So, what is Clubhouse?
Put simply, Clubhouse is an audio-based app that allows users to pop in and out of themed chat rooms while live conversations are being held. You can choose to listen in, or be “on stage” where you can participate and join in on the discussion.
If you listen to podcasts and find yourself continuously talking at your phone even when the hosts can’t hear you- Clubhouse might be the perfect place for you to join the conversation!
Born out of a lack of infrastructure strong enough to handle fully public use, users must be invited to join Clubhouse by other current members- who each get only two invitations to hand out. The combination of this unintended exclusivity and the fact that famous celebrities and influencers host and spontaneously drop in rooms has caused upwards of 95,000 people to sign up for the waitlist, hoping to one day get an invite and get in on the action.
Once you’ve been invited and sign up, you can choose to follow different topics and specific people. Clubhouse then auto generates suggestions for more topics based on your choices, and can even send you notifications for upcoming conversations about topics you follow. With over 10 million users, you’re sure to find a conversation that suits you!
Personally, I’m not completely sure how I feel about Clubhouse just yet because I feel torn between my professional and personal self. As a social media Guru (ha, get it?), I definitely think getting on Clubhouse as a business can be an amazing and authentic way to reach potential clients/customers, other thought leaders in your industry, and build some credibility in your industry by proving that you can talk the talk. However, the fatigued consumer part of me is just a little bit more cynical. I feel like people are just dying to belong to something-anything, really- and right now Clubhouse is the hot new club. Pun intended. I’m hesitant to hop on board because after a year of remote learning and working, listening and paying attention to another discussion in the evening after a long day is the last thing that people want to do. I think the key to Clubhouse in this current climate is to make it appear as less of a task, and more of something to be enjoyed leisurely. Make your club a space where participants walk away feeling inspired and fulfilled, rather than drained. It’s really going to come down to the tone of each room, and whether or not people feel like the discussion at hand is work or play.
Interested in leveraging Clubhouse for your business? Here are a couple of best practices for making the most of the platform:
People want to know how you can help them, so be sure to include what your brand has to offer in the first couple of lines. This helps boost your search engine optimization and prevents potential followers from having to dig to find a connection to your brand. Speaking of connecting… there isn’t a designated place to link your email, so it’s probably a good idea to include that in your bio as well just in case followers prefer that method of communication!
This one is almost as important as number one. Clubhouse gives you the option to connect both your Twitter and Instagram accounts- so be sure to do it! Having this clickable link will allow potential customers to easily find you elsewhere and will make them more likely to reach out to your brand, as there is currently no messaging function within the platform. Also, you can leverage your following by running cross-platform promotions and giveaways!!
and join in on the conversation! This will help keep you up to date with what is going on in your industry, as well as gives you the opportunity to connect with (if you’re in the right rooms) your target audience! If you’re hosting clubs, be sure to take advantage of the list of attendees. More likely than not, they will be members of your industry, so it might be a good idea to browse their profiles and network a little!
Browse through what clubs already exist, and find where you can fill a void. Offer something that no one else is offering. After all, Clubhouse is more likely to approve a new club sooner if they feel that conversation around that specific topic is lacking.
People are moving to Clubhouse to get away from the overwhelming and overt selling practices on other platforms. Use your rooms to spread knowledge, encourage discussion, and provide value. In doing so, you’ll attract the right, like-minded people to your brand.
New to Clubhouse and don’t know who to follow? Here are some brands who are doing it right:
Therapy Notebooks– Host the “Nerd-Empaths Club” where clinicians, researchers, and experts discuss mental health research. They send notifications out to their email newsletter subscribers about upcoming scheduled Clubhouse meetings and even give out invitations to their subscribers every week.
Swim Society is a sustainable, ethical, and inclusive swimwear brand that uses Clubhouse to host “Mental Health Mondays” where they have open conversations about sustainability, relationships, and body positivity.
So, what say you? Will you be waiting to get an invite to the platform taking over the digital world? Feel free to come chat with me here or over on the Guru Instagram!
Social Media Guru