Clubhouse is the latest social platform that’s opening new opportunities for established and emerging creators. While Clubhouse is still very much an emerging platform and there’s lots left to explore, we’re seeing traction among social communities, participation from celebrities and influencers, and some really creative approaches to the audio-only medium.
Here’s what you need to know about how Clubhouse works, who is using it, and what some potential opportunities are for brands and the creators they partner with.
What is Clubhouse?
Clubhouse is an audio-based social network that connects people using a “drop in audio” approach to engage users in conversations. Launched in April 2020, Clubhouse has seen impressive growth with 2 million weekly active users on the platform -- despite its “invite-only” approach to account sign ups. Currently, Clubhouse is only available on iOS but an Android version is in the works.
What’s the Hype?
By launching at a time when many people have been in isolation and craving interpersonal contact, Clubhouse struck a chord by inviting users to participate in topical, community-based voice chats that give the user the benefit of passive interaction. Its ‘‘drop in audio’ approach gives users the benefits of interpersonal connections without commitment (think: interactive podcasts or a call-in radio show). But what makes a phone call rote and Clubhouse refreshing? Community, curation, and interaction.
- Culture & Conversation:
While entrepreneurship & tech industry-centric topics were the first to gain traction (potentially because most of the initial invitations were sent to Silicon Valley execs), you’ll also find conversations by a diverse range of cultural thought-leaders from musical artists to athletes. You’ll find everything from the future of AI or the potential of Bitcoin next to conversations led by rappers like DMX and 50 Cent...or what’s in store for the future of the NBA and the latest in skincare breakthroughs. Clubhouse looks to achieve relevance and mass appeal by tapping into conversations that can be personal yet relevant for the broad communities.
- Brand Activity on the Platform:
To date we haven’t seen many brands establishing a formal presence on the platform, with CEOs and Executives instead using personal accounts to join in on business-related conversations, both within the startup crowd and from more established brands. For example, Kat Cole, President of Focus Brands (the parent company of Cinnabon), hosts a weekly “office hour” where she shares inspiration and fields questions from entrepreneurs and business-execs (Cinnabon products were sent to interested participants as an added bonus).
- Influencer Marketing Opportunities:
New to the scene, with a low barrier to entry, and with plenty of hype in the social space, Clubhouse offers great potential for influencer collaborations. While official paid ads have yet to roll out, there are plenty of ways that influencers can engage with consumers in a new way: from hosting sponsored rooms for live discussions, “ask me anything” sessions, real-time product reviews and experiences, influencer-led focus group sessions and more—we’re working on bringing new-to-market opportunities to our client.
Stay tuned as we experiment more with Clubhouse and develop new ways for brands to show up there.