Over the past five years, TikTok has emerged as a powerful tool for apartment marketers to connect with younger renters, and expand their reach. More than 196 million apartment tours have been posted to TikTok, letting renters explore and discover new communities. But with TikTok’s future in limbo in the United States, apartment marketers should prepare to pivot yet again to find a new source to engage and attract Millennial and GenZ renters.
Here’s what the future of TikTok—and social media as a whole—means for apartment marketers.
What is happening to TikTok?
The last few weeks the legislation regarding TikTok has resembled a game of ping-pong with the future of the app being bounced from the Supreme Court, and various administrations—with no clear path ahead. After a brief blackout of the app for American users on January 18, followed by its resurrection just a few hours later, some speculate that TikTok may have been saved by the incoming Trump administration.
In a statement on January 19, the day that the federal ban was to go into effect, TikTok said, “We will work with President Trump on a long-term solution that keeps TikTok in the United States.” The statement suggests a permanent solution is still in the works—and for now, TikTok has resumed operations in the US.
STATEMENT FROM TIKTOK:
— TikTok Policy (@TikTokPolicy) January 19, 2025
In agreement with our service providers, TikTok is in the process of restoring service. We thank President Trump for providing the necessary clarity and assurance to our service providers that they will face no penalties providing TikTok to over 170…
What does the TikTok ban mean for apartment marketers?
TikTok has been a major force in shaping how renters discover communities and interact with brands, but the potential ban highlights the importance of adaptability. For marketers, this is an opportunity to think critically about where and how they share their stories.
So what does this mean for apartment marketers? Let’s discuss.
1. Large audience of renters will still be looking for authentic content
TikTok’s popularity, and nearly 200 million video apartment tours, revealed that renters—especially Millennials and Gen Z—crave engaging and authentic video content. No longer do renters feel that a floorplan diagram and staged apartment photos are enough to make decisions about their future home—they want to see real, relatable content, such as virtual tours, behind-the-scenes looks at communities, resident testimonials, and neighborhood attractions.
Regardless of TikTok’s future in the US, the demand for genuine content will remain. By leveraging tools like ResMate’s AI social assistant, which pulls frequently asked prospect questions from website chatbot transcripts, you can create targeted posts that answer renters’ most common inquiries. Posting what renters truly want to learn not only builds trust but also increases engagement.
2. Diversifying your social strategy is more important than ever
Relying on a single platform can be risky, especially with TikTok’s uncertain future. Apartment marketers should expand their social media presence across platforms like Instagram, Facebook, and YouTube. Instagram Reels, and YouTube Shorts, for instance, offer opportunities to replicate TikTok’s short-form video format while reaching different audiences.
Cross-posting video content to multiple social media sites is essential to reach renters across all of their preferred platforms. Using tools like Respage, apartment marketers can streamline their efforts by managing Instagram, Facebook, X (formerly Twitter), and Google Business Profile content from a single dashboard.
3. The rising importance of social proof
TikTok’s success underscores the rise and value of social proof. Now more than ever, renters are looking for authentic stories and experiences when researching apartment communities. User-generated content, reviews, and testimonials can make or break renter’s decisions. Encouraging residents to share their experience online (anywhere—not just in video content) not only improves your community reputation, but also amplifies resident engagement and boosts credibility and trust.
Apartment marketers should follow TikTok’s lead and integrate user-generated content into their social media strategy across all platforms. Using Surveys and Review Booster tools can amplify resident sentiment and put user-generated content in front of prospects more frequently (without extra work from your staff). By collecting and showcasing positive feedback, apartment marketers can build trust and highlight authentic community experiences.
What can apartment marketers learn from TikTok’s success?
TikTok’s rise wasn’t just about a platform—it was about a shift in how people consume content. Its success lies in the way it resonated with audiences by combining creativity, relatability, and immediacy. For apartment marketers, TikTok offers valuable lessons on how to connect with renters in a meaningful way. By embracing these strategies, you can refine your marketing approach and apply them across a variety of platforms.
Here’s what you can take away from TikTok’s playbook.
- Embrace storytelling: TikTok’s most successful creators connected with audiences through storytelling. Use your social media platforms to highlight community life, resident experiences, and unique property features.
- Leverage trends: Trends are fleeting, but they’re effective for engagement. Keep an eye on emerging social media trends and adapt them to showcase your properties creatively.
- Keep content bite-sized: Short, snappy content performs well because it’s easy to consume. Create quick virtual tours, FAQ videos, or behind-the-scenes snippets.
- Be approachable: Relatability is key. Use a friendly, authentic tone in your posts and feature real people—whether that’s your staff or residents.
- Consistency is key: Staying active across platforms ensures your audience can always find and engage with your brand, no matter where they prefer to browse.
Leverage technology like Respage to streamline your social strategy
Consistency and efficiency is crucial to maintaining a strong social media presence, especially when managing multiple social calendars at once. Tools like Respage can help apartment marketers stay ahead and manage all of your channels and properties in one place. With tools like bulk scheduling, centralized social media calendar, AI-generated social content, and a streamlined platform to post to Facebook, Instagram, X, and Google Business Profile, the Respage social dashboard can help streamline your workflow and ensure a cohesive and professional presence across all of your channels.
Plus, tools to amplify social proof like Review Booster and automated Surveys allow you to gather user-generated content like reviews and testimonials at scale. By automating these processes, you ensure that prospects consistently see authentic, positive experiences from your community and region, boosting trust and engagement on your socials.
Trends come and go, but one thing remains the same…
Social media trends come and go (remember MySpace?) but one thing remains the same—people are always going to need apartments. Regardless of TikTok’s future, the power of video, authenticity, and engagement will continue to shape apartment marketing for years to come. By diversifying your social media strategy, amplifying social proof, and leveraging tools like Respage to stay consistent and efficient, your marketing efforts can thrive across any platform—now and in the future.
Interested in learning how the Respage can help your team reach more renters online? Schedule a demo to learn about our AI-enabled social media platform, and social advertising services.
