Using Clubhouse for your business

How to use Clubhouse effectively in your marketing strategy

What do you get when you cross a podcast with a group chat?

For those of you waiting for a punchline, think again. It’s not the start of a bad joke, it’s a legitimate question. The answer? Clubhouse.

Clubhouse is the all-new social media platform with a twist. The app, which is audio only, gives users the options to join ‘chat rooms’ and either dive into the conversation, or sit back and listen in - all completely live. 

Why should you be using Clubhouse in your social media marketing?

You may be asking yourself why you, as a business leader, should care.

However, before you dismiss it as the latest temporary social media fad, here’s why you might want to start paying attention to Clubhouse:

• Despite only launching in April 2020, Clubhouse already has 10 million active users each week¹
• Over 180 organisations and venture capitalists have already invested in the app, which is now officially classed as a Unicorn start-up, taking its place alongside the likes of Uber and Airbnb²
• The app has attracted a whole range of notable users including Elon Musk, Oprah and Mark Zuckerberg
• There’s no limit to what can be discussed on Clubhouse, with influential users creating rooms to explore everything from governmental policies and small business tips, through to augmented reality use-cases and fashion trends
• Clubhouse isn’t going anywhere. According to Fortune, the app was downloaded 2.3 million times in January 2021 alone, and it remains highly ranked in the App Store’s ‘Social Media Network’ category

With high levels of reach, engagement, and notable influential users already carving out their space on the platform, there’s no denying that now is the time for marketers to capitalise on the app’s potential. Clubhouse can, and should, be a part of your marketing strategy.

How to effectively use Clubhouse in your social media marketing strategy

Now that we’ve established why you should be using Clubhouse in your marketing strategy, we’ve rounded up our guide to show you how.

1. Humanising your brand:

With no visual assets, or social posts from your corporate page to hide behind, those who choose to speak in Clubhouse share their own voice with people from all over the world.

This gives businesses a unique opportunity to show a human side to their organisation and means that users can get to know the real voices behind the company, quite literally. This can be done by setting up a profile, starting a room and speaking up – it’s that simple.

2. Industry research:

It’s always been important for business owners to keep an ear to the ground. The most successful organisations get this way because they know who their customers are, what they want, what they’re talking about and how they feel about their brand. Finding this information is easier than ever before with Clubhouse, and you don’t even need to speak up to do it.

Join the chat rooms relevant to your industry, follow influential people in your landscape, and pay attention to who they’re following, what they’re doing, and what Clubhouse users are saying about it. After all, knowledge is power.

3. Influencer marketing:

Clubhouse is taking tangible steps to brand itself as a platform for influencer marketing, including creating an invite-only ‘Creator Pilot Programme’. Though still in its early stages, small businesses can take advantage of this. By cultivating influencer relationships early, and establishing a presence using influencers on the app, organisations can begin to grow their following and increase their profile now, rather than later.

From hosting panel-style rooms with influential voices in your industry, to sponsoring rooms hosted by an influencer of choice, the influencer opportunities are endless for both B2B and B2C organisations alike.

4. Thought leadership:

Start off by joining rooms and contributing regularly. Look out for a topic you can speak confidently about and stick your hand up when you think you have something to add to the conversation.

The more you do it, the more natural it’ll feel, and you can even start hosting your own rooms, making connections in the industry and establishing yourself or your organisation as a thought leader in the arena.

5. Create ‘the FOMO factor’

It’s often said that, compared to other apps, Clubhouse is at a disadvantage because there are no playback functions. If you miss out on a chat as it’s happening live, there’s no going back.

While this can be frustrating, it also presents a great opportunity to spark a fear of missing out among your audience. They can re-watch Facebook livestreams, they can check out an old Instagram Reel, but if they’re not ready and waiting in your Clubhouse Room as a conversation takes place, that’s it!

Our advice? Play on this. Create demand. Make it seem exclusive, and let your audience know that they’ve got one shot to show up and get involved. We guarantee, they’ll be there.

[1] https://backlinko.com/clubhouse-users 

[2] https://techcrunch.com/2021/01/24/clubhouse-announces-plans-for-creator-payments-and-raises-new-funding-led-by-andreessen-horowitz/