Clubhouse and audio apps

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German bank builds community on TikTok
But even companies that you might not associate with funny videos at first glance know how to use TikTok in an interesting way. Take Volksbank Mittelhessen, a financial institution in Germany. In June 2020, the bank published its first video and today the account has almost 41,000 followers and more than 640,000 likes. The bank's PR manager states in a post on LinkedIn that the channel has built up a greater reach in less than four weeks than all other channels, digital and traditional, combined. The content of the videos is often informative with a good dose of humor. For example, advice on healthy financial management is alternated with information about new banknotes and making online appointments.

Customer service live chat on phone

Last year it was almost impossible to escape the hype surrounding Clubhouse . In order to use the platform that is all about sharing experiences via audio in real-time, an iPhone and an invitation were necessary. A version for Android was also made available afterwards. The focus of Clubhouse is on having a personal conversation that cannot be recorded. This means that you have to be there to experience it, which increases the feeling of exclusivity. For organizations, there are mainly opportunities to profile experts, from the CEO to domain specialists.

As with many other social media, Clubhouse also carries the risk of phone number list giving unpleasant responses. If an organization chooses to use Clubhouse to answer questions directly, there must also be a good plan to be able to communicate directly and confidently or to continue the conversation offline. Although there is of course a great risk of failure if a question cannot be answered directly in real time, the potential reward for giving direct feedback is high. Brands also ensure a higher engagement with their customers. For example, a number of newspaper editors opened a space to discuss possible topics with their readers.

Time heals all hypes?
Although the initial hype around Clubhouse seems to have passed, its rapid rise and popularity do give food for thought. The idea of ​​'audio rooms' is a legacy that Clubhouse leaves behind. For example, Facebook recently presented Live Audio Rooms to make ' social audio ' available on the platform. And Twitter recently allowed all users to have public audio conversations via Spaces. Companies can now also discuss in live audio conversations via Slack Huddles .

For organizations, it pays to move with the times and keep a close eye on current developments in the field of social platforms. Not all hypes should and can be followed. Just as it is impossible to be able to service all spin-offs of platforms. A well-considered strategy about which channels suit the audience always comes first. And of course, a little courage to try things out can have its advantages and create a unique brand experience. Whether it concerns the first video on TikTok, the first live audio contribution to Clubhouse or a leap into the unknown with Spaces or Live Audio Rooms.