House of Content ( Melissa Kontu, Christine Goeoes, Janni Widerholm)

What makes a viral trend go viral? How can brands and creators stay current in the fast-moving world of social media? This is House of Content, a weekly show at the intersection of culture, brands, and creators. Hosted by three advertising creatives living in New York and Los Angeles, this is the podcast version of the For You Page. So walk on in. The door’s always open.

The podcast is hosted by:

Janni Widerholm

Christine Goos

Melissa Kontu

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Like it or not, deinfluencing is here to stay. Audiences gravitate towards authentic content, and that also includes counter-recommendations on what not to buy, where not to stay, and what services you should steer clear of.

In this episode, we share our personal influencing stories, debate whether this trend is just another way to influence (spoiler alert: it is), and what that means for creators and brands. 

Listen to learn how:

• Brands can mitigate the risks associated with deinfluencing
• Transparency and authentic relationships with influencers are key, as well as collaborating with brand fans for user-generated content
• Brands must understand that their products may not be for everyone and own that fact.

Did you like the episode? Show us some love in the rate & review section and find us on social.

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Mermaid Core, Vanilla Girl Aesthetic, Coastal Cowgirl, the list goes on. In this episode, we break down the anatomy of a social media aesthetic and how it relates to brands and creators. 
 
 Tune in to learn about:

• Aesthetics the hosts are currently inspired by
• The problem with the Clean Girl Aesthetic
• How advertisers can leverage aesthetics, cores, and eras in their content

Liking the episodes? Give us five stars, pen a little review, and find us on all the socials @itshouseofcontent.

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Is going viral an art you can master or just the luck of the draw? Is it true that TikTok has a heating button to decide who goes viral and doesn’t? When platforms mature and evolve to pay to play, can creators and brands go viral anymore? 

In this episode, we’ll share our thoughts on the topic, debating strategies for growth. We’ll share actionable tips we’ve discovered through trial and error as creators and brand marketers. Whether you’re a creator feeling stuck with views or a brand just starting out, tune into the episode for perspectives on: 

• Niche vs no niche content
• What it takes to drive sustainable growth
• Lemon8 and if you should be on the platform.

Did you like the episode? Join the house by subscribing and following @itshouseofcontent on social, and showing us some love in the rate & review section. 

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What’s behind our collective obsession with vlogs and Day in the Life videos? Are we all just nosy to a fault? Or, is it a counter-trend that's risen against glossy entertainment and fake content? 

In this episode, we’ll throwback to the beginning of the vlog era and uncover why the format has re-emerged in 2023. We’ll unpack what all the best ‘day in the life’ videos have in common, and talk about the downsides of making them (read: like getting fired). Whether you’re a regular vlogger or a just a voyeur, you’ll learn: 

• What kind of vlog content is blowing up
• Our insecurities about revealing our lives
• What our Day in the Life would look like

Did you like the episode? Join the house by subscribing and following @itshouseofcontent on social, and showing us love in the rate & review section. 

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TikTok is making moves to become an end-to-end commerce platform. From creating warehouse solutions to offering TikTok store fronts, are we going to start buying directly from short-form videos? How about indirect ways of pushing sales like creator collaborations or paid campaigns that lean into user-generated content?

In this episode, Janni and Christine tackle the topic as a duo, unpacking the link between brand sales and short-form video, discussing what types of organic content is moving the needle today, and how to succeed in the art of social selling.

Here’s what we discuss::

• What type of organic content drives conversions
• How brands should rethink social creative production
• What pitfalls to avoid when driving sales on social

Did you like the episode? Join the house by subscribing and following @itshouseofcontent on social, and showing us love in the rate & review section. 

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Emma Chamberlain went from a YouTuber to a Met Gala Host. TikTokers like Remi Bader are launching their own clothing lines. It’s no secret that  social media is a career-maker to the scale that we've never seen before.  

Nowadays, practically anyone can grab an iPhone and carve out a career on social media, but what does it truly take to succeed in this realm? Furthermore, what  lessons can we glean from those who have transformed their social hustles into thriving businesses and personal brands?

This episode is all about careers in social. Here's what we discuss:

• The job opportunities that social media provides today
• The strategies and tactics you can employ to build a rewarding career using social media as your platform.
• How our careers have benefited from personal branding on social... and what we wished we did more

Did this episode resonate with you? Join the House of Content community by subscribing and following us on social media @itshouseofcontent.

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Move over influencers, it's called the creator economy now. The sheer number of aspiring creators is at an all-time high, the playground is larger than ever, and brands are ready to build more meaningful partnerships with content creators.  

Where is the creator economy heading to as a whole in 2023? Here's what we discuss:

• Who gets to be called a creator and why the definition is not what you might think
• What we are looking for in creators when working in advertising
• Our predictions on what will happen next in the creator space

Liked the episode? Pen us a little review, send some stars (five, please!), and find us on all the socials at @itshouseofcontent.

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Paying full price for name brands and expensive products? Not in this economy. At least not according to the dupe culture made famous by TikTok. 

In this episode, we discuss the rise of finding more affordable alternatives, how consumers are shifting buying patterns, and what brands can do about it.

Tune in to learn about:

• How dupe culture shapes consumer behavior
• Best and worst brand reactions
• What we predict will happen to dupes in the future

There's no dupe to following this show so be sure to find us on all socials @itshouseofcontent and while you're at it, send a DM to let us know you're listening.

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Everyone and their CMO is chasing virality on social media. It seems we still collectively reside in the early 2010s mindset of “If the content’s good enough, it can and will reach millions”. 

However, between shifting algorithms, pay-to-play platforms, and rising competition, dominating cultural zeitgeist means you have to invest either money, resources, time, and sometimes, all three, to blow up.

In this episode we ask ourselves: is dominating culture even possible without scale?

Here’s what we discuss:

• The Barbie effect and whether it is repeatable or a one-off phenomenon
• Community over scale and the shift to two-way conversations with audiences
• How to study successful viral content to unveil the mechanisms that led to its popularity.

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Summer’s breezed by. The hosts of the show have been busy traveling for work and leisure (hello Hawaii, Cannes Lions, Finland, and South of France). It’s also been a busy season in the world of content. From Barbie-mania to a plethora of seasonal trends, we’ve been tracking the world of social and what’s been burning up the For You Page.

Tune in for a co-host catch up as we get ready to get personal going into season two. Here's what we discuss:

• Life and career updates
• Life after layoffs
• Shifts in social content
• Tips on job hunting
• Getting over the dreaded posting cringe
• Euro summer on TikTok

Enjoying the show? Take a moment to rate and review, and maybe even send it to a friend. We'd love that.

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In the first ever House Guest edition of the show, we bring on the ingenue and multi-hyphenate Carrie Berk to discuss her solo debut, My Real-Life Rom-Com.  

With millions of followers on social media, Carrie has been navigating influencer fame since blowing up in the pandemic. Now, she's coming out with a book about her experiences dating during her tween and young adult years.

And yes, she was indeed named after the iconic Carrie Bradshaw.

Here's what we discuss:

• Carrie's journey on social
• Touring with other TikTok stars
• Getting  casted on an influencer reality show
• Weirdest product deal proposals
• How the book came to be and her earlier writing
• Mental health and social media

Follow Carrie on social @carrieberkk and get her book now on Amazon and across bookstores.

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In a peek behind the curtains, we get together for a more informal (cue: chaotic) chat about how the start of Fall has been for us in Los Angeles and New York City.  

While summarizing this sprawling conversation would take a village - or at least ChatGPT -  we cover everything from career intentions, goals for the next few months, the circus, and wild bisons (you read  that one right). 

We also get real about moving abroad and what drove us to the US, and what qualities you need to have to make it happen.

In this episode we discuss:

- The merits of having career coaches.
- Networking and the return of in-person events.
- Being the OG #Delulu girl when immigrating to the States, and more. 

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Cindy Gallop said it best, just #SayYourAge. Sometimes, it's not so simple when your industry (in this case, advertising) celebrates youth at every turn. That's why it's more important than ever to recognize ageism, both internalized and cultural, to move past the notions and beliefs we have. 

So buckle up, it's going to be a long one. We could keep talking about ageism in marketing, business, content, and social media all season long.

Join us as we debate:

• Aging and anti-aging: from products to content.
• Uncoupling age from accomplishments.
• Why the Under 30 or 40 lists are flawed.
• What it feels like being the youngest creative in the room...
• ...And what happens when you eventually move on from that label.

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What do content creators and brand marketers have in common? 

Both are constantly looking for ways to optimize their routines, content, and processes to work and live better. With more channels and more pressure to stay up to date, we’re seeing a shift to routines, tools, apps and methodologies that help people optimize their personal and professional lives. 

In this episode, we discuss how we’re optimizing our lives, content and beyond to keep up with the pace of social.

Here’s what we cover:

• Habit stacking, Oura rings, organizing calendars, and more.
• Creators that inspire us to live better and be more productive.
• The downside of always being in optimization mode.

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We love talking money, especially when it comes to dissecting social platforms like TikTok prompting the rise of Finfluencers. From saving money to investing or tackling debt, what used to be a taboo subject is now something audiences openly share their experiences.

Is #Moneytok tackling financial illiteracy one viral video or at a time or is it a vessel for spreading dangerous misinformation?

In this episode, we dive into the good, bad, and the ugly of financial content, share our own attitudes and personal stories around money, and how we handle finances. 

Here's what we cover:

-  Our favorite finfluencers
- What we've learned about money and finances on social
- How much $$$ it would take for us to sell our AI likeness to Meta.

Creators and resources mentioned in this episode:

Ramit Sethi on IG
Mrs. Dow Jones on TikTok
Nicole Lapin's Rich Bitch Book
 

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Creator-founded brands are rewriting the rules of product launches. While the first step may have been to collaborate with established brands on content,  creators are now leveraging their engaged communities to launch  companies and products of their own, turning their influence into something much larger than logos alone.   

It isn't easy to build a business even if you have a built-in audience. Looking at celebrity-founded companies and the rise and fall of DTC, there are many pitfalls to look out for as a creator-founder.

In this episode, we’ll talk about: 

• The most innovative creator-founded brands 
• What enterprise brands and large companies can learn from creator brands 
• Our predictions for the future of brand building in the social age 

Creator brands mentioned in this episode:

• Lemme by Kourtney Kardashian
• Ouai by Jen Atkin
• PRIME by Logan Paul
• Summer Fridays by Marianna and Lauren
• The Skinny Confidential by Lauryn Bosstick

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From emotional support pumpkins to Q4 advertising madness, and best and worst purchases, this catchup with the co-hosts unpacks what's been happening in NYC and Los Angeles lately. We also recap the genesis of how this podcast came to be, and why you should also slide into people's DMs on LinkedIn.

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We're back for an express recap  to discuss stories that have been making headlines in the creator economy lately, and what we think they mean for creators and brands, and culture overall.

Here's what we cover in this episode:

- The Met Gala theme for 2024, what we think about TikTok being the main sponsor, and our predictions on who's going to walk the steps
- The reign of Alex Cooper, her Unwell network and tour, and why podcasting and live tours are so popular right now
- Finally, we ask ourselves: Is the Ozempic craze pulling us culturally back to early 2000s? 

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What was Janni doing on the roof of a Singaporean building with a bunch of children? What did Christine do after losing thousands of fanny packs at a national conference?

Fasten your seatbelts because we're talking all things work travel, and we don't hold back. From Tokyo to Stockholm, here's what we cover in this episode:

• Best and worst work travel experiences.
• What we do to stay sane on the road.
• Our travel must-packs.

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What will happen in the realm of social media and creators in 2024? 

We might not be able to see into the future but we do have strong opinions on the matter.

In the last episode of Season 2, we’ll bring you predictions on creator content, creators in advertising, brand partnerships, and how mega tech will evolve to better serve the creator economy. 

Our predictions:

• Regular people with regular jobs become influencers: cue dermatologist creators or the minions of corporate America.
• Podcasts will become even bigger and TikTok will integrate audio into the platform.
• Hidden sponsored influencers: while FTC may try to crack down on influencers not disclosing #SponCon, we’ll still be seeing an influx of “organic” product placements.
• Creators in stealth mode: Think Olsen the twins or only showing up via other peoples socials.
• Niche communities will thrive even more than before.
• Broadcast channels will explode, deepening parasocial relationships.
• Gen AI will be used as a production or workflow tool, not to replace creators.
• Snap will have a comeback thanks to all the investment into brand tools for creator marketing.
• Threads will keep growing steadily and Meta will put its ad muscle behind it.
• LinkedIn influencers go mainstream and even B2C brands will trial sponsored content with them.
• Spotify and TikTok will enter podcast streaming wars.
• Niche platforms emerge as brand opportunities; e.g. beauty brands sponsoring a Reddit AMA on skincare.

Thank you for listening to Season 2 and we’ll see you in the new year!

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How do you actually move abroad? What are the things you absolutely should know and prepare for but nobody tells you? In this inaugural episode of season three, we share our unfiltered experiences of moving to places like New York, Los Angeles, and Singapore.

This episode covers:

• What we were up to during the break with a co-host catchup.
• Getting student and work visas.
• What it actually takes, both practically and emotionally, to move your life to a completely different environment and culture.

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It seems that every other celebrity, bravolebrity, creator, and podcaster is on weight loss medication. Pharma brands are going heavy on paid social to promote easily accessible subscriptions, and have even approached a slew of body positive creators with brand deals. The casting of plus size models at the most recent New York Fashion Week has dropped by 24%. 

And, while these medications are a breakthrough for many that need them to manage their health, it does seem that we are collectively going back to the very same diet culture every millennial grew up in.

This week on House of Content:

• How diet culture is back on social
• How brands should and should not approach this world
• Is body positivity dead or merely on pause?

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TikTok is pushing creators to make long-form content and brands to pay for results. The FYP feels collectively more random than ever before, and to top it all off, Universal Music removed their catalog from the platform.

It seems that the entire landscape of social media is in flames. Engagement is down across the board, especially for brands. What do these shifts mean for brands, creators, and marketers? We have thoughts.

Tune in for a conversation on:

• The rise of persona-driven storytelling and whether creators like Reesa Teesa have staying power.
• How we're niching down personally and finding our way with father algorithm.
• Surprising platforms brands are finding success on, and more.

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Last year was dubbed the year of the girl and consequently, we all turned into girlies on social. We embraced everything from bows to ballerina core and The Barbie Movie. 

The seemingly innocent, rose-tinted trend can also double as a thinly veiled form of radical escapism of the burdens of womanhood under attack (at least in America). 

Perhaps the girlification of content and marketing is also a permission to play on platforms that originally were spaces for younger generations. Either way, Janni and Christine join the show to debate the phenomenon.

The topics discussed in this episode are:

• Tradwives, misogyny, and ageism in girlification
• The liberation of allowing yourself to be girly in professional and personal settings 
• Presenting feminine and being a woman in marketing and agencies, and more.

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Moneytok is back! One of our most downloaded episodes has a sequel  to discuss financial trends permeating our feeds and culture. With many industries in turmoil and most Americans feeling the squeeze of rising costs and stalling compensation, financial content is on the rise, and we're here to unpack it all.

On the pod this week:

• WTF is loud budgeting, soft spending, and body dysmorphia
• How creators are pulling back the curtains to show the less glamorous side of debt and content creation
• How financial content has influenced us (cue: impulse investing).

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With platforms like TikTok exposing millions of people to knowledge they never had access to, we’re witnessing the reign of the DIY generation. Brands are no longer able to gatekeep information from consumers, allowing creators to spin themselves to fame through often divisive and bold views on what and who to boycott.

Shared knowledge is a positive force exposing people to answers they wouldn’t find elsewhere, changing how we consume and research brands, but it also puts more pressure on media literacy while navigating through information that’s not regulated or fact-checked by anyone. 

This week, we discuss:

• How DIY and knowledge era impacts brand comms and marketing
• Pros and Cons of shared knowledge
• Things we’ve learned on social, and major movements we've seen take shape

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Whether it's  a mashup between two brands or a brand and a creator, everyone in the marketing space loves a good partnership. Yet, in order to break through, the collaboration needs to either be the most organic pairing, provide additional consumer value, or net out to be the most unexpected one (looking at you, E.L.F.!)

In this episode, we dive into our favorite brand collabs, what makes them stand out, and most importantly, what can we learn from them as marketers.

Tune in to hear our take on these brand and creator partnerships:

• E.L.F. x Liquid Death
• Oura Ring x Natural Cycles
• Alix Earle x Hero Cosmetics
• TRUFF x Hidden Valley Ranch
• SKIMS x Lana Del Rey and Alex Cooper, and more!

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If you're looking to grow into a leadership role in social media, advertising, or marketing, this is the episode for you. With over a decade of experience in the creative industry (and a couple startup acquisitions under our belt), here's some of the best career advice we've accumulated along the way.

On the pod this week:

• Workplace habits and behaviors that separate mid-level people from senior
• How to become visible in your organization and advocate for yourself
• Overcoming challenges and major learning curves in first-time leadership roles
• Boundaries, friendships, and how to manage with empathy
• Skills to build today to lead teams tomorrow
• Why the creative industry has a gap in leadership skills.

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Let’s talk about nowstalgia. We are collectively throwing back to the 2010s online, and if you need proof, take a look at what’s popping up on social:

• Boat shoes are trending on TikTok
• Blogging is coming back in the form of Substack
• Lana Del Rey headlined at Coachella
• Gen Z is re-discovering double-layering tank tops as well as emo and indie sleaze.

While creators are busy remixing trends, we ask ourselves: How should brands harness time-traveling a decade back?

Tune in as we dive into all things nowstalgia, and share what we were up to on the internet some 12 years ago. Hint: blogging was heavily involved.

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Sometimes, the #FYP mirrors cultural tensions better and more acutely than anything else, and we’d be remiss not to discuss how gender norms and roles are being debated on social media. While the algorithms grant the most real estate to extreme opinions and voices, one thing is clear: there is a massive shift ongoing.

Tune in as we discuss:

• How young men are becoming more conservative while women are opting out of traditional caretaker roles
• How social is shaping gender conversations and building community over shared ideals
• Korea’s 4B movement and why traditional values have a marketing problem.

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We’re back with a special House Guest: MacKenzie Green, VP Social at Future joins the show to ask the billion dollar question:

What does the TikTok ban mean to marketers and more importantly, what should we be focusing on when it comes to social in 2024 and beyond?

In addition to being a content creator and podcaster, MacKenzie is an absolute marketing renegade who runs social teams responsible for brands like WhoWhatWear, Marie Claire, and has a wealth of experience in bridging the gap between social and the C-suite.

Here’s what Christine and MacKenzie cover in this episode:

• TikTok ban decoded
• Long-form content as a content farm for short-form
• How TikTok has QVC’d social media and the collapse of the social funnel
• Why follower metrics might not matter anymore and what KPIs you should focus on instead
• How to properly staff social teams (no more individual contributor roles, please!).

Resources mentioned in this episode:

• Follow MacKenzie on Instagram, TikTok, and connect with her on LinkedIn
• The book mentioned on the show: YouTube Secrets

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What happens when a passion for wedding content on social turns into a bridal brand?

This week, our very own co-host Janni shares the story behind Rare Brides, her custom veil collection that just launched. 

From inspiration to the brand origin story, we cover the ins and outs of starting a new venture.

Tune in to learn:

• What it takes to launch a new project or brand
• How Janni's experience planning her own wedding turned into a company
• Hot takes on wedding planning and all things #weddingtok

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It's the season three finale, what better way to close out than we're flipping the script as we share a more personal side of ourselves and our journeys in advertising - in confessional style. 

The podcast will be out on a summer break, coming back for season four in September, but before we go, here's what we cover in this episode:

• Who we envy from creators to professionals
• Misconceptions and hidden talents
• Goals for the future and what we've not achieved yet.

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We're back and better than ever. Season four is all about leveling up in different aspects of life from personal to professional, so let's dive in.

After a short catch up, we'll discuss what can only be described as our perennial Roman Empire: Why so many brands fall short on social and what you can do to fix it.

Here's what we cover in part one:

• Why brand social is such a hot mess 
• Brand social strategy and how to build and follow it effectively
• Do's and don'ts for activating trends on social, briefing creatives, and more

We'll be giving this talk live at FUTR North America in New York; to kick off this season, you can listen to it on this podcast in two parts.

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Back for part two of our talk at FUTR North America. If you haven't listened to part one on social strategy and brand platforms, we recommend starting there. 

In part two, we discuss creator-led marketing, creator collaboration, and most importantly, investment into social media and what that looks like:

• The state of creator economy, creator marketing, and creator-founded brands
• Why organic social isn't free media, and what brands and agencies should invest in from team development, mentoring, resources, and budgets
• How data plays into agility on social.  

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What do you want to be known for? 

More importantly, do you feel that the persona and brand you put out in the world aligns with what you’re building?

Listen on, because this episode is all about crafting your career narrative.

Recently, we happened to get into a deep conversation about reinventing yourself with a conference attendee in her 50s. 

Her advice? It’s never too late to pivot. 

Here’s what we cover:

• People who’ve mastered the art of personal storytelling.
• How we approach our own brands on social channels like LinkedIn.
• Taking a strategic approach to the narrative you’re building for your career.

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Move over Brat summer, the RTO mandates this Fall are very much accompanied by the office siren aesthetic, that, funnily enough, is most often worn by creators who haven’t ever stepped foot in an office. 
 
 But that's not here nor there. This week, we ask ourselves:

What elements of this trend are truly applicable to professional dressing, and most importantly, how have the politics of what we wear shaped our career experiences?

In this episode, we cover the rise of the office siren and #corprcore aesthetic, unpacking its origin, impact, and professional dressing as a whole.

Move over Brat summer, the RTO mandates this Fall are very much accompanied by the office siren aesthetic, that, funnily enough, is most often worn by creators who haven’t ever stepped foot in an office. 
 
 But that's not here nor there. This week, we ask ourselves:

What elements of this trend are truly applicable to professional dressing, and most importantly, how have the politics of what we wear shaped our career experiences?

In this episode, we cover the rise of the office siren and #corprcore aesthetic, unpacking its origin, impact, and professional dressing as a whole.

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Open any social feed: Chances are, there's a creator showcasing a new trend, product, or brand to try. This week, we debate two opposing trends on social: lifestyle creep and underconsumption core.

From last year’s wave of de-influencing to the current embrace of minimalism, we’ll discuss how creators are shifting the narrative from excessive consumption to intentional living.

We examine the complexities of comparison culture and its impact on our wallets and wellbeing. We also dive into the phenomenon of #underconsumptioncore and debate whether it truly leads to more mindful spending or just another trend to keep up with.

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From trying bison organs to getting influenced by advanced Korean skin devices on TikTok Shop, we are back to discuss their updated wellness routines, comparing what's hot in L.A., what fads we've fallen for, and what we're currently planning on trying out.

Here's what we cover:

• Egg freezing, retainers, and supplements
• 25-step hair growth routines
• Chinese medicine and alternative holistic treatments.

Are you team L.A. or New York? Let us know in our DMs.

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Everyone and their mother seems to have become a career content creator on TikTok lately, but just because a creator dons a blazer and a tiny mike, that doesn't mean the advice is sound.

This week, we debate some of the worst pieces of advice we've seen on social and share our take on topics like:

• Unpaid interview assignments
• Job hopping and when's a good time to make a move
• Lateral moves, raises, and more. 

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