What Marketers Need to Know About Clubhouse Right Now
It’s been a year since social audio platform Clubhouse arrived on the scene. In that time, the exclusive invite-only streaming audio app has amassed 10 million downloads, netted a $4 billion valuation and garnered a celebrity following. It’s also drawn questions from users about how best to use it—and whether it has staying power.
If you’re wondering about this too, you’re not alone. Marketers and individuals alike are gaining access to Clubhouse and, once inside, not always sure where to go and what to do.
Not to worry—we've put together the ultimate guide to getting started on Clubhouse.
First, what is social audio?
Social audio is real-time audio that allows listeners to join the conversation. Unlike podcasts, which are recorded for future listening, social audio is live and disappears once the conversation ends.
On Clubhouse, users can create, host and join chatrooms. It’s invite-only, so (for now) you need an invitation from an existing user to join. No need to be camera-ready once you’re there - it’s all about listening.
Got my invite. Now what?
The big opportunity right now lies in individual networking and thought leadership. Like LinkedIn, you need to commit time and effort if you want to build a presence on Clubhouse. Here are a few key steps to take after you join.
Find people, clubs and chatrooms.
Start following users and grow your network. This could be industry peers and thought leaders, journalists, analysts and competitors or intriguing strangers. When you visit any user's profile, you'll see a "star" button next to the "follow" button; tap on it to see users that may be similar.
Tap the calendar icon to see upcoming events. This can be a great way to find topics and conversations that are interesting and relevant to you, as well as event hosts and speakers you'd be excited to get to know.
The best way to discover and meet people is to join rooms, browse other participants’ profiles, get in on the discussions, and make connections. Clubhouse has a unique culture and vernacular, so don't be discouraged if you don't find the right clubs or rooms immediately. Dropping in and out of conversations is perfectly acceptable (you won’t disrupt them) and it can take time to discover the rooms and speakers that resonate with you. Consider following a group like Clubhouse Townhall, which offers chats for new users about platform etiquette and best practices.
Grow your following.
The next step is to speak up in rooms and add value to the conversations. As your voice grows, your following should, too. As more people start to find you, be sure your profile is optimized for easy connection off the platform: add a bio, website URL and contact information.
Host a room.
Once you’ve established a following and feel comfortable speaking up in rooms, take the leap and host your own room. As the moderator, you pick the topic, invite the speakers and are responsible for promoting the event. Take notes on who joins so you can follow them and re-engage after the event.
Can brands join the conversation, too?
Right now, Clubhouse is more receptive to individuals than brands. But that’s not to say brands should nix the platform from their social media set altogether. Instead, identify how to use audio in ways that are authentic to your company. IHOP nailed this with its six-hour live stream of sizzling bacon to support a new product launch.
If you’re active on Clubhouse, keep in mind the platform doesn’t offer native metrics so you’ll need to manually capture things like the number of attendees in a room and new followers gained after an event.
In addition, be sure spokespeople and subject matter experts are confident conversationalists. Rooms are free-flowing and any user can ask questions, so brand representatives must be able to quickly formulate responses and not rely on scripts or talking points.
No question the pandemic helped propel Clubhouse’s growth. The platform gives people a place to have real-time conversations in the absence of in-person events and meetings. And although its latest funding round and valuation paint a positive picture, its future isn’t guaranteed. Social giants like Twitter and Facebook are racing to launch rival offerings, so, the question is: Will Clubhouse maintain its share of the social audio audience, particularly as its own invites spread and the exclusivity fades?
Have an insider tip not included here?
We’d love to know. Or, want to chat about how to build your presence on Clubhouse (or social media in general)?
We’re down to do that, too.
Drop us a line here.