Is Clubhouse Worth the Hype for B2B Marketing?

The buzz around clubhouse continues to swirl as brands, social media stars, and celebrities alike adopt the platform. But the question at hand: Is this new platform viable for B2B marketers?

What exactly is Clubhouse?

Clubhouse is an audio-led platform. And one major hook? It’s exclusivity. The app is invitation-only, similar to the early days of Facebook when a school affiliation and acceptance was required to join the platform. In a world flooded with social media, exclusivity adds an enticing edge. Once you’re – in the words of 50-cent – “in the club” you gain access to conversations, interviews and more on a variety of topics from a myriad of diverse individuals. The format can be likened to a podcast with access to participate. Virtual rooms can host up to 5,000 people to join in on the conversation. So, the interactivity allows users to make meaningful connections with those who have similar interests.

B2B Marketing Benefits

The app is quickly gaining popularity. This means the time to get in on its potential is now, while it’s new and growing — and before it becomes oversaturated. Here are three advantages Clubhouse can bring B2B tech brands.

1. Connect with your audience. We’re all human. Human beings are inherently wired to crave connection. The platform allows audiences to be involved and connect with the conversation, giving you the power to deliver an informative and interactive experience. This ultimately allows you to build your network while strengthening relationships – delivering a personalized experience and two-way conversation that so many customers crave in today’s cluttered landscape.
2. Build your brand credibility. Clubhouse brings people together based on particular topics of interest. This gives thought leaders and industry expects a single space to connect and network. Hosting your own room with compelling, relevant content positions your brand (or spokesperson) as an expert. As part of a larger market education strategy, active participation could help shape the way the market thinks and buys. Major thought leaders, tech companies and celebrities – think Oprah Winfrey, Elon Musk, Mark Zuckerberg, WordStream founder Larry Kim, etc.– have already adopted the platform.
3. Stand out from the crowd & grow a unique community. The platform’s novelty means it’s not yet overcrowded – and your competitors likely aren’t there yet. This gives you the power to own a large share of voice and breakthrough the clutter of other densely populated platforms. Create and offer content of the most interest to your newfound community and potential customers. As your message shines through, you can effectively build brand awareness in an organic fashion. If Clubhouse blows up, you’ll have a head start on the competition.

Should you join the Club?

That’s hard to say. At the very least, it’s worth checking to see if your customers and prospects are on the platform. Also see if the community is talking about topics that matter to your business. If the answer is yes, Clubhouse could help you differentiate from your competitors and connect with your audience on a new level.

While it’s hard to say if the platform’s here for the longevity, the trend of audio driven content is here today. Even for B2B marketing. And if it does take off, it will be significantly harder to build a following tomorrow versus today. Now is the time to capitalize on the hype and explore Clubhouse– you may just like what you find! Want to learn more about cultivating your B2B brand’s social strategy? Visit here for more information.