Good morning. Recent data show that while BeReal’s downloads are soaring—it’s tallied 53 million worldwide installs—the app’s daily user rate remains low at just 9% for Android users (compared to 39% for Instagram or 29% for TikTok). Is BeReal the equivalent of Soho House, where having access is more important than actually using it?

–Hannah Doyle

Why Are Creator Houses So Short-Lived?

After a year of living together in NYC, the content group Ur Mom’s House officially disbanded last week. 

The group was originally composed of lifestyle creators Elliot Choy, Annemarie Allen, Kelly Wakasa, and Ashley Alexander. Together, they have nearly 4 million YouTube subscribers.

Big picture: The dissolution of Ur Mom’s House marks yet another end to a major creator house following the likes of Sway House, Hype House, and Team 10.

For what it’s worth, Ur Mom’s House set out to be different from its predecessors:

• The creators operated their businesses separately (at least at first), a notable departure from the model of Hype House, for example, which mandated participation in house ads and shared revenue.

• Ur Mom’s House creators’ content played out like an interconnected story or a deconstructed sitcom. “A lot of people liken us to the real-life version of Friends,” Annemarie told Colin and Samir. 

Still, those differentiating factors weren’t enough to sustain the group—costs, chores, and the complications that come with living together 24/7 built up. The group started an ill-fated podcast, Annemarie left the house, and then…

The band just couldn’t get back together, according to Elliot’s farewell video citing a failure to focus on “what actually matters—just hanging out and having fun with each other, not just when we needed to film.”

While other Ur Mom’s House creators shared differing perspectives on how things went south toward the end, it seems they all agree—they’d do it again.

Our Take

Creator houses, like that stint you did living with your best friend, aren’t meant to last forever. Different content and business goals are inevitable—interpersonal complications make sure of that. But that doesn’t mean creator houses are useless. For some, they’re the perfect springboard for building both audiences and relationships.

Keke Palmer Amplifies Diverse Creators

The multi-hyphenate performer and star of Jordan Peele’s latest movie Nope is starting a digital platform and network for creators called KeyTV.

The what:

• KeyTV will educate creatives in front of the camera and behind it in specialties like design, sound mixing, and production.

• It’ll recruit talent to help with Palmer’s KeyTV YouTube channel.

• Some details, like potential costs, are TBD. Interested creators can reach out via a contact form on the KeyTV site.

The why: Palmer has spent her career as an actor, singer, writer, and director. That range of skills is especially applicable to this generation of creators, who similarly wear multiple hats—often at once.

“I want to share everything I learned with you," Palmer said in the platform’s introductory video. "Because this is my greatest dream of all. All it takes is one of us to unlock a door to unlock a million doors for each other." 

Our Take

From VidSummit to a cursory glance at YouTube’s Explore Page, it’s clear that the creator community could use more diverse voices. While platforms have minority funds like YouTube’s Black Voices program and TikTok’s Black Creator Fund, Palmer’s strategy of organically using her influence to open the door for others creates a more sustainable pathway to growth.

Sponsored by HubSpot

Where Founders Get Real About Their Stories

As a kid, Tricia Sugita found herself beating her older siblings in video game competitions.

Fast forward to today—she started her career as a top Starcraft II player, was an early Twitch partner, and pioneered new initiatives in Esports as CEO of FlyQuest.

Hear her story in her own words on the podcast, Finding Founders.

Hosted by storyteller Sam Donner, this is the podcast that gets real with founders, activists, and even drug lords. Tune in to hear Tricia’s journey and other stories focused on inspiration through vulnerability.

Find more of the top business-minded shows at the HubSpot Podcast Network.

Creator Voter Campaign Revs Up for 2022 Elections

YouTube and nonpartisan organization HeadCount kicked off their latest Good To Vote campaign last week, tapping creators like Internet Mom, Anthony Padilla, and VSauce to provide incentives to those who register to vote.

FYI: In 2020, the Good to Vote initiative got over 100,000 people to register.

Our Take

This campaign is Gen Z’s version of Vote or Die, and as voter registration decreased significantly during the pandemic, a campaign this widespread could do more than just lip service.

👀 Creator Moves

• Max Fosh is looking for a paid intern to assist with production, planning, and editing through the end of the year. Must be based in London.

• Zealous is looking for a full-time assistant editor. Must have two years of experience with Premiere Pro and Adobe’s software suite.

• iFerg is looking for a video editor to help with POV gaming videos. Can work remote, and pays per project.

🔥 Press Worthy

• YouTube introduces unique handles so others can tag your channel.

• Dream reveals his face IRL at TwitchCon.

• TikTok unveils “photo mode.”

• SNL parodies the Try Guys saga.

• Over 1 million tuned in to watch French YouTuber Squeezie’s F4 racing event.

• Instagram’s looking for up-and-coming Latinx and Hispanic creators to join the program, Dale Tú. Apply here—deadline is tomorrow.*

*This is sponsored advertising content.