Clubhouse exclusivity – a help or hinderance?
Part podcast, part conference call, part social media app, Clubhouse has been making waves since it launched in March 2020 – a somewhat serendipitous timing in hindsight!
Operating an exclusive invite–only membership, Clubhouse currently has around 6m users. It has already gained the attention of some tech heavyweights including Mark Zuckerberg and Elon Musk. Once onboard, the audio-chat app enables users to either initiate or listen to conversations or a combination via different ‘rooms’.
Two of our AFCC guests, Alison Teare, marketing director and podcaster at Simply Marketing and former BBC post-production specialist, James Sopp, now a digital marketer at Buzzin Digital even met on Clubhouse.
As Alison explains; “It’s a hugely useful networking tool, and what you get with voice, above all else, is that connection… it’s far greater networking tool than Twitter, LinkedIn or any other social media platform I’ve used.”
Being able to share conversations, pick topics or identify specific groups or demographics that you want to reach obviously has real benefits for building your professional network. However, cutting through the hype, Clubhouse is currently only available to ISO devices – making it instantly unavailable to 50% of the population.
I like our third guest, Russell Goldsmith, founder of Audere Communications and host of the csuite podcast, am an Android user. So, Clubhouse’s exclusivity to Apple is a sizeable shortfall in terms of audience reach. Admittedly, it’s early days, and developers plan to roll out an update of the system to fill this huge gap in its potential user-base.
However, when marketing a brand, inclusivity is an important consideration. Therefore, not alienating your existing customer base is essential. As Russell summarises:
“The exclusivity works for Clubhouse, not the brand.”
Source: www.Agricultural Marketing.co.uk