How to use Clubhouse – The New Marketing Tool on the Block
Social media. It’s everywhere, and there’s one for every purpose imaginable. The first ones that come to mind are probably, Facebook, Instagram, Twitter, maybe Snapchat? Maybe even LinkedIn? Each of these platforms serves a different function; socialising, sharing photos, sharing your thoughts. But what about networking? There’s LinkedIn for that, but what if we told you that you could take your networking to a new level? Enter Clubhouse, a new app on the scene that will revolutionise your digital presence. If you’d like to know more about digital marketing and enhancing your digital presence, contact us.
What is Clubhouse?
Clubhouse was launched in April 2020. Given the sudden halt to travel, going into the office, conferences and more, the start of the Covid-19 pandemic was the perfect time for apps that allowed people to interact without the need to meet in person. What makes Clubhouse stand out from the crowd, and appealing to its two million users, is that its USP is audio. There’s no distracting text, images, or video. It’s like a podcast or a radio show, except that it’s all happening in real-time and nothing is recorded for play-back later. Once it’s gone, you’ve missed it.
Can I just sign up for Clubhouse?
Not really, and that’s because of two reasons. First, it’s currently only available on iOS, so if you’re an Android user, it’s not yet available to you. Secondly, as the app is still in Beta, it’s a very exclusive crowd and you need to be invited to be able to get in. But if you can get in, you’ll be able to listen in on some great conversations and potentially rub shoulders with some big names. For example, Facebook’s Mark Zuckerberg and Tesla’s Elon Musk were hosted on the app.
So, what’s Clubhouse good for?
Clubhouse is a great way to create connections and have conversations with people who share interests with you. It’s a really great space for having authentic and focused conversations, and for passing on information, experience, and advice. Let’s say you’re an entrepreneur starting your own company, wouldn’t you love to get tips from some of the biggest names in the business? Or, develop connections with people who are starting out like you, or even potentially get a pool of potential clients who are now interested in your service. Clubhouse has a very ephemeral quality to it: the conversations are not recorded, and so people are spending a lot of time on the app looking for rooms and clubs that interest them. They’re afraid of missing out on the good stuff, so there are a lot of people who are on the lookout for valuable content.
How can you use Clubhouse in marketing?
Clubhouse is not ideal for mass marketing purposes; in fact, it goes quite against that idea. If a mass-market brand were to use Clubhouse, the app would limit their engagement with the target audience, and in that way, the brand would end up alienating clients from the brand. Because the app is still so exclusive right now, it’s ideal for premium and luxury niche brands. There are quite a few things you can do with Clubhouse to make use of it as a marketing tool for your business.
Once you’ve networked around and followed people who share interests with you, or even do what you do, you’ll have enough of a following to host an event. You could use Clubhouse to share the story behind your brand, launch a new service, or a new product and get real-time feedback from people in the audience, who could turn out to be your future customers. Being able to host focus groups is a key way to get to know your customers on a much more intimate level than other social media platforms allow you to, and would give you the chance to get real insights into how people think about products and their consumption (if you’d like to read about how the Maltese consumer brain was affected by the pandemic, you can check out our blog). You’ll also be able to invite a select number of people to attend your event, inviting people to be associated with your brand and with each other, encouraging connections. This also determines the quality of your audience. You don’t want just anyone to be there.
You could also host talk shows with celebrity endorsers of your brand or service. Big names bring people in who will get to know you and what you do. You can also check out who the people attending your event follow, that way making new connections faster. There are different levels of people attending events on Clubhouse. First, there are the key people on stage who are speaking, and just after them, there is the front row. The people in the front row are the only people allowed to speak beside the people on stage, but if you’re in the audience you can raise your hand and ask for the chance to join the stage and be given a moment to speak. Getting to know who is most often present at events will help you learn who are the important figures in your area.
You could also use Clubhouse to create a new group of influencers who are exclusive to the app. In this way, you’d develop a new form of influencer marketing that you’d be able to use to the best of your abilities. The exclusive nature of the app is key to its popularity as it makes people want to be a part of it. What also makes people want to be on it is the sensitive nature of the conversations and being able to talk to people who they’d otherwise never have a chance to even meet in real life. The spontaneity element that is so central to real-time audio, along with the ability to interact and engage, puts Clubhouse at a great advantage compared to its competitors. It allows for special interactions and conversations to take place when they otherwise wouldn’t have been possible.
If you’re interested in Clubhouse and taking the conversation on marketing your brand a little further, get in touch today to learn what Blonde and Giant can do for you.