Clubhouse, the perfect place for brands

The new social media platform is an interactive podcast that launches new communication challenges for influencers and brands.

Words by Miriam 

10 March 2021

Founded in May 2020 by Silicon Valley entrepreneur Paul Davidson, Clubhouse is a brand new social media platform that is climbing the charts around the world, demonstrating how discussion of topics and participation are still at the heart of the media boost. The app – which can only be used by iPhones so far – is still in the experimental phase but is already winning over many users, thanks in part to the possibility of coming across discussions by people such as Oprah Winfrey, Drake, Chris Rock, and Ashton Kutcher, VIPs who have succumbed to the charm of this novelty.

What is Clubhouse

Revolutionizing all the trappings of the latest social media, Clubhouse is a platform where images do not exist, the language is only voice, based on audio files. Conversations are organised in thematic chats from which you can navigate, choose to participate in the conversation, or just listen.

How Clubhouse works

Another key feature of this social media is exclusivity. Users can only access it via an external invitation. Once inside, users can choose their interests and build a network of contacts. After the first steps, the main page will show a set of rooms. You can enter a room and simply listen to the conversation, but you can also interact by clicking on a button. Of course, it is the moderator who chooses whether to give the floor to the user, and the user can decide to tiptoe out of the room with the ‘leave quietly’ button.

Why this social network is the future for brands

Although still in its early stages, Clubhouse has already attracted the interest of brands, especially the more experimental ones, because of the possibility of talking directly to users and reinforcing awareness through authoritative interventions. One of the first to do so was Burger King, which opened a room in the US to meet with its customers, whereas during Milan Fashion Week the fashion world went crazy for the versatility of this social network and its power to create virtual events. Gilda Ambrosio and Giorgia Tordini, who opened a room in February to talk about The Attico’s new capsule collection, were the true trailblazers. Brands such as Barilla, Ikea and Peroni have already given a positive opinion on the possibilities opened up by Clubhouse in just a few months, whereas entrepreneurs such as Elon Musk – CEO of Tesla and SpaceX – and Mark Zuckerberg have already put their faces – pardon me, their voices – to the test to see how the app performs. Roberto Monzani undoubtedly wins the prize for the most romantic review. Inter’s Media House Director declared that “So far, Clubhouse has the flavour of radio broadcasting in the 1970s. We’ll see what happens in the future.”