As Clubhouse gains momentum, brands are pondering how they can incorporate the audio-only social media platform into their marketing strategies. Similar to TikTok, Clubhouse enables people and companies to share their expertise, build relationships, and promote themselves in a way that’s both personable and relatable.
With the rise of fake engagement and “noise” on other social media platforms, it’s more important than ever to ensure that any content you produce is authentic and engaging. Clubhouse offers an opportunity to connect with consumers in a genuine and organic way, positioning your business as a thought-leader within your industry. This is especially relevant for brands and entrepreneurs, as it’s a way to connect directly with potential customers in a low-pressure environment.
In recent years, surveys have shown that consumers prefer to support companies with strong brand values over those that are generic and uninspired. As a result, many brands have started to utilize Clubhouse for strategic marketing purposes. Restaurant Brands International, the parent company of Burger King and Popeyes, has used the platform to generate awareness of its organisation and establish its executives as thought leaders. By hosting events like an “Open Kitchen” call, RBI has established itself as a leader in the fast-food industry and generated buzz around its brands.
The real-time nature of conversations on the app creates an opportunity for brands to drop key announcements and spark engagement with their audience. This is particularly useful for ecommerce businesses that can use the platform to promote new products and sales promotions. Additionally, the disappearing Rooms feature of the platform makes it easy to direct users to a dedicated landing page where they can learn more about an event or product.
As the popularity of the application grows, it’s important to remember that people join Rooms with the intention of gaining value. While it can be tempting to use the platform as a platform to sell, it’s best to focus on providing tips, tricks, and advice. Occasionally, you can also make soft references to your product or service as long as it’s relevant and not overt.
For example, a lawyer could host a Room on how to avoid legal problems, or another expert could host a Room about the latest developments in their field. By creating a Room and sharing their expertise, experts can build relationships with new clients and generate buzz.
Additionally, by joining other Rooms, experts can build connections and promote themselves to the community. For example, a financial advisor might join a Room about retirement planning and provide valuable insights to the other participants in the room.
Overall, the opportunities for marketers on Clubhouse are endless and exciting. The real-time nature of the platform offers an unprecedented opportunity to connect with consumers and create loyal brand advocates. However, the app should be embraced by brands and experts with a unique point of view to ensure it doesn’t become just another noisy channel for advertising and promotion.