What Algorithms Reward Now Has Nothing to Do With Audience Size The data is unambiguous about which one gets rewarded. Emplifi's 2026 Benchmark Report found TikTok's median brand follower count rose 200%+ year over year. In that same window, Instagram's median engagement fell from 16.9% to 9.7%. Audiences grew. Performance didn't follow. Here's why: the algorithms have rewired distribution around quality, not scale. TikTok tests content with existing followers first, then expands based on how deeply they engage. A brand with 50K engaged followers can outperform one with 500K passive ones. Instagram runs the same logic now. Quality, authenticity, and community outperform volume. Saves and shares signal real value. Likes are at the bottom of the hierarchy. We've seen this across every category we work in. The pattern is always the same. The most useful diagnostic isn't audience size. It's whether your audience would notice if you went quiet. We broke down exactly what that means for planning your next quarter here: https://lnkd.in/gMUqBPyS If you want to talk strategy: hello@socialhouseinc.com
SOCIAL HOUSE, INC.®
Advertising Services
Los Angeles, CA 18,234 followers
| Inc. 5000 Winner | Scaling Fashion, Beauty, and Lifestyle Brands Through Strategic Digital Growth
About us
Social House, Inc.® is a Digital Growth Agency. Headquartered in Los Angeles, and globally connected, we break through cultural dialogue by enriching conversations between brands and their audiences. With a ‘consumer-first’ mindset, we amplify your media exposure through full-funnel placements and consciously curated stories. Our methodology is rooted in our TriVision Approach which merges strategy, creative content, media buying, and analytics into custom-fit business solutions. Some call us ‘futurists’ propelling impactful strategies that evolve brands and consumers alike. We’d like to call ourselves your partner in end-to-end digital strategy. With an unwavering commitment to excellence, inclusivity, and the celebration of diversity, we’re driven to infuse those operational values into everything we do. Social House is proudly WBE, MBE, and NGLCC certified.
- Website
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http://www.socialhouseinc.com
External link for SOCIAL HOUSE, INC.®
- Industry
- Advertising Services
- Company size
- 11-50 employees
- Headquarters
- Los Angeles, CA
- Type
- Privately Held
- Founded
- 2011
- Specialties
- Paid Media, Social Media, Content Production, Influencer Management, Influencer Campaigns, Facebook Advertising, Google Search Ads, Google Display, Creative Content Creation, Digital Media Buying, Instagram Paid Ads, YouTube Advertising , SEM, Videography, Social Media Content , Digital Marketing, Copywriting, Performance Marketing, Content Advertising, Social Storytelling, Campaign Advertising, Reporting, and Analytics
Locations
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Primary
Get directions
6121 Sunset Blvd.
Los Angeles, CA 90028, US
Employees at SOCIAL HOUSE, INC.®
Updates
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AEO Is Redefining How Brand Discovery Works. For the last 20 years, digital visibility meant one thing: Rank on Google. That strategy isn't going away. But it is no longer the whole story. More and more people are skipping the search bar altogether. They're asking ChatGPT, Gemini, Claude, and Perplexity questions directly, and they're getting answers without ever clicking a website. That changes the question marketers need to ask. It's no longer: "How do we rank?" It's becoming: "Will AI mention us?" That's where Answer Engine Optimization (AEO) comes in. AEO is about building the kind of authority AI systems recognize, understand, and cite. SEO still matters. In fact, great SEO is one of the foundations of great AEO. But visibility is evolving beyond search rankings. The brands that become trusted sources across the web will have an advantage as AI increasingly becomes the front door to discovery. We put together a deeper look at what AEO is, why it matters, and how brands should be thinking about it now. Read the full article here: https://lnkd.in/gdkCmUnG
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Social House is excited to welcome Kelson Berkus as our new Executive Creative Director. Kelson has spent his career building at the intersection of brands, culture, entertainment, technology, and emerging platforms. From leading global creative for brands like Starbucks and Microsoft to advising founders and helping businesses turn ambition into momentum, he's built a reputation for creating work that resonates, scales, and lasts. But this isn't about adding another creative leader. It's about raising the bar. As our industry gets louder, we're doubling down on the things that matter most: creativity, conviction, cultural fluency, and ideas that move people before they move metrics. Kelson brings a rare combination of global brand experience, entrepreneurial instinct, and creative leadership. More importantly, he shares our belief that the future belongs to brands with something to say and the courage to say it. His addition strengthens our creative leadership at a pivotal moment for Social House as we continue to grow, evolve, and build what's next. The best work is still ahead. Welcome to our House, Kelson.
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There is a difference between posting about an event and turning an event into brand momentum. The strongest brands are not just asking, “What content do we need from this?” They are asking, “How does this moment work harder for the business?” Sound familiar? Keep reading.
Social media is a business system. Not a content calendar We recently created a content system for BELLA+CANVAS around their partnership activities at Coachella, and it reminded me of something I think more brands need to take seriously. The event is not the strategy, The event is the moment. The strategy is everything built around it. The planning. The storytelling. The shot list. The creator alignment. The product integration. The paid amplification. The cultural context. The post event momentum. The reason the audience should care before, during, and after it happens. Too often, brands invest heavily in the event itself, then treat social media like the recap department. A few posts. A highlight reel. A gallery. A caption about how incredible the weekend was. That is not enough anymore. No one will be invested in your story. Whether it is COACHELLA, the LA28 Olympic & Paralympic Games, the #WorldCup, a new launch, a creator trip, or a brand partnership, social should never be an afterthought. It should be the bullhorn. But a bullhorn only works when you know what you're trying to say. That means the content system needs to be built LONG before the event starts. What are we trying to make people feel? What do we want them to understand about the brand? What moments need to be captured? What assets will live beyond the event? What story are we building, not just documenting? What content can support sales, community, paid media, PR, creators, and future partnerships? That is the difference between posting about an event and turning an event into brand momentum. The strongest brands are not just asking, “What content do we need from this?” They are asking, “How does this moment work harder for the business?” That is where social becomes more than content. It becomes infrastructure. It becomes the way a brand listens, learns, captures, amplifies, and extends the value of the moments it invests in. BELLA+CANVAS embodies that philosophy, and it is exactly what makes them such a powerhouse. Because the real opportunity is not just showing people that the brand was there. It is making sure the moment keeps working after everyone leaves. #SocialMediaStrategy #BrandStrategy #ContentStrategy #EventMarketing #MarketingStrategy #LA28
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"Do what you do best and partner for the rest"
“If you want something done right… don’t do it yourself.” I heard this recently and it stopped me. We grew up believing the opposite, that doing everything ourselves is the path to quality, control, and success. But in modern marketing, that belief quietly slows teams down. Today, the real advantage comes from knowing what not to own. The strongest marketing organizations I’ve worked with all have one thing in common: They’re ruthless about clarity. They understand: - What requires their internal instinct, brand DNA, and institutional knowledge - What requires depth, specialization, and speed outside their walls - When collaboration creates exponential results vs. incremental progress And here’s the takeaway for marketers navigating plans for 2026: The era of “do it all” teams is leaving results flat. The era of “do what you do best and partner for the rest” is here. Why? Because the landscape is evolving too fast, culturally, creatively, and technologically, for any one team to master every discipline at the velocity required. At SOCIAL HOUSE, INC.®, this philosophy has shaped how we show up for brands. Not by trying to be everything. But by being exceptionally focused, and integrating with teams who are exceptional at their part, too. Because in the end: Great marketing isn’t built by heroic individual effort. It’s built by aligned specialists working in sync toward the same outcome. That's the shift. That’s the unlock. And that’s what will separate resilient, innovative marketing organizations from overwhelmed ones in the years ahead. #marketing #digital #social
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OpenAI’s move into in-chat shopping isn’t just another tech headline. It’s a signal. We’re entering an era where discovery, decision, and purchase all happen inside a single conversation. The interface is becoming the experience. Every brand brief now has two audiences. The humans who want clarity, emotion, and story, and the model that needs structure, verification, and logic to surface that story in the first place. The future of marketing isn’t man or machine — it’s both, working in rhythm. And it will belong to the brands that stay human, even when the system isn’t. At Social House, we’re already designing for that reality. Read more about it here: https://lnkd.in/ddZrGJVK
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Fragrance is having a big year, but not just on vanities. It’s showing up in boardrooms as one of the most powerful new tools in brand building. Invisible, emotional, and intimate, scent does something most categories can’t: it tells a story before you say a word. No tagline required. Our Head of Strategy, Minh Bui, breaks down why fragrance is becoming the new front door to brand identity and what brands should take away from this shift. Read more: https://lnkd.in/gJ7VAXyx
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Our team is growing! Apply now.
We’re hiring a Senior Account Manager at SOCIAL HOUSE, INC.® Not just someone to keep the trains running, but someone who knows how to push ideas, grow brands, and keep the momentum brilliant. If you want to work with a team of sharp, creative humans who take their craft seriously (but not themselves), this is your sign. All are welcome. Link to Job Description: https://lnkd.in/gDfHB866
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👉 Read our CEO's take on why humanity will always be at the center of creativity.
The future of storytelling doesn’t look like the past. At SOCIAL HOUSE, INC.®, we believe tools only matter when they serve an idea. AI is just that, a tool. But when placed in the hands of bold creatives, it becomes something more: a way to see faster, think bigger, and create what didn’t exist before. This brand-agnostic film, crafted with our virtual studio team in Milan, isn’t about technology for its own sake. It’s about beauty reimagined. About showing that when guided by human vision, AI can expand creativity rather than compete with it. Traditional content is still alive and well, and always will be. But alongside it, a new creative frontier is emerging. The most powerful brands of tomorrow will be those that know how to embrace both, choosing the right medium for the right story. Every generation questions innovation, until it defines their culture. We’re not here to follow that history. We’re here to help shape it, with humanity at the center. For brands who want to lead, not follow, the future, we’re ready. Let’s talk. WATCH HERE: https://lnkd.in/g_EmK8bF
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Social House Makes Its Inaugural Debut on the Inc. 5000 We’re thrilled to share that Social House has been recognized on the Inc. 5000 list of America’s Fastest-Growing Private Companies in 2025! For nearly 15 years, we’ve partnered with some of the most influential brands in beauty, lifestyle, entertainment, and technology to deliver bold strategy, high-impact content, and measurable paid media performance, all powered by our signature TriVision approach. This recognition is a testament to our incredible team and their relentless drive to push boundaries, spark conversations, and deliver results that matter. Here’s to the work, the wins, and the next chapter. Let’s build what’s next. #Inc5000 #SocialHouse #DigitalGrowth #PaidMedia #Strategy #ContentMarketing