Home-tour content outperforms ordinary metrics by letting fans gaze into celebrity homes

Evidence

There is, for example, the highly produced and popular series on Architectural Digest’s YouTube channel, “Open Door: Inside Celebrity Homes.” The series, which provides a tour of the homes of the rich and famous given by the rich and famous who live in them, is by far the publication’s most popular YouTube series, and views often double or triple the actual number of subscribers of Architectural Digest’s channel. (YouTube metrics usually work in the reverse, with fewer views than subscribers for the most popular YouTube stars.) Vogue’s popular “73 Questions” series provides a similar service, being largely an excuse to gaze inside celebrities’ living situations while they guide the viewer (and interviewer, who always remains behind the camera, a first-person surrogate for the audience) around in an extremely staged manner. — Grant Bollmer, Katherine Guinness, The Influencer Factory, 162

Categorization

• XREF: Connects to the house-as-infrastructure frame the reader is tracking; celebrity home tours are the house infrastructure commodified as content.