Clubhouse.

Just remember—"If you're not paying for it, you are the product."

It's the buzziest app since TikTok due largely to the genius marketing tactic that you have to be invited to join Clubhouse. (But in full transparency, while trying to figure out how to get an invite, I downloaded the app and was immediately accepted in by a friend, so really, how exclusive is it?)

What is Clubhouse? It's an app that lets people gather in audio chatrooms to discuss different topics. Sort of like being at a conference in that it's live and there are no replays.

If you just can't with yet another time suck, I get it. But Clubhouse has been downloaded four million times in the past month alone, so whether or not you choose to jump on the audio bandwagon, it's something you should at least know about. Facebook and Twitter are already working on competitive products.

While I would agree that we've all reached our limit with apps to mindlessly scroll, think of Clubhouse as a tool for your business or personal brand. One where you can set clear boundaries and implement some really powerful strategies that can help you connect with and reach more people.

Are you listening?
Molly

1. Gen Xers rejoice.

As New York Times internet culture writer Taylor Lorenz points out, "Nearly every social media app has turned its top users into stars." But Clubhouse is attracting a different type of creator. Because it is audio based, the people who are cultivating the largest audiences are the ones who are leading thoughtful conversations—many of whom are in their 40s and 50s. No photography or graphic skills required.

2.  I'm speaking.

If you want to use Clubhouse to grow your personal brand or business, then the key is to raise your hand to speak in the rooms you're in. You have an opportunity to connect with some of the world's most prominent business leaders and entrepreneurs. Passively listening in rooms is similar to listening to podcasts. What makes Clubhouse unique is that you can raise your hand to speak, promote that you want to cohost rooms and host rooms yourself based on your interests and expertise. When you provide a lot of value, people will follow you from room to room and then off the app as well (like over to Instagram). 

3. Clubs are the new Facebook Groups.

As many Facebook Groups now charge membership fees, Clubhouse is a place you can turn to build a similar niche community free for all. Anyone can start a Club, but the key to building a targeted audience quicker is to "go niche," as explained by Clubhouse expert Melissa Litchfield. It's also worth noting that right now you only have the ability to start one Club via this form in the app settings (under FAQ), so make sure you give it some thought.

4. Lingo to know.

Rooms: Where conversations take place with a host/moderator. You will see upcoming Rooms based on the interests you have checked in your settings. You can also start a Room.

Mod: Short for moderator. "Do you want to mod with me" is a common phrase meaning do you want to cohost a Room together.

Stage: You are on "stage" anytime you speak.

Ping: You can send someone a message (a ping) when they are online or if they have been online recently. You should ping someone to tell them about a Room you are moderating.

Party Hat: Every user gets one the first seven days they are on the app to show other users you are a newbie.

PTR: Means Pull to Refresh. Moderators may ask you to do this since people come and go in Rooms. Refreshing will allow you to see who has joined.

Reset the Room: Since many people will come and go during one conversation in a Room, it's Clubhouse etiquette to reset the room every 20-30 minutes—essentially getting back on track and back to the topic at hand.

5. Brands are already on the bandwagon.

As Adweek explains, there is large room culture, where speakers are on stage and the audience listens in—such as throwing a live watch party for a television premiere and having a chat with the actors after. Then there are small rooms that go really niche. There is room in the club for brands to join in on both. For example, if you're hiring Beyonce for your Super Bowl ad, put a Clubhouse chat in her contract for a post-game conversation. My friend is the head of Marketing for Podz, a new app that streamlines podcasts. They hosted a chat in Clubhouse the week of their launch with the founders, explaining how it works.