Clubhouse exploded onto the tech scene last year as a new audio-only social network for people to engage in a professional context. It’s climbed to 10 million weekly users, its impressive growth driven in no small part by advocates like Elon Musk and Mark Zuckerberg, as well as the sense of FOMO generated from its exclusive invitation-only access. Now Facebook, Twitter and Instagram have followed hot on its heels with their own equivalents to try and steal some of the market.
Social media moves fast and we can’t predict whether Clubhouse will still be top of mind five years from now. But while the hype is alive and well, there is a great opportunity for entrepreneurs and C-Level executives to get in on the action and make their voices heard.
Audio is one of the most engaging ways to tell your story, with some even saying it’s the ‘new video’ (no doubt, in light of the video fatigue we’ve all experienced since lockdown). Because conversations on Clubhouse happen live, with more opportunity for dialogue, the content tends to be more memorable and impactful than a pre-recorded podcast interview might be.
This means that speakers need to be fully prepared for people to pose questions and challenge their statements, and therefore as a rule, they should stick to discussing areas that fit comfortably within their wheelhouse. Media training for spokespeople, considering the platform attracts lots of journalists, is also a must.
Podcasts and video interviews with industry leaders have long offered a valuable source of knowledge. With Clubhouse, individuals can not only tune in, but engage with them in real time, including influencers who they might never have had a chance to connect with prior. It’s a great way to stay up to date on trends, hear what your peers are doing and develop your own arguments, all the while fostering connections in your industry circle.
Once you’ve built up a following, you can use Clubhouse to host your own events. This is a great way to control the messaging you’re putting out there and who you’re collaborating with, and to educate a wider audience on your subject matter expertise and what your company stands for.
The conference circuit can be an intimidating place and, while most business leaders have insights worth sharing, many shy away from speaking in front of a big audience. Clubhouse solves this problem by allowing you to speak to an unlimited audience from the comfort of your own home, without feeling the audience’s eyes on you.
If you’re using Clubhouse as part of a wider PR and marketing strategy, as with any social media platform, measurement is key. Monitor the reaction and engagement you’re getting regularly to evaluate whether it’s bringing you connections and business leads over time.
It remains to be seen whether Clubhouse will be able to sustain its hold on the market but, in a competitive landscape with so many voices trying to be heard, maybe another stage to tell stories is just what we need.