If you’re not familiar with the concept of a content house (or creator house), you’re not alone!
In recent years, social media influencers have been taking over the internet and drawing a huge following on social media. In the quest for higher productivity and collaboration among influencers, some of them team up to create a big trend in the world of influencer marketing: A content house. So what exactly is a content house, who owns it, and how these houses can benefit brands and influencers? Here is everything you need to know!
In essence, a content house (or creator house), is a physical space for social media influencers to live together and collaborate with each other. These houses usually feature nice lighting, beautiful rooms, big gardens and stuff that support influencers in creating good content.
So where did the concept originate from? In 2014, members of an early Youtube collab channel Our Second Life lived and worked together in a house called 02L Mansion. Soon after, YouTuber mansions were popping up all over the city. In recent years, with the increasing popularity of influencer marketing, there has been a huge growth in the demand for content houses, especially among TikTok influencers.
Content houses are beneficial to content creators in many ways. Living under the same house, influencers can collaborate with each other and tap into one another’s following. In some houses, members must be working in the same industry so they can share their skills, experiences and support each other in content creation. A typical example is the Glam House (@theglamhousebh) founded by an LGBTQ+ trans activist and beauty influencer La Demi, where beauty influencers collaborate with brands in the beauty industry.
There are some content houses that are well-known for high cost and luxurious amenities such as Hype House, Icon House, The Wave House. With about 20 influencers, Hype House is one of the largest content houses for TikTok influencers. Located in LA, this 6,600-square-foot home includes 10 bedrooms, nine bathrooms, fireplaces, bars, gardens, a pool and so on. UK-based content house “Wave House” is claimed to be worth £5Million and is located in the outskirts of London.
There are also some pretty strict rules for staying in these content houses. Speaking to the New York Times in January of this year, TikTok star Chase Hudson and YouTube personality Thomas Petrou shared that their members have to create new content every day. “You can’t come and stay with us for a week and not make any videos, it’s not going to work. This whole house is designed for productivity. If you want to party, there’s hundreds of houses that throw parties in L.A. every weekend. We don’t want to be that. It’s not in line with anyone in this house’s brand”, Thomas said.
Not only are influencers benefiting from content houses but brands and agencies can too! First and foremost, these content houses make it more convenient for brands to search for influencers, as these influencers are in groups.
A more direct way to utilize content houses is that brands and agencies can provide such houses for influencers (free of charge) in return for a quota for the content producing. Having a number of influencers feature your products can give your brand a huge boost to reach a large audience in a short time. One of the most popular content houses in the UK, the ‘Byte House’, is headed by influencer marketing agency Fanbytes with the aim to help clients reach out to Gen Z audience via social media. In 2020, international pop star Rihanna also announced the creation of Fenty Beauty House - her own TikTok content creator hub dedicated to promoting her brand Fenty Beauty to the younger generation.
With the rise in demand for content houses, especially among TikTok influencers, this is no longer a new concept but a big influencer marketing trend going forwards. For more influencer marketing trends and predictions about influencer marketing in 2021, check out our latest Influencer Marketing Report 2020 in Southeast Asia.
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