Reality TV Fans Make the Best Marketers w/ House Guest Sarah Grosz

Recorded live at Possible Miami from Unplugged Studios, this week we're joined by creator, entrepreneur, speaker, and Founder of Hosts of Influence®, Gigi Robinson.The creator economy has matured, but the playbook is still being written. Gigi joins Christine in the studio to talk about what it takes to build a sustainable creator business today, from partnerships and pricing to personal branding, entrepreneurship, and long-term career growth.Gigi's been creating (and monetizing!) since her college days, while Christine's early in her creator career. Hear from both sides of the table on lessons and experiences you can apply to grow in the creator economy. For the creator-curious, this episode is packed with practical insights from someone who's been helping shape the conversation.Special thanks to Unplugged Studios for hosting us at Possible Miami, and of course, Gigi for being on the show.

Recorded live at Possible Miami, this episode of House of Content brings our House Guest Series into the real world as host Christine Göös sits down with Sarah Grosz, who at the time led influencer marketing at Allbirds and now heads Influencer & Brand Partnerships at HORMBLES CHORMBLES, a better for you candy brand.Sarah has built creator programs at the intersection of culture, community, and performance, helping brands create partnerships that feel authentic while delivering measurable business results. Christine and Sarah unpack what it really takes to build influencer strategies that drive conversion without sacrificing creativity.They discuss how to evaluate creator fit beyond vanity metrics, the balance between performance goals and creator autonomy, and why cultural relevance can't be manufactured through trend-chasing. Sarah also shares her briefing philosophy, the storytelling signals she looks for in creators, and the influencer marketing metrics she wishes brands would stop obsessing over.Plus, they kick things off with a quick-fire round covering creator hot takes, favorite creators, social media rabbit holes, and the influencer marketing hill Sarah is willing to die on.Special thanks to Unplugged Collective for hosting House of Content in their studio at Possible Miami.

Christine didn’t set out to host an event. What started as a small idea, bringing a handful of corporate creators into one room, quickly turned into something much bigger. A co-host, a few shares, a couple plus-ones… and suddenly the guest list hit 100, sponsors included. That’s when it clicked: content didn’t just drive attention, it built a room. And that room started building everything else.In this episode of House of Content, Christine and Janni unpack the shift happening right now: content, events, and networking are no longer separate lanes. They’ve collapsed into one system. What you post brings people in, where you show up deepens the connection, and who you’re seen with extends your reach far beyond the room.They get into why content is no longer the product, but the invitation. How events have become the most powerful content channel. And why networking, once private, is now one of the most visible and strategic forms of distribution.What’s inside this episode:Why POV content builds a room: Christine's case for building The C2C Network with Lana IvoryThe rise of IRL as a designed-for-distribution content channelHow events are becoming cultural moments, not just meetupsWhy “being in the room” now extends far beyond itThe new advantage: ecosystems over individual content

Branded entertainment is having a major comeback, but it doesn’t look like the old playbook. In this episode of House of Content, Christine and Janni break down why brands are moving beyond traditional campaigns and starting to think like studios, creating content that audiences would watch even if there were no logo attached.From Starbucks’ creator-led New York Fashion Week moments to Airbnb’s cinematic storytelling and InStyle’s The Intern, the lines between advertising and entertainment are blurring fast. The new benchmark is simple: would you watch it anyway?This episode unpacks the shift from one-off campaigns to always-on formats, why episodic content and behind-the-scenes storytelling are winning, and how brands like Beis are building entire content worlds instead of just running ads. The conversation also explores how creators have fundamentally reshaped audience expectations, making entertainment-first content the new standard across platforms like TikTok, Instagram, and YouTube.Plus, the show gets into what actually works in branded content today versus what still flops, and why some brands are now competing less with other advertisers and more with Netflix, creators, and culture itself.If you work in marketing, social media, or the creator economy, this episode breaks down the biggest shift happening right now: the move from campaign thinking to show thinking.What you’ll learn:Why branded entertainment is trending again in 2026The shift from campaigns to episodic content and recurring formatsHow creators changed audience expectations for adsWhat makes branded content actually entertaining (and what doesn’t)Why brands are starting to act like media companies and studios

If you scroll your feed right now, you’ll notice something shifting. It’s not just influencers anymore. It’s lawyers breaking down contracts, dermatologists debunking skincare myths, founders building companies in public, and designers explaining how brands actually work. In a sea of opinions, audiences are starting to gravitate toward people who actually know something.This week, Christine, Janni, and Melissa unpack the return of expertise in the creator economy. From early YouTube’s tutorial era to the rise of personality-driven content on Instagram and TikTok, and now back toward knowledge-first creators. We get into why this shift is happening now, from AI-driven content overload to maturing audiences, and why “building in public” has become one of the most compelling formats online.We also debate what this means for creators and brands. Is this the end of the lifestyle creator, or just an evolution? Do you need credentials to win, or just the ability to explain things well? And as trust becomes the most valuable currency online, we explore whether the future belongs to creators who can combine expertise with storytelling.Takeaways:The pendulum is swinging back from personality-led content to expertise-driven creatorsAI and content saturation are increasing the value of real knowledge and perspective“Building in public” is emerging as a dominant format for expert creatorsThe most successful creators will be hybrids: expert + storytellerBrands will shift toward partnering with credible voices, not just those with reach

In this episode of House of Content, hosts Christine Göös and Melissa Kontu unpack how social media has become the new TV — not just where we talk about culture, but where we experience it first. From Olympic highlights to viral movie scenes, podcast clips to reality TV drama, more and more of us are consuming entertainment in fragments before ever watching the full thing.But if the moment happens on social, what does that mean for the original content? The episode explores how clips, edits, and commentary are reshaping how audiences discover, engage with, and define what’s worth watching. As songs break on TikTok before the charts, shows gain traction through memes, and podcasts grow through short-form video, social is deciding what succeeds.Christine and Melissa dig into how entertainment is increasingly being engineered for shareability, with producers, platforms, and creators all optimizing for the algorithm. They also explore the rise of creators as the new media layer, interpreting, reframing, and sometimes even shaping the narrative around cultural moments faster than traditional outlets ever could.Key Takeaways:Social media has become the primary stage where cultural moments happen, not just where they’re discussedAudiences can feel culturally “in the loop” without consuming full contentVirality is increasingly acting as the new success metric for entertainmentContent is being created and optimized for shareability, not just viewershipCreators now act as a critical layer in interpreting and amplifying cultural moments

In this episode of House of Content, hosts Christine Göös and Melissa Kontu unpack the rise of what they call the “Delulu Economy” — a digital culture where the performance of success often matters more than the reality behind it. From viral income claims to founders building in public, social media has turned ambition into content and success into a highly shareable aesthetic.But as more stories of influencer fraud, fake guru culture, and exaggerated business wins come to light, the question becomes harder to ignore: where is the line between storytelling and deception? The episode dives into real cases of creators and entrepreneurs who blurred that line, and how platforms themselves may be enabling a new wave of digital-era scams. Christine and Melissa explore the pressure this creates across the creator economy, where visibility often precedes verification, and where “fake it till you make it” is no longer a strategy but an expectation. The result is a system that rewards perception, fuels inequality, and leaves audiences questioning what, and who, to trust.Key Takeaways:The internet has shifted from documenting success to performing it for monetizationViral income claims and “build in public” narratives often outpace real business validationCreator economy inequality is intensifying pressure to signal success early and loudlySocial platforms may be unintentionally enabling new forms of fraud and misinformationBrands and audiences alike may need new standards for credibility and accountability

The internet has crowned a new It Girl who hasn’t been alive for nearly 30 years. Carolyn Bessette-Kennedy is back at the center of culture, not through interviews or content, but through absence. As TikTok fills with 90s mood boards, Hulu ckips, and quiet luxury takes over fashion, we unpack why this era, and this woman, feels more aspirational than ever.Ryan Murphy's Love Story has reignited the mythology around Carolyn and JFK Jr., pulling a new generation into a version of the 90s they never actually experienced. In a world of constant posting, explaining, and performing, the 90s represent something we have lost: privacy, restraint, and a sense of intrigue.Carolyn Bessette has become the blueprint because she embodied everything the modern internet is not. Minimal, private, and impossible to fully access. In 2026, that kind of scarcity is the ultimate form of luxury. And for brands, creators, and anyone building a presence online, the takeaway is clear. The next wave of influence is about restraint and mystique.Janni and Christine discuss:How culture runs on a 20 to 30 year nostalgia cycleWhy Carolyn Bessette represents the anti influencer with no oversharing and no performanceThe anatomy of quiet luxury and why the 90s feels aspirational How always-on culture is driving a countertrend toward privacy slowness and offline energyWhy less personality, more aura and mystery creates desirability for brands

"I didn't set out to make B2B cool." Christina Pearo, Social & Community Manager at Slate joins House of Content as our first guest of the season to discuss employee-generated content, LinkedIn and B2B social.Christina details how she's flipping the script, making B2B content exciting, brand-led, and fun. If you've ever wondered how to take your brand from generic to remarkable, this episode is your ignition switch.Key topics:Transforming stale B2B marketing into share-worthy, culture-driven content that people love to interact with.Tapping into cultural moments to stand out without risking your brand's reputation.Real-world examples from Ramp, Air, and other trailblazers crushing it in this space.

Your FYP is not just entertainment. It is a live beta test of the future of work. Lately it feels less like GRWM and more like “day in the life of a job that did not exist three years ago.” Creators are acting like strategists. Agency creatives are building personal brands alongside client work. Leadership is posting, responding, shaping narratives in real time. Sometimes the person explaining what a brand should do has more cultural authority than the brand itself. In this episode, we unpack how the creator economy is quietly reshaping titles, power, and leadership across agencies and brands. From McKinsey appointing its first-ever Creator Economy Senior Advisor to legacy entertainment leaders stepping into hybrid roles like Chief Entertainment Officer, the shift is structural. But the more interesting change is behavioral.Traditional advertising roles were built for control, polish, and one-way communication. The creator economy runs on remix, response, and co-creation. That tension is forcing new connective roles to emerge. Takeaways:Your FYP is a preview of future job descriptions. Pay attention to behavior, not titles.Authority is shifting from hierarchy to proximity. The person closest to culture often shapes the outcome.Agencies are evolving into more fluid, creator-connected systems.The most valuable leaders will move between the internet and the boardroom without losing fluency in either.If your job title makes sense on LinkedIn but not on TikTok, it may already be outdated.