Swan Sit on How Brands Can Experiment on Clubhouse
Clubhouse remains new and still in beta. It has other limitations too: It requires an invite and remains audio-only. Still, successful brands are using the app to build a community and explore opportunities on the platform.
What is Clubhouse?
I've heard it referred to as a lot of different things. It's been described as a podcast with audience participation. It's been called an audio-only conference. It's been called a clubhouse, which is aptly named, but it's this amalgamation of a few different things.
But in short, Clubhouse is an audio-only platform.
What advice do you have for someone who's just getting on Clubhouse for the first time?
Keep an open mind because this platform is still in beta and less than a year old. No matter what piece of advice somebody gives you, three people will give you different pieces of advice.
There are some fundamental truths that might be helpful, but because of the diversity of people and types of rooms, the world's your oyster. So create your own adventure.
I would also say to go on an onboarding with the Clubhouse founders. It is a weekly session where you learn some of the features and the community norms that have formed.
"Create your own adventure."
What is the most important principle when hosting conversations on Clubhouse?
What's really interesting is when you're looking at those little avatars on the stage, you know immediately what the diversity is on that page.
What's been great is the community has been self-policing: when we look and the stage doesn't look right, we change it. We are constantly asking ourselves whether there's a balance of people we're bringing up on stage. If not, we fix it.
We can adjust and keep ourselves accountable. We enforce our community norms, which are inclusivity, diversity, and respect.
"The community has been self-policing."
What types of “rooms” are in Clubhouse?
Imagine a conference. There are rooms with very serious, structured presentations and keynotes. There are rooms that are panels with more casual conversations. There is also a hallway or the dining area that has no structure and speakers – it's just a hangout space.
Clubhouse is flexible in the way that you could be in any of those rooms.
How can brands succeed on Clubhouse?
Creators who do well on the platform are intelligent, interesting, funny, and helpful, or they’re curators of people who have those qualities.
But the most important thing is that they're authentic because it's just them and real-time audio. It's not pre-recorded, and it's not a celebrity with a PR in their ear.
So it comes down to being human and good storytelling. You want people to be helpful and real.
"It comes down to being human and good storytelling."
When it comes to social storytelling, what sets Clubhouse apart from other platforms?
The intimacy of voice is one of the prevailing characteristics of Clubhouse. Brands that are early and experimental come to play on it because the audience is so captive – and it's a very interesting group of influential audience members... I mean the CEOs of the Fortune 500 companies, among others, are listening and learning.
There's so much experimentation, but if you were a speaker brand coming on, what I wouldn't do is sponsor a room about their technology and speakers.
"The intimacy of voice is one of the prevailing characteristics of Clubhouse."
Hear more from Swan Sit and learn more about how brands can utilize the platform for effective storytelling and the secrets of ramping up the brand on Clubhouse.
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