In April 2020, Clubhouse, an invitation-only audio discussion app, launched. Since then, it has grown to roughly 2 million weekly active users. Because of the app’s short lifespan and live-conference structure, its material must be educational rather than promotional.
Advertising or supporting influencers are either not an option on Clubhouse or are ineffective in most cases. Marketers, on the other hand, want people to pay attention to their goods. As a result, a marketer will soon appear wherever people congregate.
No Ads on Clubhouse
Clubhouse is a gathering spot, but the structure of the app makes promotion unique. It is not feasible to purchase a Facebook or Instagram advertisement. Influencers may be useful on YouTube or in a podcast, but they are too transient on Clubhouse.
According to Amir Hirsh, founder and CEO of Audioburst, an artificial-intelligence-based audio search and delivery platform, “the popularity of [Clubhouse] brought interest from brands eager to sell.”
“However, Clubhouse is an ad-free environment. There are no advertisements. Advertisements are not permitted. I’m not sure if it will last, but they don’t allow ads because they want to focus on growth, just like [many] social networks did in the beginning,” Hirsh added.
Some marketers have paid moderators for sponsorships, product endorsements, or 60-character room-naming rights in order to get adverts or promotions displayed in Clubhouse rooms. However, these advertising activities aren’t always successful.
Clubhouse rooms are similar to live meetings. The moderator and a few guests are “on stage” and speak to the audience while the audience listens. Members of the audience may be invited to the stage to ask questions or provide remarks.
Unlike at a conference, though, audience members frequently “peace out” and depart. Others arrive 20 minutes after the room is officially open. Because some rooms last for hours, it’s fairly uncommon for people to come in and exit a few times.
Consider a moderator who enters a room and says, “Today’s talk is presented to you by…”
That message is not heard by everyone who eventually enters the room.
If half of the crowd does not show up for 20 minutes or an hour, the sponsor has just wasted their time. Those words are effectively lost because nothing on Clubhouse is recorded (at least not natively). No one will remember the sponsor when the room is closed. Furthermore, if the moderator mentions the sponsor too frequently, the room may lose its attraction for debate.
According to Hirsh, what works on Clubhouse is adding value.
“You must participate in the discussion. Conversations take place in [clubhouse rooms]. They are gathering areas for people. They want to hear a lecture on a specific subject. Alternatively, they may like to contribute to a discussion. They are listening to stuff that is meaningful to them. As a result, you must participate in the discussion,” Hirsh explained.
Clubhouse can benefit with the addition of a business, such as a direct-to-consumer brand.
The first is to be an active participant in rooms that others have formed. Consider a room dedicated to environmental stewardship. To cut emissions, an online retailer could explain how it is decreasing packing or locating warehouses closer to customers.
If these comments offer value to the discussion, the brand may gain admirers and even customers.
Similarly, a corporation might create value by opening its own rooms.
Consider the possibility of a DTC brand that sells bicycle helmets. The business sponsors several well-known mountain cyclists as part of its marketing strategy. That company could open an area where such riders could be showcased. The content would be centered on those celebrity riders discussing their experiences or how the epidemic has affected their races, but the setting would remain the brand.
Companies might use Clubhouse to strengthen relationships established on other social media platforms, allowing Twitter followers, for example, to join a room to discuss new product releases or features for an upcoming product.
According to Hirsh, the trick is to pick “subject that are important to your clients and connected to your brand vision.” For a nutrition firm, health is important. For example, fitness for a running shoe company. Automobile brands need to be safe. It might be about anything.”
“Then you have the brand talking directly to potential customers, potential influencers, or journalists in a non-promotional way,” Hirsh explained.
In this approach, the value your company brings to the Clubhouse conversation is akin to what it might bring at a live conference or through content marketing.