There is a social media platform that has gained popularity overseas in recent months. It’s called Clubhouse. This is a much simpler platform compared to its competitors. To become popular on Clubhouse, all you need is your voice – and not fancy, photoshopped photos. It is a type of network based on voice. The app was well-received by Silicon Valley investors and among exclusive circles of celebrities overseas. It is a trend that is slowly gaining traction in Hong Kong, and marketers cannot afford to ignore how voice and audio have a role in marketing.
Talk to Oprah Winfrey
The Clubhouse app is still in beta for the time being. If you would like to join Clubhouse, you need to get an invitation from an existing user, or you can “sign up for the waitlist” on their website. Experience tells us that there is no way to register on the website, but you can at least bag your desired account name. My invitation came from an overseas friend, so you’ll probably get lucky asking around on Facebook or Twitter. Everyone wants in into Clubhouse. Besides its exclusivity, it also has a strong celebrity pull. Many have launched their shows, from Ashton Kutcher, Kevin Hart, to MC Hammer. Just imagine – a chance to chat with Oprah Winfrey on her talk show. Seems impossible? Now, it isn’t with Clubhouse.
Simply step into a room to participate
Clubhouse is simple to navigate. Users can choose to join different rooms based on their interests. I would describe it as entering a radio broadcast room and listening to the host and a group of selected participants discussing a particular topic. As an audience member, you can simply “raise your hand” if you wish to talk, and the host can choose to invite you to participate. Of course, you can also open up your own room.
The “revival” of the voice content market
Audio content has not been so popular as photos or videos. However, in the past year, we have noticed the rising popularity of podcasts in Taiwan, as well as the allure of Apple’s HomePod and Google Nest. Everyone has grown familiar with using voice search and can tune in to broadcast programs while driving or at work. The use of voice to share information allows people to multi-task, which is a unique feature of Clubhouse.
Both the voice and content matters
Clubhouse allows users to focus more on content creation without facing the pressure of being on camera. Many celebrities have showcased their profound skills and diverse backgrounds, contributing to a lot of high-quality content on Clubhouse. But as the number of users increases, maintaining the quality of content will become a challenge. When hosting live broadcasts, the skills involved are not that straightforward. For instance, avoiding dead air and duplication of content are skills that a good Clubhouse host needs to master.
Clubhouse is off to a good start, but it is still too early to say whether it will be a roaring success. As someone who has been hosting radio shows for a long time now, I’d say that Clubhouse will empower those who are camera shy, as well as friends who have always had lifelong dreams of becoming a radio DJ. If you still don’t believe in the influence audio has on marketing, take a trip to the supermarket and let George Lam (Tsz Cheung Lam) and his son in.