The app, launched in March 2020, has enjoyed real growth in recent months and increased visibility in the European market at the start of 2021. While the app is not, to date, a tool for reaching the general public – it reportedly has 90,000 users in France and 13 million downloads worldwide – it is a field of opportunity for certain kinds of communication. A closer look.
An app centred solely on voice and voice messages
The app lets users join rooms, conversation spaces that offer scheduled sessions to debate and exchange on specific topics. These rooms can bring together up to five thousand people at the same time. The content exchanged is not video, text or images as on Twitter, LinkedIn or other platforms, but voice only. It is possible to find and join rooms based on the themes you prefer or on your address book.
A platform driven by opinion leaders and the Tech / Decision-maker universes
Clubhouse does not currently offer ad space, which limits knowledge of the audiences addressable through the platform and classic advertising activations. First studies describe the audiences as mostly male and made up of opinion leaders: executives, entrepreneurs, authors, journalists in the Tech, Entrepreneurship, Music and societal-issue universes.
How to develop a strategy on Clubhouse for your brand?
Clubhouse is therefore a territory to approach in order to meet decision-makers and to showcase a company’s stance on innovation, entrepreneurship or CSR commitment. Organising a talk with your Innovation Director or HR Director is one way, for example, to combine innovation in communication with showcasing the brand’s news. And to do so in the platform’s own codes: authenticity & proximity. You can invite your own employees or partner with influencers on the platform to benefit from their audiences and authority.
The example of Feed, a food expert, is interesting in this respect. The brand launched its programme of events on Clubhouse and now gathers up to 10,000 people in its Rooms. The talks are built around entrepreneurship, personal development and food, with celebrities and influencers. The aim is to appear as a trendy, authentic and innovative brand and to be connected with its target of dynamic young urbanites. (Learn more about Feed)
To go further in analysing content on Clubhouse, we recommend the following article: https://www.britopian.com/social-data-analytics/trending-on-clubhouse/
Going further. See also tigrz’s Content & Influence expertise and our approach to influence and creators.
On the same topic: « [Special report] How to make influence and performance go hand in hand? » and « Influence: after Booba and the Lemaire law, a new landscape and new opportunities ».
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