Clubhouse is a social media platform that takes networking and industry connections to the next level. Unlike the likes of Tik Tok or LinkedIn, it takes the form of a chatroom and eliminates conventional boundaries between industry leaders and consumers. This allows brands to openly express their values and brandish a sense of loyalty in the process.
The platform is growing fast with about two million active weekly users. It recently raised a round of funding from Andreesen Horowitz and has even attracted celebrity and business moguls such as Elon Musk to its Rooms. The growth of the app presents a new opportunity for brands to tap into a unique audience and engage with them on a different level.
For ecommerce businesses, the platform is an excellent way to reach out to customers with authentic and trustworthy messaging. For example, a fashion brand can host a Room to discuss trends and answer customer questions. Alternatively, they can also use the platform to showcase a new product line.
While some may be tempted to jump into every Room that pops up, it’s important to focus on the ones with relevance, interest and intention. A brand can start by joining discussions pertaining to their niche to gain a better understanding of the conversation and the way in which it’s conducted.
After gaining a good idea of how Rooms work and how conversations flow, it’s time for brands to get creative and try out their own. This is where the savvy marketers come in and make a difference.
Creating and moderating Rooms of your own is the best way to leverage Clubhouse for marketing purposes. While joining niche Rooms does expose you to your audience’s industry experts, starting your own room gives you the platform and stage to create value! Using this strategy will enable your business to build its credibility and brand reputation with the right set of followers.
Aside from establishing yourself as an expert in your field, starting your own Rooms lets you connect with your target audience in a more personal way. This helps you to build trust with your audience and generate leads and sales.
While it may be a little too early to determine whether or not Clubhouse will become a mainstream platform in the future, for now, it’s a great way for brands to build their reputation and connect with their customers in an authentic manner. SproutSocial’s recent study has shown that consumers are more likely to spend with a brand that they feel connected to.
To find the most relevant discussions to join, set up a monitoring alert for keywords in your niche. Then, go to Mention Feed and check the conversations that are happening around those topics. You can also check Topic Cloud to see the hottest topics and questions. This will help you define the best content for your own Room. Once you’ve determined the best content, share it on your other social channels and promote the Room with a call to action such as “join now,” “limited time offer,” or “order soon!” to encourage people to fill out a lead form or buy a product.