Collaborate With Your Creative Network
We’ve said it before: a brand that jumps on a platform simply for the sake of following headlines won’t really make waves; but a brand that engages with intention is a cultural producer. As Clubhouse continues to grow — it’s currently clocked in at 10M+ downloads, 2M weekly users, and an average dwell time of 11-22 hours per week —, consider tapping your existing creative network. By leveraging the existing cultural ties of your brand, you can show up and stand out in new ways, offering unique access to cultural figures and conversations.
Lean Into The Intimacy
What distinguishes Clubhouse from other platforms is that it’s unscripted and unpolished. Rather than the glossy production of visual platforms, Clubhouse inspires a distinct intimacy, providing a space for conversations that break down barriers and get everyday users into the rooms where it happens — without a paywall. Rethink how you define engagement and success beyond the number of users in a room, and consider how you can give users a new kind of insider look at your brand by throwing some of the pretence out the window.
Play With The Format
The usual format of a Clubhouse room relies on a variation of a panel discussion or a themed conversation. But that’s not the only way to engage with the app. Clubhouse users are remixing rooms to create distinct sonic experiences. There are rooms dedicated to ambient sounds; there are live DJ sets (like the ones that popped up as memorials to DMX), rooms with guided meditations, even a room where people can let off steam by moaning like whales. And last December, Black creatives organized and put on a musical production of The Lion King. Consider creating new types of live brand experiences, crafting distinct soundscapes that tell novel stories about your brand, or ones that can be integrated into brand environments as we move towards a post-vax reality.