Everything you need to know about the new social media platform that favours authentic conversations over Internet clout…

Everybody who’s anybody on social media is now on Clubhouse. The little known audio chat app that made its debut on Apple’s app store less than a year ago is currently having its moment in the spotlight.

Elon Musk has joined Clubhouse, along with the likes of Serena Williams, Lindsay Lohan and Vanilla Ice. Being an “invite-only” platform means influencers from all walks of life – mummy blogger-tastemakers to digital fashionistas –  have had to act fast in order to secure a “nomination” (i.e. invite to join), creating accounts and filling out their bios in record speed.

After all, the formula to success on any social media platform is getting in early; this is key to growing an audience and establishing a brand in a space that has yet to be saturated with content. If you want to lay the ground work to become a superstar Clubhouse influencer now is the time.

But who actually has the chops to become the BryanBoy or Chiara Ferragni of the platform? This question begs an answer, as users who are well-versed in uploading written and visual content — often edited to a certain degree — are forced to come to terms with a new digital space where raw audio conversations reign supreme.

Many don’t understand what they’ve just signed up for or how to, quite literally, become part of the larger community. Here, Bazaar breaks down everything you need to know about the social media platform taking 2021 by storm.

So… What Exactly is Clubhouse? And How Does It Work?

By now, we all understand Clubhouse is an audio app where users can host conversations in virtual Rooms with other members. These Rooms can be open to everyone on the platform (Open), just your following (Social) or with a select few other members (Closed). In addition to following other users, members can also follow or “join” clubs on various topics. They can also listen in on conversations in Open Rooms and request to contribute to the discussion by virtually raising their hand – a feature the app has implemented to clearly keep conversations orderly and polite. And when a conversation is over, it’s done; there’s no way to edit, record or repost audio content within the native app.

There’s also an option for users to be notified of Trending Rooms (yes, a conversation can go viral on the platform) and members can choose to follow specific topics in order to be served “Rooms” with conversations they may want to join.

At the moment, anyone that wants to join Clubhouse needs to be invited or “nominated” by a member of the platform. Overall the platform can best be described as Twitch meets Facebook Groups, but for audio conversations.

How To Get An Invite to Clubhouse

While some sources are reporting invites are being sold online to individuals who are desperate to join the platform, you really shouldn’t stress about trying to acquire access to Clubhouse. Generous netizens on Twitter – especially those that work in social media or digital marketing – are known to offer invites to the platform (for free) to complete strangers. There’s no harm in seeking out someone who clearly is a member and politely asking via DM if they have an invite to spare.

Alternatively, check within your personal network. Chances are, someone you know is a member and they’ll be able to offer you an invite – or can ask another member within their network to do so.

Regardless, anyone can download the Clubhouse app and have it on their phone without an invite; you just won’t be able to log in or participate in conversations.

Can I Become A Clubhouse Influencer?

While regional content creators and celebrities like Mona Kattan, Karen Wazen and Razane Jammal are all onboard, the future stars of Clubhouse are going to be the ones who are comfortable with creating audio-led content and public speaking – i.e. podcasters, musicians, broadcasters and motivational speakers.

But like all great content creators, members who are looking to amass any kind of audience will need to put in time on the platform; this means (virtually) showing up and participating to conversations, following and engaging with other users.

As conversations on the platform can’t be edited or pre-recorded, users who want to create content will need to choose their words carefully; there’s no filter to hide a slip of the tongue or jokes that could accidentally be made in poor taste.

This opens up a whole new host of opportunities for creatives who may have been intimidated or put-off by visual-heavy social media platforms. Being camera-ready, with good lighting and an nice backdrop, is not a necessity; members can be contributing to conversations while going about their daily routines, be it in the car on the way to work or whilst folding their laundry. 

According to The New York Times, Clubhouse did roll out an invitation-only creator pilot programme back in December to help compensate its most prominent members for their content.

Is Clubhouse Right For My Brand?

Naturally, this is the next big question that brand managers and marketers will be asking. The current invitation-only set up favours independent content creators over large entities trying to share their brand with an audience – although, technically, anyone with an invite and an iPhone can set up an account.

At the current moment, Clubhouse doesn’t appear to have an option where brands can advertise on the platform. According to CNBC, the app plans to follow a business model where it will earn revenue from subscriptions, compensating its creators by giving them a percentage or share of the earnings for their content.

Brands that are looking to make their mark on the platform will need to do so by working closely with creators; however, it is uncertain whether the platform’s technology is sophisticated enough to weed out sponsored content from organic conversations — of if it’s entirely against the terms and conditions.

Who Should I Follow on Clubhouse?

Arab News reports that the app has become has become popular within the region, which Saudi’s particularly enjoying the uncensored audio-conversations. Jessica Kahawaty, Rania Fawaz and a number of other notable creators all have created accounts on the platform — and it’s easy to search and seek out notable Internet and social media personalities via the platform’s search function. 

Users, however, should be more concerned with following conversations, Clubs and topics rather than a particular individual or influencer. The community aspect reigns supreme on the platform, as it’s conversations that go “viral” and not individuals – meaning, team players with something interesting to say on a particular topic or niche market are far more likely to be successful at building an audience rather than individual on the hunt for Clubhouse fame.

Clubhouse Tips: A Beginner’s Guide

Listen Before You Speak

While it’s tempting to start hosting conversations right from the get go, the best thing to do is to listen and observe before starting your own Room. Familiarise yourself with the platform and its features, how other members engage with one and other, etc. Consider asking questions, participating in conversations and offering to be a moderator in other Rooms, before hosting your own.

At the end of the day, Clubhouse conversations are all about providing value in a meaningful way to the audience members (i.e. listeners). Keep this in mind as you learn more about the platform.

It’s A Team Effort

Connect with other members on the platform and work together to host and moderate each other’s rooms. The best way to do this is by joining smaller conversations that have only a few members participating in the discussion. If you’re contributing meaningful insight and value to the conversation, you’ll start to build up your network and connect with individuals who are passionate about sharing valuable insight with audience members.  

Promote It Across Your Other Social Media Channels and Be Consistent

If you’re planning on hosting a Room, best practice would suggest you inform everyone within your network (both on and off the platform) and be sure to share the link to the conversation, including the date and time you’ll be going live. If your goal is to grow an audience, be consistent 

Like all social media platforms, you need to “show up” if you want to build an audience. This means hosting regular Rooms, participating in conversations and connecting with other members on the platform.

Image courtesy of Jason Lloyd-Evans