Clubhouse might be a new digital channel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 17, 2021, 4:00 PM GMT+0

The app, which is still in beta, has seen a recent surge in popularity and has over 2 million users.

Clubhouse marries the features of chat apps, conference calls and podcasts, allowing people to interact with others to learn more about their interests. Its recent popularity has also started attracting corporates like Burger King owner Restaurant Brands International (RBI) who recently hosted an hour-long chat with executives on the platform.

According to Kady Srinivasan, senior vice president of marketing at Klaviyo, RBI’s move is a strategic one: raising brand awareness and projecting executives as thought leaders. But, its unique format means that marketers are still figuring out how to engage with the audience on the fledgeling app.

The app could help marketers glean consumer insights from the conversations they have with their clients in the hybrid webinar/podcast format. Some marketers also see the app evolving into hosting digital events.

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