Today’s topic is going to be a really interesting one, and I totally mean what I said in the title! I’m not going to waste time on the basic shit re: Clubhouse if that’s alright with you.
What Is Clubhouse?
If you don’t know what Clubhouse is, it’s an audio-only app. It’s playing into the ephemeral content trend – meaning it lasts for a specific amount of time and then it’s no longer available. This is the first time we’ve seen a whole social media platform structured around it.
By adding stories, Instagram, Facebook, and even LinkedIn give you that ephemeral content component. But the only other thing that gave you the same experience was a live event. If you were at the live event, you caught it. If you weren’t at the live event, you didn’t catch it. That’s what Clubhouse is like.
Clubhouse is like going to live networking events or virtual conferences, and you can pop in and out. It’s an audio-streaming, live social media app. You can follow and connect with people, but you cannot directly DM them.
How Clubhouse Lets Us Connect So Quickly
I want to touch on why Clubhouse allows us to connect so quickly. I think people feel weird about video. Audio is just a lot more manageable. We feel a lot more comfortable just showing up with our voices. You can’t see me, but you hear the conviction in what I’m saying.
We make much faster decisions about whether to trust someone because it’s live. It’s right now, and you can hear everything I’m trying to convey to you with my voice. I can tell by your voice and our back-and-forth if we’re vibing or not. If I love what you had to say, I’d want to get to know you more so I can choose to connect with you.
The same is not true for a scripted, rehearsed video. I know video is big, and 80% of content consumed online will be video. That’s cool, but you can’t tell me that you get the same impression from a scripted sales video.
I think that’s why my live streams and podcasts tend to do so well. None of it is scripted. I just give it to you guys the way I see it. I am not a Clubhouse rep, so I will tell you straight up that Clubhouse might be a great use of your time and it might not be. That depends on you.
In my case, I’ve been able to create a Clubhouse experience for myself which maximizes the use of my time. I have connected with some amazing people, and I don’t think I’ve networked this well since before Coronavirus. I can look at room topics and I can pick where I want to be.
It’s not like getting to a networking event that initially sounded good, but it’s not and now you’re stuck there. With Clubhouse, you can be like, “This sounded good and it’s not good, so I’m gonna leave.” If you get on the platform, give it some time.
Decide on Your Goals ASAP
For the best experience, take this under consideration; decide on your goals.
I have a ton of interests, so I could talk to you all about goats, gardening, being a veteran, etc. However, you should decide on one overarching theme. You don’t want to confuse your audience with too much stuff.
Clubhouse is trying to show you rooms and clubs that you might be interested in, based on who you follow. When you follow someone, you get notifications about what they’re doing. If that person is consuming a lot of room content that is not aligned with your business goals, they may not be a good follow for you.
How You Can Make New Connections on Clubhouse
Link Your Twitter and Instagram
Why? Because you have some people who are mostly on Twitter, and some who are mostly on Instagram. They might not be on both, but you can’t DM anyone in Clubhouse. You have to go to Instagram or Twitter if you want to send a DM, so make sure you have those linked.
I’ve been primarily using Instagram because that’s where most people seem to be, but I have both of mine linked. That also means you want to make sure your Instagram is updated with a good link to your website, a nice little brief bio of what you do, an updated headshot/logo and new posts.
Be Careful Who You Follow
When you first join Clubhouse, it has a list of recommended users. They’re all the same people for everybody, and they have massive followings. However, they may not put you in line with what it is that you want to do.
These people tend to make massive rooms, and getting in line to talk on those rooms is like getting in line at the DMV. You’ll be sitting there forever, just so you can get up on stage in front of hundreds of people and have these so-called experts tear you down.
They’re typically the I-eat-money-for-breakfast rooms, which isn’t good for making great connections. The best rooms to make connections in are the ones with 100 or less people in it, or any room where the moderators keep tight control over who’s coming up on stage and talking.
I was in an amazing room last night, where I made a ton of great connections with my ideal audience. That’s because the smaller rooms tend to be so much more niche. I connected with so many awesome DE&I professionals!
It’s like a smaller, more niche networking event, with more of your ideal clients in it. You don’t get that with big rooms. There’s an opportunity cost associated with attending one event over another.
How You Can Take These Concepts Into Your Other Social Media Platforms
On Facebook, Instagram, and LinkedIn, you can send voice/video DMs. That being said, you still want to enter yourself via text if this is the first time they’ve ever interacted with you.
Why? Because if I get a video as a first message, I’m going to assume a couple of things: it’s a video you send to everybody and I’m not interested in everything that you sent to everybody, and I don’t know if you’re going to be a complete waste of time because we’ve never interacted before. Unless I’ve met you in a Clubhouse room or we’ve gone back and forth somewhere else – in that case I’m probably going to watch that video because I’m at least a little bit invested.
Prove Your Worth
If it’s your first contact with someone, don’t just send an audio/video clip. Send me something I can read. It takes me a couple seconds to read it, and I don’t want to sit there and waste 60 seconds on my life if you have nothing important to say to me. I’m trying not to be harsh, but think about how you would feel if all of the random spammy pitches you got in your DMS were video and you watched them all! You’re not going to get that time back.
If you’re sending a video to someone you’ve already talked to, the key is that it should be spontaneously recorded. The person knows that it’s just for them! Think about your mail. When you go to your mailbox, how good does it feel to get something that wasn’t delivered to everybody up and down your street and in your neighborhood. It feels good!
So you want to make sure that that is the type of experience that you’re delivering to somebody else. I’ve had really good results with this because when I do voice clips, I’m typically not just running my mouth about myself. I’m trying to add value.
Clubhouse Drives Traffic
That’s another thing about Clubhouse; people will come from your Clubhouse bio to your other social media profiles. Because when you’re being authentic and giving value, they want more of that. They find you to be interesting. And from that first contact, they will trust that you will continue produce thought-provoking content. They know engaging with you is not a trap.
Clubhouse has highlighted how much social media has become this megaphone. That’s why good marketing consultants put an emphasis on, “Make sure you go out there and engage!”
On Clubhouse, it’s your voice. How are you going to outsource your voice? People are doing this thing where they’re taking multiple devices and sitting in multiple rooms, waiting their turn just so they get an opportunity to run their mouth, but you still have to be there and engage. That’s another good thing about the smaller rooms; they tend to be more conversational.
Another thing that happens is stage squatting, which is where somebody will ask to be up on the stage just because they know they’re more likely to be followed if they’re seen as up on stage with other people who are giving value. My tip: don’t follow anybody on Clubhouse unless you hear them actually speak because they could be sitting in 8 different rooms.
For the most part, I think Clubhouse is built on this framework of authenticity, which is why I enjoy it so much. So if that’s something that you are interested in, let me know. I’m developing a Clubhouse Growth Offer!
Can Clubhouse Help You Find Your Niche?
It is totally possible. My experience with Clubhouse has been very diverse, and I’ve seen all sorts of communities.
Clubhouse also allows you to search based on your interests. One of the ways that it’s easy to find these niches is to follow around the more experienced people with the bigger followings who maybe have a room schedule. I’ve followed Dr. AJ around because she was in rooms with people that I wanted to meet. As a result, I have found a huge audience of social entrepreneurs.
So a good strategy is finding one person, connecting with a few other people in that room, and paying attention to the rooms that they’re going into. Find some clubs, but do not be afraid to unfollow them if they don’t have the content you want. But if you search based on interests, do follow some clubs!
I’ve made the mistake of following people because they said something really interesting in one room, but later realized that they’re pursuing a diverse set of topics, many of which I wasn’t interested in. If you still think that they could be a good connection for your business network, follow them on Instagram or Twitter so you can keep up with their business content without being exposed to everything they’re consuming for their personal pleasure.
I have connected with more people in my ideal niche than on any other platform. It may not be for you if your audience isn’t here yet, but there is so much benefit to being first. If your audience is not on Clubhouse and you don’t see those topics represented on Clubhouse, you could be the person who starts it!
I am DM-ing these people, they’re DM-ing me. I’ve invited one onto my podcast already. I’m going to schedule a one-on-one with someone else. And I’ve got a bunch of people that I’m like, “Hey, I need to follow up with these people! I want to connect with them and learn more about what they need, even if that’s not me.” All you have to do is be consistent.
Thank you so much for joining me for this Marketing Monday. Make sure that if you’re on Clubhouse, follow me @ruthiemarketing. If you want me to ping you in some of the rooms that I go in, I’m more than happy to do that. I will talk to you again next week!