Many received vague notices for “terrorism-related” content or nudity, even in groups focused on innocuous topics like Pokémon, interior design or bird photography.
A Meta spokesperson confirmed to TechCrunch that a technical error was to blame and said a fix is in progress. Some admins who pay for Meta Verified were able to reach support, but many others say they’re still locked out of groups they’ve built over the years. Users have launched a petition and are even pursuing legal action as frustration mounts.
The situation mirrors similar waves of unexplained bans on Instagram, Pinterest and Tumblr — all of which appear to be tied to overly aggressive AI moderation systems. Pinterest acknowledged an internal error, while Tumblr cited a new content filtering test.
What this means for agents
If your Facebook Group is central to your business, this is a wake-up call. Meta holds all the power, and even Verified status doesn’t guarantee protection. Now’s the time to export your group contact lists, back up valuable content and consider building more direct lines of communication (like email or a private community platform). And always assume that what’s working today could disappear tomorrow — because it just might.
Disney sues Midjourney over AI-generated likenesses of copyrighted characters
The gloves are off. Disney, Universal and other major studios have filed suit against AI image generator Midjourney, accusing it of violating character copyrights. This marks the first major legal action by Hollywood against a generative AI company — and it’s not about specific images, but the characters themselves.
The complaint includes side-by-side examples of Disney-owned characters generated by Midjourney, even when prompts didn’t mention the characters by name. A prompt like “superhero fight scene” still produced what looked like Spider-Man vs. Spider-Man. Some generated images even appear to be ripped directly from Marvel films like Avengers: Infinity War.
The studios argue there’s no way to remove copyrighted material from Midjourney’s training data without a full retrain — and that the tool effectively enables copyright infringement at scale. Midjourney, notably, hasn’t taken outside VC funding and runs on a subscription model, making it an unusual AI company in today’s landscape. Disney likely isn’t trying to kill it — just to extract a hefty licensing fee.
What this means for agents
This lawsuit could set the stage for how AI-generated content is treated across industries — including real estate. If you’re using AI tools to create visuals, listings or branding materials, don’t assume you’re in the clear. Be cautious when using prompts that reference known brands or properties, and understand the legal gray area you may be operating in. The line between inspiration and infringement is about to get sharper.
The next big algorithm: Why LLM SEO matters more than you think
Traffic from AI tools like ChatGPT, Perplexity and Claude isn’t just real — it’s growing. Fast. In some cases, it’s already beating Google. If your website content isn’t showing up in those answers, you’re invisible to a whole new layer of search.
This isn’t about tricking an algorithm. It’s about creating the kind of content LLMs want to surface: Real, useful, well-structured and written by humans. Think schema markup, fresh updates and branded search. It’s not a time for growth hacks; it’s a time to go back to the fundamentals of good copywriting and SEO.
What this means for agents
If your content helps people — and it’s written like a person — LLMs are more likely to serve it up. If you’re just phoning it in or using AI to write for you, don’t expect to be cited. Think of LLM SEO like a new kind of local search: Either you show up, or you don’t.
Unhinged is overdone: What audiences actually want from brand voice
What started as edgy has now become expected. The chaotic, unfiltered brand voice once reserved for a few bold players is now just another social media playbook — one that doesn’t land for most. A new Sprout Pulse Survey shows that only 23 percent of consumers think “unhinged” brands are bold. The rest? They’re craving honesty.
The Sprout Social Index backs it up: Consumers favor brands with standout products and original content, not the ones trying too hard to go viral. The brands getting it right are the ones that sound like themselves, across social and real life. They don’t cause chaos. They build trust.
What this means for agents
The same rule applies in real estate: Trying to be outrageous won’t win you business. Consistency, clarity and connection will. Be memorable for the right reasons, not because your content feels like a gimmick. Let your voice reflect your values and your service, not someone else’s trend.
TikTok ban extended again, but will it ever happen?
President Trump has once again extended the TikTok ban deadline, marking the third time he’s used an executive order to keep the app running while claiming a deal is close. No clear legal basis, no real progress, just another 90 days of political limbo for a platform with 170 million U.S. users.
TikTok praised the move, and analysts say the app isn’t acting like it’s in danger. It’s launching new tools and rolling out updates like business as usual. The longer this drags on, the more it resembles political theater. A Pew survey found that only a third of Americans still support a ban, a significant decline from 2023.
With no legal challenge and no clear plan, this “deadline purgatory,” as one analyst called it, feels less like a ban and more like a campaign strategy.
What this means for agents
If you’ve been holding off on using TikTok due to the threat of a ban, it may be time to reconsider. The political drama may drag on, but the app remains thriving, and consumers, especially younger ones, continue to use it daily. If your audience is there, your brand should be too. Just remember: Own your content and maintain a diversified presence in case the winds change again.
TL;DR (Too Long, Didn’t Read)
- Facebook Group admins are being mass-banned, and even having a Verified status doesn’t guarantee help.
- Disney sues Midjourney in a move that could reshape AI copyright law.
- LLM SEO is real — and it’s already outperforming Google in some cases.
- “Unhinged” is out, honesty is in — consumers want consistency, not chaos.
- The TikTok ban has been extended again, but the threat is losing steam, and users aren’t leaving.
The pace of change isn’t slowing down, and neither are the consequences of falling behind. Whether it’s AI lawsuits, algorithm shifts or unstable platforms, the rules are being rewritten in real time — often without warning. Don’t wait for permission or certainty. Stay sharp, stay flexible and keep your marketing strategy ready to pivot.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
