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Should Clubhouse be on your radar?

The past few years, some new social media apps have been breaking into the top tier of mainstream platforms. After TikTok’s explosive growth, it seems like Clubhouse has become the next go-to app to capture people’s attention. Whenever a new platform gains popularity like this, the next question usually is: how can we create business value from this?

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The biggest question on most community managers and social media enthusiasts’ minds now, is whether Clubhouse is just a lockdown hype, or here to stay. Only time will tell. The most recent numbers, however, show over 10 million weekly users through an invite-only system. The app hasn’t launched yet for Android users, so all of these users drop-in via iOS.

In other words: even if the app’s success doesn’t stick around after the pandemic, there’s still a lot of people to be reached through it at the moment.

What is Clubhouse?

Let’s take a step back first and have a look at what Clubhouse actually is. Its creators call it drop-in audio chat, but that’s just a name after all.

The best comparison we can think of, is a live panel in which the audience gets to ask questions and get involved in the discussion every now and again. Clubhouse rooms often feel like podcasts with a live audience that gets to chip in.

Clubhouse rooms often feel like podcasts with a live audience that get to chip in.

A room is run by a moderator and consists of a select few presenters. The audience is free to raise their hands (virtually, that is, since there’s no video involved) to get picked by the moderator to chip in on the topic, or maybe even get bumped up to presenter themselves.

Sessions don’t get recorded – well, at least not in-app – so after the room is closed, the content is gone.

Sustainable app or feature

The rising success of Clubhouse has already peaked competitor’s interests. Twitter has been rolling out a feature similar to the app’s premise and Spotify seems to be getting in on the action as well.

This reminds us of Snapchat. Its interesting Story feature seemed to be the bread and butter of the social media app when it quickly gained in popularity. After other platforms, with more users and an ecosystem with more features and possibilities, integrated Stories into the mix, Snapchat’s popularity stagnated. 

Having platforms like Twitter picking up drop-in audio this fast might indicate Clubhouse is headed in the same direction. This doesn't Clubhouse isn’t worth your attention, though.

On the contrary: getting in on the action early and building the skills to run a decent drop-in audio strategy, can give you some competitive advantage for when the feature breaks through, no matter which platform eventually takes the cake.

How to leverage Clubhouse as a business

Clubhouse only allows for personal accounts. So no, you can’t run a business page (yet). However, at the moment, the user base is relatively mature and seems mainly focused on business. The app also has an age restriction of 18, so only adults get to join in on the fun at the moment.

The way you can leverage Clubhouse as a business, is through expert talks and thought sharing. Just like you might ask an expert within your organization to write a blog post, or prepare a keynote presentation on a specialized topic, you can activate this expert on Clubhouse.

activating your business on Clubhouse isn’t all that different from hosting webinars, publishing whitepapers, or writing blog posts.

You can do this in two ways: either by having them drop-in in rooms on specific subjects, or by hosting a room yourself, in which you can hand-pick the presenters and decide what the topic will be. The ultimate goal is thought leadership and building valuable connections through this.

If your experts become known within the Clubhouse community of your market, they will get invited to more talks and build new connections with people who might be interested in your services. In this sense, activating your business on Clubhouse isn’t all that different from hosting webinars, publishing whitepapers, or writing blog posts.

Advertising on Clubhouse

Next to the organic side of Clubhouse, it’s also a tool to reach your audience through advertising. Clubhouse doesn’t offer any in-app advertising, but you can still get your brand on there via different routes. 

Event sponsorship

On Clubhouse, users can schedule rooms to go live in the form of an event. As a brand, you can reach out to users that host rooms about topics related to your business and ask to sponsor these events. It can be as simple as having them add ‘brought to you by Company X’ in the title.

Sponsored reads and product placement

You can also take the same approach to Clubhouse advertising as you can take to advertising in a podcast. Reach out to influencers in your field and provide them with ads to read at the beginning, in the middle, or near the end of the session. Additionally, you can also pay them to mention your product, like in any other product placement deal.

So, should Clubhouse be on your radar?

Since there’s already a growing group of users, and other platforms are adopting the drop-in audio chat feature as well, Clubhouse definitely should be on your radar.

you can give yourself a head start for when/if the feature breaks through on a mainstream level.

If you can spare the time and resources to activate your experts on the platform and work out a concrete drop-in audio strategy already, you can give yourself a head start for when/if the feature breaks through on a mainstream level.

Make Clubhouse a part of your content strategy

Eager to start activating Clubhouse for your business, but not sure where to start? Our content specialists can help you integrate it into your content strategy.

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