Attention is fragmenting, algorithms are flattening creative output and trust is becoming harder to earn. At the same time, brands and platforms are experimenting in very different ways, with some leaning into personality and culture, leaving others scrambling to rein in tools that moved faster than their guardrails.
Taken together, these moments point to a narrowing margin for error. What cuts through now isn’t volume or novelty, but clarity, intent and credibility — and the platforms that support discovery without chaos seem to be gaining ground.
Liquid Death and E.L.F. show how brands stay culturally relevant
Liquid Death is reteaming with E.L.F. Cosmetics on a second limited-edition product drop, this time turning its signature irreverence into lip balms packaged inside mini Liquid Death cans. The product itself is almost beside the point. The real play is spectacle, shareability and tone.
This quirky collaboration works because it understands its audience’s feed. It’s intentionally collectible and doesn’t overexplain itself. Like many of Liquid Death’s partnerships, the value isn’t in innovation but in memorability. The brand keeps attention by leaning into humor and self-awareness rather than polishing the edges off its identity.
What this means for real estate professionals
In crowded feeds, clarity and personality travel further than polish. A clear point of view and consistent presentation will outperform polished-up generic content.
Pinterest positions itself as Gen Z’s anti-algorithm space
Pinterest is making a renewed pitch to marketers by arguing that Gen Z users are turning to the platform to rediscover personal taste, not chase whatever is trending. As younger audiences grow weary of algorithmic sameness, performative posting and AI-generated answers, Pinterest positions itself as a quieter space built around exploration, planning and visual thinking.
That shift matters for real estate. Gen Z users are using Pinterest to define what they like, how they want to live and what feels aspirational long before they’re ready to transact. The platform’s visual-first format encourages customization and long-term discovery, making brand content feel additive instead of interruptive.
What this means for real estate professionals
Pinterest remains a strong signal for early-stage intent and lifestyle alignment. Agents who invest in visual storytelling — neighborhoods, home features, design ideas and ways of living — can reach younger buyers and renters upstream, before their preferences harden and before search or listing portals enter the picture.
X backtracks on Grok after AI safety backlash
X has updated its Grok AI image-generation code following backlash over the creation of non-consensual and sexualized images of real people. The changes limit editing images of real individuals, restrict image generation to paid users and apply geoblocking in regions where the content violates local laws.
What stands out is the speed of the reversal. After initially framing criticism as censorship, X moved quickly once regulatory pressure escalated. The shift came amid threats of bans, investigations and legal action across multiple countries, underscoring how AI policy is increasingly shaped by enforcement rather than platform philosophy.
For real estate professionals, this is a cautionary signal. AI-powered features are being rolled out faster than the rules governing them, and those rules can change with little warning. Tools that seem central to visibility today can be limited, paywalled or restricted tomorrow based on legal or regional risk.
What this means for real estate professionals
Platform risk is rising. Overreliance on any single platform or AI feature increases exposure as regulation accelerates. Diversified marketing strategies and owned channels matter more as sudden policy shifts can disrupt reach and workflows overnight.
LinkedIn is becoming a trusted source for AI answers
As traditional search referrals decline, LinkedIn is emerging as a key citation source for AI chatbots. New data shows AI tools like ChatGPT and Perplexity are citing LinkedIn content far more frequently, especially LinkedIn Pulse articles, even as Google-driven traffic to publisher sites continues to fall.
The shift reflects how search behavior is changing. As AI-generated answers keep users inside platforms, authority signals matter more than clicks. LinkedIn’s verified profiles, professional context and long-form articles appear to carry increasing weight in how AI systems decide what to trust and surface.
What this means for real estate professionals
Owning your expertise on LinkedIn matters more than ever. Thoughtful articles and a credible profile can help your insights show up in AI-driven discovery, even as traditional SEO becomes less reliable.
Pinterest’s 2026 color palette reflects an emotional shift
Pinterest has released its 2026 Palette, spotlighting five bold hues — Cool Blue, Jade, Plum Noir, Wasabi and Persimmon — that reflect how users want to feel in the year ahead. The shift signals a move away from muted, neutral aesthetics toward color choices that carry emotional weight.
Pinterest links the trend to rising cultural fatigue and ambient stress. Search and save data show users gravitating toward colors that help reset mood, sharpen focus or inject optimism. Design and visual expression are becoming tools for personal agency, not just decoration.
For real estate, this has practical implications. Buyers and renters are increasingly evaluating spaces through the lens of emotion and identity, not just square footage or finishes. Color, whether in staging, photography, branding or social content, acts as a shortcut for lifestyle and feeling.
What this means for real estate professionals
Visual choices now communicate intent. Thoughtful use of color can help listings and brands signal calm, energy or aspiration, making properties easier to imagine as places to live, not just assets to evaluate.
TL;DR (Too Long, Didn’t Read)
- Liquid Death’s latest collab reinforces that memorability, tone and self-awareness drive reach more than product innovation.
- Pinterest is positioning itself as a quieter discovery platform where Gen Z explores identity and lifestyle away from algorithmic pressure.
- X’s Grok reversal shows how fast AI features can be restricted once regulatory risk escalates. Platform stability can no longer be assumed.
- LinkedIn is gaining authority as a citation source for AI tools, signaling a shift from click-based SEO to credibility-based discovery.
- Pinterest’s 2026 color palette points to an emotional turn in visual culture, with bold color used to express mood, identity and intent.
Brands that feel human, intentional and grounded are outperforming those that are only chasing reach. Platforms that support discovery, identity and credibility are gaining relevance, while those that move fast without guardrails are inviting scrutiny.
For real estate professionals, the path forward is narrower but clearer. Focus on fewer channels, stronger signals and content that reflects how people actually want to live and feel.
In a crowded, automated landscape, consistency and credibility are becoming the real differentiators.
January is Social Media Month at Inman. Start the year by diving deep into the platforms that matter most, the latest algorithm shifts, the smartest strategies for standing out and more. Plus, we’re rolling out the coveted Inman Power Player Awards and this year’s class of New York Power Brokers and MLS Innovators.
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.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
