Clubhouse Is About To Develop An Android App. Are Sellers Ready With Their Marketing Strategies?

Clubhouse, a voice chat social software launched in March 2020, has been gaining popularity in recent months. According to App Annie data, Clubhouse doubled its growth in just half a month from February 1 to mid-February. , global downloads soared directly from 3.5 million to 8.1 million!

As of now, the application is only available to iPhone users who have received invitations, but according to CnBC reports on the 23rd, Clubhouse has hired Android software developer Mopewa Ogundipe to develop the Android version of the application. In this way, Clubhouse’s goal of expanding its user base is self-evident.

In addition, according to the digiday website, Clubhouse has approximately 2 million weekly active users. In addition to business tycoons such as Musk and Zuckerberg who have participated voluntarily, Clubhouse has also launched a "Creator Funding Program" to attract There are more active content creators, and the number of creative talents currently being cultivated is about 40.

Therefore, for now, Clubhouse's influence as a social media platform is still relatively limited, but it does provide advertisers with the necessary conditions for promotion, that is, the influencer group gathered here.

So for sellers, how should the marketing potential of Clubhouse be developed?

Unlike other social networks, Clubhouse is created based on audio interactions. Users can join "chat rooms" with different themes and conduct group discussions at will. Currently, there are no specialized paid marketing methods developed on this platform for marketers to choose from.

Although free is a good thing, it also poses a big challenge to marketers' own imagination. There is no "standard answer" at this stage on how to use the platform and how to use it for the best effect.

A relatively simple and safe marketing method at present is to cooperate with influencers on Clubhouse to "control" the talking objects and topics in the room, as well as the rhythm of the chat content. At the same time, this "chat room" may appear on the recommendation page of the Clubhouse application, thus attracting more potential consumers to actually participate in the real-time chat.

However, this marketing method also has certain risks, and ordinary users may not be able to accept such a "hard advertising" form. In addition, Sydney Busby, director of content strategy at Wunderman Thompson, an American marketing agency, said in an email that Clubhouse seems to be taking Measures to prevent this type of marketing. Moreover, Clubhouse and its users attach great importance to the element of transparency, and users have been reporting merchants suspected of engaging in multi-level marketing to the platform.

Busby believes that Clubhouse is expected to continue to release relevant system updates to enable the user community to "purify" itself, and is considering adding a badge rating system for chat room moderators. She cautioned: “Marketers may need to realize that currently Clubhouse is not the friendliest place to convey messages on behalf of brands.”

So besides this, are there any other marketing methods?

Before Valentine's Day on February 14 this year, RBI, the parent company of Burger King, invited company executives to conduct a company performance discussion in a public "room" in Clubhouse, which successfully gathered many "audiences" and also promoted the brand in disguise. effect.

And RBI’s chief communications officer, Duncan Fulton, doesn’t seem to agree with Clubhouse’s idea of ​​hiring paid influencers. He believes that this will reduce the transparency and authenticity of voice chat content on the platform.

He said that the longer brands can maintain the status quo of not playing promotional "gimmicks" on the platform, the longer the platform will remain in people's minds as a powerful tool for conversation and communication.

Therefore, if sellers want to carry out brand marketing through Clubhouse, it may not be the best time yet. Sellers can wait and see and open their minds to find the best and creative marketing methods.