What do Oprah Winfrey, Elon Musk, Kevin Hart, MC Hammer and Jared Leto have in common? They are just a few of the high-profile celebrities and billionaires flocking to the newest social media app to hit the scene – Clubhouse.
For those not yet in the know, Clubhouse is an exclusive, invite-only audio app that offers those lucky enough to get their hands on an invite, the chance to listen in to conversations, interviews, lectures, debates and discussions on any topic between various (and often famous!) people.
The brainchild of two Silicon Valley techies who had a goal to create a social experience that felt more human, Clubhouse officially launched in the early days of the COVID-19 pandemic, filling a void for those craving conversation in lockdown, and offering a glimpse into what the future of online life is likely to look like.
Acknowledging that Instagram, Twitter, TikTok and Facebook are known for images, videos, and the written world, Clubhouse tapped into a niche element – the power of the human voice. Forget Instagram filters, videos, pre-recorded podcasts or tweets, Clubhouse is about one thing and one thing only – pure, unfiltered, live stream audio.
In an era of growing culture wars around censorship and online harassment, this app is already being viewed as the next big thing in the world of social media and has been well-received by the public for its one rule – strictly no recording allowed.
Free of charge, Clubhouse offers an exclusive space where users can be moderators, hosting their own conversations and controlling who speaks, or simply hopping from ‘room’ to ‘room’ to listen in on, or ask to participate in conversations. Users can also create their own ‘room’ with a group of friends.
Clubhouse provides a unique space for brands to establish a presence, share their stories, drive conversations, and connect with a genuinely engaged global audience. For example, a brand could use the platform to network with key figures in the industry or position their spokesperson as a thought leader on a particular topic. Offering a chance to directly connect with an audience, this tool will be key for new product launches, business updates, the humanisation of a brand, and more.
Valued at approximately US $1 billion and gaining over two million users since its launch in mid-2020, the Clubhouse has gone from strength-to-strength during the pandemic as a sanctuary for those missing physical human interaction and wanting to connect. With a growth that is undeniable, this audio-based platform should be on the radar for all brands and marketers.
IMPACT got their hands on an exclusive invite and sat down for an evening of ‘room hopping’ to see what the hype was all about. From a group dedicated to debating the best French Netflix series (Lupin was a high contender), and an ‘Instagram Power Hour’, packed with insights on how to grow an envious following, to a silent meditation room with over 200 people sitting together in – you guessed it – silence.
So, how do you get an invite to this uber exclusive platform? First, you’ll need an invitation and an iPhone (an android version of the app should be available soon). To join, an existing Clubhouse user has to share an invite from their app, giving you access to set up an account. Each user has a limited number of invites and if you’re one of the lucky ones – you’ll see a link texted to your phone number, directing you to a sign-up page.