{"id":8955,"date":"2021-03-08T18:29:53","date_gmt":"2021-03-08T23:29:53","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=8955"},"modified":"2021-03-12T10:29:50","modified_gmt":"2021-03-12T15:29:50","slug":"clubhouse-app-marketers","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/clubhouse-app-marketers\/","title":{"rendered":"What Can Marketers Gain from Clubhouse?"},"content":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>\n

There are two types of people on the Internet right now: those who are on Clubhouse and those who wish they could be. Clubhouse has been the apple of internet users\u2019 eyes since the app launched in 2020, and now that it\u2019s hitting the mainstream, brands are starting to pay attention.<\/p>\n\n\n\n

At its core, Clubhouse is an audio chat app that allows people to connect and talk in \u201crooms.\u201d In that way, it\u2019s kind of like a conference call. Users can navigate between different types of rooms based on their interests and what\u2019s popular, and each room is filled with members talking in real time. Some are set up like \u201cstages,\u201d where moderators talk to a listening audience, and others are smaller, more intimate rooms, where all attendees can participate.<\/p>\n\n\n\n

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The app is one of the first real platforms to successfully capitalize on the appeal of audio and translate it into a compelling social media venture. It\u2019s also getting buzz because of its apparent exclusivity\u2014as it\u2019s still technically in beta, the app is invite-only (but there\u2019s no limit to the number of people an existing member can add), and it only caters to iPhone users. <\/p>\n\n\n\n

While some users have certainly found a home for their professional and creative ventures on the app, Clubhouse is also saturated with \u201cwantrepreneurs,\u201d controversial topics, unruly users, and privacy red flags. There are also concerns like incessant notifications and users reporting difficulty in deleting their accounts once created.<\/p>\n\n\n\n

Yet, the app continues to grow. Its success has been a slow burn, gaining traction between rounds of investor funding that recently valued it at $1 billion<\/a>. But the app is still in its infancy, so most of its investor confidence is in what it could<\/em> be as it matures. Brands and marketers are starting to take notice of this potential, too, and figuring out how to benefit from the app.<\/p>\n\n\n\n

While there are no brand profiles on Clubhouse yet, there is still a lot that marketers (and brands as a whole) can learn from it.<\/p>\n\n\n\n

Being Earnest & Creating Authentic Connections<\/h2>\n\n\n\n

More than any other social media platform right now, Clubhouse captures a sense of intimacy. The nascent appeal of Facebook, Twitter, and Instagram was each platform\u2019s ability to translate our lives and thoughts to the world at large. But as intimate connections become more rare, Clubhouse is bringing back the appeal of\u2014gasp\u2014talking<\/em> to each other.<\/p>\n\n\n\n

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Don\u2019t you miss it? The flow of conversation uninterrupted by the static-y software of House Party, nor the dreaded formal cadence of Zoom? \u201cThe sense of community and authenticity, fueled by real time audio conversations, that has stood out,\u201d says Ronjini Joshua in a piece for Newsweek<\/em><\/a>. \u201cBy allowing users to derive meaning from the intonation and rhythm of speech, and to feel that they are part of a fireside chat\u2014rather than a town hall\u2014it has uniquely captured the moment.\u201d<\/p>\n\n\n\n

Gone are the days of unanswered DMs and ignored Twitter mentions. Talking to someone on Clubhouse just requires a raised hand, even in larger rooms with high-profile moderators. Most rooms function as open conversations, like ones at the dinner table or conference calls where everyone is actually on the same page.<\/p>\n\n\n\n

As brands start to tiptoe onto the app, peeking around to see what the kids are talking about, they\u2019re finding the most success by tapping into that intimacy, and creating connections with consumers, and even competitors.<\/p>\n\n\n\n

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