Everybody who’s anybody is talking about Clubhouse right now, and for good reason. The audio-only, invite-only iPhone app is unlike any other social media platform we’ve seen because it is built solely on human connection.
Aside from a profile picture, no other photos or videos exist within the app; there are no blue check marks to verify accounts; you can’t even DM someone! You also won’t find any brand accounts or in-app advertising on Clubhouse.
So how’s a business supposed to leverage this popular new platform? By branding the faces of its business and getting creative with advertising.
While Tesla doesn’t have its own account, its leader, Elon Musk, certainly does. His first-ever live session on the app exceeded the 5,000-person limit for a room, and he hardly talked much business. He was asked a series of laid-back questions about whether he believes in aliens and what he thinks we should be teaching children in school.
Other business owners can do the same thing.
Humanizing your company builds trust with your consumers and, in turn, helps you connect with them in a meaningful way. You don’t always need to be actively pushing your product in order to see success.
Clubhouse also allows you the chance to become a thought leader in your industry. Give advice, take advice, discuss the latest innovations or politics impacting your company — whatever it is, opening this dialogue with like-minded individuals in your business sphere is not only going to put you in the know, but it could also help you build your network and open the door to future partnerships.
As far as advertising on Clubhouse goes, it has to be done a bit unconventionally at the moment, but with 10 million weekly active users, the potential reach is outstanding.
Many people have referred to Clubhouse as an interactive podcast, and the advertising follows a similar format and often relies heavily on influencers. Brands can sponsor clubs or partner with hosts, who then read a short script in the middle of an event, just as they would a mid-roll ad. Hosts can also simply name-drop their product.
Because the app is still so new, it is not yet saturated with an abundance of ads, sponsorships, and influencers, but that time could be coming soon. Get in early, establish yourself and your brand, and you might just see some significant results.
Jessica is the Chief Digital Editor for CT Lab Global Media, the North American platform for IFA Berlin.
