Article

Jaydip Parikh
Jaydip Parikh 5 February 2021
Categories Social Media

Clubhouse: Audio App as a New Social Network

If you are an active social media user or interested in digital marketing topics, you have probably already heard of the most talked-about app at the moment: Clubhouse.

This audio app is a kind of exclusive live podcast and a good example of how you can still generate hype in the digital age about Podcast Marketing.

In this post, you will learn what is behind this platform and whether you as a marketer should also join the clubhouse.

What is the Clubhouse?

ClubHouse-Logo.png

Clubhouse is a pure audio app, with which no posts can be commented on in writing or "I like" messages can be distributed. The app only offers users to actively participate in discussions or to listen to conversations.

An Audio App on the Rise

Clubhouse was founded as a startup in the USA by Paul Davison and Rohan Seth. The app gained its first public reputation in America in April 2020 via tweets and other social media posts - although Clubhouse was not yet open to the general public at the time.

However, some American celebrities had already been admitted to the clubhouse - including allegedly Oprah Winfrey, Ashton Kutcher and Chris Rock.

After many influencers, footballers and politicians drew attention to Clubhouse in their social media posts (and have already participated in a number of discussion rounds themselves), the platform was on everyone's lips. Whether on LinkedIn or in the online media: The new audio app was hotly debated and it was questioned whether this was a new social media phenomenon. Clubhouse, with 1,500 users that's already worth $100 million.

Join the clubhouse: invitation instead of the registration

One reason for the hype about Clubhouse is the exclusivity of the app. So far, this is only accessible to iPhone users and registration does not take place automatically, but only via an invitation.

This means that you only have to be invited by an already active clubhouse member to join the exclusive circle of the audio app. Access has so far been blocked for Android users. 

The "Fear of Missing Out" (FOMO; fear of missing something) is another attraction of Clubhouse: Conversations are held in different chat rooms and with the countless offers of speakers and topics, the user is afraid of missing a conversation. Because all calls are deleted from the app immediately after completion. In addition, users are not allowed to start discussions.

How to Use the Clubhouse App

ClubHouse-Profile-Jaydip.jpg

Download the app from the iOS app storeWhen opening it, you will be shown whether you want to reserve a username or have received an invitation and want to log in directly.

If you have not received an invitation, you can reserve a username - this will be activated as soon as the app is available to a wider public.

If you have received an invitation, in the next step you have to enter your mobile phone number from which you were invited.

You will receive a code by SMS which is used to activate your Clubhouse account. Now you can choose whether you want to receive notifications from the app or not - and you can then start immediately.

On the start page, you can invite contacts from your phone book, follow other users, save conversations in the calendar, chat with your contacts and edit your profile.

Use the magnifying glass symbol to go to the “Explore” view: There, other users and topics of conversation that you can follow are suggested to you.

With a click on the calendar symbol, you get to the "Event" view: Here you can see upcoming conversations, which you can note or follow the moderators involved.

Marketing with Clubhouse

Companies can also create a clubhouse account and use it to carry out personal branding on the one hand and use the platform for their influencer marketing on the other.

It is possible for companies to draw attention to themselves (and their brand) through discussions on specialist topics or personal question and answer sessions with executives.

Another possibility to use Clubhouse for marketing activities is influencer marketing. The audio app enables followers to interact with influencers in conversations and thus spend time with them, for example, to ask questions about cooperation or a product.

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