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Business Victoria | 5 March 2021
The newest social media platform to climb the popularity ladder has taken the social world by storm. It launched in April 2020 and gained traction fast. So far, the platform has seen the likes of Drake, Kevin Hart, Elon Musk and even Oprah Winfrey taking to its digital stage.
But what’s the big deal?
Imagine an app where you can create your very own TED Talk-style digital stage and speak about your business in front of an audience champing at the bit to network.
This is Clubhouse.
Like other social platforms, you get started by completing a profile with searchable keywords that relate to your business. Then you add interests or topics that relate to your business.
As you scroll through the app’s ‘hallway’, you can choose between different virtual ‘rooms’ to enter. In a room, the host gets to decide who can speak. Interested users raise their hands to speak on a virtual microphone.
When you’re in a room, you can click the profiles of the other speakers or attendees and check them out. Currently, Clubhouse does not have a private message function, but you can follow people on other social networks to continue the conversation one-on-one.
Clubhouse rooms are audio-only, happen in real-time, and there is no way to record within the platform itself. That means the FOMO (fear of missing out) effect is alive and well on this app and users spend a lot of time on the platform.
Businesses are using Clubhouse in a few different ways. Consider whether any of these are right for you.
Coaches, consultants, and specialists are hosting rooms to share advice, and you could do the same for your business. For example, an interior designer might share insights on designing a home office or a social media specialist might launch their e-book in a talk.
When you speak to a room, you lure your listeners in to check your profile and push them over to your other social networks where they can message you directly. By taking new connections off of Clubhouse, you can turn these people into new leads and bump up follower counts on other platforms.
Clubhouse can offer unique ways to humanise your business. Start a room to share your brand story, your founding story or provide insight into your business life. For example, a real estate agent might provide their backstory for an authentic, behind the scenes look at their business journey, rather than a hard-sell.
As a small business, you may be able to use Clubhouse to bounce new product or service ideas off your audience. Major players in Clubhouse are already hosting rooms to discuss new products and ask for feedback in a casual environment.
For example, recently two of the original sharks from Shark Tank hosted a pitching room. People then got the chance to pitch their ideas to angel investors and deals were made. With people on the app from around the world, anyone listening to you could be a potential investor.
Clubhouse can also be a goldmine for talent. If you are looking for someone to join your business, why not network in Clubhouse instead of the normal job search websites? Get familiar with your followers and those you follow, reach out and introduce yourself.
With more people working from home than ever before, virtual networking may partially replace meeting people at business events where you may normally have found your next hire.
Just like all other platforms, the key is to keep active on the platform and build up your following so you can be heard by your target audience, schedule rooms, and generate hype for your brand.
On other social platforms, it can be hard work to get in front of the right audience. Algorithms can slow down your progress and you fight for visibility in a crowded space.
Clubhouse can offer you an authentic and fresh approach to get in front of customers and potential prospects who are searching for the type of advice you can offer. It also gives you the opportunity to connect with some of the world’s most prominent business leaders and entrepreneurs.
Currently, the app is set to invite-only, meaning you must be invited to the app by those who have already jumped on the bandwagon. Alternatively, you can download the app and reserve a username to get on the waiting list.
Like waiting in a queue to get into a popular bar, the anticipation can be frustrating. But what awaits inside may be worthwhile for your business.
The Clubhouse app is currently iOS only but an Android release is expected soon.
In Clubhouse, every room created can be an interesting and exciting experience. You’re never sure where the conversation will go. For those who find it hard to get in front of the camera but have a lot they want to say, this is a godsend.
If you are just starting out or have seen slow growth on other social platforms, it may be worth working Clubhouse into your marketing strategy. Or if 2021 is the year of testing new marketing ideas for your business, try it out.
You may be surprised at what Clubhouse has to offer.