Social media can benefit businesses. Photo: theguardian.com
The Clubhouse social network, which appeared a little less than a year ago and became popular in winter, attracts businessmen.
Forbes magazine investigated whether this platform is effective for promoting business and who to subscribe to and which Clubhouse rooms to come to for the good of the business.
The publication recalled that the social network appeared in April 2020, and began to actively increase users in December 2020 – January 2021, primarily through the mass registration of public figures. Although initially its core was a community of developers and entrepreneurs from Silicon Valley.
Thanks to an ingenious marketing solution to introduce access to the Clubhouse only by invitation on social networks, a viral effect arose: people asked for cherished invites and offered to invite someone they deem worthy to the social network.
Due to the mechanics of invitations, the initial social network community by the fall of 2020 crystallized into an IT-oriented community of people close to technology, speaking the same language (English) and thinking about the same tasks.
The Russian community began to grow rapidly at the end of January 2021.
It is for the sake of informal access to famous businessmen that they go to the Clubhouse today, as well as for the sake of interesting speakers in the format of a digital conference. Many people call Clubhouse a modern interpretation of talk radio, where you can quickly and easily ask a question to the speaker.
Who to subscribe to and which rooms to come to with the benefit of business
In principle, rooms useful for business can be divided into several large categories.
1. Collective interview with a star. This format allows you to listen to a voice podcast with the option to ask a question, which compares favorably with the YouTube interview format. Of the Russian-speaking businessmen, Oleg Tinkov made his debut in this format, who set a record in the Russian-speaking community, gathering about 5,000 listeners. ClubHouse offers the maximum level of interactivity, and the distance between presenters and listeners is minimized, so ordinary participants have the opportunity to ask a question in an informal setting.
2. Discussion on the given topic. Interesting discussions on artificial intelligence, digital marketing, futurology were held on the social network. This is a unique opportunity to talk about painful issues with industry experts who share their international experience.
A certain inconvenience and, in general, a serious drawback of ClubHouse is the interface and the fleetingness of the “life” of rooms: they exist for 2-3 hours and then disappear without a trace.
In order to get to the right rooms for business interests in a timely manner, you need to subscribe to experts, venture investors and entrepreneurs who are already actively positioning themselves in ClubHouse. Among them are:
- Dmitry Matskevich, co-founder of Dbrain startup – @matskevich;
- Igor Ryabenky, partner of the Altair Foundation – @rigor;
- businessman Oleg Tinkov – @olegtinkov;
- headhunter Alena Vladimirskaya – @alenavl.
3. Fundraising and pitching: there is a whole cluster of rooms in which startups are trying to pitch their projects to the investor. It’s more of an entertaining reality show format, but deals are made during them.
4. Community rooms. So far, the most popular Russian-speaking community The Dacha includes founders, products, business angels who regularly hold thematic discussions on various topics. In such communities, you can look for motivated personnel, co-founders, partners.
5. Corporate rooms. Online conferences have already been held under the auspices of various companies that have raised significant topics and are using Clubhouse to find solutions to their problems and partners for pilots, to find startups for corporate innovation. At the same time, companies do not create corporate accounts, since the application does not allow this. Top managers and heads of companies communicate directly with the audience. This format will be in demand for a large number of companies precisely as a tool for remote “quarantine” search for collaborations and a mechanism for receiving feedback from customers and users.
Life after the hype: why the Clubhouse social network can fail after a meteoric rise
Business should go to the Clubhouse:
- for partners;
- for ideas for pilots;
- for employees (managers from different companies and ordinary employees take part in the discussions);
- for feedback and ideas for development (Clubhouse is a great tool for getting an opinion on a product or brand concept);
- for new knowledge, skills and networking (discussions regularly arise in Clubhouse, where narrow or purely professional issues are discussed).
- to pump a foreign language in the English-speaking segment.
According to the magazine, ClubHouse should not be heavily relied on as a tool to attract new customers due to its small coverage. It doesn’t make sense to go there for an audience and for an advertisement. But in theory, a business can conduct regular online meetups without capital expenditures in order to convey the values of their product. It can help you search for customers and users.
In any case, ClubHouse is still a hype phenomenon and has a concentrated live audience ready for innovations, it can become a platform for discussion communications between people in a remote format, which is especially important during the coronavirus period.
Will the current format, reminiscent of the early LiveJournal, remain, or will it be filled with monotonous rooms dedicated to personal growth, MLM sales, starting online schools from scratch or cryptocurrencies – only time will tell. If you carefully choose the rooms and speakers to which you subscribe, then ClubHouse can be a very effective mechanism for gaining new knowledge and a platform for sharing relevant experiences in real time.
Earlier, “Strana” talked about the hype around the new social network.
We also wrote that hackers have already drawn attention to her: they have kidnapped and posted on the network the conversations of Clubhouse users.