Being an influencer is a solo job. There is no office to work at or team to brainstorm and collaborate with. Unless, of course, you consider joining a content house.
A content house is a place where established influencers can live and work as a collective. It’s a house where content creators come together, collaborate and tag each other in their content. Playing off of each other’s audiences helps them gain more followers and popularity.
This is usually a home with a pool, nice bathrooms, a big yard and great lighting for filming. A pretty nice office, right? Let’s dive into what happens at content houses with a look at some of the most famous.
What Happens at a Content House?
Content houses or collab houses allow for teamwork and camaraderie. Influencers can lean on each other for support and advice for navigating the industry. Having other experienced influencers around can be a big growth opportunity and a real change from what many influencers are used to.
You will see faster growth when you join a content house. Followers of the other house members will be introduced to you and will likely be intrigued to check out your content.
Your content will also get more interesting when you are adding influencers and more variety to your social media at the content house. You quickly learn what has worked for other influencers and how you can work it into your own content.
There are some costs associated with joining a content house. Rent can be exceptionally pricey, making it only attainable for very successful content creators. However, not everyone who works at the content house will live there. Some will pop in during the day to work, similar to a co-working space.
Collab houses usually have strict rules for getting in. Many have rules where you must have new content posted daily. These houses are designed for productivity so while it may look like a party house, you are there to work.
One of the founders of LA content house Hype House, Chase Hudson, said that the influencers at their content house need to be young, have lots of energy and personality, and bring something unique to the table.
Generation Z and Content Houses
A large portion of generation Z has moved their source of entertainment from Hollywood celebrities to social media stars. Content houses have the attention of Generation Z on all social media platforms. They have made a big impact on marketing to Gen Z. Let’s look at some of the most popular content houses to have grabbed Gen Z’s attention.
Hype House
Hype House is a Spanish-style mansion on the top of a hill in Los Angeles. It has a big backyard, pool, kitchen and a lot of room for its 19 members to create content. They have a TikTok account for the house.
Four of the members live in the creator house full time. A few others keep rooms when they are in town. Hype house was formed in December 2019 by top creators reaching Tik Tok star status. Hype house member Addison Rae is a TikTok star famous for her dances. She doesn’t live at the Hype house but visits and collaborates with them.
The downside to a content house is the drama that may come with it. The members of the Hype House have had their own set of drama putting into question who is still a member. When you’re an influencer working on your own, you generally skip the drama.
The Valid Crib and The Collab Crib
These two all-Black Gen-Z content houses in Atlanta, Georgia, are responsible for many viral trends. Their creators collaborate on TikTok and other platforms. These houses have big goals to open up as a space for more Black creators after the pandemic restrictions are lifted.
Team 10 House
Jake Paul created a content house called Team Ten House. They have a Team Ten YouTube channel where they have claimed to be an incubator for social media talent. They train people with potential on how to produce content. They have not been active on their channel like they used to be, but their content house was one of the first to gain a lot of popularity.
Team 10 House as well as many other content houses have had many neighbor complaints about loud, destructive stunts and pranks.
Sway House
The Sway House is a mansion in Bel Air for more social media stars. There are seven original members, and they’ve stirred up their own share of commotion in the neighborhood. The more commotion and drama a content house causes, the more attention they get.
Club House Beverly Hills
The Club House in Beverly Hills was founded by Daisy Keech who is a former member of the Hype House. She left after a lot of drama and founded this new house for creating TikTok and YouTube content.
Fenty Beauty House
Rhianna opened a content house for Fenty Beauty in LA. It’s got perfect lighting and beauty stations to feed five influencers’ creativity. Members create makeup tutorials and other beauty content for the Fenty Beaut
Are Content Houses Good For an Influencer’s Brand?
When you move into a content house, you need to be ready to live and breathe content creation. The cameras are always on. This can take a toll on anyone. It is a bit of a sprint that in order to be sustainable needs to turn into a marathon. The hustle brings quick growth, which is definitely the most enticing part of content houses. Getting together with popular social media stars can definitely get you attention. In a lot of situations, content houses can do amazing things for your brand.
However, it’s important to think about who you are collaborating with. If the members of your house are getting arrested for drug use, that could shine a different light on your brand than you would want. When you collaborate with other influencers, you get positive as well as negative attention on your brand.
There are many content houses though, all with different standards. Before moving in, you need to consider if you want that house’s image attached to your name. It could be exactly what you want or it could be a case of getting mixed up in the wrong crowd.
