- Peering through the Eyehole: Influencers Grant Access to Unknown Individuals
What's the amount you hand over for rent every month? and Would you let me have a peek at your place? - Questions that not many can answer comfortably. But these are the exact questions influential figure Caleb Simpson from New York poses, and it's landed him 8.6 million followers on Tiktok. His strategy remains constant: individuals reveal their rent figure, and then offer a tour of their apartment. A trend that was born in New York has now spread to Berlin, Munich, and Hamburg.
What sets these short videos apart is that they provide unique insights into the personal spaces of individuals, complete with their own stories. It's like peeking through a keyhole or a narrow crevice in a door. Things that generally remain hidden come to light through this format. Simpson has uploaded numerous such videos on Tiktok, Instagram, and YouTube, featuring an artist in her Manhattan penthouse, a photographer in his Parisian apartment, or an architect in his Hong Kong self-designed abode.
Caleb Simpson and His Concept
Although he doesn't consider himself the originator of the trend, Caleb Simpson is among the most famous content creators on Tiktok known for leading apartment tours across the globe. The inspiration for his videos came about two years back when he noticed people being asked about their rent on social media. "A light bulb flickered, and I thought: 'What if I could also enter that individual's apartment?'" recalls the 32-year-old American.
"At the same time, I thought it was the most absurd idea," he chuckles. Who would grant permission to enter their apartment? But: If it worked, everyone would talk about it. Initially, he had to approach about a hundred people daily before someone agreed to let him in, remembers Simpson.
After the first few videos, his popularity soared, especially in New York City. From then on, filming apartment tours became easier. Now, he even receives requests from people who want to showcase their apartments. Popular personalities like actress Scarlett Johansson also feature in his videos - though she only showed her New York office, a video that's been viewed over 50 million times.
The trend waves across the world
Similar to Caleb Simpson, the trend itself has traveled far and wide. In France, Samuel and Victoria provide tours of upper-class apartments in Paris, Toulouse, and Marseille. In Texas, Spencer Moore asks strangers on the streets of Houston and Dallas about their rent. And the social media phenomenon has reached Germany too.
He identifies as a "real estate entertainer," but certainly not as a real estate agent: Leon Sandow, popularly known as "Mr. Unreal Estate" on social media. The name suits him - in Berling, Munich, or Hamburg, Mr. Unreal Estate leads tours through "unreal" houses and apartments. He's always been curious about what lies behind the doors of other apartments. "There's nothing more private than home - except perhaps thoughts. Home speaks volumes about a person," he explains.
Compatible with a white shirt, black bow tie, and suspenders, Mr. Unreal Estate has two video formats. "I took it over because I thought it was super cool and noticed that no one in Germany was doing it yet," explains the 27-year-old from Potsdam. Since he started at the beginning of 2023, Mr. Unreal Estate has amassed 240,000 followers on Instagram. In his other, original video series, he leads tours through luxury villas that are up for sale.
The motivation behind the success
But what makes peeking into strangers' homes so compelling to millions? It's likely that these videos gratify a variety of psychological needs, explains Josephine B. Schmitt, a communications scientist at the Center for Advanced Internet Studies (CAIS, Bochum). "Many find it thrilling to see and learn things that are usually hidden from them," says Schmitt. This curiosity can be satisfied by glimpses into otherwise closed-off homes.
Additionally, viewers may subconsciously compare themselves to others when peering into a stranger's home. This can lead to either feeling validated ("My home is nicer") or desiring improvement ("I want a table like that too"). These effects can occur when examining the lives of both strangers and acquaintances. However, Schmitt feels that the "reference values" when examining celebrity lives are more captivating and alluring.
"How much rent do you pay?" and "Would you show me your apartment?" seem to be questions that many are willing to answer. Is there a pattern of what kind of person grants private glimpses? It's difficult to say, finds Caleb Simpson. He would say that it's mostly people who are active on social media - that is, 30 years old or younger.
In Germany, it's generally hard to find people who are open to letting you into their homes, says German "real estate entertainer" Sandhowe. "It's simply a matter of mentality here in Germany," he explains. Germans tend to be more secretive about their private lives. But that's what makes the format so powerful, he thinks, because it turns the impossible into possible. So, if you travel to German cities in the future, you'll know what to listen for when you hear: "How much rent do you pay?"
The trend of apartment tours, initiated by Caleb Simpson, has also gained popularity in the European Union, with individuals like Leon Sandow in Germany leading tours of unique apartments and homes. The European Union, with its diverse cultures and architectural styles, offers a fascinating array of personal spaces for exploration.
Caleb Simpson's concept of apartment tours has inspired content creators across borders, including Samuel and Victoria in France and Spencer Moore in Texas, who apply this trend to their local contexts, satisfying the global audience's curiosity about different living spaces.
