The study found, unsurprisingly, that London is the most talked about destination on social media out of the most populated cities in the UK.
The capital city racked up a huge amount of hashtags, amounting to 273.8 million across TikTok and Instagram, relating to property, restaurants, and cafes. #LondonProperty has 70.4 million posts on TikTok, including house tours, rental property advertisements, and videos featuring London’s most attractive streets.
However, the study conducted by Molo suggests that a large part of London’s online popularity will be due to its status as a tourism hotspot rather than the popularity of property investment in London.
London also has infamously low rental yields, like those typical of City of Westminster property investment, for example, or buy-to-let property in Bexley.
Liverpool was listed as the second most popular destination on social media, with 20.9 million hashtags. Liverpool restaurants, in particular, seem to attract a lot of buzz, with 18 million hashtag views on TikTok. This adds further to Liverpool’s image as an exciting city when it comes to lifestyle.
In terms of property hashtag data, Liverpool also proved very popular, ranking third after Birmingham and London.
This suggests that the growing interest in Liverpool as a property destination is reflected online and could suggest that successful Liverpool landlords are those more social-media saving, using the platform frequently to help advertise their properties.
When it came to the city-specific property hashtag, Manchester came out on top on Instagram, with 24,172 posts for #ManchesterProperty. Instagram seems to be one of the favourite social media choices for advertising buy-to-let properties in Manchester.