Whether or not you’re a marketer, you have probably heard of Clubhouse, an invite-only social media app. The app consists of audio-only chatrooms where members can drop in to listen and contribute to conversations on different topics. When first released in the spring of 2020, Clubhouse seemed to be almost exclusively for celebrities and high-profile personalities like Oprah Winfrey, Elon Musk, and Mark Zuckerberg. However, as the app gained traction, more of the general population—including marketers—have begun to receive invites, especially after the app gave each new Clubhouse member two invites to share. As the app continues to open up to a more mainstream population, marketers are wondering: what are benefits of using the app? Do I need to incorporate it into my marketing strategy? At AMA NJ, we’re breaking down the pros and cons of Clubhouse as a marketing tool so you can decide what’s best for your brand.
The Pros
1. Helps brands build trust. One of the things consumers—especially Gen Z consumers—value the most in brands is a relationship built on trust and authenticity. Consumers want to know that they share values with the brand they are giving their business. Engaging in industry-related conversation on Clubhouse can be a great way to both show potential customers that you are an expert in your field and emphasize that your brand is relatable and able to talk freely with customers.
2. Audiences tired of screens still want community. The pandemic has given many of us a case of “screen fatigue”; everything from work meetings to social gatherings now take place on Zoom. The last thing most people want to do when trying to relax is stare at a screen, but they still want to engage with others and feel a sense of community, especially since the pandemic has made many feel so isolated. Clubhouse provides a way for your target audience to connect with you in a way that feels new and exciting, and doesn’t require staring at yet another screen.
3. Constant content, always evolving. Clubhouse has such a broad range of content available, it is almost impossible to find a topic that doesn’t exist. And if you can’t find a room or club for what you’re looking for, you can always create that room yourself. Additionally, there are endless possibilities for how you present the content you are creating. For example, a Hubspot article on the pros and cons of Clubhouse reported that a group of Black performers used a chatroom to host an audio-only version of “The Lion King.” It seems like there will always be a way to create new content on Clubhouse, since people do not have already-established expectations for what they want to see on the app.
4. Good for networking and social listening. Clubhouse is a great way to not only connect with other thought leaders and experts in your industry, but also to hear what people are talking about, see what’s trending, and the like. Marketers should constantly be listening to see what’s going on with their target audience and beyond, and Clubhouse allows for that kind of social listening.
The Cons
1. Exclusivity. One of the most obvious issues with Clubhouse is that it is an invite-only platform. Although more of the general population is gaining access, it is still currently only available for iPhones (although the makers of Clubhouse are developing an Android version as well). It could be hard to make your brand seem relatable or open if part of your marketing strategy is based in an app that some of your target audience may not have access to.
2. Too unscripted or unedited. Since Clubhouse is still relatively new, and any member can create a “room” to chat in, you are not guaranteed quality content every time you log in. As a brand, things could get out of hand and it might be difficult to provide value for your audience if the rooms you create do not remain on the smaller, more intimate side.
3. Competition from other audio-only social apps might make Clubhouse less desirable. Clubhouse is all the rage right now, but will it still be so popular if other audio-only apps pop up in the future? It’s confirmed that Facebook and Twitter are already developing their own versions of audio-only platforms. If those apps become more popular, marketers who have invested in Clubhouse as a major part of their strategy would have to quickly pivot to stick with their audience.
So what’s the consensus? Each brand or business owner should decide if Clubhouse is right for their specific goals, but if you have an invite, the app is likely worth downloading just to check out. At the very least, you could make some valuable connections or find a “club” you enjoy being a part of, and at the most, Clubhouse could become a major part of your new go-to marketing strategy.
Author: Abigail Gardener
