House of Content – Details, episodes & analysis

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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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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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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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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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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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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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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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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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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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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