Clubhouse & Influencer Marketing: What to Expect in 2022

One of the main reasons that people are so resistant to the overwhelming and sterile world of social media is because of its lack of intimacy. 

Building authentic connections can be challenging on platforms like Instagram, Facebook, and Twitter.[1] According to a Cigna study, 71% of aggressive social media users have reported feelings of loneliness.[2] 

Prior to Clubhouse’s intro to the world, real conversations and exchanges on social media were rare. Clubhouse was the breath of fresh air that social media users needed, as influencers are able to interact with their audience bases in real time–and vice versa. 

What Is Clubhouse? 

Clubhouse is a club-based, interactive social media app that allows its users to speak to each other via audio without the need for text or video. Users can create their own personal spaces within the app, and create clubs and live rooms that can be public to anyone, or private to their communities. Furthermore, users can interact with each other using different conversational topics, and share their thoughts and personal interests with others. It is a relatively new social media app that is merely a year old.

Brands, celebrities, and influencers (including top influencer marketing companies), are leveraging Clubhouse to rub elbows with their fans on a more intimate level.[3] On the flip side, regular people can hear directly from like-minded authority figures who are in their niches, who they look up to, or who they share similar interests with. Some just listen in to hear their favorite influencers speak, while others may take the opportunity to ask questions or bounce ideas off of them. It gives users a real chance to connect with the people behind their favorite brands. 

Many people seem to primarily be interested in those who are successful and/or famous in their fields, but users and influencers alike love the close proximity that Clubhouse provides to the people they’re trying to reach. The social response to Clubhouse is amazing and even government officials have used the app to interact with people.[4]

How Clubhouse Works

The app works by creating an immersive experience for the user as they listen and respond to audio-based discussions through the platform.

When you sign up for Clubhouse and you become an official member, your feed (or hallway) becomes a real-time display of live rooms that you can enter right then and there. The rooms that you’re shown are based on the people you follow. 

Similar to how LinkedIn used to be before there were lots of professional people on the site, Clubhouse works differently than most social media marketing platforms. You can join rooms with people who have similar values as you, and most rooms are hosted under clubs where groups of like-minded people convene. 

All Clubhouse members have the option to create their own rooms, start their own clubs, or join clubs and rooms that are curated by others.

Every room has a moderator (or more than one). You’ll know who the moderators are based on the green asterisk that’s plopped next to their names, called the green bean. Moderators not only lead conversations, but they also control who’s allowed to come on  stage. Audience members can request to speak by metaphorically raising a hand with the hand emoji that’s located on their screens. 

The Clubhouse user experience is simple and straightforward at best. It’s pretty user-friendly and not difficult to navigate for most. However, accessibility issues have been a point of concern for disabled and handicapped individuals who use the app. Needless to say, there’s progress to be made.[5]

The History of Clubhouse

Clubhouse is perfect for people who are tired of impersonal and disconnected relationships with others online like other social media accounts have provided in the past. The founders of Clubhouse truly put the “social” back in social media by creating this platform, and they’ve done a great job of catering to those who crave actual human connection when using social media. 

It’s been a major source of refuge during COVID-19, especially for those who miss socializing with others but aren’t yet comfortable being social again in-person.[6] This platform appeals to even the socially inclined Generation X for this reason. While millennials and Gen Z account for 56% of Clubhouse’s user base (which is more than half), Gen X is right behind them with a user percentage of more than 42%.

This app isn’t like other social apps where you’re limited to seeing and commentating on others’ highlight reels. With Clubhouse, you can talk to people and they’re able to talk back. Users can receive in-the-moment responses from the influencers they love. 

With a little over 994,000 installs back in December 2020, Clubhouse jumped expeditiously to 6.7 million installs just two months later.[7] 

The platform has not only attracted mega-influencers with massive followings, but it has also created celebrities of its own. On Clubhouse, everyone’s an expert until they have the knowledge and expertise to back it up. Charismatic thought leaders who wonderfully articulate their thoughts and ideas will find it easy to build a platform on the app. 

Clubhouse’s Impact on Influencer Marketing

Social media has gone through many changes. One of the most notable of the last few years has been the focus on influencers. Social Media Today released insights reporting that 89% of marketers believe that influencer marketing is effective.[8] Gone are the days where you had to write blog posts to gain the attention of others on social media.  

A lot of talented influencers and influencer agencies are out there making waves on social media right now. Native Instagram, TikTok, and LinkedIn influencers have managed to make names for themselves directly through these platforms and enhance their marketing campaigns. The same goes for Clubhouse.

Imagine joining a room and meeting five of the influencers you follow on Twitter, Facebook, or Instagram. These influencers could include celebrities and other industry professionals. By joining rooms on Clubhouse with the influencers that they follow, users can participate in some engaging conversations with and learn from them.

Clubhouse provides users with the opportunity to be within close proximity of their favorite influencers, brands and creators by the sounds of their voice, while providing influencers with insights on how to develop the type of relationships that can help their followers and fans grow in the most authentic way possible. Clubhouse analytics for influencers include audience demographics, interests, and reach.  This makes an influencer marketing campaign even more valuable where campaign management and marketing strategy can be more effectively measured.

The Future of Influencer Marketing on Clubhouse

Clubhouse has caught a lot of attention with its development of voice control technology. The app works extremely well in providing live experiences that include interacting with influencers, celebrities, and public figures. It is even widely used by icons that many of us know and love. They include Tony Robbins, Oprah Winfrey, and one of the richest people on the entire planet–Elon Musk. 

While the application of voice control is nothing new, the technology platform is making progress in getting better every day. It’s a giant leap from having nothing to having something that can help a user listen to someone speak and make a quick response – as a marketing tool this leads to several opportunities within an overall influencer marketing campaign. 

Clubhouse and other voice control apps are on their way to finally leading influencer marketing into a more user-friendly, tech-based experience. In the near future, we predict that a lot more celebrities and influencers will be using it and continually attracting their audience bases to the platform. 

In terms of monetization, Clubhouse has been working to provide more opportunities for influencers to earn income off of the platform. They currently allow Clubhouse users to monetize their rooms by way of tipping, ticketing, and subscriptions.[9] Brand partnerships are another way that influencers have been monetizing the platform. Influencers can even host sponsored rooms on behalf of other companies (a.k.a., their brand partners), in which their brands are used as “plugs” during hosted rooms.[10]

Not too long ago, Clubhouse also introduced it’s first-ever, “Creator Pilot Program.” It’s an accelerator program that lends support to Clubhouse influencers who are serious about monetizing their platforms.[11] This program is currently invite-only since it’s in beta mode at the moment. The perks of joining include being connected with brands and receiving exclusive resources on how to organically grow a Clubhouse audience.

How Clubhouse is Going to Impact Influencer Marketing in 2022

Clubhouse will certainly benefit influencer marketing in 2022. The idea of building authentic relationships and being able to create real connections is already being embraced by both influencers, influencer agencies, and brands. 

What do we mean by real connections? We have found that most marketers create little groups of influencers and try to pick and choose who to message and use in their campaigns. These aren’t relationships based on shared values and beliefs, and people who think differently than you. They are focused on reaching and influencing specific individuals in hopes that they’ll align with what they’re doing. 

Clubhouse, on the other hand, is based on being in a group that shares similar values, and can actually get to know one another as friends.  For a top influencer, this level of social media marketing is valuable as it saves time and helps to narrow the time required to achieve results.

Out of all the online channels, Clubhouse may come out on top as the online personality’s most powerful influencer marketing tool going into 2022. The fact that it connects influencers with their target audiences in real-time is priceless alone, allowing them to lead and be a part of conversations with them from anywhere in the world. Social listening doesn’t get any better than this. 

The more in tune an influencer is with their audience, the more they can deliver the content that their followers want and ultimately increase website traffic, engagement rates, and integrate into a broader marketing solution. Clubhouse not only gives them a greater opportunity to influence their audience’s behavior, but it also puts their target audiences in a sweet spot to voice their wants, needs, and desires to people they like to consume content from. 

Developers even rolled out a feature where users can directly message each other on Clubhouse, instead of having to take conversations outside of the platform to connect. This will be huge for influencers who promote their affiliates/brand partners in rooms and want to follow-up with listeners on how to buy from them. This is far better than referring to a strategy guide or marketing ebook found by the dozens online that have a disconnect between theory and actual live contact.

Many influencers have also been hosting virtual Q&As with their fans on the platform. Celebrities like Kevin Hart have been found dropping into rooms to chime in on conversations about them (or other topics that they’re interested in). Musicians have leveraged the Clubhouse to promote new music in the form of virtual listening parties. 

Now that the app is open to everyone, Clubhouse will most likely be a gamechanger for small businesses and entrepreneurs as well. Social media is already one of the biggest forms of marketing for businesses. Companies that are utilizing the social media tools (influencer marketing, especially) available to them have seen exponential returns-on-investment from their efforts. According to Influencer Marketing Hub, businesses are making $5.20 for every $1 spent on influencer marketing.[12]

In the future, Clubhouse could very well become a primary platform for marketing a brand online. It’s become an effective tool for getting their products promoted by a successful influencer or other social influencers. 

If you have a business and you’re not using Clubhouse to your advantage, this is the time to get on board.

Final Thoughts

A new era in social media and entertainment begins in 2022, and it is safe to assume that traditional media and new media will become intertwined in the coming years. It is highly unlikely that Twitter will survive, and some of its key competitors may also disappear or lose relevance. However, with advancements in audio-based entertainment, our prediction is that more people will turn to audio platforms–which could lead to a revival in podcasting and several new innovations within the industry. 

Other social media platforms–such as Facebook and Instagram–have shown an inclination towards audio and video content as they prioritize video over other formats and are being seen in more creative strategies among social media agencies developing an influencer network. Facebook rolled out its own version of Live Audio Rooms after witnessing Clubhouse’s sudden popularity, as well as Instagram (which is owned by the former). [13] [14]

Hire Influence – a top influencer marketing company, understands what it takes to dominate on Clubhouse and gain the ultimate exposure on the platform. If you want to work with an influencer marketing agency that can help you maximize your visibility through the app, our award-winning influencer marketing agency is equipped to help you build Clubhouse campaigns that guarantee results using proven content strategies, integrating media channels and marketing strategy that allows your brand to excel.

 

Sources

[1] https://www.psychologytoday.com/us/blog/the-human-connection/201912/making-real-connections-in-the-age-social-media

[2] https://www.cnbc.com/2020/01/23/loneliness-is-rising-younger-workers-and-social-media-users-feel-it-most.html

[3] https://www.entrepreneur.com/article/370142

[4] https://www.bloomberg.com/news/articles/2021-01-26/as-tech-darling-clubhouse-grows-so-does-scrutiny

[5] https://www.forbes.com/sites/stevenaquino/2021/02/08/clubhouse-is-a-club-so-exclusive-it-excludes-disabled-people-by-design/?sh=252890ed6008

[6] https://www.wsj.com/articles/clubhouse-other-live-conversation-apps-fill-a-void-in-our-social-livesfor-now-11616335201

[7] https://www.fastcompany.com/90606693/basically-everyone-is-on-clubhouse-now

[8]https://www.socialmediatoday.com/news/10-influencer-marketing-stats-for-2021-infographic/594220/

[9] https://techcrunch.com/2021/01/24/clubhouse-announces-plans-for-creator-payments-and-raises-new-funding-led-by-andreessen-horowitz/

[10] https://venturebeat.com/2021/03/18/clubmarket-launches-sponsorship-marketplace-to-monetize-clubhouse/

[11] https://www.theverge.com/2021/3/14/22330281/clubhouse-accelerator-creators-davison-app

[12] https://influencermarketinghub.com/influencer-marketing-statistics/

[13] https://techcrunch.com/2021/06/21/facebook-officially-launches-live-audio-rooms-and-podcasts-in-the-u-s/

[14] https://www.forbes.com/sites/abrambrown/2021/03/01/instagram-adds-new-group-livestream-feature-amid-growing-pressure-from-clubhouse/?sh=1153fccf1a0a