By Fábio Yamamora, CEO of Yamá Cosméticos
Created in March 2020, the social network Clubhouse surpassed the mark of more than 6 million active users at the beginning of February this year - even in its beta version and only available to IOS users. Based on audio interactions, the platform has caught the attention of personalities such as Mark Zuckerberg, CEO of Facebook, Elon Musk, owner of Tesla and Space X, and even the director of Big Brother Brasil, Boninho.
The impact of the new social network, even with all its initial limitations, indicates that we could be seeing the rise of a new digital giant - it should be remembered that the platform was created by Rohan Seth, formerly of Google. With the proposal of being a place "where people from all over the world come together to talk, listen and learn from each other in real time", Clubhouse creates the prospect of new avenues for marketing, launching, promoting products and even holding remote events.
The great thing about the platform, especially for large companies, is the direct and organic contact with the public. For those unfamiliar with the dynamics of Clubhouse, the user can open a chat room on a particular subject and other participants can join in to listen or to talk and exchange knowledge. In this way, unlike Facebook and Twitter, where you can hide behind a screen and an artificial avatar, the social network provides direct, real-time dialog via voice.
For companies, this relationship represents the opportunity to establish themselves as a benchmark in the sector by talking directly to consumers and promoting products, services or events. And the possibilities go further: sharing stories, getting feedback on products, creating temporary groups during fairs and events to generate promotional codes or even to tell people about the new products on display.
For the beauty market, a good conversation is one of the best marketing and sales strategies. It's possible to ask questions in real time, recommend products, exchange tips on consumption and use. At a time when countless brands are looking to leverage results through humanized marketing, nothing is more humanized than an exchange of experiences in real time - and that's what Clubhouse provides.
It's too early to say that Clubhouse will be the next social network to go viral - like Tik Tok, for example. However, according to Google, searches for its name in February (even unfinished) increased by 9,900% compared to January, and that can't be ruled out. Without a doubt, this is another trend to keep an eye on.
