Social Media Trends Report from HubSpot

The social isolation created (or worsened) by pandemic restrictions has had a measurable impact on how consumers interact with digital brands. 

The 2022 Social Media Trends Report by HubSpot and Talkwalker identified key marketing trends that defined 2022 as “the year of the now consumer.” 

Some of those trends remain relevant for real estate brands in 2023. We’ve gone through the 68-page report to identify the biggest takeaways in order to put a spotlight on what you need to know. 

What consumers want in 2023

According to the report, consumers in 2022 wanted the following: 

• More personalized content
• Faster service
• Better experiences

And they wanted it all “now.”

Based on current trends, consumers also craved content that was funny, irreverent, and snackable—as well as diverse and, when appropriate, hyperlocal. 

Another thing the 2022 consumer wanted was fewer ads—or, at the very least, fewer ads that were low-quality, low-value, and of little (or no) personal relevance. 

Doesn’t seem like much has changed so far this year.

In 2023, the general consumer attitude toward ads goes something like, “If you insist on throwing ads in my face, at least make them worth my time,” which means— 

• Personally relevant 
• Value-driven
• Entertaining 
• Brief—or delivering value in proportion to its length
• Provocative (in some way) to invite engagement

The same applies to your social media content, as you’ll see in the prevailing trends below. 

Biggest 2023 takeaways from the top social media marketing trends in 2022

HubSpot’s Social Media Trends Report outlined 10 trends powered by consumers. We scoured through them and condensed them into 6 must-know trends for real estate agents in 2023: 

1. TikTok will explode, but YouTube and Instagram are still relevant for agents. 
2. Social selling will reduce dependence on other people’s platforms
3. Omnichannel engagement requires an omnichannel presence
4. Influencer marketing is growing up—and improving with age
5. Agent brand inclusivity is about being a professional
6. Building online communities can catapult your brand to the next level

We go through each in more detail below.

#1 — TikTok will explode, but YouTube and Instagram are still relevant for agents.

The report stressed TikTok’s growing dominance in the social media space and how other channels are adapting to stay competitive. TikTok is, after all, a big reason why more and more creators are turning towards super short-form content. 

From where we sit, YouTube provides a superior platform, making room for both short- and long-form videos.

YouTube makes it easy for content creators to engage with their audience via livestream video events, with a variety of content ideas well-suited to real estate professionals:

• Debates on industry-specific controversial topics—like appraisals and free coaching
• Live cold-calling events—for expired listings, circle prospecting, FSBOs, etc.
• Interviews or webinars with industry experts on branding strategy, financial planning, etc.

YouTube and TikTok are obviously not the only platforms worthy of your time and attention. Many agents find Instagram to be the best at converting because it’s the platform where they receive the most engagement. And with Meta Verified, your Instagram and Facebook accounts will soon be protected from copy accounts (if you become a monthly subscriber).

On every channel, it’s up to you as the content creator to prioritize listening to your followers and learning more about what they need, want, and expect. 

You don’t have to be every audience member’s BFF to be one of their favorite brands on social.

To make the most of this trend, focus on being—

• Interested in your audience
• Truthful in your content
• Consistent in delivering over-the-top value

#2 — Social selling will reduce dependence on other platforms

As more consumers shop online (even more since the pandemic started), the role of social media in commerce has exploded, with social media platforms focusing more on simplifying the customer journey. 

Brands in 2022 were encouraged to take advantage of social selling opportunities on social, and that strategy is still relevant today. But what does it mean for real estate agents who are “selling” the benefits of working with them?

Here are a few ways social selling can add value to your content strategy for 2023:

• Inviting potential clients to sign up for a drawing, scavenger hunt, or contest for a prize
• Inviting your audience to download a free ebook that will save them money, time, or both
• Inviting your audience to sign up for a special live event on a topic that interests them

The goal here is obviously to provide value while adding potential clients to your email list, giving you direct access to their email inbox, where you can continue to add value and remind them of your commitment and competence as a real estate professional.  

Livestreams have also become a popular way for consumers to interact with brands, commenting, subscribing to their channels, and even using a link in the description to sign up for an email newsletter in exchange for a free download related to the livestream content. 

Takeaways:

• Visuals should add value, stand out, and attract your audience
• Make the customer/subscriber journey as smooth and rewarding as possible
• Keep up with social commerce trends to keep your content strategy up to speed

#3 — Omnichannel engagement requires an omnichannel presence

Because consumers are no longer loyal to one channel, content diffusion across platforms is essential to brand visibility and maximum engagement. 

It’s also critical for tracking and measuring how different content—and content types—perform on each platform, and how different audiences engage with it.

Nearly two-thirds (64.5%) of internet users get their breaking news from social media—Facebook, Twitter, YouTube, Snapchat, and Instagram—rather than traditional media.

This is a HUGE opportunity for real estate professionals. Find a way to make yourself an indispensable part of your ideal client’s daily news feed. 

The more people trust your channel to provide the information they need, the more they’re likely to trust you to guide them through the process of buying or selling a home. 

To that end, the more platforms your audience can find you on, the better. Social media users have come to expect an omnichannel presence from brands worthy of being taken seriously. 

It goes without saying that if you aren’t providing the content consumers need, they’ll find it somewhere else.  

Takeaways:

• Tackle disinformation and replace it with accurate, high-value information
• Focus on your audience and use consumer insights to deliver more of what they want
• Share content that resonates: 84% of consumers have made a purchase or subscribed to a service because a brand’s video convinced them to.

#4 – Influencer marketing is growing up—and improving with age

Influencer marketing is growing up, and more brands are taking it seriously. Take, for example, the Super Bowl Dunkin’ ad with Ben Affleck & J.Lo.

Brands that make the most of this type of marketing are those that know their audience and identify the influencers most relevant and impactful to them.

Plus, with the explosion of “everyday influencers,” brands don’t need to spend top dollar to pay “mega influencers” to promote their brand. Unfiltered and unscripted content from micro-influencers feels more authentic to consumers. 

And when it comes to big names like Ben Affleck, a little self-deprecatory humor amps up the approachability factor and, consequently, his impact.  Dunkin’ could have no better advocate. 

As for real estate agents, who in your industry could you collaborate with to multiply your impact on social? Or whose content deserves a boost to get more eyes on their business? 

You could be an everyday influencer yourself, building buzz for agents you trust to deliver maximum value to their clients. Sometimes, paying it forward means anticipating the rewards—and making it rain for agents who are struggling in the desert.

That said, if you get an opportunity to have a big name in your industry call out your brand for its above-and-beyond service and exceptional content, take it. Then find a way to pay that forward, too. 

As you build your brand to attract your ideal clients, remember that you became an agent to serve everyone in your community—not just those who “get you.” You can be authentic and relatable without sacrificing professionalism. 

Nearly half of consumers depend on influencer recommendations for guidance on spending money outside their usual go-tos. Influencers are able to reach them on a level many brands (especially large ones) cannot. 

Takeaways: 

• Define your goals and make sure your chosen influencers or partners align with the bigger picture of your brand’s messaging
• Prioritize authenticity, which, for today’s consumer, is more impactful than the size of their following; authentic influencers make deeper connections with value-driven content
• Track and measure consumer sentiment or engagement with influencer content

#5—Agent brand inclusivity is about being a professional

Real estate is, and always has been, about serving the people in your market. 

Being a professional means putting your clients and community first, knowing and accepting the fact that you can’t be everyone’s bestie or fashion icon. And not everyone will “vibe” with your personal taste in casual attire, company, or recreation. 

That’s okay. If you’re busy setting appointments and keeping them—going above and beyond the number of appointments the average agent goes on—you’re going to meet plenty of people who are different from you in some way. That’s a good thing. Being around people who think differently challenges you. And the more you challenge yourself, the more you grow. 

Ultimately, that should be the number one goal behind anything you do. The best agents focus on business and personal growth—not building a fan base. 

Shape your content around the consumer with the aim of building a loyal, active, and engaged community. Just think of the variety of people you meet as an active and engaged professional. Think of what they need and have a right to expect of you as an agent. Go from there. 

Takeaways:

• Make engagement easy for the people in your brand community—so they can leave feedback and interact with each other in a respectful way.  
• Give consumers a reason to feel good about being part of your community and to support other members
• Pursue what truly matters to your brand without sacrificing professionalism or getting lost in the weeds of creating your own “personal brand.” 

#6—Building online communities can catapult your brand to the next level

Online communities are an excellent way to avoid the ‘contagion’ of social media influencers and help agents connect and build deeper relationships in their communities. 

A great example of this is Matt LaMarsh, who built a local community with a Porsche Facebook group. He made room for his passion and turned it into a way to connect with other Porsche lovers in his area. 

The goal was always to keep the group local, so members could meet in person and do things together. It’s made the community into something no social media platform could contain. And in turn, Matt is creating deep relationships with people who are hyper local and have similar interests. The next time one of them needs to buy or sell, who do you think they will call? 

Takeaways: 

• Build a community around your passion (Porsches, crochet, Legos…)
• Find a way to help your community transcend social media (local get-togethers, webinars, Zoom meetings…)
• Leverage those connections to learn how to better serve your market—and take action

Top takeaways for real estate agents

Just as your success as a real estate agent depends on keeping yourself up to date on every meaningful change in the market, your success as a content creator demands the same vigilance when it comes to social media trends. 

More than that, it depends on your being aware of what your audience wants from you and consistently providing it—day after day and week after week—identifying key interests and pain points you can speak to. 

Because if consumers don’t get that from you, they’ll get it somewhere else. Make 2023 the year you find out what it takes to captivate your audience. And take the first steps.