Shows
House of ContentGood Girl Syndrome, Conflict & Workplace TraumaSaving the Best for Last: This week, we’re holding a career therapy session to close out Season 4, drawing from our first decade working in advertising.What’s on the agenda?Emotional labor in the workplace, how the expectation of being perceived as “good” can affect — or even hinder — professional growth, and how gender norms shape the way we navigate work.Here’s what we’ll cover:Personal experiences of corporate trauma and what we’ve learned from themSetting boundaries in the workplaceGetting comfortable with conflict and how to have hard c...2024-12-0530 min
House of ContentAstrologytok w/ Monica EngelbrechtIs our career success written in the stars? Can we grow professionally by looking at our birth charts? This week, we're bringing on Monica Engelbrecht to decode how astrology affects us professionally and personally. As a budding astrologer (and full-time marketer at Yellow Tail!), Monica joins the show to discuss:What to look for in your chart for professional growthHow to find your calling based on planetary alignmentsAnd if you should listen to TikTokers and dress like your rising sign or not.Follow House of Content on TikTok , Youtube, and I...2024-11-2131 min
House of ContentFeeding the Feed: The Case for Food in Brand MarketingIs it just as or is food having a major moment in marketing?This week, we’re discuss the latest trend in advertising: integrating food into campaign content and visuals. From Rhode's logo embossed sourdough to Phlur and Jacquemus, culinary cues are used to create unexpected thumb-stoppers on social and beyond.Join us as we examine the impact of food trends on branding, why it's blowing up, and our predictions for what's next.Follow House of Content on TikTok , Youtube, and Instagram.2024-11-1423 min
House of ContentBuying Sheryl Sandberg a Drink & Other Networking StoriesThe old saying goes: Your network is your net worth. In the age of remote to hybrid, how do you cultivate relationships that can help you get ahead professionally?This week on House of Content, we share our experiences and tips for networking, mentoring, helping younger creatives in the field, and how we find opportunities to grow our network.From meeting the Sheryl Sandberg to accidentally meeting the founder of Instagram, tune in as we spill the tea on what’s worked for us, and what our goals are for future connections.Want to...2024-10-3127 min
House of ContentSocial Scaries - A Halloween SpecialIn the spirit of Halloween, we’re delving into the eerie underbelly of social media: deepfakes, cyber-stalking, catfishing and identity theft, and more.From our pop culture obsession with true crime to the unsettling way these narratives go viral, we’ll unpack how creators are navigating the landscape, examining the dark side of social.Join us as we explore the haunting trends that make us question what’s real and who we can trust online.Follow House of Content on TikTok , Youtube, and Instagram.2024-10-2431 min
House of ContentWorst Career Advice on Social MediaEveryone 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 assignmentsJob hopping and when's a good time to make a moveLateral moves, raises, and more. Follow House of Content on TikTok , Youtube, and Instagram.2024-10-1724 min
House of Content#CorporateGirl Wellness Battles: NY vs. L.A.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 supplements25-step hair growth routinesChinese medicine and alternative holistic treatments.Are you team L.A. or New York? Let us know in our DMs.Follow House of Content on TikTok , Youtube, and Instagram.2024-10-1033 min
House of ContentLifestyle Creep Vs. Underconsumption CoreOpen 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 anot...2024-10-0332 min
House of ContentPersonal Brands & LinkedInfluencersWhat 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...2024-09-2632 min
House of ContentOffice Sirens & #CorpCoreMove 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 dress...2024-09-2132 min
House of ContentOffice Sirens & #CorpCoreMove 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 dre...2024-09-1902 min
House of ContentWhy Your Brand Social Is Failing, Pt. 2Back 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 brandsWhy organic social isn't free media, and what brands and agencies should invest in from team development, mentoring, resources, and budgetsHow data plays into agility on social. Follow House of Content on TikTok , Youtube, and Instagram.2024-09-1238 min
House of ContentWhy Your Brand Social Is Failing, Pt. 1We'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 effectivelyDo's and don'ts for activating trends on social, briefing creatives, a...2024-09-0533 min
House of ContentAd Career ConfessionalsIt'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 professionalsMisconceptions and hidden talentsGoals for the future and what we've not achieved yet. Follow House of Content on TikTok , Youtube, and Instagram.2024-05-2325 min
House of ContentLaunching Rare Brides & WeddingtokWhat 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 brandHow Janni's experience planning her own wedding turned into a companyHot takes on wedding planning and all things #weddingtokFollow House of C...2024-05-1628 min
House of ContentTikTok Bans, Video Strategy & Which Social KPIs Even Matter w/ MacKenzie GreenWe’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....2024-05-0926 min
House of ContentHow Gender Norms Are Shaped by Social MediaSometimes, 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 rolesHow social is shaping gender conversations and building community over shared idealsKorea’s 4B movement and why traditional values have a mark...2024-04-2632 min
House of ContentNowstalgia, Throwbacks, and Internet Girl SummerLet’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 TikTokBlogging is coming back in the form of SubstackLana Del Rey headlined at CoachellaGen 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...2024-04-2531 min
House of ContentSocial Media & Creative Leadership LessonsIf 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 seniorHow to become visible in your organization and advocate for yourselfOvercoming challenges and major learning curves in first-time leadership rolesBoundaries, friendships, and how to manage with empathySkills to build today to...2024-04-1834 min
House of ContentBrand and Creator PartnershipsWhether 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:2024-04-1132 min
House of ContentMarketing to the DIY GenerationWith 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...2024-04-0426 min
House of ContentMoneytok Pt. 2: Financial Trends on SocialMoneytok 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 dysmorphiaHow creators are pulling back the curtains to show the less glamorous side of debt and content creationHow financial content has influenced us (cue: impulse investing).Follow House of Content on T...2024-03-2831 min
House of ContentThe Girlification of Content and MarketingLast 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 di...2024-03-2128 min
House of ContentIs Body Positivity on a Diet?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 w...2024-03-1421 min
House of ContentWTF Is Happening on Social in 2024?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...2024-03-0727 min
House of ContentWhat Nobody Tells You About Moving AbroadHow 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.Follow House of Content on TikTok , Youtube, and Instagram.2024-02-2934 min
House of ContentThe Creator Economy in 2024What 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 plat...2023-12-1416 min
House of ContentWildest Work Travel StoriesWhat 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.Follow House of Content on TikTok , Youtube, and Instagram.2023-11-3041 min
House of ContentCreator Economy Roundup: The Met Gala, Alex Cooper & Semaglutides Diet CultureWe'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 O...2023-11-1627 min
House of ContentCatchup: Q4 Is Q4ingFrom 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.Follow House of Content on TikTok , Youtube, and Instagram.2023-11-0936 min
House of ContentCreator BrandsCreator-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...2023-11-0236 min
House of ContentMoneytok and FinfluencersWe 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 w...2023-10-2645 min
House of ContentOptimizing Life, Work, and WellnessWhat 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...2023-10-1934 min
House of ContentThe Business of AgeismCindy 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 a...2023-10-0546 min
House of ContentA Chaotic Catchup Feat. Bisons, Lawsuits, and Fall IntentionsIn 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....2023-09-2837 min
House of ContentCarrie Berk and My Real-Life Rom-ComIn 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 socialTouring with other TikTok starsGetting casted on an influencer reality sh...2023-09-2134 min
House of ContentBarbie Lessons in Scaling MarketingEveryone 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 phenomenonCommunity over scal...2023-09-1434 min
House of ContentBack to SocialSummer’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 updatesLife after layoffsShifts in social contentTips on job hunt...2023-09-0748 min
House of ContentTalk of the House: Dupe CulturePaying 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 behaviorBest and worst brand reactionsWhat we predict will happen to dupes in the futureThere's no dupe to following this show so be sure to find us on all socials @itshouseofcontent and while y...2023-06-0135 min
House of ContentTalk of the House: The Creator Economy in 2023Move 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 thinkWhat we are looking for in creators when working in advertisingOur predictions on what will happen next in the creator spaceLiked the episode? Pen us a...2023-05-2539 min
House of ContentTalk of the House: Careers in SocialEmma 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...2023-05-1831 min
House of ContentTalk of the House: TikTok Made Me Buy ItTikTok 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::Wh...2023-05-1136 min
House of ContentTalk of the House: Vlogging Makes a ComebackWhat’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 v...2023-05-0439 min
House of ContentTalk of the House: Going ViralIs 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...2023-04-2642 min
House of ContentTalk of the House: The Anatomy of an AestheticMermaid 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 byThe problem with the Clean Girl AestheticHow advertisers can leverage aesthetics, cores, and eras in their contentLiking the episodes? Give us five stars, pen a little review, and find us on all the socials @itshouseofcontent.Follow House of Content on TikTok , Youtube, and Instagram.2023-04-2031 minHouse of ContentTalk of the House: The Anatomy of an AestheticMermaid 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 byThe problem with the Clean Girl AestheticHow advertisers can leverage aesthetics, cores, and eras in their contentLiking the episodes? Give us five stars, pen a little review, and find us on all the socials @itshouseofcontent.Follow House of Content on TikTok , Youtube, and Instagram.2023-04-2031 min
House of ContentTalk of the House: DeinfluencingLike 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 deinfluencingTransparency and authentic relationships with influencers are key, as well as collaborating with brand fans for u...2023-04-1332 min
House of ContentWhat Is House of Content?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 WiderholmChristine GoosMelissa KontuFollow House of Content on TikTok , Youtube, and Instagram.2023-04-0600 min