Clubhouse is the latest app that has got marketers going crazy over it, and here’s why.
Introduction to Clubhouse
As a social audio chat application, Clubhouse first got widespread attention when Tesla founder Elon Musk tweeted about it to his 40 million followers. It has since been downloaded more than 2 million times on the App Store.
That’s not even the main reason why Clubhouse continued to be wildly popular. As an invite-only app, Clubhouse gave off that exclusive vibe which drew even more people to it as it symbolises status and elitism. To get in, you would have to get an invite from an existing user — and they usually only have two invites each. Furthermore, the discussions that happen are often live and unrecorded, adding to the exclusive feel.
Clubhouse was initially marketed to Silicon Valley investors, top-tier celebrities and influencers, and industry thought leaders. Drake, Oprah Winfrey, and Elon Musk were the first few high-profile users the app saw.
Founded by Paul Davidson, who once worked for big companies like Google and Pinterest, Clubhouse came at the perfect time when the world is still recovering from the pandemic’s effects.
With everyone having more free time to themselves, spending more time alone, and the popularity of podcasts rising, Clubhouse was a social media experiment headed for success. Launched in 2020, Clubhouse provides users with a great platform to make conversation and create a new type of content.
Having a social chat app allows users to multi-task. More importantly, it cuts through the visual noise of an era where so much of the content we consume is carefully curated, edited, and pieced together. With live discussions happening in real-time, Clubhouse offers unfiltered authenticity in a time heavily dominated by visual content. Rather than showing people what you have and hoping for possible engagement, Clubhouse skips all unnecessary steps and straight away gathers people for immediate and direct engagement.
Marketing in Clubhouse, is it possible?
So how can marketers use this to further their needs? Well, we can take a leaf from Tribal Worldwide Singapore’s book — they jumped onto the platform and had potential content strategists pitch for a job at their agency via the app.
But that isn’t the only way.
Premium and luxury brands can host branded events on Clubhouse or even sponsor events related to their industry. As a business leader or a professional in your industry, you can host Clubhouse Rooms to discuss a topic related to your brand, service, or product. By setting yourself to seem like a thought leader, you’ll gain more brand awareness and trust and loyalty amongst your consumers.
Not to mention, as the perfect platform to network, Clubhouse is the best way to meet and connect with some of the most prominent entrepreneurs around the world. Currently, Clubhouse has low dilution and incredible reach, although that might not hold for long — so take advantage of it while you still can. This way, you can use Clubhouse to make your brand feel more personal and humanised and build a new following just from the app itself.
Facebook CEO Mark Zuckerberg also mentioned in a Room that his social media company is looking into building its version of an audio platform. And it isn’t just Facebook — Twitter also announced plans for a drop-in audio feature for their app, known as Twitter Spaces. Indeed, the social media audio trend is unlikely to be going away anytime soon.
As such an interactive app, Clubhouse proves to be of great potential with being able to satisfy on-demand consumption of content. Marketers should keep their eyes on the app as there is much more potential for audio marketing trends to be discovered.
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