Clubhouse is one of the fastest rising stars in social media we’ve ever seen. The invitation-only audio-based app, which launched in April 2020, is now a $4B platform with 10 million+ weekly active users and big name influencers and celebrities like Oprah, Drake and Elon Musk. And while there aren’t many guarantees in life, we can promise you this with any high-growth social media app:
That’s where Clubhouse stands now, on the edge of monetization. And while Clubhouse has a long way to go before it gets there (it’s still in beta) and third parties are already looking to do the same, it’s time to think about how this platform can be harnessed for marketers.
The most important thing to know: it’s not about carving out a space for your brand and asking the community to join. The community is already there. It’s about joining a community where your brand fits organically.
Take e.l.f. cosmetics and Chipotle for example (you read that right): to support the partnership, CMO Kory Marchisotto of e.l.f. and Tressie Lieberman, VP of Digital and Off-Premise at Chipotle, took part in a conversation inside of the “Disruptors” Club on Clubhouse in March this year. This Club touts itself as “a home for anyone who is leading or inspired by disruptive strategies changing the future of marketing.” Now you can see why burritos x cosmetics were a great fit to join in.
With a little over 50% of the world’s population of 7.77 billion people now using social media, and the average person owning 8.6 social media accounts, Clubhouse is playing (successfully) in a very crowded space.
Clubhouse isn’t the first platform to take advantage of voice and audio but it’s probably the one you’re hearing about most now. We can’t ignore that the brands are there and more are coming, even before the monetization of the platform. And while it has fad-like tendencies, our question isn’t whether it’ll stay (it will), it’s what will come next.