What Is a Content House? A Complete Guide to Influencer Collab Mansions

Imagine living in a mansion with a dozen content creators – filming TikToks by the infinity pool, brainstorming YouTube pranks in a huge living room, and tagging each other in every post. Welcome to the content house phenomenon. Content houses (also called creator houses or collab houses) are physical spaces where influencers and creators live and work together, churning out constant social media content. In this comprehensive guide, we’ll break down what a content house is, how they started, examples of famous houses, their impact on influencer marketing, and tips for brands (including e-commerce startups and Amazon sellers) and creators who want to get involved.

By the end, you’ll understand why these houses became a big deal in the creator economy – and where they might be headed next.

What Exactly Is a Content House?

A content house is essentially a shared living space for social media content creators to collaborate on videos, photos, and other content. These houses are often luxurious (think mansions in Los Angeles or other big cities) to provide plenty of filming locations, natural light, and wow factor backdrops. Content houses go by many names, including creator houses, influencer houses, or collab houses, but the concept is the same: put a bunch of talented creators under one roof and let the collaborative magic happen.

Key features of content houses:

• • Collaborative Creation: Members of the house constantly appear in each other’s content. By cross-over cameos and tagging each other, they organically boost each member’s followers and engagemen. This “lift each other up” approach helps everyone grow faster. As one YouTuber put it, “Elevate others to elevate yourself”.

     

  • Shared Resources: Houses typically have ample space for filming (pool, home theater, fancy kitchen, etc.) and may share professional equipment. Some even have on-site photographers or editors. It’s a built-in production studio for content creators.

     

  • Lifestyle & Hype: Let’s face it – the mansion life generates buzz. Fans love the peek into a lavish lifestyle. (Many of these mansions cost tens of thousands in rent per month – for example, the FaZe Clan’s content mansion in 2020 cost about $80,000 per month in rent!) Showing off an extravagant house on Instagram or TikTok can bolster an influencer’s image (and give serious FOMO to followers).

In short, a content house is part creative commune, part reality-show-style living arrangement, and part marketing strategy. It’s a byproduct of the booming influencer marketing industry and the creator economy’s collaborative spirit.

A Brief History: How Did Content Houses Start?

It might seem like content houses are a recent TikTok era trend, but the roots go back a bit further. Early precedents date back to YouTube’s rise and even Vine stars of the mid-2010s:

• • 2014 – Our Second Life (O2L): One of the first creator collab houses was formed by members of a YouTube collab channel called Our Second Life. These YouTubers lived together in what they dubbed the “O2L Mansion” to create videos together.

     

  • 2015 – Vine Apartment: When Vine (the 6-second video app) was at its peak, many of the top Viners (including the Paul brothers) moved into the same apartment complex at 1600 Vine Street in L.A.. This cluster of Vine stars living together showed the value of having creators under one roof.

     

  • 2017 – Team 10 House: YouTuber Jake Paul took the concept further by purchasing a West Hollywood house for his influencer squad “Team 10.” Billed as an “incubator for aspiring social media influencers”, the Team 10 house was one of the first formal content houses. It helped launch the careers of several YouTubers (and generated plenty of controversy with Jake’s crazy stunts – neighbors likened living next door to “a war zone” when Team 10 members were lighting furniture on fire for vlogs).

     

  • 2018–2019 – The YouTuber Mansion Era: Other YouTube creator collectives followed. David Dobrik’s Vlog Squad lived and filmed in a Studio City house, the Clout Gang rented a $12 million mansion in the Hollywood Hills, and gamer group FaZe Clan established the “Clout House” and later a huge mansion in Burbank. By late 2019, the stage was set for a new platform to take over…

     

  • Late 2019 – The TikTok Explosion: Enter TikTok. As TikTok’s popularity exploded, so did the content house trend. In December 2019, Hype House formed, bringing 19 TikTok influencers together in an L.A. mansion. Their combined star power attracted millions of fans within weeks. Hype House became the prototype TikTok house, even landing its own Netflix reality show later on.

     

  • Early 2020 – Content House Boom: By early 2020, houses were popping up everywhere – Sway House (another TikTok creator house in Bel Air launched in January 2020) became Hype House’s high-profile rival. Dozens of new houses formed during the first year of the pandemic. Some focused on niches (for example, Glam House for beauty influencers, or Collab Crib in Atlanta for Black creators). This era was truly the golden age of collab houses.

Fun fact: Even traditional brands jumped into the trend. In March 2020, music icon Rihanna opened the Fenty Beauty House in Los Angeles – a content house where five TikTok beauty creators lived and made makeup content featuring Fenty products. (It was a clever marketing move for her e-commerce cosmetics brand, though the house had to temporarily shut down due to the pandemic.) Around the same time, e-commerce company Wish also funded a branded content house full of TikTok creators, seeing it as a new way to reach Gen Z consumers.

Content houses aren’t entirely new – we can even compare them to MTV’s Real World or Big Brother-style reality houses in concept. But in the social media era, they became a full-fledged strategy for growth. By pooling influencers together, these houses created hype factories that amplified everyone’s reach.

Why Do Influencers Join Content Houses?

For creators, joining a content house can be like strapping a rocket to your social media growth. Here are the major benefits content houses offer to influencers:

1. Faster Follower Growth: Collaboration is the name of the game. When creators constantly appear in each other’s videos, they share audiences. A fan of one TikToker in the house soon follows all the house members. The New York Times noted that living together allows more teamwork and cross-promotion, “which means faster growth” for everyone involved. It’s common for a creator’s follower count to skyrocket after joining a popular house, thanks to the exposure from their housemates.

2. Creative Inspiration & Support: Content creation can be a grueling, 24/7 job. Having roommates who are doing the same thing provides built-in emotional support and motivation. They brainstorm ideas together, help film each other’s shots, and pick each other up when creativity slumps. It’s like a constantly running mastermind group. Many influencers find that living in a house with fellow creators pushes them to up their game. As one content house member put it, it’s “all the energy you need, around you all the time.”

3. Shared Skills and Knowledge: In a house you might have, say, a great comedy skit creator, a talented editor, a trending dances expert, and a savvy brand negotiator – all under one roof. Members teach each other tricks of the trade. Newer or micro-influencers in the house can learn from more experienced creators. It’s an “each one teach one” situation. They also share equipment and help each other film, which can improve content quality.

4. Higher Engagement and Viral Potential: Collaboration content often performs exceptionally well. Fans love seeing their favorite creators team up. Houses capitalize on this by doing group challenges, pranks, or trending dances together. These collabs can go mega-viral because they pull in multiple fanbases at once. For example, Hype House’s group videos were attracting millions of views within days, far beyond what most could achieve solo. The synergy creates an engagement multiplier effect.

5. Access to Brand Deals and Opportunities: Being part of a known content house can put an influencer on the radar for sponsorships and media opportunities that they might not get alone. Brands often prefer dealing with a collective of influencers for campaigns (more bang for their buck). Houses even pitch themselves to brands as a bundle. Members of a house might score joint deals – like everyone promoting a new product together – or appear on TV shows, documentaries, and news articles that profile the content house craze. (Hype House landed a Netflix series; several house members have turned that fame into other ventures.)

In essence, a content house offers strength in numbers for influencers. As the saying goes, “If you want to go fast, go alone. If you want to go far, go together.” These collectives are trying to go very far, very fast – by going together.

Do Content Houses Really Help? (The Results)

For a while, the formula seemed to work incredibly well. Many of TikTok’s earliest breakout stars (Charli D’Amelio, Addison Rae, Chase Hudson, etc.) either launched from or were closely associated with Hype House or similar groups. The collaborative model definitely accelerated their rise. Creators who might have grown slowly on their own gained millions of followers in a matter of months by pooling their clout.

However, content houses are not a guaranteed ticket to superstardom for every member. Often, a couple of the most charismatic or popular individuals will benefit the most (gaining huge followings, landing TV deals or brand contracts), while others in the house might still struggle to break out. It’s common that the top creators in a house eventually outshine the group and go solo. For example, two of Hype House’s biggest names – Charli and Dixie D’Amelio – left the house in 2020 to focus on their own brand opportunities.

Nonetheless, for many young creators, the chance to join a content house is an alluring opportunity. Even a temporary boost in followers and some fun experiences in a mansion with peers can be worth it. It’s easy to see the appeal when you’re an aspiring influencer: a content house means instant collabs, a cool place to live, and a shot at becoming the next big internet star.

The Business Side: How Brands and E-Commerce Benefit from Content Houses

Content houses aren’t only advantageous for creators – brands and marketers see major upsides too. In fact, many houses are financially backed by talent agencies, management companies, or even brands themselves, precisely because they can deliver marketing value. Here’s why businesses are interested:

• • Built-in Influencer Campaigns: A content house operates like an always-on influencer marketing campaign. By sponsoring a house (or signing its members), a brand gets a whole team of influencers creating content – often featuring that brand’s products or music – on a daily basis. For example, the TikTok house Sway House was funded by TalentX (a talent management firm) which paid for a Bel Air mansion and let the creators live rent-free. In exchange, those creators pumped out content that drew in audiences which TalentX could then monetize via brand partnerships. Some houses even require members to meet content quotas (e.g. a certain number of posts per week). The output of content is very high, giving brands tons of exposure.

     

  • Collective Reach and Virality: Brands love reach, and content houses offer exponential reach by combining influencer audiences. A single sponsored post featuring multiple house members can tap into each of their follower bases simultaneously – often performing much better than separate individual posts. Collectively, a content house can have tens of millions of followers across members, which makes them attractive partners for big campaigns. For example, when a house like Hype House or Sway House does a brand-sponsored dance challenge, it can dominate TikTok’s trends because all members are posting about it at once.

     

  • UGC & Creative Assets: The constant stream of videos and photos coming out of a content house can serve as a well of user-generated content (UGC) for brands. Think of a makeup brand that sponsors a beauty content house – they will get endless makeup tutorial videos, product shoutouts, and glamorous photos featuring their products, created organically by the influencers. Brands can repurpose this authentic-feeling content in their own marketing (with permission), which is valuable for e-commerce sites and social ads. It’s essentially an on-demand content creation engine.

     

  • Product Testing and Hype: Some e-commerce brands send free products, clothing, gadgets, etc., to content houses knowing the influencers will unbox or use them on camera. It’s a seeding strategy. If one member of the house likes the product, suddenly all their housemates might appear with it, and you’ve got a mini-trend. For Amazon sellers, this can be a way to get a new product viral: get it into a content house and let the creators do their thing. The house environment is a petri dish for trends – brands hope their product becomes the next big thing the whole house is talking about.

     

  • Brand-Owned Houses: As mentioned, some brands have even created their own collab houses. Fenty Beauty’s TikTok House is a prime example – it gave Rihanna’s brand direct control of a team of content creators making on-message videos for Fenty. The result was fresh, daily content and a flood of brand mentions on TikTok. While the Fenty house was short-lived (shut down due to COVID-19 precautions), it demonstrated an innovative marketing approach. We may see more “brand x creator” houses or short-term creator house retreats hosted by brands in the future.

Global influencer marketing industry growth (estimated market size). The boom in social media and creator culture has driven influencer marketing spend from under $2B in 2016 to over $24B in 2024. Content houses emerged as a product of this booming creator economy, as brands and agencies looked for new ways to generate authentic content and reach Gen Z audiences.

In essence, brands see content houses as influencer marketing factories – a concentrated source of trendy content and influence. E-commerce companies and even smaller Amazon sellers can benefit by collaborating with these influencer collectives, either by sponsoring houses, sending products to them, or even just leveraging the concept for campaigns (for example, doing a weekend “content house” event with micro influencers to create buzz around a product launch).

However, it’s worth noting: running or sponsoring a content house isn’t cheap or easy. There’s rent (those mansions are pricey!), management of young influencers, and unpredictability (drama, churn, etc.). That leads to our next topic – the challenges these houses face.

Famous Content Houses (with Examples)

To better understand the phenomenon, let’s look at a few famous content houses that have made headlines:

1. Hype House (Los Angeles)

Founded Dec 2019. This TikTok collective is often credited with popularizing content houses for the TikTok generation. Hype House originally brought 19 of TikTok’s biggest creators under one roof in a Spanish-style mansion in L.A. Members like Charli D’Amelio, Dixie D’Amelio, Addison Rae, Chase “Lil Huddy” Hudson, and Thomas Petrou (the co-founder) became huge stars. Hype House’s daily dance collabs and prank videos defined early 2020 TikTok. At its peak, Hype House was so influential it scored a deal with Netflix for a reality show following the members’ lives. While many original members have since left and the house’s lineup keeps evolving, Hype House remains an iconic name in influencer culture.

2. Sway House (Los Angeles)

Active 2020–2021. Sway House was another high-profile TikTok mansion, launched in January 2020. Backed by TalentX Entertainment, it housed six up-and-coming male TikTok stars (including Bryce Hall, Josh Richards, Noah Beck, Griffin Johnson and others) who lived in a luxurious Bel Air home rent-free (their management paid for it). In return, the boys of Sway churned out viral content and built a bad-boy reputation with their party antics. Sway House garnered massive followings and brand deals (energy drinks, merch, etc.), but also some controversy (they infamously got utilities shut off by L.A. city officials for hosting parties during COVID lockdowns). The house disbanded in early 2021 as members went their separate ways, but for a while Sway vs. Hype was the talk of TikTok fandom.

3. Team 10 House (Los Angeles)

Active 2017–2018. This was one of the OG content houses in the YouTube era, spearheaded by Jake Paul. Team 10 was both a creator group and a talent incubator; Jake Paul assembled a rotating crew of young YouTubers and social media hopefuls and put them in a house together (first in West Hollywood, then a mansion in Calabasas). According to Team 10’s own website, the house was meant as an “incubator for aspiring social media influencers” – basically a training ground for internet stars. It spawned influencers like Tessa Brooks and the Martinez Twins, and produced countless vlogs (and endless drama). Team 10 showed the potential of a content house before TikTok was around. It also showed the pitfalls – frequent member departures, neighbor complaints, and controversies eventually led Jake to move on from the shared house model.

4. FaZe House (Hollywood Hills)

Active 2018–2020. The FaZe Clan (an e-sports and gaming influencer collective) had multiple content houses, but notably in 2018 they rented a giant 12,500 sq. ft. mansion dubbed the “Clout House” (neighbors with Jake Paul’s old place) where members lived and filmed gaming content and vlogs. They later moved to an even bigger 12,700 sq. ft. home (reportedly previously Justin Bieber’s house) complete with home theater, gym, and a lakefront – costing $80K/month in rent. FaZe Clan’s house was less about TikTok dances and more about gaming and lifestyle content. It exemplified how gaming influencers also embraced the content house format. FaZe’s house eventually dissolved as the clan evolved into a larger business (FaZe went public on the stock market in 2022).

5. The Clubhouse (Beverly Hills)

Active 2020. The Clubhouse BH was formed by influencers who split off from other houses (co-founded by Daisy Keech after she left Hype House). It was notable for having a Beverly Hills mansion with an infinity pool and even a “meditation garden”. Clubhouse had a sizable roster of creators (e.g., Charly Jordan, Daisy Keech, Teala Dunn) and even launched a sister house called Clubhouse For The Boys. Interestingly, Clubhouse became the first publicly traded content house – its parent company did a merger to trade on the stock market in late 2020. (That experiment didn’t end well; the stock plummeted by 99%, illustrating how tricky the content house business can be.) Clubhouse as a brand is no longer as prominent, but it was an ambitious project blending influencer life with startup culture.

6. Collab Crib (Atlanta)

Founded 2020. Not all content houses are in L.A. – Collab Crib formed in Atlanta, Georgia, as a collective of young Black creators aiming to grow together and diversify the influencer space. It gained media attention as one of the few high-profile houses outside California. The members collaborated on TikToks and YouTube content with a Southern flavor and often discussed using the platform to increase Black representation among influencers. Collab Crib’s emergence showed the content house model spreading beyond Hollywood and being adapted by different communities of creators.

7. International Houses

The trend quickly went global. For example, The Wave House in London gathered UK TikTokers in a mansion and gained 2 million followers in its first three weeks in 2020 (their gimmick: wearing elaborate costumes/masks to reveal members). In mainland Europe, there have been houses in almost every country. Asia saw similar collab houses in India, Japan, etc. Wherever there are clusters of content creators, the content house idea has popped up – though L.A. remains the epicenter.

These examples just scratch the surface – at one point there were seemingly endless houses: the ByteHouse in the UK, “Not a Content House” (ironically named all-girls TikTok house), the Glam House for beauty influencers, vibe houses, drip houses… the list goes onintuitionmediagroup.comintuitionmediagroup.com. Content houses tend to have trendy names to market themselves, almost like boybands or startup companies.

Each house has its own culture and vibe, but they all operate on the same principle of shared space = shared content = shared success (hopefully).

The Challenges: Why Content Houses Don’t Last Forever

For all the hype, life in a content house isn’t always glamorous. In fact, many content houses have proven to be short-lived experiments. By 2023, some in the industry were declaring the content house “golden era” to be winding down. Here are some major challenges and realities:

• • Dramas & Conflicts: Put a group of ambitious teenagers or twenty-somethings together and add fame and money – drama is inevitable. Fights over clout, creative differences, breakups and hook-ups among members, jealousy, and clashing egos have caused many houses to implode from within. Almost every famous house has had public fallouts: Daisy Keech leaving Hype House due to disputes, TikTok stars beefing on social media after exiting houses, etc. “Content houses are inherently unstable. Almost any group of 10 to 20 kids aged 18 to 25 is bound to have conflict,” as one agency CEO observed. The more drama, the harder it is to keep a house united and productive.

     

  • High Turnover: Influencers don’t always stay put. A house might launch with 8 members, but two months later 3 have left, and new ones rotate in. Top creators often use the house as a springboard and then move on once they’ve grown enough. “Each group often only births one or two breakout stars and the top creators are usually the first to leave,” notes Taylor Lorenz in an analysis. This churn makes it hard to maintain a consistent “brand” for the house itself. Fans might lose interest when their favorite member leaves.

     

  • Burnout is Real: Living at work (since the mansion is essentially the office too) can be exhausting. The expectation to generate constant content and share your home with coworkers 24/7 leads to creator burnout. Some influencers have cited mental health reasons for stepping away from houses; the pressure of always being “on” and performing for the camera (and housemates) can wear people down. Not to mention, privacy is scarce when every room might be filming territory.

     

  • Controversies and Reputation: Many content houses have faced backlash from neighbors and authorities. There were the aforementioned illegal pandemic parties (Sway House turning into a “party war zone” that infuriated officials). Jake Paul’s Team 10 antics got him in trouble with neighbors and even the police (stunts like the furniture fire incident became local news). These controversies can tarnish the house’s image and scare away brand sponsors (no company wants their campaign overshadowed by negative headlines about the influencers involved). Some houses developed reputations as frat-house disasters rather than creative collectives, which isn’t sustainable.

     

  • Money Issues: Who actually pays for these mansions? In some cases it’s an agency or management (hoping to recoup via brand deals), in other cases the creators themselves pool funds. Either way, it’s expensive. If the brand deals don’t materialize or a house doesn’t generate enough revenue (through YouTube monetization, merch, etc.), it can quickly become financially unviable. There have been instances of houses getting evicted for unpaid rent, or investors pulling out after not seeing returns. Even when funded, there can be disputes about revenue sharing – e.g., if one member brings a big sponsorship, how is it divided? Some investors/managers have taken a cut of the influencers’ earnings (one house took 20% of each creator’s earnings in exchange for free room & board). That can breed resentment over time.

     

  • Oversaturation & Waning Novelty: During 2020-21, content houses were everywhere. By sheer volume, none felt as special after a while. Fans may have gotten “content house fatigue” as the market saturated with similar-looking mansion collabs. Also, TikTok itself evolved – with features like duets and collab videos available remotely, creators realized they don’t necessarily need to live together to collaborate. The novelty of a house wore off, and some creators pivoted back to focusing on their personal brand. As one real estate developer in L.A. observed in 2023, several of the big influencer mansions he used to rent out to content groups were sitting empty. The Hype House era might be cooling.

All that said, content houses aren’t dead, but the frenzy has calmed. Those that continue tend to be more professionally managed or project-focused (like short-term houses around a specific campaign or those run by agencies with structure).

Lessons learned: Running a successful content house requires solid management, conflict resolution, and a clear business plan – not just throwing a bunch of famous kids in a house. Many early houses lacked adult supervision or foresight, leading to their chaotic downfalls.

The Future of Content Houses (and How You Can Get Involved)

So, are content houses just a passing fad tied to the early 2020s, or will they evolve? Here’s what we might expect moving forward, and some tips for those interested:

• • Short-Term “Creator House” Projects: Instead of open-ended living arrangements, we may see more temporary content houses. For example, a brand might host a week-long content house event where a group of influencers stay together at a resort or Airbnb to create a burst of content (without the long-term hassles). These short collabs can produce a lot of hype without requiring influencers to uproot their lives permanently.

     

  • Professionalization and Agency-Run Houses: The houses that endure may be those run more like businesses. Think clear contracts, house rules, scheduled content production, and maybe even a manager on-site (like a coach). This could mitigate the chaos. For instance, there have been agency-run houses (e.g., V@ult House run by Six Degrees of Influence agency) that impose more structure. Influencers essentially clock in to create content. While it might be less spontaneous, it could be more sustainable and brand-friendly.

     

  • Micro-Influencer & Niche Houses: We could also see micro influencer houses – smaller scale, less high-profile mansions, more like a few up-and-coming creators rooming together. These might not make headlines, but could quietly be a strategy for local creators or niche communities (e.g., a house of foodie influencers, or a group of educational YouTubers in a city). Micro influencers (with, say, 10k–100k followers) can band together to pool skills and grow collectively. The stakes and costs are lower than a Hollywood mansion, but benefits still real. If you’re a micro creator, consider finding a few like-minded creators in your area and doing a smaller collab house or shared studio space.

     

  • Brand-Influencer Hybrid Ventures: As demonstrated by Fenty Beauty and Wish, brands might continue experimenting with this concept. Perhaps we’ll see something like an “Amazon Live House” where Amazon invites top livestreamers or product reviewers to live together and stream regularly about hot products. (Pure speculation, but not far-fetched given Amazon’s influencer program growth.) Amazon sellers and other e-commerce entrepreneurs can take a page from this playbook by sponsoring content creation meetups or mini-houses, even if just for a weekend, to generate UGC and buzz for their products.

     

  • Virtual Collaboration Replacing Physical Houses: On the flipside, technology might reduce the need for physical co-location. With better video conferencing, AR/VR, and collaborative content tools on apps, influencers can simulate the collab house vibe without actually living together. A group of creators could form a “virtual content house” – a branded collective – and make content together via split-screen, remote filming, etc. (During the pandemic, we saw hints of this as creators found ways to collab from afar.) This could be a direction if living costs and logistics make real houses less appealing.

For aspiring influencers who do dream of joining a content house: the best path is to grow your own following and network with other creators. Many house invitations came about because someone was popular on TikTok or friends with existing members. Engage with communities of creators, join collab projects, and make a name for yourself – that increases your chance of getting noticed for house opportunities. Also, some houses have done casting calls (e.g. the Glam House held auditions for beauty creators), so keep an eye on social media for those announcements.

For brands or agencies interested in leveraging content houses: carefully weigh the investment. Partnering with an established house can be fruitful if their image aligns with yours. Alternatively, you could emulate the concept on a smaller scale (e.g. a weekend retreat with influencers, or a campaign where a group of creators “takes over” a house or location to produce content). Ensure you have clear goals and oversight – a house can turn into a PR nightmare if things go awry. But when done right, it’s a powerful way to generate tons of engaging content and authentically reach audiences through creator storytelling.

Stack Influence Pro Tip: Not every brand can afford to bankroll a mansion of influencers, and that’s okay! A cost-effective alternative is working with distributed micro-influencers to create a similar surge of content. Platforms like Stack Influence (a leading micro-influencer marketing platform) connect e-commerce brands and Amazon sellers with networks of vetted micro influencers at scale. This way, you can launch a “virtual content house” campaign – dozens of creators in their own homes all posting about your product around the same time, generating a collaborative wave of influence. It’s a scalable approach that captures some of the content house magic (high volume of UGC and collective hype) without a physical house. Many Amazon sellers use such strategies to get lots of authentic reviews, unboxing videos, and social posts for their products, mimicking the content output of a collab house through a coordinated micro-influencer campaign.

Conclusion to What Is a Content House?

Content houses rose as a symbol of the creator economy’s boom – a mashup of work and play, where social media stars formed their own superstar living communes. They’ve produced breakout influencers, endless entertainment, and new marketing playbooks for brands. While the initial craze has tempered and many early houses have shuttered, the core idea of creators collaborating intensely is here to stay in one form or another.

For creators, a content house can be a springboard to success (if you’re ready for the chaotic lifestyle that comes with it). For brands, content houses and their variants represent innovative ways to turbo-charge influencer marketing and get in on trending conversations. Whether in a luxe Los Angeles villa or via a network of remote micro influencers, the mantra is the same: when creators team up, everyone can win.

In the ever-evolving landscape of social media, content houses have shown that community and collaboration are key – even in an industry built on individuals. The formats may change, but the fundamental appeal of creatives coming together to make something bigger than they could alone will continue to drive new experiments. Today it’s TikTok mansions; tomorrow it might be VR creator co-spaces or something we can’t yet imagine. If you’re a content creator, keep collaborating (you don’t need a mansion to do it!). And if you’re a brand, keep thinking outside the box in how you work with those creators. The next “hype house” idea might be yours.