Is it a conference call? Is it Talk Radio? No, it’s the new(ish) social media app taking the virtual world by storm. But just what is Clubhouse?
Right now, it’s the new big thing – a social media app based on audio-chat. It’s like a live podcast, but with the added appeal of exclusivity. You have to be invited to the Clubhouse app by another member to join. But when you do, you’re free to listen in to discussions between interesting people on a myriad of topics, from business to health, tech to feminism, Harry Potter to race, and everything in between.
As with all new things, there are teething problems.
Clubhouse recently hit the headlines for failure to moderate rooms appropriately, and there’s also the privacy issue. In that there is none. Data leakage is common and you can’t sign up unless you allow the app access to all your contacts. Plus, because the calls aren’t recorded, there’s a lack of accountability.
Another drawback is the fact that the app is only available to iPhone users. And with its ‘invitation-only’ policy, it’s seen by many as elitist – the virtual country club.
On the plus side, users love the brain-work and focus they get from freely engaging in interesting discussions. It also appeals to the ‘Zoomed-out’ camp. It’s a relief to not be seen online.
For knowledge-sharing and collaboration, Clubhouse offers the marketing industry an exciting new platform to explore.
Set up a room and attract others (with larger followings) and you can sing about your brand to the world, at the top of your voice. With approximately 1 million users on Clubhouse at any given time, marketing opportunities are endless.
Room debates even trend on Twitter and Instagram, with some savvy marketers already swapping the word ‘influencer’ for ‘moderator’ in their bios.
Clubhouse could be used to establish your brand as a go-to resource and connect with customers, get product feedback, run focus groups and build brand awareness.
Got an invitation and unsure where to start? Here are some of the most useful Clubhouse accounts for marketing thought-leadership.
Given all of the above, Clubhouse is generating headlines almost daily and experiencing unstoppable growth. Oprah and Drake are fans. Elon Musk hosted a chatroom and attracted global media attention.
Ignore the marketing power of Clubhouse at your peril. It’s upwards and upwards for Clubhouse, until the next earth-shattering world event sparks a new wave of innovation. For now, listen, learn and enjoy.