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3 Ways Brands Can Use Clubhouse To Connect With Mom Consumers

It’s taken social media by storm with over 12 million users in just 11 months -- but if you are scratching your head as to what to do with Clubhouse, you aren’t alone. A lot of people being invited to join Clubhouse, currently available by invitation only, wonder what to do once they join.

I’m personally addicted to it and spend hours jumping from room to room learning everything from Bitcoin investing to Instagram tricks and tips.

For brands who want to connect with mom consumers, it may be the next big thing.  In the simplest terms, it’s like having a seat around the sandbox at the park or a spot on the bleachers at a Little League game.

Moms are hosting rooms and discussing everything from starting a business to suggestions for getting a full night’s sleep, and they are doing it with words in real conversations. That’s perhaps what’s fueling the rapid growth of the app: people rediscovering the power of speaking to each other and discovering common interests.

It should come as no surprise that I’ve immediately identified three ways that brands can use Clubhouse to connect in a meaningful ways with potential mom consumers. 

Establish yourself and your brand as the expert. Host a room that focuses on the solution your product provides and be the bridge between subject experts and moms.

For instance, if you are a sleep product, host a room with discussions about sleep with one of your experts.  Promote your room on Facebook and Twitter (Instagram limits the promotion of Clubhouse for some reason) and invite moms to join the discussion. 
Once moms are inside the room, invite them to ping and invite other moms who would benefit from the conversation.

Suddenly you have a friendly introduction between new moms and your product or brand.  One word of advice: Don’t make it a commercial for your product.  Stay focused on the topic and earn the trust of mom consumers through your expertise and passion to solve their problem.

Use your brand ambassadors to host rooms on the same topics they are posting about on social media.  For instance, Party City has party planning experts and DIYers that are brand ambassadors.  Party City can engage its  ambassadors to lead a discussion on successful birthday party planning on a budget. 

Clubhouse members come from a wide spectrum of demographics, so a broad topic will attract a larger audience specifically interested in what ambassadors have to say.

Use Clubhouse for consumer insights and trend-spotting.  There’s a lot to be learned by listening to your consumers, and Clubhouse presents brands with open forums of mom chatting together. Even better, brands can select the rooms and topics to participate in by associating topics with titles of Clubhouse rooms. A food brand might find benefit in joining “Food Prep 101” to learn about trends in family meal planning, or a financial institution could learn about the money management needs of families by joining “Moms Making Money.” 

The Clubhouse community is growing and will likely change as all emerging social platforms do. In the meantime, however, it offers brands a spot at the table with mom consumers. Best of all you can do all of this without a camera on, in your sweats or while you’re in the car.

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