It is the social network of the moment. When we thought that there was no more room for innovation in this field, Clubhouse arrived in March 2020 to take a small turnaround in communication and to offer an arena to share experience and gain perspectives from relevant professionals in many different areas. A year later, it is on everyone’s lips, and never better given its characteristics.
This app, which works exclusively with voice messages, lands the moment you audio stands out as a very powerful communication tool. As an example, a piece of information: almost 1 million people listen to podcasts in Spain every day, according to the General Media Study. Double than in 2016.
To begin with, Clubhouse is a marketing opportunity because it allows you to create rooms with highly segmented content, where brands can be the prescribers of the theme. This means that they can open a room and invite users of their choice. It is something that companies related to medicine and health or marketing and technology already do. If to that you add that access to the social network itself is -for the moment- by personal invitation, the segmentation is maximum.
In this way, we see conferences where, if we talk about branded content, brands such as Coca-Cola, BBVA with Aprendemos Juntos, Varma… all appear to tell their positioning around it. In this sense, Clubhouse allows brands be at the top of mind in certain topics.
Another peculiarity that makes so much segmentation possible is that – finally! – it is a social network that does not limit the information that each user puts in their profile. In a world, that of digital marketing, in which we are going towards hyper-personalization, the more specific the bio of a brand in Clubhouse, the better. In addition, they have thought about SEO, because a company can highlight the keywords for which it wants to be found.
The magnifying glass tool also offers the user the opportunity to search what interests you, but for brands the calendar is very powerful, with which you can see what day and what time there is an open room with topics that attract you.
All this makes the Clubhouse a fantastic space for many companies that have the possibility of get networking with suppliers and relevant people who can offer solutions to your needs.
In any case, Clubhouse is a social network and, for marketing purposes, it works as such: It is not a place of sale, but of presence. It is a sensitive moment, in which brands grow thanks to the relationship of trust and empathy they generate with customers. In this scenario, being on social networks and interacting with users has become almost indispensable. And, consequently, Clubhouse is one more step, so it has openness and spontaneity to communicate and answer out loud.
In addition, the creators of the app are already thinking about the monetization for content generators through subscriptions. They even have grants planned for the next round of funding.
We will see what happens when they open the app to everyone, because still only iOS have access, and invitation through. The brands, for now, they feel safe in an environment where they are not bombarded by commercials. It seems that in a short time Clubhouse will be more universal, so the climate of the social network may change. For now, the companies that are already inside have been at the forefront of an interesting experiment.
Belén Naz, Director of Rebold Marketing
–
Do not miss anything from MarketingDirecto.com and join our Telegram t.me/MarketingDirecto
