What Exactly is Clubhouse? The Rise of Social Audio Spaces

What Exactly is Clubhouse? The Rise of Social Audio Spaces

While it is currently still invite-only, Clubhouse has continued to make waves within its first year of launching. The platform is perking ears everywhere, especially with marketers on how to use its unique style of social interaction to gain a following.

What played into its success initially was the fact that it sent invites to well-known celebrities or influencers first, creating a sense of FOMO around the platform, From Drake, Elon Musk, and Oprah Winfrey to name a few. These users were notable chatting in Rooms related to their interests, hobbies, and industries. (Elon Musk notably chatting up in a room with Robinhood investment app regarding the recent GameStop stock craze)

Clubhouse is a social media app that allows users to create or listen in on “Rooms” -or audio-only chat rooms with their friends, followers, or public. So far, the app is only on iPhone and an invite-only basis. The algorithm will highlight rooms through your contacts and who you follow (industry professionals, hobbies, etc,.) Scheduled panel talks are also found on the homepage to set as reminders for later.

iPhone users can download the app from the Apple store and reserve a username. However, as it is still in beta testing, its exclusivity means you’ll be added to the waiting list unless you receive an invite via a friend or colleague. Each person gets to invite a handful of friends once their application is successful. If your interest is piqued, rest assured, Clubhouse says it will be released to the wider public very soon.

Young woman recording a podcast using microphone by Jacob Lund from Noun Project

How can this be used by Marketers?

#1: Leverage its sense of Virality

Notifications are instantly useful on Clubhouse, where platforms like Instagram take some work to alert users constantly. Followers are less of a vanity number and will immediately notify your followers whenever you’re on any stage speaking. This can be useful for cross-promotion with another brand or business – if you’re speaking on someone else’s stage, their audience can follow you and be notified of you speaking in the future. As your network grows in Clubhouse, you’ll be able to draw larger crowds.

“If you click on the notification, you instantly join the room as a passive listener.”

The notifications feature feels a lot like the early days of Facebook Live, where you could push a button and hundreds of people would simply show up.

Here’s a pro tip: By simply asking questions and getting invited up on a stage, people will check out your profile and some will follow you.

#2: Networking is Quick and Simple

Because the platform is voice-based, it creates a more personal and intimate way to network with others in your industry.

Think of it as being at a conference or event, but happening within your phone. Rather than exchanging cards or demo reels, people can instantly check out your Instagram, Twitter and personal website and get to know you even better.

It doesn’t take long to imagine the possibilities for networking and finding clients naturally through using the platform and sharing your insight and knowledge on marketing.

#3: It Offers Real Human Engagement

Especially during COVID 19, we’re all looking for some real and human feeling engagements. Clubhouse provides a space to listen to a wide variety of topics led by people knowledgeable and invested in it. It can feel reminiscent of having a one on one chat with a mentor or a co-worker. Many people are also comfortable in sharing their ups and downs on the platform, giving people a real sense of the work that they do.

Clubhouse’s ease of use and human feeling engagement has made it very accessible for those that can access it, and we look forward to seeing newer effective trends as it moves closer to a public launch.

By no means is Clubhouse perfect, there already seems to be some eager farewells from those claiming the lightning has come out of the bottle. Will it end up just being a pandemic success? Or will the platform spike again when it goes public? Time will tell.