Clubhouse delivers a social experience that is very similar to an audio-only virtual event on a massive scale. There are currently approximately 1 million Clubhouse business users, and there are a few thousand rooms where people from around the globe are holding conversations about different industries, professions, and interests.
The voice-only constraint is much like podcasts, which are played on demand. However, Clubhouse’s ephemeral nature of content plays out on FOMO (fear of missing out). The conversations happen “live” and are not recorded for playback. If you are not in the room, you miss what is happening, which means people are spending a considerable amount of time on the app, anticipating and looking for conversations about topics they are interested in—whether to listen or share from the stage.
If you are a marketer or business owner, this presents an excellent opportunity to establish yourself and your brand as a go-to resource and promote events, products, or services. Opportunities to share your founding story or your brand story, run impromptu focus groups, connect with customers, get product feedback, and generate marketing awareness are up for grabs on Clubhouse.
What is Clubhouse?
If you are just now learning about Clubhouse, you are not alone. Clubhouse is an invitation-only social media app that allows users to launch or drop in on “Rooms” — or audio-only chat rooms with followers, friends, family, or the public. Each room has a different topic, often hosted by an expert or pioneer in the field. There are no pictures, no videos, and hardly any text. It is all just audio. To join the app, users must have an iPhone and receive an invitation from a Clubhouse member.
Users can gather in rooms to discuss various topics such as finance, business, weight training, politics, wellness, or networking. Participants can see who is talking and who is listening, and these rooms typically hold thousands of users at a time. The exclusivity of Clubhouse offers a great sense of security for high-profile users and allows for interesting conversations.
Unlike most other platforms, Clubhouse is private and hierarchical and focuses on audio rather than images or text. Moderators oversee discussions and may kick people out or allow them to partake in conversation. Some have compared the app to a podcast or a party line that enables audience participation.
Clubhouse for Brands and Businesses
Information has never been as centralized as it currently is. As with the Clubhouse app, so is connectivity with potential clients, customers, and some of the day’s greatest thinkers and personalities. This digital platform provides businesses ready to position themselves strategically within the app with the ability to participate in conversations with potential clients and customers, showcase brand expertise, provide real-time answers, and convince the greater community to reach out for the quality and value of their conversations, tips, and insights.
Is Clubhouse right for you?
In its current state, Clubhouse could offer significant awareness and community-building benefits to brands. However, it also poses some challenges and cons to digital marketing companies that want to reach the largest audiences possible because of how new it is. Ultimately, while some companies might thrive on it, others might realize that it is not the best platform for their goals just yet.
As with any new digital social media platform, you will want to spend some time on Clubhouse and see what the app offers before putting time and effort into using it. It would be wise to see if one of your friends or coworkers can send you a Clubhouse invitation so you can familiarize yourself with the app. If you cannot log in, be sure to continue following the surrounding news. As you surf through the app and read Clubhouse news coverage, ask yourself the following questions:
1. Are topics related to your product or industry widely discussed on the platform?
2. Are there any thought leaders or company experts with whom you could host a panel or two to boost your awareness or credibility on Clubhouse?
3. Are our competitors using Clubhouse? If so, can we create a stronger Room experience than they can?
4. Do you already use digital marketing strategies that could be adapted to an audio-only platform, such as virtual events, live video Q&As, or webinars?
With these questions, you can determine if you will be able to create scalable and engaging content for this social media platform (Clubhouse). Time to step up your game and make your business more successful online? KEY27 is here to support your business’ online conversion and keep it steadily improving with great care and deep knowledge. For more information, contact us today for a free consulting session and discover how we can help you.