How Businesses Can Use Clubhouse for Marketing
Posted: Tue Dec 03, 2024 8:27 am
Clubhouse has raised the eyebrows of marketing teams at companies around the world, who are now thinking about how to exploit the new app. The new network is not here to compete with Facebook, Instagram or Twitter, which are based on other languages. Knowing how to make audio conversations interesting to the audience you are targeting is the golden question in the business world.
Live Podcast
Launched in March 2020 by American Silicon Valley entrepreneur Paul Davison and former Google executive Rohan Seth, Clubhouse saw its rise earlier this year with the presence of people like Elon Musk, Mark Zuckerberg, Oprah Winfrey, Drake, Ashton Kutcher, Anitta, Luciano Huck, Boninho and other celebrities. Valued at US$100 million, Clubhouse is now estimated to be worth US$1 billion, according to business website The Information.
Since its launch, there have been 8 million downloads worldwide, according to mobile market analysis firm App Annie. The UK, Germany, Japan, Brazil and Turkey are the countries that have downloaded Clubhouse the most.
Due to its features, it is possible to participate in Clubhouse while doing other things. The app can also be used as a second screen: while an event is taking place, open rooms discuss what is happening there in real time. The audio is not recorded, which gives the app a completely spontaneous feel.
The app itself suggests to the user the rooms they could follow, based on their profile and friendships.
So far, only iPhone users and those with an exclusive invitation can register on the social network. Once there, you can create the following types of rooms:
Open: Any user can join.
Social: Only for those you follow.
Private: The user chooses who can participate.
Clubhouse does not allow the creation of institutional profiles. At first, what may seem like a hindrance for brands to explore the app, actually goes against the trend of social networks in recent times: more proximity, content and personalized contact with the public.
With a more horizontal proposal, the tendency is for Clubhouse to promote more qualified interactions, less focused on likes and followers.
How Businesses Can Use Clubhouse
Humanizing contact is not only the path, but the way. Since Clubhouse does not have institutional rooms, it will be necessary to work on the flexibility of the spokespeople of companies interested in the media. Real and immediate feedback from 5,000 people is worth its weight in gold!
It is important to avoid the SAC or FAQ style. On Clubhouse, the brand needs to be active and propose debates with insight to choose topics that attract its audience, offering customized service to each voice that appears.
Dividing your rooms into top, middle, and bottom switzerland business fax list of the funnel is a good starting tactic. Start by covering broad topics that encompass your audience’s interest palette. Other rooms might specifically discuss details about your newly launched product or news about your next model.
There are numerous possibilities for a brand to be present on Clubhouse:
Service provision.
Entertainment for your target audience.
Questions about your product in real time.
Classes, customized tutorials.
Business panels with company executives.
In addition to the low cost, Clubhouse can be an asset because it allows for ways to correct course.
Audi and Nescau were the first
Audi discussed electric cars and had over 1,000 people in the room for the 90-minute broadcast.
Nestlé held the 1st edition of 'Nescau Sports Talks'. The event brought together para-athlete Verônica Hipólito and gymnast Flávia Saraiva, brand ambassadors.
These are some good initial examples of how companies can diversify their communication with their target audience. Best of all, creativity will be needed.
Sense of improvisation
Brands adopt a stance of using employees as spokespeople, personifying their identity and encouraging discussions that have an impact on their businesses.
“You can use Clubhouse for any stage. At the top of the funnel, you could use generic discussions, like the era of electric cars. At the next stage, consideration, you could create a room talking about a specific product, like the new Audi A4.”
Personifying the brand identity is a journey to be provided in Clubhouse as a branding strategy, leading to increased awareness and strengthening reputation.
Ideas for brands to put into action on Clubhouse:
1. Thematic rooms with topics of interest.
2. Events.
3. Talk shows.
4. Seminars and lectures.
5. Partnership with influencers, content producers and opinion makers, to mediate chats and lectures.
6. Invite strategic audiences to debates and social impact actions carried out by the company.
7. Launch and research new brand experiences with its users.
8. General conversations between company leaders and strategic audiences.
Above all, Clubhouse is a great opportunity for brands to reinvent their marketing strategies. Let's get to work!
Live Podcast
Launched in March 2020 by American Silicon Valley entrepreneur Paul Davison and former Google executive Rohan Seth, Clubhouse saw its rise earlier this year with the presence of people like Elon Musk, Mark Zuckerberg, Oprah Winfrey, Drake, Ashton Kutcher, Anitta, Luciano Huck, Boninho and other celebrities. Valued at US$100 million, Clubhouse is now estimated to be worth US$1 billion, according to business website The Information.
Since its launch, there have been 8 million downloads worldwide, according to mobile market analysis firm App Annie. The UK, Germany, Japan, Brazil and Turkey are the countries that have downloaded Clubhouse the most.
Due to its features, it is possible to participate in Clubhouse while doing other things. The app can also be used as a second screen: while an event is taking place, open rooms discuss what is happening there in real time. The audio is not recorded, which gives the app a completely spontaneous feel.
The app itself suggests to the user the rooms they could follow, based on their profile and friendships.
So far, only iPhone users and those with an exclusive invitation can register on the social network. Once there, you can create the following types of rooms:
Open: Any user can join.
Social: Only for those you follow.
Private: The user chooses who can participate.
Clubhouse does not allow the creation of institutional profiles. At first, what may seem like a hindrance for brands to explore the app, actually goes against the trend of social networks in recent times: more proximity, content and personalized contact with the public.
With a more horizontal proposal, the tendency is for Clubhouse to promote more qualified interactions, less focused on likes and followers.
How Businesses Can Use Clubhouse
Humanizing contact is not only the path, but the way. Since Clubhouse does not have institutional rooms, it will be necessary to work on the flexibility of the spokespeople of companies interested in the media. Real and immediate feedback from 5,000 people is worth its weight in gold!
It is important to avoid the SAC or FAQ style. On Clubhouse, the brand needs to be active and propose debates with insight to choose topics that attract its audience, offering customized service to each voice that appears.
Dividing your rooms into top, middle, and bottom switzerland business fax list of the funnel is a good starting tactic. Start by covering broad topics that encompass your audience’s interest palette. Other rooms might specifically discuss details about your newly launched product or news about your next model.
There are numerous possibilities for a brand to be present on Clubhouse:
Service provision.
Entertainment for your target audience.
Questions about your product in real time.
Classes, customized tutorials.
Business panels with company executives.
In addition to the low cost, Clubhouse can be an asset because it allows for ways to correct course.
Audi and Nescau were the first
Audi discussed electric cars and had over 1,000 people in the room for the 90-minute broadcast.
Nestlé held the 1st edition of 'Nescau Sports Talks'. The event brought together para-athlete Verônica Hipólito and gymnast Flávia Saraiva, brand ambassadors.
These are some good initial examples of how companies can diversify their communication with their target audience. Best of all, creativity will be needed.
Sense of improvisation
Brands adopt a stance of using employees as spokespeople, personifying their identity and encouraging discussions that have an impact on their businesses.
“You can use Clubhouse for any stage. At the top of the funnel, you could use generic discussions, like the era of electric cars. At the next stage, consideration, you could create a room talking about a specific product, like the new Audi A4.”
Personifying the brand identity is a journey to be provided in Clubhouse as a branding strategy, leading to increased awareness and strengthening reputation.
Ideas for brands to put into action on Clubhouse:
1. Thematic rooms with topics of interest.
2. Events.
3. Talk shows.
4. Seminars and lectures.
5. Partnership with influencers, content producers and opinion makers, to mediate chats and lectures.
6. Invite strategic audiences to debates and social impact actions carried out by the company.
7. Launch and research new brand experiences with its users.
8. General conversations between company leaders and strategic audiences.
Above all, Clubhouse is a great opportunity for brands to reinvent their marketing strategies. Let's get to work!