The power of audio-messaging
We live in a world of frequent texting, responding to emails at all hours of the day, and endless scrolling. With the increase in social distancing and remote work over the last year, it's no surprise that people crave human connection.
And the market is ready for an audio-based social network.
Clubhouse, a new and rapidly growing social platform that connects people through small-group audio messaging, has received over 4 million new downloads in the first few weeks of 2021 alone.
So, what exactly is it?
"Clubhouse is a space for casual, drop-in audio conversations—with friends and other intriguing people from around the world." You can go online at any time to chat with the people you follow or to listen in on what others are saying.
It was the ideal recipe for a viral hit, and it worked. The platform went live in May and had over 600,000 registered users by the end of 2020.
What is it like to be on Clubhouse?
Imagine this: You enter a big open room. A panel of speakers sitting just a few feet away from you.
As you walk into the room, they all turn to face you. There's a big sign encouraging you to raise your hand if you want to speak, and you're being directed to it right away.
You raise your hand, feeling welcomed, and in a few seconds, you're invited up on stage by a friendly usher and given a seat next to them.
As you go further, you will discover, many speakers on the platform are responsible for billions of sales in the respective industries. Celebrities, entrepreneurs, business leaders, all are an active part of the platform.
As with any new social platform, perceptive brands will be among the first to capitalize on an untapped market.
What makes Clubhouse so special?
Clubhouse introduces a new twist of advancement with its invite-only platform, which has marketed itself as a virtual form of elitism since its inception.
Consider a fancy yacht club, but on your phone.
The most intriguing aspect of Clubhouse is how easily listeners can become audio creators by unmuting themselves and participating in conversations; additionally, voice is information-dense, expressing meaning through language, tone, pauses, and emphasis.
It's more natural for many of us to start talking than it is to craft a clever tweet or an engaging Instagram story.
Given how natural and instinctive speaking is, voice has been an underinvested part except for the podcasts that came over around 15 years ago.
The overall environment at Clubhouse functions as a turbocharged incubator for business opportunities, benefiting everyone from those just beginning to learn, to world-famous multi-millionaires like Cardone, Kevin Harrington, and Tyrese Gibson.
According to Thibaud Clement, the CEO, and co-founder of Loomly:
“Perhaps most surprisingly, a factor contributing to the success of live audio apps is the popularity of Airpods and other wireless earbuds. In 2019, Airpods generated $12 billion in revenue, which means 8% of Apple's revenue. That alone is more than the entire revenue of Spotify!
That immense commercial success is, at the very least, enabling if not empowering, the success of audio-first social networks, such as Clubhouse, Spaces by Twitter, or the new initiative by Spotify.”
To go even further, as Ben Thompson puts it: "Clubhouse is the first AirPods social network."
How can you grow on Clubhouse as a business?
It is too early to predict the full impact of Clubhouse on the social media and performance marketing landscapes, and there is no playbook in place for brands looking to establish a presence on the app. However, brands can and should pay close attention to the hype.
To begin, CEOs and brand leaders should host rooms, participate in conversations, network, and connect honestly and openly with consumers. There is a strong possibility of forming a meaningful connection between your company's thought leaders and potential clients or customers that was previously unattainable.
According to studies, consumers are loyal to brands they follow on social media because they feel a personal attachment with them. Clubhouse enables businesses to go a step further and encourage that same emotion with a human "face" (or, in this case, a voice), creating a vertical for brands and consumers to connect as if they were friendly acquaintances.
Without a doubt, Clubhouse is creating an unprecedented opportunity for a culture of collaboration for businesses.
Clubhouse has a low saturation as of now.
Nothing beats a new social media platform with low dilution and high reach for marketers and others who would benefit from business connections. And that’s Clubhouse for now.
Access to new connections and potential consumers/clients is extremely easy. So, get hold of the moment while you can.
Signup, join now and try it for yourself.