How does it work for brands?
The good news is that any brand can create a club, launch a room and host discussions for free. The key to success and generating meaningful brand impact is attracting followers of your club or of your brand ambassadors, because any time a discussion is scheduled or occurring users are notified on the app to tune in based on who they’re following.
Clubhouse is more like influencer marketing than streaming audio. The most common in-app behaviors are finding and following other users and rooms or clubs based on topics of interest. To achieve a “follow,” your brand and/or brand ambassadors must present themselves as an expert in a field of interest that can offer unique insights.
Why should I care?
Active weekly listeners are spending more time on Clubhouse than most social media platforms. The pandemic has inarguably changed all of our media consumption habits and this has left marketers navigating in somewhat uncharted territory with their channel planning. Clubhouse is a clear demonstration of a new behavior that has really captured the time and attention of consumers.
And, because there is always the potential for users to actively chime into a conversation on Clubhouse, they are a far more leaned-in and focused listener than other audio channels. Due to this more intense listening, a brand’s message has a much greater opportunity to resonate with the consumer and enjoy higher levels of ad recall.
There is no doubt that brand partnerships with influencers on Instagram, TikTok and YouTube are really paying dividends for marketers, but the content doesn’t seem as fresh as the nascent Clubhouse experience. Partnering with influencers on Clubhouse offers a tremendous way to bolster your brand perception and diversify your current content mix.
There are a number of marketing tactics that help develop the top of the marketing funnel for brands—everything from awareness-driven media choices to content integrations and earned media outreach. Clubhouse is considered a top-of-the-funnel channel to-date, but it’s also an uncluttered environment that feels intimate and special. It enables brand spokespeople and messaging to be consumed and uninterrupted in an uncluttered space. All ears are on you!
Launch, learn and gain
Because the measurement and attribution capabilities are still very nascent, Clubhouse is best for first-movers to launch, learn and gain positive earned media along the way. To make the most out initial forays into Clubhouse, consider the following:
First, define the goal of your activation. While awareness/brand building can be achieved with Clubhouse, brands need to understand that any performance-related goals will need to be proven since the platform is in its infancy. What is the goal of leveraging Clubhouse for your brand? Is it increasing site visits, elevating your brand as experts in its category, or aligning with influencers as an implied endorsement to drive sales/orders/sign ups?
Then, ensure your audience is on the app, and consider the following: Are there rooms with content that is relevant to your brand? What discussions are taking place on Clubhouse? What influencers are active in the space that could serve as a conduit to increased followers?
At Ad Results Media, we help our clients take advantage of what Clubhouse has to offer through managed services for the following types of activation:
- Host a room. Create a room for a specific topic with influencers driving their followers to listen via Clubhouse or other social platforms.
- Sponsor a room. ״Rent” a room model, where a brand can sponsor an established influencer room or club that has an existing following.
- Post and press promotion. Early Clubhouse activations should be concurrent with press releases and promotion on the brand’s social channels.
Reach out to the Ad Results Media team to learn more.
1 The Information, Fortune