Media folks are constantly scanning the horizon for the latest digital trends and platforms to apply to their client’s marketing and media strategy. Along with staying on top of and understanding the latest platforms, it is also a marketer’s role to decide if that outlet is a useful space for their clients and how to incorporate into a media campaign.
At Morgan & Co., we’ve spent the last few weeks following the latest app on the social media scene – Clubhouse. What started as a communication tool in Silicon Valley has turned into a quickly growing social platform, jumping from 600,000 users in December to more than 2 million in January and is now reporting more than 10 million downloads. As with any other new kids on the block, marketers are already considering how to use it to reach consumers.
But what is it, and how should you and your brand get involved?
What is Clubhouse?
As a voice-only platform that combines elements of chat apps, conference calls and podcasts, Clubhouse brings something completely new to the table. Users can connect with others through drop-in audio chats by joining one of the available rooms or creating your own room. The types of rooms are potentially endless. Each has a different topic ranging from gardening tips to cryptocurrency to business advice, often hosted and moderated by experts in their field, luminaries, celebrities, venture capitalists, journalists and others. There are no videos, no pictures, and hardly any text – it is all audio. Think about it as joining in on a live podcast episode or a conference call on a topic that interests you.
Here’s the catch. You have to be invited in by an existing user. If you do receive the coveted invitation, you then get to extend the invite to a handful of your friends. Clubhouse’s CEO Paul Davidson has promised that the app will eventually open up for all, including Android users, who are currently not invited to the party.
How does it relate to marketing?
Any outlet where potential consumers are spending their time is where a brand wants to be, whether it is to share information or to learn what their audiences care most about. There are opportunities for influential leaders and CEOs to speak to their audience and to directly educate and personally connect. Rather than selling something, a brand can generate awareness of their organization, establish their executives as thought leaders, and drive buzz around their involvement in the community or new product or services. Additionally, Clubhouse could be a channel for events or conferences that have evolved from in-person to the virtual world.
Why should I care?
While Clubhouse has already built a strong reputation, it’s eyeing the future. There are plans to allow users to make money through the app from subscriptions, holding events, and receiving tips. Additionally, as of December 2020, Clubhouse is testing a Creator Pilot Program with more than 40 Clubhouse influencers. And as more people are invited, buzz and usage are sure to grow.
The app is still in beta testing, but we’re keeping our eyes peeled for how Clubhouse could play an integral role in the media strategy of brands. If you’re ready to bring on board a team of marketing pros who understand which platforms drive the greatest ROI for your brand, contact Morgan & Co. today.