Could Clubhouse be the next big social platform for home and building brands?

  • Categories:

    Social Media

  • Date:

    March 18, 2021

Could Clubhouse be the next big social platform for home and building brands?

Social Media

Although the camaraderie built at a jobsite is hard to replicate, digital-savvy building brands forge similar ties via social media. These brands, in turn, are often rewarded with authentic connections and a strong base of brand advocates ready to engage in content and conversations.

The best way to reach the builder community? Meet them where they are while keeping a finger on the pulse of emerging platforms. But don’t jump in before doing your homework: It’s important to determine if channels, especially new ones, will create valuable opportunities for your brand and its followers to connect in an authentic way.

The newest player in the social media scene is Clubhouse, an app built around authentic conversation. The invitation-only platform, which currently has 10 million users, takes the networking elements of LinkedIn and the community feel of private Facebook groups to a voice-chat-only platform.

Similar to in-person conferences, Clubhouse users can break out into specific topics to connect and network with others who share the same interests or professions. Subject matter experts typically host the rooms and lead the audio-only discussions. Those who want to participate “raise their hand,” and the room’s moderators “invite them onto the stage” to join the chat. Conversations disappear as soon as the host ends the session.

How are brands utilizing the platform?

Clubhouse offers a new way for brands to humanize their image and engage directly in conversations with their followers. Brands are just beginning to explore the social platform — the first to use voice-only conversations.

So far, brands are using Clubhouse to showcase their people, not the company. This approach creates the opportunity for brands to establish themselves as thought leaders in their category. For example, Cinnabon has seen success offering “office hour” sessions with their CEO, during which users can be part of unscripted Q&As where any question is on the table. The exclusivity of both the platform and the “rooms” also makes joining a session more enticing and intimate than a webinar or Zoom call.

While the home and building category has not fully explored the platform’s possibilities, taking notes from leaders in other industries can provide some insight.

Opportunities for growing brands:

Clubhouse compels brands to establish or build out brand ambassador programs. It also drives them to tap into industry thought leaders who can host exclusive discussions or teach master classes around relevant, practical and useful subject matter. This approach is less brand-forward than other platforms, allowing the ambassadors to take the lead and providing an authentic third-party endorsement. The immediate feedback and conversation in each session allow for lively conversations that can help reveal the people behind the brand.

Clubhouse success is built on follower participation. In order to host a successful room, those who have joined need to be open to jumping in and participating in the conversation. The platform is not meant for hard-selling or multilevel marketing and has a high expectation for authenticity among its users. Brands will need to walk a fine line in how they go about exploring and leveraging influencer partnerships in order to avoid taking away from this transparency and authenticity — traits that the app’s users and founders have embraced and are keen to maintain.

Is Clubhouse the right choice for your brand?

A Clubhouse investment will require a substantial upfront lift to build and grow with this new social community. As with any new platform, trends and best practices are likely to evolve as the app grows.

If you have an interest in becoming a part of the Clubhouse community, consider the following:

  • Goals: Determine what topics would be most beneficial to growing your presence on the platform, and create clear objectives.

  • Exclusivity: Joining the app requires an invitation from a current user, and Clubhouse downloads are only available to Apple users at this time.

  • Time: Clubhouse happens in real time but requires substantial planning and organization.

  • Moderation: Groups require a discussion leader. This individual must be an expert on the topic at hand and ready to interact with the audience.

  • Flexibility: Because Clubhouse is a new platform, optimizations will be constant and crucial to audience development.

  • Testing: Consider testing a program with Clubhouse for a set period of time and budget to support it. Then, evaluate learnings and consider next steps.

Ready to explore what Clubhouse can do for your brand? Let’s connect.

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