What Superman Teaches Us About Content That Sticks

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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.

Punk rock is back, and it’s bringing kindness with it. Superman hit theaters last week and has become a sensation. All reviews, controversy and critics aside, audiences are excited to share positive, hopeful content in its wake. 

Emotion — not ego — is what drives attention now. Whether it’s Superman’s punk rock sincerity or a viral scandal from the nosebleeds at a Coldplay show, audiences are drawn to what feels human, real and unexpected. Meanwhile, platforms are cracking down on lazy AI content, TikTok is fueling algorithm anxiety and Facebook’s trying to breathe new life into text posts with a soundtrack. 

Superman isn’t the only one flying high

James Gunn’s Superman reboot is dominating the social conversation — and not just because of capes and charisma. Sure, viral clips of Skyler Gisondo’s Jimmy Olsen (now dubbed the “reluctant rizz god”) have taken over TikTok, and yes, Krypto the Superdog has sparked a spike in pet adoption searches across the country. But the real staying power? It’s emotional.

The film is tapping into something bigger than superhero nostalgia. With its earnest tone, scrappy heart and emphasis on compassion, the new Superman is being described as “punk rock kindness” — a message that flies in the face of cynicism.

It’s also getting lumped into the growing “hopecore” trend: Content that offers sincerity, softness and a little light in the cultural doomscroll. And it’s all packaged with a modern publicity strategy that skips traditional press junkets in favor of short-form, social-first clips that meet audiences where they are — online and overloaded.

What this means for real estate professionals: You don’t have to be the hero to lead the conversation. You don’t even have to be the center of the story. Sometimes it’s the dog. Sometimes it’s a throwaway moment that feels real and relatable. And sometimes it’s just a vibe, the quiet confidence that comes from showing up with care and conviction.

In a world that feels noisy, content with heart cuts through. Be the calm. Be kind. Be a punk rocker. 

Coldplay’s kiss-cam turns into corporate chaos

What looked like a sweet moment at a Boston Coldplay concert turned into a PR nightmare when kiss-cam stars were identified as a CEO and his HR director. The clip sparked #ColdplayGate, flooded timelines with workplace ethics takes and even drew jokes from Chris Martin himself.

What this means for real estate professionals: You’re always on stage — even when you don’t realize it. Public perception can change fast, especially online. Know your boundaries and be mindful of how your behavior might be interpreted, especially in client-facing or community settings.

TikTok denies US-only app rumors

Reports that TikTok was building a U.S.-only version of the app sparked panic, but ByteDance has since denied the claim. Still, the idea of a split algorithm stirred real concern about platform reach, especially for creators and marketers who rely on TikTok’s For You feed.

What this means for real estate professionals: If you use TikTok to grow your brand, stay tuned. Even speculative changes can affect how your content is seen. Focus on building strong community engagement now, so your presence isn’t reliant on algorithm magic alone.

YouTube cracks down on lazy content

Starting July 15, YouTube updated its monetization rules to flag mass-produced, repetitive content — a clear response to the flood of AI-generated junk. Meta announced a similar policy soon after, targeting “unoriginal” Facebook posts.

What this means for real estate professionals: AI can help you scale, but it can’t replace strategy. If you’re using tools to create content, make sure it’s authentic, original and adds value for your audience — or risk being deprioritized by platforms.

Grok backlash hits X — again

Just days after Elon Musk promised major upgrades to Grok, X’s AI chatbot made headlines for spewing antisemitic content. The incident drew swift criticism and raised fresh questions about oversight and moderation on the platform.

What this means for real estate professionals: Tools like AI chatbots or automated replies can streamline your business, but don’t “set and forget.” Always monitor what your name is attached to. Brand trust takes years to build and seconds to lose.

Facebook adds music to text-only posts

Meta is testing a feature that lets users add background music to text posts, giving new life to a format that’s often overlooked. Think mood-setting throwbacks, nostalgic captions or poetic vibes with a beat.

What this means for real estate professionals: This feature could boost engagement on personal posts or community content. Use it to create emotionally resonant updates that highlight the lifestyle and vibe of the neighborhoods you serve.

TL;DR (Too Long, Didn’t Read)

• Kindness goes viral: Superman’s social surge proves sincerity sells. Content with heart — not hype — is what people remember.
• Watch your (public) behavior: A Coldplay kiss-cam turned scandal shows how fast reputations can shift in the spotlight.
• TikTok rumors spark platform anxiety: Denials aside, agents should prioritize community engagement over algorithm dependence.
• AI content crackdown: YouTube and Meta are penalizing repetitive, unoriginal posts. Use AI wisely — strategy still wins.
• X’s Grok fails the brand test: Automation is helpful, but unchecked AI can tank trust. Stay vigilant.
• Facebook adds music to text posts: It offers a chance to boost engagement with emotional or nostalgic neighborhood content.

You don’t have to be loud to make an impact. Sometimes the most powerful content is what feels honest, specific and a little unexpected. Whether you’re crafting a Reel, writing a listing description or weighing the risks of automation, your real power lies in the choices you make — and the care you show. 

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