How can you repurpose content on Clubhouse?
This is a question I’m being asked more and more often, and it’s easy to see why.
Clubhouse is a new, audio-only, real-time networking app. It’s a fast-growing platform with everyone from high-profile celebrities to start-up business owners jostling for an invite. That’s right, at the moment, it’s super exclusive and invite-only (and only for Apple users).
I’ll be honest – I didn’t like Clubhouse at all at first!
But after being invited to speak at a Clubhouse Q&A discussion, I saw how much potential it has for growing an audience. Now I know why so many people are getting excited about Clubhouse.
So, I’m sharing my thoughts so far on Clubhouse. I’m by no means a Clubhouse expert, but specifically, I want to share my views on the content opportunities there are with the app and how to increase your ROI with some easy ways to repurpose your Clubhouse content.
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Why should you care about creating Clubhouse content?
Here are some quick need-to-knows about Clubhouse:
- It’s audio-only, like a radio show or a Zoom call (without the cameras on).
- It’s 100% real-time – nothing is pre-recorded, similar to a live stream.
- It’s social. The point is to engage, interact, and converse with others.
- It’s currently invite-only. The scarcity of invites has really driven up its popularity. There are already more than 2 million people on the app, with plenty more still waiting for an invite!
- It’s also growing incredibly quickly, with the founders announcing future plans to “open up Clubhouse to the whole world.”
- It’s currently Apple/iOS only, so Android users need to be patient.
Right now, Clubhouse is a hub for people to share their ideas. There’s lots of incredible (and not so incredible!) discussions happening about all sorts of topics – it’s so interesting!
How Clubhouse works
At the time of writing, Clubhouse is only available on Apple software. This is just one of its limitations that I’ll get into a bit later. But if you’re an Apple user and get a Clubhouse invite, you can start using the app.
I think of Clubhouse a bit like a live event. You enter the app into what is essentially a virtual hallway and can see what discussions are taking place. You can search different genres to find something to listen to or see what the people you’re following are listening to as well.
Conversations are held in different rooms. It’s a bit like breakout rooms on Zoom, or the various rooms and auditoriums that presentations take place at a live event. Speakers are on a virtual stage, and each room can hold up to 5,000 listeners. If a room is already at this limit, then you’ll be put into a waiting room until there’s space.
Don’t be put off by Clubhouse’s rules…it seems some are made to be broken with exceptions being made for stand-out speakers such as Elon Musk, who reportedly surpassed the 5,000 listener limit.
Once you enter a room, you’ll be able to listen to the speakers. You can raise your hand if you have something to ask or share, and the room moderators can choose whether to bring you to the “stage” so you can speak.
Moderators run the rooms. The person who starts the chat is a moderator, but they can also appoint other moderators to keep the conversation on track and discourage any unpleasant behavior.
So, if you start your own room, you’ll be the speaker and moderator. You can set the topic, invite people to listen, and pick and choose who to engage with.
How to repurpose your content on Clubhouse
Many people have asked me about how to make the most of the content on Clubhouse, and if it’s possible to repurpose content.
As the app is still growing and faces limitations, the best way to explain what the Clubhouse content and repurposing opportunities are is to explain what you can and what you can’t do with the app.
1. You can’t download Clubhouse audio
There’s no longevity with Clubhouse. The discussions are in-the-moment, 100% real-time. Nothing is recorded, and you can’t save or download Clubhouse audio (at the moment!).
Some would say it’s resulting in better conversations as people are expressing themselves more freely and not worrying about production value. I’d agree with this.
But it’s a blow for content creators who are spending a lot of time on the app and want to maximize their ROI. It makes it a lot harder to repurpose in the way that you’d repurpose a podcast episode.
I don’t think repurposing the audio from Clubhouse discussions is the way to go on the app – in a moment I’ll share what I think Clubhouse is really all about.
But, where there’s a will, there’s a way! There could be some ways to capture the conversations.
If you’re a speaker, you could record your own audio using a separate microphone. This wouldn’t capture any back-and-forth conversation adequately enough to repurpose into, say, a stand-alone podcast episode. However, you might be able to record extra material to bridge any gaps, and then turn it into a podcast episode. Or, you might want to create audiograms from the audio recording to share on social media.
As I mentioned before, Elon Musk fans have also found a way around this by livestreaming his Clubhouse conversations to other platforms, like YouTube. So that is potentially an option too.
2. You can build a community
Clubhouse is all about conversation and connection. The app developers want you to build a community – that’s what keeps people coming back week-in-week-out. I expect those who build strong communities early on will be heavily rewarded in the long-term…
Communities require commitment. You’ll need to treat Clubhouse like any other part of your content marketing strategy and be consistent. Turn up at the same time every week so people know when and where to find you.
There’s a lot to be said for a consistent approach. It’s something I spoke about a lot more in episode 171, ‘7 Reasons Why You Should Create Episodic Content’, so do check that out.
3. You can generate content ideas
If you want more in-depth help with your content repurposing, do check out my book: . It’s a one-stop guide to repurposing your core content and help it reach a wider audience.
Something that hit me right away when I first started using Clubhouse was the sheer amount of content ideas up for grabs!
With so many topics and different points of view, Clubhouse is amazing for generating new content ideas. It can help you see the perspective of your target audience. There’s no better way of deciding what content to create than by listening to what your audience has to say. Listen to the questions they have and the challenges they face, then create content to help them.
You might also find that you engage with subjects you might not have encountered on other social platforms. So, it’s perfect for finding those outside-of-the-box ideas too.
My top Clubhouse tip is to always keep a pen and paper handy while you’re listening in. You never know when inspiration will strike.
4. You can share quotes and snippets
Another reason why you might want to take notes during a Clubhouse discussion is so you can share yours or other people’s thoughts afterward.
Many people aren’t using Clubhouse as their primary social channel. They might be more active on LinkedIn, Instagram, or Twitter. So, if someone has said something inspiring or thought-provoking, note it down and take it to another channel after the discussion has ended.
Posting their words and tagging them might even start a secondary conversation – a bit like an after-party!
5. You can position yourself as a thought leader
Clubhouse is fast becoming the space for thought leaders to share their ideas with a captive audience. That’s really what this platform facilitates above all else.
If you’re a thought leader (or want to be seen as one) then Clubhouse could be an incredible opportunity for you to repurpose your content to and grow your audience. However, be mindful of how you approach this.
I’m not saying everyone should be on Clubhouse – it’s one more platform that will take up your time. You may decide it’s not for you or that it’s not worth the time investment at this point. I’m not committing time to build a community there right now, but I might in the future. I certainly understand why other people are.
One thing that’s putting people off using Clubhouse is people simply using this space to talk about themselves. That’s not providing any value and isn’t demonstrating thought leadership! So, if you do get the opportunity to speak or hold a room, make sure you’re sharing value rather than your life story or your products and services!
6. You can lead people to your core content, and vice versa
Just like any other social media platform, Clubhouse is not your turf.
Say you’ve grown a loyal audience who turn up to your discussions every week without fail. You have fantastic discussions with them, and they hang on every word you say. Then Clubhouse unexpectedly shuts down and removes you as a user.
What happens to your audience?
Of course, the chances of that happening are slim, but not inconceivable (remember Vine, MySpace, Blab...), but the point remains the same. Until you get your audience to connect with you on your own turf, you could lose them in an instant.
Repurposing your core content into a Clubhouse discussion is a great way to lead your Clubhouse audience to your original content. They might want to check out your ideas in full, or perhaps you could have extra materials waiting for them, such as a lead magnet, that you could tell your Clubhouse audience all about.
You could also use your core content to set up a Clubhouse discussion. A bit like an exclusive Q&A after a show. I think this is a brilliant way to make Clubhouse a part of your existing content marketing strategy without having to completely reinvent the wheel.
7. You can create extra value through exclusive groups and conversations
If you run events, own a membership business, or do any kind of work with online groups, there are great opportunities for you within Clubhouse.
You could create private rooms with discussion topics to provide extra value to your clients and users. This could help you generate ideas, get feedback on your products or services, and be a space to experiment with new concepts too.
8. Recognize limitations: You can’t access it if you’re not using Apple technology
Hopefully this is something I can remove from this blog post very soon. As it stands, Clubhouse isn’t available to Android users. This is a big drawback as it limits who can join in.
For example, if you own a membership business and invite 100 members to join a Clubhouse group, but 50 are Android users, would you continue the group without them? Or find a different social platform to facilitate the conversation?
But, as I said, Clubhouse is developing all of the time. I think we’re going to see some really exciting changes in the next couple of months.
Will you be joining in with Clubhouse?
You might not want to go all-in on it just yet – that’s understandable. We really don’t need more social media platforms to distract us. But it’s undoubtedly a great platform for establishing authority and growing a community.
Whether you love it, hate it, or haven’t made your mind up yet, keep your eyes (and ears) on the Clubhouse space…I’ll be sharing more on its repurposing potential as it evolves.
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