Clubhouse has only been around for a few months and yet it is already valued at $1 billion, with 10.1 million registered users. Standing side by side with Uber and Airbnb, this new social media app has been named a Unicorn start-up. Born in Silicon Valley, Clubhouse’s purpose is to connect its users through audio-only chats focused on specific issues, aiming at constructive conversations between professionals, celebrities and ordinary people. Clubhouse works on an invitation-only basis, creating a certain buzz around its exclusivity, leading to an increased popularity among social media users. Brands’ presence on the app is still uncertain due to its newness, yet one may wonder what advantages can Clubhouse bring to our beloved Maisons? I can personally think of three:
The first one is Authenticity. Clubhouse allows for authentic communication between customers and brands- which is something that we, as consumers, really appreciate. The available chats have the potential to enhance honest engagement between both parties, encouraging consumers to speak up, maybe by virtue of the feeling of similarity with the remaining group members. A more intimate approach delivered by the audio-only feature is for sure a boost for authenticity. But why is it important? Reading comments on regular social media, such as Instagram and Facebook, may not be as constructive as it should. Sometimes users type what they feel will gain them more popularity, despite their own beliefs. Being it smart or even offensive, it diminishes the chances of the comments being a reliable source of feedback. In the meanwhile, when customers speak in a controlled and intimate environment and are ensured that the brand will in fact listen to them, the ambience appeals to the users’ most intellectual and authentic side (even if just to avoid embarrassment in front of a luxurious brand and audience). This most probably leads to constructive and really significant feedback and/or information.
This leads me to the second point: Education. Clubhouse as a social media platform divested itself away from promotion (which is Instagram’s main status quo) and moved towards a learning and debating experience, where one can enjoy a real-time exchange of ideas. Brands can learn about characteristics of their customers that are as simple and as important as likes and dislikes, opinions on the collection, demands for future products, customers’ current mood or even their favourite colour, scent or fabric. It is more of an education-based (or maybe market research) platform rather than a promoting one. Furthermore, Clubhouse users may also include Key Opinion Leaders or Key Opinion Customers – these sources of information are definitely the best to learn about!
Last but not least: Community-building. This is one of the hot topics nowadays as brands move away from general to user-generated communication approaches. How can community-building be a tool for developing successful user-generated communication? By learning about the personality of your consumers through their stances and opinions on discussion topics that you may introduce on your Clubhouse chat, you will develop a benchmark of common traits of your community that you can include in your communication strategy. This may ensure that your posts in other social media deliver a sense of personalized treatment to each viewer, as well as effective memorability. Knowing and, above all, understanding the inner customer is key to designing communication that is unforgettable to the mind and intimate to the soul.
Going further on this point, by being present in chats that allow for customers to gather around and share their experiences, a certain sense of belonging and likeability will grow among the chat participants as they all share similar characteristics and taste (at least in what regards fashion). Being part of a community creates strong ties in ourselves, which means that we are more prompt to keep belonging to that community and thus keep buying from that same brand. It is not only a win-win situation from the brand’s profitability perspective but also because communities provide insights and turn to be sources of inspiration for future collections that meet the demands of prime customers.
by Sofia Castro
