CLUBHOUSE AND ITS IMPORTANCE FOR MARKETING PURPOSES
2020 is the year of Covid-19 pandemic and Clubhouse. Clubhouse you say, which one? Weren’t they all locked down to spread the coronavirus you say? Well yes and no. The clubhouses in terms of physical sense were all shuttered but the one this blog is about is a social media platform that is making waves. Have you not heard about it? If no, then this blog is an eye opener, so let’s read more about the clubhouse.
The Clubhouse is an informal club by invitation voice only social network launched in April 2020 by Paul Davison and Rohan Seth of Alpha Exploration Co. By May 2020, the social networking app was valued at nearly USD 100 million. It brings invitees around the world together to chat, listen and educate each other in real-time. Drop in for voice chats with friends and other interesting people the world over. It’s a great forum for social networking and information. To be able to join, you need to own an Apple iPhone and receive an invitation from an existing member. It’s like a virtual social club where one gets membership after a recommendation from a club member.
"After a lot of iteration in the audio space, we launched Clubhouse in March of last year," Paul and Rohan wrote. "Our goal was to build a social experience that felt more human—where instead of posting, you could gather with other people and talk. Our north star was to create something where you could close the app at the end of the session feeling better than you did when you opened it, because you had deepened friendships, met new people, and learned."
In the beginning, Clubhouse was promoted among major influencers, celebrities, Silicon Valley giants, and thinkers, etc, but now its membership is more democratic. Its early celebrity users include singer Drake, Daymond John, Tesla owner Elon Musk, and media host Oprah Winfrey. Early on, these celebs were heard chatting in Rooms concerning their interests, hobbies, or verticals. Now its membership is around 2 million from the initial 6 lakh users (based on the concept that each of the initial members could invite 2 to join)
The clubhouse is important for marketing purposes by its members as well as audio based social media trends. It is important to be noticed because:
It helps businesses and brands appear genuine and trustworthy. Brands on Clubhouse appear creditable if they engage with audiences in their area of specialty. Listening to others and talking frankly helps in gaining the trust of its user base.
The content on this platform is always dynamic and evolving. While the app initially played hosts to conversations related to entertainment, business, and technology due to its early membership, recently the content on the platform has diversified.
Ideal for leaders and influencers. This means that users are likely coming to the app to hear the latest offerings, exclusive information, or debates straight from industry experts.
Its satiating the demand for online communities and audio content which can be heard anytime, anywhere. Its audio-only layout lets brands engage with a diverse fan on a two way, genuine, and live platform.