The Psychological Appeal of Clubhouse (Does it Work for Brands?)

The Psychological Appeal of Clubhouse (Does it Work for Brands?)

Clubhouse is the ‘app du jour.’ A throwback, it is audio-only for drop-in discussions, serendipitous meetings, and eavesdropping without shame. Popular with marketers and Influencers, there is a heavy undercurrent of purposeful audience building for monetization.

The Rise of Clubhouse

In the wake of Zoom fatigue, the rising popularity of the social audio (aka voice-only) app Clubhouse makes a lot of sense

Considerations For Individual Users

If monetization is your goal, your bio is super important

Curiosity

Anything that is exclusive is instantly more desirable.

Socially-sanctioned Eavesdropping

It has the thrill of voyeurism and eavesdropping but with the shame

Social Influence and Illusions of Authority

There is an added level of exclusivity in how each room (conversation) has moderators, like a panel of experts

Monetization Opportunities

There is a pronounced focus on building audiences, starting personally-branded clubs, and a generally high level of self-promotion, from tips to overt selling

Considerations for Brands

Because discussions occur in rooms, they are easier to control and, therefore, sponsoring one is safer for brands

Serendipity

Curiosity fuels the appeal of serendipity – the sense you might actually run into someone really interesting or well-known

Emotional Resonance

Clubhouse is a nice counterpoint to Zoom fatigue

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