I was fortunate to get an invite from a friend to Clubhouse (I believe it’s much easier to gain access now that more people are signed up for it), but I think I’ve opened the app a total of one time. Make that twice as of this writing.
It’s not that I’m not interested in it—I see its value. It’s just that requiring listening to content is a bit of a roadblock for me. I keep my phone on silent mode—it’s rare that I hear the sounds of an Instagram story, I just watch the videos sans audio, or view the images. If a friend sends me something that requires sound, I often tell them I’ll look at it later (and then inevitably forget).
Because to do something with sound requires more of a commitment. I need to be in an environment free of distractions. When are we most likely scrolling through Instagram or Twitter? When we’re bored watching television (the ultimate two-screen experience), when we’re waiting at the doctor’s office. When we’re rocking our kids back to sleep in the middle of the night. When we’re riding public transportation. All these examples typically demand silence, so unless you have your earbuds in (which is definitely a solution to the dilemma), you’re probably not enjoying things with the sound on. Which makes an app like Clubhouse less accessible for the casual visitor.
Which got me thinking about a Clubhouse strategy for brands. It’s not only going to be about what type of information you share, but when you share it. Maybe it’s at the time of a typical lunch break. Maybe it’s in the evening when people are winding down and reading in bed, or watching TV, or whatever they do. But to host a conversation at an inopportune time and hope that people participate? That’s tricky.
It’s not that people won’t come to your conversation on contemporary jewelry—of course we’re interested and, these days, absolutely long to participate in even virtual conversations with our peers. But to get the utmost engagement may require some additional planning. Advertise (I say this in the loosest way, I don’t necessarily mean paid social) the heck out of it across other social platforms. Create a group on Clubhouse and ensure followers receive updates. Just let people know what is happening and when, so they can plan to be there.
We know, from Zoom meetups and live sessions on Instagram, that there’s a desire for this sort of content. Of course there is! Between the rise in podcast popularity and people’s growing comfort with virtual meetings, it makes sense. But for someone’s content on Clubhouse to have a larger impact, extra effort is due. Maybe your weekly sessions become a ritual, ideally, and you won’t have to hoof it so hard to spread the word. But to start—just as with any other social platform that’s new to you—takes some hustle.
Keep that in mind as you explore this new platform. I hope collectively as an industry we can come together to offer valuable information and build a concrete presence here, because the value that comes from colleagues sharing lessons and information is indispensable.
How do you currently use Clubhouse? Do you have any great jewelry groups or creators you can recommend below? Please share!
(Logo via Clubhouse)
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