30 second summary:
- See how Clubhouse stands out in a sea of social media apps
- The clubhouse has changed its voice-only design from a potential limitation to its main advantage
- Users can multitask on the platform while chatting in the background (for example, in a coffee shop!)
- Because the app is so new and fresh, it took some time, but now many brands are using Clubhouse
- No matter where the influencer is, advertisers will not fall behind
- Just this week, Clubhouse announced a new monetization feature, Clubhouse Payments, which is “the first of many features that allow creators to receive payments directly on Clubhouse”
- Now may be a good time to consider building an online community to add value and deepen the connection with the audience, this is
Clubhouse is the latest participant to enter the circle of popular social media applications. The epidemic is spreading rapidly and has a wider range of use. Many well-known celebrities have adopted the platform to guide it into more mainstream spaces and conversations. Clubhouse is an audio-only network that has become a disruptor of more mainstream social media channels and provides fresh air and much-needed distractions for those of us suffering from video and zoom fatigue.
For many of us, this is a welcome change, because the app is based on voice-led, real-time, conceptual, and dialogue around improvisation and diverse topics. The topics vary, but applications are still limited, but as more and more people continue to be invited, a variety of lifestyles and social conversations will continue to be integrated into the feed.
Exclusive right to operate clubs: for or against?
The main problem with the app is that the attractiveness still revolves around its exclusivity. You cannot join unless you are invited (and use your iPhone). For many people who have heard of Clubhouse but have not yet joined or have not been invited, this is a big problem for expansion.
The advantage of “sound only”
One notable difference of Clubhouse is that it manages to turn voice-only design from a potential limitation into a key advantage. Users can use the app as a passive background chat while doing other work and listening, which is a fresh breath for many multitasking marketers like me.
Real-time conversation: the core of Clubhouse’s move
What makes Clubhouse unique and exciting is because it is synchronized. It is happening on the spot, and it will never happen again. If you are not there, you will always miss the conversation. Traditional social media channels are asynchronous. You can access and revisit the content at any time that suits you, and review or participate, and follow up at your own pace. If permission is granted, the room can be recorded, but this seems rare, because its value lies in the authenticity of real-time communication and dialogue.
As an exciting and relatively new Clubhouse user, I am trying to figure out the value of the platform to my customers and myself. This made me think about how brands can use Clubhouse to build online communities to add value. At least for now, Clubhouse is a platform centered on creators rather than brands. Creators can of course be brand leaders, dedicated to expanding thought leadership and building brand communities or interests, but within the club, the focus of discussion is authenticity and individuality, not a larger brand.
How brands use Clubhouse to add to build an online community that can add value
I asked some of my friends and industry colleagues for their opinions on the platform, and I found their answers to be useful, inspiring and noteworthy. Here are some responses related to the conversation about how brands use Clubhouse to add to build online communities to add value.
- Amberly Hilinski,Marketing director Soda Flow International Said: “Clubhouse is weighing the benefits of convenience and respect for related content you don’t own. It has won the long-term leading media for brand owners who have (or budget) privileges instead of thinking quarterly. With the influence of influencers The inevitable stomping influx, I worry about how the conversation will change and how many valuable guests are actually “tuned”.”
- Margaret Molloy, CMO Siegel + Gale He said: “Time is the main challenge for many thought leaders. The main consideration is whether we are committed to building a following on another platform. This is especially true for B2B leaders who already have an active social graph on LinkedIn and/or Twitter. At least for now, Clubhouse has always focused on creators rather than brands. Creators can be brand employees who host the community as community thought leaders/community builders, but this is related to individuals, not corporate brands.”
- Ashley Stevens, A brand, content and experience marketing expert said: “Brands can use Clubhouse as an extension of another online community or event. This is a great place to “continue the conversation” and build more personal relationships with existing and potential customers.
- Rob Durant, Founder Flywheel results Say: “Brands cannot use clubs like other platforms. There is no automation, no outsourcing, no editing, no photo shopping. People will only know you when you are there and fully present. That being said, brands, even B2B brands, Anyone can use Clubhouse. They just need to promote the conversation, not lead the conversation.”
- Danielle Guzman, Head of Global Social Media Mercer Added: “The clubhouse provides an opportunity for brands to rethink how to interact with their audiences. Most brand social channels are broadcast channels. Due to resource constraints, lack of expertise, compliance reasons, and other issues, there are few Channels for audiences to conduct conversations. The audio tools being used by platforms such as Clubhouse, Twitter, LinkedIn, and others will challenge companies to review and redesign the way they socialize on social media.
It took some time, but the brand is now joining the Clubhouse conversation. Many of my colleagues are still skeptical about the platform’s long-term returns and overall prospects, and insist that brands should focus their efforts on providing the greatest returns. The club lacked analysis and practical indicators to measure the brand’s investment in time and energy.
I still remain interested and active in the platform, and now I am cautious about it being a “popular kid” hangout, whose appeal and interest are mainly based on buzz. Of course, brands can and should listen to ongoing conversations and get ideas about audience adjustments and conversations. A brand that listens to ideas and pulses with the culture and content of the market will have long-term advantages and advantages.
No matter where the influencers are, advertisers will not fall behind. Judging from the current situation, Clubhouse is still restricted, with about 2 million active users using the app every week. It provides what every advertiser wants-highly targeted and used in a closed place, but the question remains how and when to engage advertisers.
Within this week Clubhouse’s blog In the post, the startup announced a new monetization feature, Clubhouse Payments, which is “the first of many features that allow creators to receive payments directly on Clubhouse.”
This is the first step in monetizing Clubhouse, and many people think it is the first step in monetizing the platform.
With the rise of Twitter, LinkedIn and other audio applications, Clubhouse must quickly adapt and make some changes if it is to become a mainstream platform for brand marketers. It will become interesting to see how time goes by!
Marissa Pick is a social and digital strategist and senior marketing director at Marissa Pick Consulting LLC.Marissa can be found on Twitter @marissapick.