Clubhouse is the newest social media app to take the world – well, those invited – by storm.
Whether you’re waiting on an invite or signed up but unsure how it actually works, we’ve got you covered.
We’ve put together the ultimate guide to Clubhouse for hoteliers, with everything you need to know about the app and how it might be relevant to you, the wider industry and your guests.
WHAT IS CLUBHOUSE?
Clubhouse is a ‘new type of social network based on voice’. It is an audio-only platform that allows users to host, listen in on or join conversations in real-time on a variety of topics with people around the world.
The new platform lets people chat in real time, share stories and bounce ideas off each other – and all that is needed to do it is an (Apple) Phone or iPad.
However, what truly sets Clubhouse apart at the moment in time is exclusivity – yep, we always want what we can’t have, don’t we. The platform is currently invite-only which has only fueled its appeal, particularly among entrepreneurs, business owners and industry professionals.
HOW IS IT DIFFERENT FROM OTHER SOCIAL MEDIA PLATFORMS?
Some have touted it as a competitor to Twitter, but in reality it is an entirely different concept. While other platforms focus on visual and written media – including written copy, photos and videos – Clubhouse shifts the focus to an audio-only format. It’s similar to listening to a podcast, only it’s live, unedited and chats disappear as soon as they finish.
Unlike other social media platforms with DM or chat functions, Clubhouse only offers the opportunity to interact via voice. For many this feels like they are putting the social back into social media, allowing people to ask questions, gain access to invaluable insights and share opinions.
Another significant way the platform differentiates itself from other social media platforms is its disregard of algorithms. Where typical social media algorithms allow people to subconsciously create echo chambers on their personal timelines with accounts who have similar thoughts to their own, Clubhouse open doors to a wide range of topics, opinions and real-time chats.
And once again, unlike other social media platforms, Clubhouse currently operates on a no-invite, no access policy.
IS IT REALLY THE NEXT BIG THING?
We know – social media fads come and go, but it’s looking like Clubhouse will be here to stay.
We believe one of the main reasons Clubhouse has the potential to be the next big thing is the access it provides to conversations and people that other networks – and real life – cannot provide. Regular users can listen in on live conversations with some of the biggest names in the business world and gain invaluable insight that wouldn’t be possible anywhere else.
Will the excitement last when it’s exclusivity days are over? With the important conversations we’ve heard so far within the hotel industry on the platform, we certainly hope so.
WHO IS USING IT?
In May 2020, the app had just 1,500 users. It was only in January 2021 that the platform burst into the mainstream when an hosted an audio-chat with Robinhood CEO Vlad Tenev. Not only did the conversation max out the app’s conversation room limits, it helped propel Clubhouse to the top of the startup charts and ignited insane demand for invitations.
As of 1 February 2021 Clubhouse had 2 million users including a whole host of celebrities, entrepreneurs and Silicon Valley elite. It has also become popular among business owners, thought leaders and professionals in the travel and hospitality space to discuss a wide range of topics including diversity, real estate and upcoming trends shaping the industry’s future.
WHEN WILL IT OPEN UP TO EVERYONE?
We’re not sure yet – and neither are founders Paul Davidson and Rohan Seth. In a recent blog post, they stated that their 2021 goal is to complete the app’s beta stage so they can eventually “open up Clubhouse to the whole world” – however, there is no official timeline. Watch this space!
WHY DOES IT MATTER FOR HOTELIERS?
Now that you are clued up on what Clubhouse is, it’s time to explore how you can utilise this platform for your hotel brand.
From keeping up with industry trends to connecting with investors and building a community, find out all the details in our practical guide on how to get started.
Click here to download.
OKAY, SO HOW DO I JOIN?
As we’ve mentioned previously, Clubhouse is currently invitation only – unlike other social media apps, you can’t just download it and create an account. It’s also only currently available to iPhone users.
When it comes to getting in, your network is everything. Currently, there are two ways you access the app – both of which require existing relationships with people who are already members.
The first way to join is by personal invitation – when someone joins Clubhouse, they are automatically given 2 invites that they can send to a contact using their phone number. This means that members are likely to share their invitations with people they already have a close connection to. When a member has been active for a while – and when they have spent time speaking and moderating rooms – they will then earn more invites to send.
The other, less direct way to join Clubhouse is to go to their site, download the app from the App Store and reserve your username. If you already have contacts who are signed up members, they will receive a notification to let them know you have joined the app and reserved your username. When this happens, they then have the option to invite you in without using one of their invitations.
HOW DO I SET UP MY PROFILE?
Set your profile up by completing the following steps:
- Photo
For your profile photo, you can choose a photo from your camera roll or use your camera to take a new photo. We recommend using a photo of yourself similar to one you would use on LinkedIn. - Bio
Unlike other social platforms such as Instagram, Clubhouse gives you tonnes of room to write out a complete bio. However, the first three lines (roughly 125 characters) are available as a preview while in ‘rooms’ on the app which means these are the most important words in your bio.
Clubhouse is a ‘networking and real-time conversation app’ so ensure that your bio defines the value you will bring to chats as well as concisely summarises who you are and what you do. You can also list topics you are interested in discussing so people know what kind of conversations you want to be invited to.
Remember though, while you should use keywords strategically to help other users find you via the search function, avoid adding low-value phrases which aren’t relevant to you or your brand. - Connect Twitter and IG accounts
While Clubhouse does not offer users the ability to contact each other via written message, you can link your Twitter and Instagram accounts in order to connect on different platforms with others.
To add your Instagram or Twitter profile to your Clubhouse account, go to your profile and scroll to the bottom. You will see Add Instagram and Add Twitter – tap on each one and follow the instructions on screen to connect your accounts to Clubhouse.
WHAT IS A ROOM?
Rooms are where it all happens – it’s where conversations between people take place.
There are a few different types of room you will come across on the app:
- Open room: by default, rooms are set to open to anyone who is browsing the app
- Social room: allows you to chat with people you follow only
- Closed room: private room for only you and specific people you invite
To get an idea of what it’s like, envisage a conference, like for example WTM. Think about walking around and then entering an area or opening a door where a talk is currently happening – that’s basically what Clubhouse is trying to emulate virtually.
As you’re scrolling down the Clubhouse hallway – which is what they call their main feed – you will be able to see an at-a-glance view of each room. This will include the name of the room, a handful of the people currently in the room and the total number of people and speakers inside the room. Rooms shown in the hallway are public and anyone can enter into any of them at any time.
When you enter a room, you will see it is split up into three main sections. At the top you will find the speakers and organisers of the room – also known as moderators. Next up, are those who are followed by the speakers – otherwise known as the VIPs of the room – which is a great way to find new people to follow who are relevant to your interests. Finally, there are the rest of the listeners in the room.
Upon entering a room, you’re automatically a listener and are on mute. If you have a question for the speaker(s), you can raise your hand using the icon at the bottom right of your screen. If the moderator picks you, you get the stage and will be heard by the rest of the users in the room.
To leave, you can tap ‘leave quietly’ so don’t worry about announcing you need to go.
HOW DO I FIND RELEVANT ROOMS?
There are a number of ways you can do this, both on and off the app.
In the first instance, the content available to you is dependent on who you follow. So for example, if you follow a bunch of people within the hospitality industry, it is likely that you will be shown related content to this space.
To diversify your feed, search for keywords you’re interested in and follow people who come up in the results. You can also find content that is relevant to what you are looking for by adjusting your profile settings – go to your profile, tap settings and then switch up the interests you had previously chosen and want to see more of on your timeline.
As more and more people get their golden ticket to access the app, you will see people promote upcoming events they are involved with on platforms such as LinkedIn and Instagram too.
HOW DO I HOST A ROOM?
There are two ways to start a room of your own. The first way is to hit “Start Room”, select whether you want the room to be open, social or closed and away you go.
The second way to start a room is with an event. This means you will set a time that discussion in the room will take place and people can add it to their calendar. This option also creates a link for the event that users can share across other social networks. When the time has come to begin the event, head onto the app, then open up the room and watch people enter to listen.
Once you have hosted three rooms, you can apply for a club. We’ll come onto that in the next section…
WHAT IS A CLUB?
Clubs are a super important part of the app because it is basically how you can create communities within the platforms. Rooms started within a club can be private – for community members only – or public in order to boost awareness of the club to users.
There are 3 types of users in a club, including:
- Founder/Admin: Admins can add and remove members as well as change the rules and description of the club. They can schedule both private and public rooms within the club and can invite people to Clubhouse directly through their club with a secret link.
- Member: Members can open their own private room and view other private rooms within the club. They can also nominate other clubhouse members to be added to the club but do not have the authority to add users themselves.
- Followers: Followers can see public rooms created by the group admin. They are unable to see or access private rooms and they can’t create their own rooms within the club.
Currently, Clubhouse asks club founders to commit to hosting at least one recurring conversation. You are not limited to this though and can hold as many other conversations as you wish that do not need to be recurring.
As we mentioned above, you have to prove yourself as an active, engaged Clubhouse member first in order to be able to create a club. The platform requires you to host three regularly-scheduled rooms before you can start your own. This is to ensure that people aren’t simply using the app to immediately promote themselves or their brand and instead are passionate about participating in – and creating – a truly engaged community.
The platform currently only allows each member to create one club.
You can find out which clubs users are members of by clicking on their profile.
Clued up on Clubhouse but unsure on how to utilise it for your hotel brand? We’ve created a guide with five practical tips to get you started.
Click here to get your free guide.
