Boosting Brand Awareness: Is Clubhouse the Next Big Thing for Brands?

Can a brand new social audio app change the marketing gameplay once and for all? Find out more about Clubhouse and its impact on brand credibility and equity.

Recently, alternative social platforms have been on the rise. It can mean only one thing for most digital marketers — the need to respond and adapt quickly. Before the pandemic outbreak, marketers primarily focused on well-known platforms. Today, Clubhouse keeps gaining traction due to its ability to create organic communities and the absence of visual repetitiveness typical for famous social networks like Instagram.

What You Need to Know About the App

Once popular visual app components are giving way to live podcasts and audio messages. And the Clubhouse app is a perfect example of playing the field and experimenting with short talks, private audio chat rooms, and user reactions.

The onset of the COVID-19 pandemic brought along social media evolution. That is one of the reasons why audio-based apps keep trending today. For instance, AppAnnie recently stated that the Clubhouse app had over 8.1 million downloads by February 16, 2021. And while the application is still only available upon the invite, the reputation precedes it. Even if you cannot get the invitation from your friends or colleagues, you can find multiple invitations listed on eBay, like this one available for $83.

Why is it so popular? Well, for starters, this app is an excellent alternative to offline panel discussions. Today, the app is ad-free, which is a problem for marketers because they have to figure out new ways and approaches to make the most of it.

Working with influencers is the only safe way to reach large audiences at the moment. Since influencers can also be chat room moderators, they can effortlessly market any product or service without the hard sales. Any chat room audience already has a vested interest, which makes the targeting simpler. And while there is a lot to learn about the app because it is still in beta, social listening and monitoring are of utmost importance. Who knows, we might witness the rise of sponsored rooms in the future.

Does It Offer Value to Brands?

With more than 2 million active weekly users, the app attracted numerous celebrities like Elon Musk and Mark Zuckerberg. And brands were the next to come. Naturally, it is still a complex communication tool for companies, but there is no doubt that tapping into the app’s potential is worth it. And here is how it can be helpful to brands:

#1. Building Engagement Through Communities

Meaningful conversations are the calling card of the app. Apparently, this is where networking will come back to life since users keep showing up for the unique sense of belonging the application provides.

Brands can significantly benefit from the new level of intimacy the app offers. This way, brand communication will transform in private groups forming brand new micro-communities. The latter is about feeling special, which can come in handy in terms of boosting brand loyalty.

#2. Getting Feedback from the App Users

This is a perfect spot for collecting feedback on new features or products. Brands can create rooms and ask for feedback directly from users in real time. We believe it to be the next big thing for all types of brands.

#3. Making Announcements and Issuing Statements

If you already built an audience on Clubhouse, it can be an excellent place for company announcements and news. Your company can educate users about your latest ideas or decisions. It offers brands a unique opportunity to have meaningful discussions with their audience regularly.

#4. Communicating with VCs

Today, VCs, or venture capitalists, are regulars on the app. For startups, this is an excellent chance to mingle and make valuable connections. Since the traditional social networks and platforms are oversaturated, this app has a lot to offer, especially when it comes to expressive capabilities.

Tips on How to Use the App Effectively

• Consider co-hosting groups and rooms.
• Assign multiple moderators.
• Show up regularly and encourage participation.
• Your bio can significantly affect SEO results. That is why it is crucial to communicate your values in the top three lines of your bio.
• Reset the room regularly for the newly joined participants.
• Keep your programs within 60–90 minutes.

The Bottom Line

In its current form, the app requires brands and marketers to be patient. We still have a long way to go before adapting to the new format, feeling comfortable and completely satisfied by being on the app.

Transparency has been the buzzword in the digital marketing industry for quite a while now. But the Clubhouse users actually care about it and take it seriously. There have been multiple complaints about multi-layered promotional methods. And it means that there is not much that can be done about the marketing-friendly aspect at this point. However, the app is still in its early stages, and brands have a lot to learn with this new audio-based platform.

Ultimately, brands are about storytelling. And now, there is no better way to make your voice heard.