A new social media app is on the scene and its exclusivity has intrigued marketers and social media fanatics alike.
Clubhouse, an invite-only social network, focuses on voice-based content that caters to niche communities.
Early adopters of the Clubhouse app are already strategizing ways to leverage the platform’s unique social experience to connect with their audiences.
Even social media giants, such as Twitter, are testing new audio features to keep up with the competition.
Want to learn more? We’ve got all the essentials you need to know about the Clubhouse app, including how to get an invitation and why this new audio-only platform is so in demand.
What is Clubhouse?
Clubhouse hit the app store in April 2020 and is just starting to gain traction. Its content is similar to podcasts but more interactive. The platform provides users with the ability to connect, network and chat live with speakers and entrepreneurs. Users have an opportunity not just to listen but to become active participants who can lend their voices to the mix.
Currently, the app doesn’t have a huge user base due to being invite-only. Clubhouse has only just started testing an invite-only pilot program for influencers in December 2020, allowing 40+ users with dedicated followings to take part.
Beyond its exclusivity, the platform has a lot going for it. Users can follow topics that interest them, join rooms to listen in on discussions or start a room of their own. Once in a room, users can request to speak or simply just listen in. After the discussion is over, the audio disappears and you won’t be able to listen to it again, making the app centered on content happening in real-time.
Who Uses the Clubhouse App?
As of late January 2021, two million users were logging onto the Clubhouse app every week, according to Backlinko. This marks an increase of 1.4 million users since December 2020. Investors have been taking notice. More than 180 organizations have invested in the audio-only social media platform, which is currently valued at approximately $1 billion.
Its financial growth isn’t the only evolution taking place. What started as a space primarily used for discussions between entrepreneurs and venture capitalists has morphed into a hub of speed dating, networking and more. Now that the app is no longer restricted to celebs and entrepreneurs, niche influencers are also beginning to find their voices on the platform.
One fascinating insight to come out of the app’s expanded accessibility: some of the key influencers on Clubhouse are older. While millennials and Gen Z may rule other social media apps and platforms, many of the influencers here are in their 40s and 50s.
How to Score an Invite
So how do you score an invite to get your foot in the Clubhouse door? For starters, you have to have an Apple device. There’s no Android access — at least not yet.
Next, you have to receive a personal invitation from someone on social media with an invite to share. Initially, each user is only granted two invites to pass along. However, a person can gain more by being active on the platform.
Although many people aren’t aware, there is a backdoor option. If you visit Clubhouse’s website, you can reserve a username. Now, if you’ve got other friends who are already on, they might get notified that you’ve created a username. And if they do, they can give you the green light and grant you access, even without an invitation.
Marketing on the Clubhouse App
Exclusivity tends to have a certain allure that draws in consumers. Clubhouse’s scarcity lends itself as a powerful marketing tool. The lower volume of users gives marketers and brands greater chances of making authentic connections, growing their audience base and boosting engagement.
Keep in mind, Clubhouse’s real-time audio content can make marketing on the app both exciting and challenging. Users may not have time to tune on your schedule or fully participate. This could be an obstacle for creators and audiences.
While there is no clear path forward for marketing on Clubhouse, it’s still early. The app hasn’t established metrics or analytics yet, and there is no standardized monetization for creators. But there is a tremendous opportunity here for influencers and marketers that keep the platform on their radar.
Is Audio Content Here To Stay?
Over the last decade, platforms have favored visual content, with video becoming a standard norm. Podcasts have been on the rise but failed to offer a native in-app social experience. Clubhouse bridges this gap and has put a spotlight on the potential of audio-focused content.
This new form of social content is cheaper and much easier to produce than video. However, there is a caveat. For audio content to be successful, it has to provide value. Up until now, content that was dry or lacked substance could naturally lean on video and motion graphics for assistance. This will not be the case in the realm of audio. Keeping the conversation engaging can prove to be difficult, especially in real-time.
Nevertheless, expect to see a new wave of content creators and influencers ready to step up to the plate. Now, with Twitter setting its sights on a voice-based “Spaces” feature, don’t count on audio content going out of style anytime soon.