Trootin Account Director Sara Nurmilaukas and influencer marketing consultant, founder of Kaikki Somesta company Noora Verronen host the Influencer Marketing Quarter event on Clubhouse every Thursday. What should you actually know about the app and what is it suitable for? Read below what Sara has to say.
Clubhouse is an audio app where users can organize, follow and participate in discussions around the world. Conversations are not recorded anywhere and the addictiveness of the app is based precisely on the fact that the user must be present to listen to the discussion. For this reason, the app also encourages keeping app notifications on so that the user doesn't miss anything interesting. The app currently works only on iOS phones, and to log in you need an invitation from someone else using the service. Users receive additional invitations to share by using Clubhouse. The service still relies heavily on a sense of exclusivity and the idea that those using the service are pioneers. Discussions take place in so-called rooms, and in addition, you can establish your own "clubhouses" for different topics. The app hosts many discussions related to social media, marketing or business in general, but also more informal conversation and, for example, guided meditation exercises. Finnish clubhouses have appeared in the app in abundance in recent weeks. One reason for Clubhouse's popularity lies in good timing. The app enables meetings and discussions at a time when coronavirus-related restrictions prevent such activities. The success has also attracted competitors to the market: in response, Instagram increased the number of participants in its live broadcasts and Twitter announced its own Twitter Spaces service based on live discussions, which is also open to Android users.
The business model on Clubhouse has not yet been established, but international brands have already tested collaboration opportunities on the platform. For a commercial operator, there are currently two options on the app. Both rely heavily on a person's visibility on the app – a brand can either partner with an influential person on Clubhouse or brand ambassadors can act as spokespersons for their own brand. As always in influencer marketing, in Clubhouse collaborations, the influencer 'lends' credibility to the brand. When a collaborating influencer starts a discussion, the application sends an invitation to the influencer's followers to follow the discussion. The largest Clubhouse influencers have million-strong audiences, but in the case of active Finnish discussants, we are still talking about thousands of followers at this point. For the influencer, Clubhouse discussions offer an opportunity to share thoughts and discuss directly and in real-time with followers. Especially during the coronavirus pandemic, when events and live meetings are on hold, Clubhouse offers brands an opportunity to get in touch with their target audience and consumers. Brand-organized or brand-hosted discussions are an easy way to communicate current themes and issues, spark discussion and get feedback. Many also listen to Clubhouse discussions while doing other things, so the potential for your brand to be spent time with is great.
The same rules apply to Clubhouse as to other social channels: the brand must be visible and participate in order to reach the audience (and gain followers). However, think about how much you want and are able to invest in Clubhouse presence – for example, you should not establish your own clubhouse if you do not have the opportunity to invest in presence and moderate discussions. Clubhouse works best when people get to participate and learn something new. So don't hold events as a one-way monologue, but let the listeners speak too! Invite listeners to the stage and, if necessary, moderate firmly so that everyone willing can participate in the discussion. Although there are no precedents for marking commercial collaborations or commercial events on Clubhouse, keep your communication transparent: when the nature of the event is evident from the name and description, you will attract people interested in your topics.
I organize a weekly discussion series called 'Influencer Marketing Quarter' with Noora Verronen, founder of Kaikki somesta company, on Thursdays at 10 am. The purpose of the event is to provide a common discussion platform for everyone who works with or is interested in influencer marketing. Welcome! You can find me on Clubhouse under the name Sara Nurmilaukas.
