Opportunities for Marketers on Clubhouse
Clubhouse is the epitome of content marketing. Brands have a new opportunity to engage live with potential fans in a more authentic way. Like podcasts and conferences, this is a new avenue for in-depth audience engagement. The caveat? Brands have to be willing to put in the work. It’s going to take time to learn the platform and optimize your brand’s presence.
While marketers have been slow to learn and leverage Clubhouse, there are some strong examples of brands already using the platform in interesting ways.
- Martell Cognac has been partnering with influencers to make brand connections on Clubhouse. For Black History Month Martell Cognac partnered with content creator Karen Civil to highlight black female entrepreneurs. Throughout February, Martell Cognac and Civil hosted weekly Clubhouse conversations celebrating black women in business. This approach of partnering with creators has helped extend the brand’s reach and add an air of authenticity to its interactions on the app.
- Pedigree pet brand turned Clubhouse into a Doghouse in its app promotions. Pedigree partnered with room moderators to introduce 20 adoptable dogs and allowed Clubhouse users to “interview” the potential pets. Each dog had their own Clubhouse profile where participants could learn more. In the chatroom Pedigree also discussed the value of pet companionship.
- In an approach all its own, The Kool-Aid Man is now on Clubhouse too! Yes, the Kool-Aid Man. While the mascot has made appearances in Clubhouse rooms, he only adds the occasional “Oh Yeah!” to the discussion. It will be interesting to see what the Clubhouse community’s tolerance will be for more blatant brand promotions that don’t necessarily contribute to the conversations.