PPB June 2021

philosophy discussions. Alex Marshall, an early user of the app, told WIRED , “It felt like a cocktail party where you could walk up to a group and eventually, jump into a conversation.” Currently, Clubhouse is lesser known than Facebook—68 percent of U.S. adults currently use Facebook versus two percent of Clubhouse users, according to eMarketer—and it’s also invitation-only, at least while it remains in phase of a beta-testing. However, Clubhouse is what inspired Facebook to create a competing feature, Live Audio Rooms, which will be available both on Facebook and Facebook Messenger. Being likened by news sources as Clubhouse’s “clone,” Live Audio Rooms will also allow users to participate in rooms hosting conversations, entertainment and learning. Other features include “Soundbites,” which are small audio clips that users can share with each other, such as daily readings, jokes, updates and other tidbits, and to which they can add captions. Room creators will be able to charge a one-time fee or subscription cost for access to the rooms they create, and users will be able to tip creators using Facebook Stars. H ow can brands use it? While audio- only apps remain popular, brands can take advantage of their features for advertising and developing brand identity. If a brand actively supports a certain cause or has a partnership with a specific nonprofit, audio-only apps allow them a way to build larger conversations about the significance of their efforts, thus engaging end users while also informing them about the brand and the topic in focus, writes Social Media Today . Because it features live conversations, it’s also a way for brands to be humanized, all the while engaging with end users and prospective customers. Brands can also get in front of users by sponsoring episodes, podcasts or rooms. During a live trivia show on Clubhouse in February, for example, The Economic Times writes that tech entrepreneur and investor Noah Lichtenstein and his co-hosts gave away $3,200 in prizes courtesy of Cash App, which sponsored the event. Most importantly, it provides yet another avenue for brands to reach prospective and current customers and to inform them about announcements, updates and upcoming events. Danielle Renda is associate editor of PPB. h h h ! "# !#" $ ! "# !#" $ %&$&' ( )  High Visibility  Amenities  Outdoor Service  Special Events  Product Display  Promotions  Big Capacity  Brand Awareness  Outdoor Events !" # $ %" # $ & '" # $ | JUNE 2021 | 75 THINK