Clubhouse launched this time last year and unlike Houseparty (the hype of which lasted all of around 2 weeks in the first lockdown and then never used again), Clubhouse appears to be sticking. 

And we’re not really surprised. 

A) it’s invite only, which gives it the exclusive appeal of a members club and B) it’s audio only. Given that Whatsapp’s voice note abilities became a vital communication tool throughout the pandemic, the success of this format was a no brainer. 

With over 6 million registered users, and a value of $1 billion dollars (compared to $100 million in May) the app has garnered popularity at considerable speed.

Users create rooms for discussions, the topics of which range from ‘get advice from millionaires’, ‘how to deal with creativity blocks in lockdown’ to ‘the intersection of mental health & identity’. 

The conversations are live, intimate and highly engaged, sort of like a podcast where everyone’s invited. 

Clubs are established for rooms that reoccur – whether that’s ‘Star Wars Universe’, ‘Writers Room’ or ‘Dance Hustle’ – and you follow specific people or clubs that you’re into.

As a user you can be a speaker, moderator or listener. You request to speak by pressing the raised hand emoji and set rooms as open for public discussions or closed for chats reserved just for a Friday night catch up with your friends. 

The feed where the rooms are located is referred to as "the corridor", and there’s an after hours club called ‘Back of the bus’, hosted by 28-year-old account exec at a tech company Ryan Dawidjan, where there’s one rule: talk about anything but tech.  

Celebrities from Oprah to Drake are using it, and mega influencers like Tai Lopez, use the app to connect with followers. 

Note: Recording any conversation isn’t permitted, so general conversations and even those with more VIP members are all protected. Which in a time of data anxiety and privacy hacking, does offer some respite. 

Also, Clubhouse just launched its accelerator program, providing 20 creators with the resources they need to host good conversations, build their audiences, and monetize, per Clubhouse. The deadline to submit applications is March 31, so one to keep an eye on. 

So, what does all this mean for brands? 

Well for starters, some are already using it. 

RBI held a room to report their quarterly earnings results to consumers. Pernod Ricard cognac Martell collabed with global marketing content creator Karen Civil to celebrate Black female entrepreneurs during Black History Month. Pizza startup Slice sent free pizzas as a consolation prize for those who failed to win a date in the ‘shoot your shot’ room. 

Whilst this is all great stuff, we have had a think, and there are some watch outs we’d like to highlight for those brands that are trying to get in on the action. 

1. Rooms aren’t regulated or moderated, so if conversation goes sour it’s your name on the line. Whilst the conversation may not be recorded, it is live. The furious thumb of a millennial about to update all four of their social media accounts about the tone of your CEO’s voice in response to a question from a Leeds Met grad during a Clubhouse discussion, is one to be reckoned with. 

2. The app is still young, and whilst we hope it succeeds, the easing of pandemic restrictions may change the way users interact with the app, like the lady who reported spending 40 hours a week on it. Maybe it’s love, maybe it’s a phase. We shall see. 

3. Brands could quite easily be ‘that guy’. You know the one. The manager that comes over trying to ‘make bants’ with you at the Christmas party when all you want to do is get pissed with your mates and slag him off for not giving you a raise. Start ups maybe not, but the bigger brands should definitely be careful with how they come across. Clubhouse is celebrated for its authenticity and transparency. Being anything but will be cringe and annoying. 

But, all things considered, we do think that Clubhouse offers multiple opportunities for brands. 

How you could make Clubhouse work for you:

B2B MARKETING - Clubhouse provides an opportunity to build senior level connections.

GET FEEDBACK - You can ask your consumers their thoughts on products, services, even your company's next steps and get insights right there on the spot. 

TELL YOUR STORY - This is a chance to share what your brand is all about.

USE YOUR PLATFORM- Bigger brands, here’s your call to give smaller brands a voice.

CSR - Use it to talk to young people trying to get into the industry and give pointers on the dos and donts.

RESEARCH- Learn about subcultures, identities, intersections. Clubhouse is hailed for providing the space for marginalised voices to lead incredibly valuable and thought provoking conversations, and the conversations are making people feel truly connected and heard. So don’t be all weird and ‘social listeney’ about it. Step in the room, be honest and ask questions.

SPONSOR ROOMS- Sponsoring a room could be an easy way in. But as it stands, there’s no formal process so any agreements will be for the brand and host to settle between themselves. 

GO VIRAL - Haven’t yet braved it on TikTok? Well here’s your shot to generate talkability. Send free products, host an amazing talk, recruit someone who charmed the socks off you in a discussion. Do it. 

Source: 

https://www.businessofapps.com/data/clubhouse-statistics/

https://influencermarketinghub.com/clubhouse-stats/

https://www.adweek.com/media/clubhouse-brands-be-human-be-fallible/

https://www.nytimes.com/2020/05/19/technology/clubby-silicon-valley-app-clubhouse.html