They call it disruption—we call it opportunity. As the digital media landscape shifts, we’re not just keeping up; we’re setting the pace. And with the possibility of the TikTok ban looming (after the 90-days), we’re ready for a major shakeup.

1. Rethinking Short-Form Video: Beyond TikTok

If TikTok fades away in the U.S., the demand for short-form video content won’t go with it. YouTube Shorts is already stepping up, offering a seamless experience within a platform that’s deeply ingrained in consumer habits. With stronger search integration, higher credibility and a built-in audience that spans all demographics, YouTube Shorts isn’t just an alternative—it’s a powerhouse. We’re leaning in, crafting high-impact content that maximizes visibility while keeping engagement high. And let’s not forget Instagram Reels, which continues to refine its algorithm for broader reach and conversion power.

Notes From the Field: We began A/B testing YouTube shorts against TikTok in January, ahead of the first TikTok ban, and here are some of the insights gained:

YouTube Shorts as a Traffic Driver

TikTok as an Awareness Vehicle

Insight: The combo is key! YouTube Shorts is best positioned to drive efficient website traffic. TikTok can drive a higher volume of video views, serving awareness goals more effectively.

Social Reels for Boulevard

2. AI-Powered Content Creation Gets Smarter

We’re seeing the power of AI extend into so many of the ways we work and while it will never replace anyone on the talented GJ team, it’s transforming the way we create content. While some see it as a shortcut, we see it as an amplifier. At Gunn Jerkens, we’re using AI to enhance storytelling, personalize messaging and optimize campaigns in real time—without losing the human touch that makes content truly resonate.

3. Community-First Marketing Over Traditional Ads

Consumers are tuning out ads and tuning into experiences. It’s no longer about who can shout the loudest but who can build the strongest connections. Brands that prioritize community engagement—through exclusive or interactive experiences and real-time conversations—are winning loyalty in a way that traditional digital ads simply can’t. Our approach? Creating digital spaces where brands and audiences interact authentically, turning passive viewers into active brand advocates.

Lily & Ovata at Great Park | Broker Event for Taylor Morrison

4. SEO Evolves: The Rise of AI-Search Optimization

With Google and Bing rolling out AI-driven search experiences, the way people find information is changing fast. Traditional keyword strategies alone won’t cut it anymore. The new focus? Answer-driven, conversational content optimized for AI-powered search results. At Gunn Jerkens, we’re developing content that doesn’t just rank—it gets surfaced in AI-driven responses, ensuring our clients stay visible in an increasingly dynamic search landscape.

The Bottom Line? Digital Media Moves Fast—We Move Faster

At Gunn Jerkens, we’re not just following trends; we’re shaping them. Whether it’s pivoting from TikTok to YouTube Shorts, harnessing AI for better storytelling, or building communities that drive engagement, we’re always looking ahead. Because in this industry, the only constant is change—and we wouldn’t have it any other way.

2023 Trends

2023 Trends

At GJ, trends aren’t just something to chase after. They are a chance to check the pulse and take the temperature, to gauge where our industry is doing its best work and to decide how our energy will be best spent. At the start of 2023, we surveyed the landscape and picked out a few trends that are making us pay attention.

It’s all about the user (generated content).

You can’t put a price on user-generated content. These free, organic pieces of content give a fresh voice to unknown and well-established brands, cutting through the usual advertising noise with something heartfelt and direct. Most importantly, UGC drives strong engagement and gets brands more involved.

It has been a great tool to leverage as we spread the word about exciting new developments across the country.

Keep it brief.

When it comes to video content, we live by one rule: the shorter the better.

Our TikTok launch last year taught us how quick and digestible complicated topics like real estate can be when they are in the right hands. 92% of global users take action after watching a TikTok, and so are we.

But this goes so much further than one app. TikToks, Reels, YouTube Shorts – it’s all trending in the same direction. Short-form video is set to see more growth in 2023 than any other marketing strategy.

We could go on and on, but we’ll keep this concise. If you want to learn more, check out our blog on Why Everyone Loves TikTok.

SEO all the way.

Search-optimized ads are nothing new, but as the fourth most popular marketing trend, they are here to stay. And the applications only continue to grow. Increasingly, people are using social platforms like TikTok as their go-to search engines. The ability to assign keywords to posts is creating countless new possibilities to reach the right audience.

As more companies recruit experts, SEO is yielding greater insights, impressions and both long- and short-term returns. This year, 88% of marketers with a concrete SEO strategy will boost or maintain their investment. That is as sure a bet as any.

AR you ready, kids?

Augmented reality filters on social media are giving users new ways to see the world around them and offering companies new ways to connect with their core audience. Whether it’s trying on a virtual pair of Nikes or seeing what you would look like with Ray-Ban sunglasses, AR is proving to be the perfect interactive experience between brands and customers.

Apps like Instagram make these filters readily available and addictively reshareable. While some industries have been slower to adopt these dynamic tools, we only expect them to grow more ubiquitous as the 2020s unfold.

As GJ celebrates its 40th anniversary, we are continuing to pay close attention to the ways all these trends play out. As we look to the future, we hope you will follow along with us. Check us out on social media or here on our website for more industry observations!

Sommers Bend Virtual Builder Fair - There's so much to share!
Innovation

A Grand Virtual Opening

Introducing and building excitement for one of the most significant new master-planned communities in Temecula required a smart marketing solution. With the highly anticipated festival-like celebration put on hold to ensure the safety of prospective homebuyers and our builder partners, we needed to switch gears and take the show online.

Say hello to the first-ever Sommers Bend Virtual Builder Fair. What was once planned to be an in-person extravaganza became an engaging collection of virtual sessions between builders and prospects—a creative introduction to the community and its esteemed builders.

Attendees: 506
Questions
Answered: 176
Minutes: 206
Rendering of the pool at Sommers Bend in Temecula, CA

With our builder partners anxious to provide an experience to the prospective buyers at Sommers Bend, Gunn | Jerkens set to task by coordinating and moderating three separate virtual sessions, including curating visuals, fielding real-time questions and obtaining key insights.

As for the results, they speak for themselves. We tripled the anticipated attendance with all three sessions nearing capacity, streamed and fielded hundreds of qualified questions, provided pertinent information to engaged audiences and most of all made a great first impression for Sommers Bend.

This may have been a master-planned community first, but as the marketing landscape continues to evolve, we know we’ll continue to level-up the marketing. Keep your eyes and screens open—you never know what’s coming next.