Can Fashion Thrive on Clubhouse?
3 March 2021
Author: Jasmine Waters
Unless you’ve been living under a rock, you’ll have heard about the latest social media app to take the digital world by storm – Clubhouse. Although it’s still in a semi-private, beta testing mode, Clubhouse has gained traction extremely quickly over the last few months, founded less than a year ago. Professionals from multiple industries have taken to the platform and gaining a substantial following, showing a real long-term potential for those looking to have like-minded conversations and make lasting connections. With fashion less present, can clothes make their mark in the audio world – and who will be the first to do it?
What is Clubhouse?
Essentially, Clubhouse has the exclusive appeal of a members-only club, except this time it’s in an app. Audio-based, the platform allows users to listen to live, real-time conversations, interviews and panel discussions. Any Clubhouse user can start a conversation based on any subject they find of interest, meaning the scope and potential of the app itself is huge. One second you can be listening to an industry Q&A, and in the next be joining in with a social hangout. It’s almost like an unscripted, interactive podcast happening in the moment. Although you need to get an invitation to gain access – and sadly, that’s currently to iPhones only – the Clubhouse community has grown to almost a million in under a year. Just like any other social media platform, usage alone doesn’t guarantee brand success. Having said this, now is a great time for experimentation to create the best environment for connection.
Does the fashion industry have a presence?
One stand-out factor is that the fashion industry hasn’t really found its feet on Clubhouse yet. As reports emerge of the beauty industry commanding the app’s creative spaces, influencers will need to think carefully about how best to harness audio-only potential. A key tip from professional already forging ahead is to not overthink the process – follow curiosity instead. If you’re hosting a room (or have been selected to moderate), pick a topic you know that others can benefit from and develop a basic structure in advance so the conversation remains true to its original goal. There’s also potential to bring in keynote speakers, or cross-collaborate between industries to connect and share knowledge. It’s worth noting that Clubhouse isn’t without its teething issues – early reports of protocol issues and failure to moderate rooms appropriately have been raised, alongside the need for better room control and the ability to be able to see names of rooms you’ve previously visited. Despite showing great potential, it’s clear that there are thing to iron out – and that your target connections might not yet be there to form a worthwhile community. As Clubhouse becomes more easily accessible to the public, it remains to be seen whether its initial promise will pay off, or if it will fade into the background once normality returns, holding its weight in the FOMO lockdown environment.
Image source: https://gadgetstouse.com/blog/2021/02/18/clubhouse-app-tips-tricks/