“Because it’s so new and fresh, brands seemingly have no idea what to look for when it comes to Clubhouse, they just know it’s a significant avenue that they should capitalize on.”
With all the recent hype on Clubhouse, I think this observation from Jin Yu, an investor and Clubhouse influencer, captures the moment for brands. There is both urgency to seize the opportunity and a lack of clarity on what the opportunity actually is.
Already valued at $1 billion, Clubhouse is the first social media company to break out since TikTok. The app lets people gather in audio chatrooms to discuss different topics. It’s still invitation-only but is already gaining a lot of attention from marketers who want to tap into the hoopla somehow.
“This is a major change in how the social internet works. I believe it’s a new chapter,” hyped Dave Morin, Path founder and Clubhouse investor.
Jin Yu’s observation about the simultaneous urgency and lack of clarity with Clubhouse could have applied to every social media platform in the early days.
As could this watch-out from Sydney Busby, content strategy supervisor at Wunderman Thompson:
“Marketers may need to recognize that at this time Clubhouse isn’t the friendliest place to push a message on behalf of their brands.”
As with any new platform, it’s always good to experiment, but also remember not to put tactics ahead of strategy.
Here are a few related cartoons I’ve drawn over the years:
