Clubhouse marketing stats<\/h4>\n
Searches for \u201cclubhouse app\u201d have increased by 99x over the last 6 months according to Exploding Topics (below). They are up over 3250% over the last 90 days.<\/p>\n
![\"Clubhouse](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Clubhouse-business-growth-700x371.png\")
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Source:\u202f<\/span><\/span>Exploding Topics<\/span><\/span><\/a>.<\/span><\/span><\/p>\n <\/p>\n Google Trends (below) shows a dramatic increase in search interest for \u201cclubhouse\u201d from mid-Jan.<\/p>\n Source<\/span><\/b>:\u00a0<\/span>Google Trends<\/span><\/a>\u00a0<\/span>\u00a0<\/span><\/p>\n <\/p>\n The<\/span>re<\/span>\u00a0is a\u00a0<\/span>huge level<\/span>\u00a0of activity and interest in the term \u2018clubhouse\u2019. Almost every question for th<\/span>is term\u00a0<\/span>on\u00a0<\/span>Answer t<\/span>h<\/span>e public<\/span><\/a> is to do with the new app.<\/span><\/p>\n Source<\/span><\/b>:\u00a0<\/span>Answer\u00a0<\/span>The<\/span>\u00a0Public<\/span><\/a>\u00a0<\/span>\u00a0<\/span><\/p>\n <\/p>\n Since the beginning<\/span>,<\/span>\u00a0Clubhouse has been operating on an \u2018invite only\u2019 basis. A clever marketing ploy using\u00a0<\/span>exclusivity<\/span>\u00a0or\u00a0<\/span>a<\/span>\u00a0way of protecting the platform from falling over while it scales? Who knows<\/span>,<\/span>\u00a0but it<\/span>\u2019<\/span>s working all the same. The only thing I have found odd is that it currently only offers a<\/span>n iPhone<\/span>\u00a0app<\/span>,<\/span>\u00a0although there is talk of bringing an\u00a0<\/span>A<\/span>ndroid one in this year.\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n There have been a few key moments since the app blew up.\u00a0<\/span><\/p>\n Other famous names on the platform include Opera (obvs), Drake, Kevin Hart and even MC Hammer (I heard him speak in a room and was very impressed). I<\/span>\u2019m beginning to\u00a0<\/span>wonder how long it\u2019ll be before Trump joins!<\/span><\/p>\n Imagine yourself in a huge building<\/span>, full<\/span>\u00a0of corridors. Each of\u00a0<\/span>these<\/span>\u00a0has thousands of rooms<\/span>, each with their name above the door<\/span>.\u00a0<\/span>Some of these corridors are called Clubs, which you can join.\u00a0<\/span>You can walk these corridors t<\/span>ill<\/span>\u00a0your hearts content, opening each door silently and standing at the back of the room while people on stage debate the topic of the room in front of an audience of people listening. <\/span><\/p>\n The people on stage suddenly ask if anyone from the audience wants to come up and to raise their hands. A few do, and they are asked to join the moderators \u2018mods\u2019 on stage.\u00a0<\/span>When they get up on stage they are asked if they have a question and the panel debate it.\u00a0<\/span>Everyone sits with their\u00a0<\/span>microphone muted so there is no background noise while people speak.\u00a0<\/span>Usually, these rooms have multiple \u2018mods\u2019 but one or two of them take the lead in hosting the room and keeping control. If that room<\/span>\u2019<\/span>s not for you, you leave silently and go back out to the corridors.\u00a0<\/span>\u00a0<\/span><\/p>\n There are rooms for everything and naturally, as <\/span>the platform\u00a0<\/span>grows<\/span>,<\/span>\u00a0diversity<\/span>\u00a0of topics<\/span>\u00a0<\/span>follows<\/span>.\u00a0<\/span>I\u2019ve come across rooms for mindfulness, comedy nights, dating<\/span>,<\/span> meditation, and even silent rooms for\u00a0<\/span>just\u00a0<\/span>spending time with others focusing!<\/span><\/p>\n One of the first rooms I joined was\u00a0<\/span>\u201c<\/span>9am in London<\/span>\u201d<\/span>, a room committed to there being \u2018No Agenda, Only Vibes\u2019. It<\/span>\u2019<\/span>s hosted by\u00a0<\/span>Abraxas<\/span>\u00a0Higgins<\/span>\u00a0who I first met while he selflessly ran a welcome room to the app.\u00a0<\/span>Abraxas<\/span> is now an app-wide sensation and influencer with over a quarter of a million followers<\/span>.\u00a0<\/span><\/p>\n I caught up with Abraxas and he had this to say about the app:\u00a0<\/span><\/p>\n \u201cAt last, there\u2019s a social media app where pretty pictures and controversial\u00a0<\/span>280 character<\/span>\u00a0messages can\u2019t garner you attention. You actually need to have some lexical ability, some\u00a0<\/span>whit and some humour. If you\u2019re introverted this app gives you a voice, one you may not have been willing to use on other social platforms. It\u2019s my absolute pleasure to be influencing and serving an audience wider than I could have ever imagined. <\/span><\/p>\n As with all apps and new technology, there will always be people who abuse <\/span>it<\/span> and you must be wary. Clubhouse is just a microcosm of the real world, the good the bad, and the ugly. However, I see myself as a part of the good. <\/span><\/p>\n This weekend I ran the app<\/span>\u2019<\/span>s first welcome room for blind Clubhouse users using screen reading technology with Neil McCullough (a blind clubhouse user). Over 400 people\u00a0<\/span>attended<\/span>\u00a0and we all learned so much together. I think this is the future of social media where authenticity and providing value are the trading currencies. Come and join me in a welcome room\u00a0<\/span>someday<\/span>, I\u2019d be happy to show you around.\u201d<\/span>\u00a0<\/span><\/p>\n When you find people you like the sound of, perhaps your friends and contacts, you follow them. Here lies the genius. When those people speak in a room (not when they are simply in the audience), you are sent a push notification to let you know. This is where the FOMO I mentioned kicks in. When you follow Zucks and see that he\u2019s talking in a room at 11pm at night, your phone flashes and it\u2019s hard not to jump in and get involved.<\/p>\n Two hours later, bleary-eyed you\u2019re still listening to your transatlantic friends talk about the future of Teleportation or something! The slightly more positive way to look at this is your experience is curated by the people you follow.<\/p>\n A really interesting debate is that of how the platform will monetize. There are lots of theories around, some of which we\u2019ve seen on other platforms (remove ads, premium analytics, firehose style data). Then there are the platform-specific ones \u2013 premium rooms<\/span>\u00a0&<\/span> clubs, sponsored audio influencers,<\/span>\u00a0etc<\/span>. One of the most exciting for me is if they adopt a model similar to YouTube where they share the revenue with creators.\u00a0<\/span>That could make a lot of people, very wealthy.<\/span><\/p>\n One thing I can say with absolute certainty is that Audio is here to stay and either Clubhouse<\/span>,<\/span> as a first mover<\/span>,<\/span> or one of the big platforms copying it WILL win this space.<\/span><\/p>\n The app is suffering a fair bit of negative press as any new innovation in the early adopter stage does. Issues and debates around privacy (<\/span>are\u00a0<\/span>rooms being recorded) are rife. There are cliques developing and people \u2018peacocking\u2019 which is sometimes hard to navigate and not get caught up in.<\/span><\/p>\n Last Friday I ran my first room <\/span>with Becky who works\u00a0<\/span>with<\/span>\u00a0me\u00a0<\/span>at\u00a0<\/span>Optix<\/span>\u00a0<\/span>and Owen who runs a Sales\u00a0<\/span>& Lead Gen business. We innovatively called it \u201cSales and Marketing Tips for SMEs\u201d<\/span>. We didn\u2019t have huge\u00a0<\/span>numbers<\/span>\u00a0but we enjoyed the two hours we spent riffing about the\u00a0<\/span>subject\u00a0<\/span>and for us, this was a learning exercise. <\/span>We agreed at the end of the session we\u2019d run the same room weekly to see what traction we can get.<\/span><\/p>\n![\"Clubhouse](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Clubhouse-Google-Trends-for-marketing.png\")
<\/p>\n![\"Clubhouse](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Clubhouse-search-questions.png\")
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Clubhouse platform 101 for beginners<\/h3>\n
Clubhouse Influencer example<\/h4>\n
![\"Clubhouse](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Clubhouse-example.png\")
<\/a><\/p>\nPlatform Monetization<\/h4>\n
What marketers need to know about Clubhouse<\/h3>\n
![\"Clubhouse](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Clubhouse-room-marketing-example.png\")
<\/a>\u00a0<\/span><\/p>\n![\"Omnichannel](\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/12\/RACE-icon-1.png\"){kind=icon}
<\/a><\/p>\n![\"Structure](\"https:\/\/www.smartinsights.com\/wp-content\/themes\/smartinsights\/images\/smart\/guides\/covers\/63620.svg\")