Emma Willis hosts the series asking provocative questions about modern identity, how people portray themselves and how they communicate through social media. Eight individuals from all walks of life compete in a popularity contest to win a cash prize. They will all live in one modern block, but separately in individual apartments, interacting with one another exclusively through a bespoke voice-activated social media platform. Emma is joined in the studio by the contestants' friends and families and last year's winner.

As a new player settles in, the competition ramps up as contestants rate one another for a second time. Emma Willis hosts the reality challenge in which a group of individuals interact with one another exclusively through a bespoke voice-activated social media platform.