In case you’ve missed it, Clubhouse is the latest trending social media platform. Despite being in a testing-stage and only being available through App Store, Clubhouse has attracted millions of users and I think it’s fair to say the greatest minds of the planet have flocked to the platform.

What is it?

Clubhouse hosts virtual clubhouse rooms that are like live podcasts, acting only through audio. In an earlier trend analysis we talked about the potential boom of audio as a media channel, and the growth of Clubhouse indicates that it is now happening. We have also talked about the growing importance of B2B influencers and Key opinion leaders, which is skyrocketing through this application.

The platform is still in its testing stages and drives a huge demand through scarcity (people have even started selling invites), exclusivity and FOMO – the fear of missing out. The platform grows by invite only (or a waiting list) and the content is not recorded, so the only way to be in is to listen live.

Some stats about the app:

• It grows extremely fast: In only the last two months Clubhouse has gone from 600.000 users to 6 million, according to Backlinko. There were 2 million users in January 2021 and there are 6 million users today, the 11th of February 2021. These users include big names such as Elon Musk, Oprah Winfrey and Grant Cardone (as well as a growing bunch of Swedish influencers).
• Clubhouse was downloaded 2.3 million times only in January 2021 and has a 4.9 star ranking on App Store – the users love it!
• Clubhouse is now valued at 1 billion US dollars

We’ll start by explaining a little more about the application, before we move on to why it can be a huge success for businesses.

First off: How do I get an invite?

A good first step is to just sign up for the waiting list. People in your network who have a spare invitation will get a notification that you want in, and if you’re lucky they’ll share an invite with you. ­Otherwise you could ask around to see if any of your c­onnections have an invitation left.

What type of content is on the platform and how do I find content that I like?

Clubhouse hosts virtual clubhouses for any kind of subject you could think of, spanning from space physics, AI, health, religion and learning new languages, to celebrity gossip and pitching for angel investors. You name it, it’s there.

How do I find relevant content?

When signing up to join the app you get to pick a few interests – you can change this later but we recommend you to be selective. You might like movies for example, but are you really interested in discussing them for hours? Once you’re in you can follow both people and clubs, and you’ll get recommendations based on your selected interests.

What opportunities do we see for businesses?

Brand building!

There are multiple ways to build your brand through Clubhouse, but remember the app is still in its very early stages.

The best thing that a CEO, founder or expert can do branding-wise at this stage is probably to go on the app, connect to relevant groups and start to share valuable knowledge that the audience benefits from or is interested in. By doing this you position yourself and your brand as a thought-leader.

If you want to start your own room, make sure you have something interesting to say around the topic you pick, and that you know how to moderate if there are multiple people on stage (there are some “learning how to moderate” clubhouse rooms that you can sign up to if you need help).

We also see some other options that brands have turned to, such as sponsoring a room, a group or a person.

 “Can’t I just pay for advertising on there?”

No. Clubhouse is currently in a pre-revenue state, but through their website they announced that they will be trying to offer their creators some money, by trying out tipping, entry tickets or subscriptions. However, they have not announced anything about ads or in-app marketing.

What are the DO’s and DON’T’s of Clubhouse?

Don’t: Build a company profile like you would on for example Instagram.

Instead: Create a personal profile and tell people a little bit about your company in your bio. Integrate with relevant audiences and other industry experts – and host or join rooms together with them where you share relevant knowledge.

Don’t: Try to sell something, unless you’re in a pitch competition room.

Instead: Try to provide value. For example: An intellectual property attorney started answering questions from the audience in a startup forum. By the end of a two-hour session she had connected with 20 potential new clients.

Don’t: Be too formal.

Instead: Let your personality shine, but of course be respectful and adapt to the climate and rules of that specific room. Even the venture capitalists in VC rooms treat each other like they’re friends. They make jokes and get comfortable. After all we’re just humans, and clubhouse has really removed a layer of social hierarchy.

Don’t: Be scared to check this new app out. Worst case scenario you don’t like it, best case scenario you boost both your brand and your social life.