If you’ve been on social media, marketing news sites, or maybe the HubSpot Blog recently, you might have heard about Clubhouse.
The almost one-year-old social media system which allows users to drop into audio-only forums has grown from six hundred, 000 to 10 million active users in just a few short months. However the app is invite-only, more and more people are gaining access and tuning into discussions related to their industry, hobbies, and other interests every day.
Users furthermore love Clubhouse for the entertainment factor. Whenever surfing through Clubhouse, you might find celebrities, such as Joe Rogan, chatting with fellow influencers; audio-only musical productions, humor nights; or even standup comedy events.
But , when discovering Clubhouse’s vast plus highly-creative audio rooms as a marketer, you might wonder if and how you are able to leverage it in your marketing strategy.
At this stage, most Clubhouse articles is still highly experimental. However , one major theme to note is that it’s users wish to hear from individuals — not just brand names.
Because Clubhouse’s users crave authentic human discussion, the can likely disengage through rooms that prioritize promotional content over the relatable conversation.
However , while building brand awareness with an ultra-personal app like Clubhouse takes period, energy, and lots of local community management, we’re currently starting to see brand names begin to connect with the particular channel’s growing viewers.
To help entrepreneurs who are just learning about Clubhouse, I invested the last few days surfing the app to learn how brands are usually reaching users. Beneath I’ll highlight four common brand awareness tactics and offer a number of actual examples.
Just how Brands Leverage Clubhouse
1 . Fireside Chats or Q& As
While i first heard about Clubhouse and explored the app, a lot of rooms I dropped directly into felt like audio-only video clip calls or training calls where only the hosts began with talking privileges. To me, it’s not surprising that brand-affiliated room creators and moderators have started to leverage Q& As, panels, and fireside-chat formats to produce interactive — however well-managed — conversations on the platform.
When watching a panel or interview affiliated with a brand, it has been formatted in one of two ways:
- The particular moderator — who have works for the brand coordinating the room — asks thought frontrunners or influencers associated with their industry questions. This moderator may also permit audience people to ask questions or even come to the phase to the speaker as well.
- An employee or even leader from a brand name serves as an interviewee or panel member while an influencer that does not work for the brand asks queries or moderates questions from the audience.
Regardless of which function the brand associate holds in the conversation, these rooms possess very similar formats. They often begin with the moderator announcing who they are, who else they’ll be talking to, as well as the topic of the room. From there, the ansager will either ask questions to the speakers or giving speaking privileges to other users who have raise their hands.
Below I am going to highlight two samples of rooms I’ve seen. Because Clubhouse remains invite-only and placed as a safe area for communities to discuss thoughts, topics, or even ideas, I will only note key parts of the conversations and room formats. Also i did not record these rooms.
Here are two recent fireside chat examples:
A current Clubhouse room, shown below, featured an interview with Coinbase Co-Founder and CEO John Armstrong. During the room, Sriram Krishman, the moderator from the club Good Time, asked Armstrong questions about how exactly he got started in bitcoin and grew their company. They also discussed the future of cyber currency. Krishman, also invited listeners to raise their hands and ask questions to Armstrong to produce more discussion across the complex cyber subject.
In rooms like the one above, customers can learn more about a brandname like Coinbase and ask its leader questions about the company or its industry. By means of this experience, Coinbase and other brands could boost both company awareness and credibility with audiences exactly who tune in to hear their canned, unedited dialogue.
Recently, HubSpot also launched a fireside chat-styled room where our Chief Marketing Officer Kipp Bodnar, CTO and Co-Founder Dharmesh Shah, and Sr. VP associated with Marketing Kieran Flanagan invited prominent Clubhouse influencers including Bomani X to discuss “The Future of Advertising Clubhouse. ”
During the panel, Bodnar asked the Club influencers a few questions associated with how they’ve cultivated their audiences for the platform; what they’ve done to improve their profile, rooms, or clubs; plus brand awareness manners. He also required similar questions or comments from a huge group of listeners which includes a weight-loss company founder, a scientist, and a Rubix dice enthusiast looking to build Clubhouse communities.
While HubSpot’s leaders have not claimed to be Clubhouse experts yet, they created a room in order to highlight what they understand so far and link listeners with some associated with Clubhouse’s high-profile early-adopters of the app with millions of followers. This is a great example of how the brand positions alone as a marketing believed leader even when they’re experimenting with a new, special platform.
2 . Sponsoring Room Events
While individuals might not want to sign up for a room that discusses a product or brand positively the entire time, they might enter an interesting conversation or Clubhouse event that is sponsored by a brand.
When you drop right into a sponsored room, you might not hear speakers in the brand speak much — or in any way. However , when reintroducing the room, a loudspeaker might mention that this room or Club audio experience is paid for or sponsored with the brand. You might also get a sponsor listed in the particular room’s title or description.
Beneath is one interesting example:
Below is an example of a scheduled event sponsored by Yummy, a California-based grocery store delivery app. Throughout the room-based event — scheduled for 06 5 — participants will compete for a $100 Yummy present card by performing an audio skill, such as singing or even playing music.
Simply by sponsoring an experimental performance contest on Clubhouse, Yummy not only gets to see how creative Clubhouse content can benefit their brand name, but they also advertise their delivery provider to a large swimming pool of Clubhouse users who are interested in audio enjoyments or music.
3. Having associates participate in rooms associated with your industry.
Another way brands can grow awareness can be by having chief officers, leaders, or even common employees raise their particular hands and actively participate by speaking in rooms along with large audiences.
When speaking in a room, brand associates don’t necessarily need to talk all about their own company. However , by adding to a conversation, speaking about tactics they’ve attempted at their function, and showing off their expertise, audience users learn to trust them and their corporation. As company associates gain a subsequent and fanbase, their brand might also obtain a new audience.
Below are two examples of brands that are taking on room participation.
Tax Nation LLC.
In a current room titled “Marketing That Works in 2021 (so far)”, moderators asked listeners to raise their hands and offer their best marketing ideas.
During the room, Cory Hughes, Vice Chief executive and Managing Partner of the tax preparing business, Tax Country LLC, was decided to speak. He talked about his company simply by name and described that they create advertising content based on “stories” and positive suggestions from “happy clients. ”
Right after Hughes made his point, a few other listeners chimed in to are in agreement with how important his suggestion was.
Not just did Hughes offer valuable advice in order to participants, but he or she naturally mentioned their company and its happy customers without sounding like he had been trying to plug his tax preparation product.
Start Size Sail
Within another room, entitled “Scale Your Business With Digital Products, inch entrepreneurs, marketers, plus consultants shared techniques for growing brands based on their experience,
For example , Natasha O’Banion, CEO of Start Scale Sail, a company automation and contacting firm, explained that she was a large fan of questions content and added that her team’s successfully generated prospects through interactive articles.
Although O’Banion did not plug her organization by name, her explanation of how she is used quizzes within her own strategy led to questions and more conversation from other attendees. Mainly because she gave valuable input, listeners along with similar interests in digital lead generation could be interested in following her or even learning read more about her brand.
4. Hosting casual chats
Since Clubhouse is all about conversation and authenticity, many brands have also tried to show their human side and seem more accessible in order to audiences by web hosting informal chats with no obvious goal or even topic. This method much more casual, and possibly less intimidating, for listeners who may not raise their hands to speak in a fireside chat with a complete agenda.
Beneath is one example:
One brand that hosts inviting, casual rooms is DRK Beauty, an internet site and commerce platform for people of colour, which regularly posts content around psychological health, fashion, beauty, lifestyle, and culture.
At the end of every week, DRK’s team hosts “Weekly Wine Down” rooms aimed to feel like visiting the bar with co-workers or friends at the end of a long week.
While DRK areas, often hosted simply by DRK Beauty CEO Wilma Mae Basta, don’t have a set topic or agenda, the particular team often introduces themselves as loudspeakers, begins a casual conversation about whatever is certainly on their minds, plus allows other target audience members to raise their own hands and chime in at any time.
While DRK Beauty rooms aren’t usually targeted to promote the brand’s site, DRK nevertheless enables its audience and prospective web visitors to learn about the individuals behind the company inside a casual, authentic environment. This makes the brand name seem accessible, genuine, and trustworthy, three things social media users value when researching brands in 2021.
The key to Clubhouse? Be individual.
It’s key to remember that Clubhouse is all about authentic individual connection, not personalisation or self-promotion.
While Clubhouse began as a platform where users could just hear from market “elites, ” the particular app’s now available to a wide range of creatives plus every-day people who want to communicate or interact with others. Because of this, learning about a brand is likely not really the first thing a user desires to do when logging on to the app.
Regardless of which technique you use on Club, remember to embrace the human side of the application. For example , rather than hosting a room where you clarify your brand or even products to audiences, consider hosting a fireside chat with a believed leader in your industry or participate in a room that allows you to talk about your industry along with others in it.
While focusing on organic conversation and valuable room participation will not enable you to outright marketplace your product on a regular basis, leaning into the platform’s conversational and personal character could help you grow the following that trusts your expertise — and eventually — your own brand.
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