Podcasts have exploded in popularity. In turn, almost every content marketing agency has explored the power of this audio-only format to engage audiences. As a next step, imagine combining an audio podcast with the conversational ability of a traditional social site, like Twitter. Enter: Clubhouse, the social media wunderkind that everyone is either talking about or copying.
That’s how a Clubhouse marketing agency might describe this new and increasingly visible social app. Find out how Clubhouse works, some ways to use it for marketing, and what the future of interactive audio might offer.
How Does Clubhouse Work?
Clubhouse app users can choose from a selection of rooms to enter. Some examples of influencers who run Clubhouse rooms include philanthropists, entertainers, venture capitalists, and perhaps unsurprisingly, digital marketers. Entering the room automatically turns on audio, and visitors can “raise their hands” to ask for the moderator’s permission to speak.
Clubhouse’s exclusivity partly explains its mystique. While anybody can download the app, potential users must register a username and wait for an invitation to activate it. This controlled growth limits the app’s current user base; however, it also gives users a chance to gain access to even the most popular influencers.
According to Digiday, a few million people use Clubhouse at least once each week. That may pale when compared to the billions of logins to Facebook each day. At the same time, Clubhouse’s enjoys a very concentrated population of influencers, which offers businesses a fantastic way to make connections.
How to Benefit From Clubhouse Advertising and Marketing
Right now, Clubhouse does not offer any program for paid social advertising. It’s based upon networking and content marketing. On the other hand, businesses and individuals do have an opportunity to earn money from the app. Just a few examples include paid room memberships, sponsorships, and of course, marketing brands.
Of course, businesses could advertise their rooms on other platforms; however, since not everybody has a Clubhouse invitation, targeting can present a challenge. Instead, consider these examples of best practices for getting established on Clubhouse:
- Organically develop an engaged community: Start by developing a profile that can motivate the right users to follow it. Engage in relevant conversations for visibility. Marketers new to Clubhouse may want to begin by networking with influencers who complement their own message. Compare this to getting established on any other social site by gaining the attention of influencers and their audiences.
- Consider creating a room to solicit feedback: Whether it’s a new business idea or an established part of daily operations, try creating a room to ask for feedback. Very often, other entrepreneurs will stop by to offer opinions, and this provides a great networking opportunity for everybody involved. Also, don’t overlook the chance to provide feedback to others to gain attention.
- Use Clubhouse to make company announcements: Connect an audience even more with a brand by using the site as a way to release your own audio press releases and bulletins. Clubhouse can work particularly well as a place to announce upcoming launches and even to ask for pre-launch feedback.
Instead of just using Clubhouse as a platform to network and promote new products or services, also consider it a potential source of finance connections. Since it’s grown quite popular with venture capitalist, Clubhouse can provide the perfect place to gain an investor’s notice. Even if all investors won’t offer to write checks, most will provide feedback that can help improve pitches and products.
Finally, is waiting for an invitation presenting an obstacle to getting started with Clubhouse? Putting out a call for one on LinkedIn or Twitter can yield positive results.
Forecasting the Future for Clubhouse
If nothing else, Clubhouse has already introduced a new digital media in the form of a social network based upon interactive audio. It combines some of the best features of social sites and podcasts. As an example, it’s interactive, and unlike with live video, nobody needs to fix their hair.
On the other hand, larger social networks have already begun to respond with their own versions. As an example, Twitter’s beta testing Audio Spaces. They want to give users a place to gather for live, spoken conversations. Also, Twitter already has some features that Clubhouse lacks, including transcriptions, reactions, and a report feature.
While Clubhouse’s premise appears promising, they may fade into obscurity or remain a niche platform if established social networks can deliver a similar environment with important upgrades.
Current Alternatives to Clubhouse
Since Clubhouse still has limited membership, not all brands will not find their target audience there. Others may feel the platform just doesn’t conform to their marketing style. Sadly, some entrepreneurs might even still be waiting for their invite.
In any case, it’s always prudent to explore some other alternative social networking platforms:
- Discord: People probably mostly associate Discord with chat servers; however, it also offers video and audio chat capabilities. That means a business could turn a Discord audio channel into something very similar to a Clubhouse room.
- Riffr: This platform lets users upload short podcast recordings, so that part isn’t live. However, Riffr also has social networking features, so both listeners and content producers can follow and interact with each other.
- Traditional podcasts: At first, people might think of podcasts as more like one-way broadcasts. At the same time, it’s possible to receive voice, text, or video calls from the audience or guests, so in that way, they can be interactive.
- Webinar: A webinar functions something like a podcast with the addition of video. Also similar, it first seems like a one-way medium. At the same time, it’s possible to accept chats and calls from participants, so a webinar can provide an interactive experience.
Is Clubhouse Marketing Worth Pursuing?
Clubhouse offers businesses a chance to interact with a relatively small but influential group. Some examples of Clubhouse participants include Oprah, Elon Musk, and Chris Rock. Less well known, but possibly just as important, venture capitalists hang out on Clubhouse to monitor trends and sometimes, find new ventures to fund.
If networking with powerful influencers, business funders, and other ambitious peers can offer benefits, good content marketers should find plenty of fertile ground to network and spread their message.
At the same time, Clubhouse has only existed for a couple of years and lacks the established brand, features, and membership of either the largest social sites or the most competitive alternatives. While investing effort into Clubhouse may offer opportunities, it’s also probably prudent to explore similar opportunities offered by other platforms.