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A Friendly Clubhouse

Macro, mega, micro or nano, influencers are here to stay for brands. But what about the most important influencer of all: the friendly? Everyday brand fans engaging on social media have the power to intimately affect the

Revolution Digital  |  March 9, 2021
A Friendly Clubhouse

Macro, mega, micro or nano, influencers are here to stay for brands. But what about the most important influencer of all: the friendly? Everyday brand fans engaging on social media have the power to intimately affect the purchasing decisions of family members, friends, coworkers, and acquaintances, both in real life and online. And where are friendlies going? They’re going to Clubhouse.

In recent weeks, the Clubhouse app has seen its downloads spike into the millions, with prominent celebrities, business leaders, and influential artists all flocking to the platform. So, what is Clubhouse? Essentially, users drop in on “rooms” to listen to moderators have a discussion. You can raise your hand and participate, or just take it all in. A stream-of-consciousness TED talk meets an audio Twitter feed is how Clubhouse currently functions, but how can brands listen to or communicate with their everyday fans there?

As Clubhouse rolls out to more and more users, marketers are discovering new ways to reach brand fans. Cinnabon has already used Clubhouse to try to reinvent product sampling, and Bite Toothpaste’s founders were able to tell their brand story in a new and engaging way.

When consumers feel connected to brands, they become what we call “friendlies.” Large reach doesn’t necessarily mean more engagement, so the key metric becomes how meaningful the engagements are/can be, and how those drive purchase and purchase intent. Friends and family have, historically, had more influence over purchase decisions than celebrities. Clubhouse is the next frontier in building an intimate brand following, converting casual users into friendlies.

As brands continue to explore how to use Clubhouse, the platform is already successfully building micro-communities of brand fans, with its intimate rooms in contrast to the public square environment of Twitter and Facebook. If brands can build an authentic voice on the platform by hosting meaningful conversations, engaged consumers can become brand fans. It also offers brand managers and agency leads the opportunities to emerge as thought leaders in a specific area, which can lead to consumers seeking out the brand and its leadership on other social platforms.

People trust their own experience and have no problems recommending products with which they’ve had positive experiences. Making announcements on Clubhouse can start a word-of-mouth discussion about your brand, including launching new products, new features, or new brand initiatives.

In conclusion, building an authentic voice on Clubhouse can lead to an increase in brand fans, or “friendlies,” that can directly influence their smaller social circles. If a brand CMO, or brand and agency co-host a room, take questions from participants; the dialogue can be humanizing and authentic. Some brands are using Clubhouse for giveaways/sampling, as well. Building that ground-level affinity is key to expanding a base of brand fans.

At Rev-D, we can help brands maximize their potential and build authentic followings on Clubhouse. With a data-driven, creative-centric, strategy-led approach to building campaign work, we’re looking to add to the agency’s already impressive portfolio of website work. If you’re interested in learning more, visit our website at RevolutionDigital.com, or reach out to us online or at newbusiness@rev-d.com.

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