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 Ivory
• The rise of IRL as a designed-for-distribution content channel
• How events are becoming cultural moments, not just meetups
• Why “being in the room” now extends far beyond it
• The 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 2026
• The shift from campaigns to episodic content and recurring formats
• How creators changed audience expectations for ads
• What makes branded content actually entertaining (and what doesn’t)
• Why brands are starting to act like media companies and studios