Which Should Marketers Use? [Data + Expert Tips]

Ah, Clubhouse versus podcasts — an age-old debate.

Simply kidding. However, whereas each of those audio instruments are comparatively new to the enterprise world (in actual fact, Clubhouse is less than two years old), they’ve each attracted massive, engaged audiences.

And, despite the fact that every audio software is vastly completely different, they serve comparable functions.

Hear me out: Podcasts, at their core, are supposed to encourage and provoke attention-grabbing conversations round quite a lot of matters, together with crime exhibits, superstar interviews, well being and health, or enterprise and entrepreneurship (to call a couple of).

Clubhouse operates on an identical precept: to encourage energetic conversations and debates round quite a lot of area of interest matters. As Clubhouse Founders Paul Davison and Rohan Seth have said, “The factor we love most is how voice can carry individuals collectively.”

That message — of the significance of voice to carry individuals collectively — is simply as true for podcasts as it’s for Clubhouse.

Which leaves many entrepreneurs questioning: Which one is extra price my time?

Right here, we’ll discover the professionals and cons of investing your time and sources into podcasts vs. audio chat rooms like Clubhouse, and which is in the end a greater long-term resolution in your model.

Since I am no podcast or Clubhouse skilled, I’ve collected the knowledge of assorted consultants on each side to color the total image.

Let’s dive in.

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Clubhouse vs. Podcasts: Which Ought to Entrepreneurs Use?

To start out, let’s discover a current survey I carried out on which audio actions individuals favor — listening to podcasts, listening and collaborating in conversations on Clubhouse, or neither:

Data Source

As you may see, the vast majority of these polled — 75% — favor listening to podcasts, or doing neither. That leaves Clubhouse as a desire for just one quarter of respondents.

To be honest, podcasts have been round longer than Clubhouse. In actual fact, the primary podcast was created again in 2004, and as of April 2021, there are actually over two million podcasts available.

Moreover, one of many main advantages to listening to a podcast is that the content material is on the market on-demand, that means I can select when to obtain and pay attention — it is not dwell, like Clubhouse. This permits listeners to have full management over what matters they eat, and when.

A listener would possibly pick-and-choose one pre-recorded crime present episode on her drive to work, as an example, and one other episode about parenting on her drive dwelling.

There are a couple of main advantages to utilizing podcast as a model consciousness or lead technology technique. Let’s dive into a couple of of these, now:

Whereas these statistics assist display the ability of podcast, I wished to ask a couple of podcast consultants to listen to extra qualitative insights relating to the “Clubhouse vs. podcast” debate.

Let’s dive into that, now.

Podcast Consultants Weigh In: Why is Podcast Higher?

To start out, I spoke with Matthew Brown, HubSpot’s Senior Podcast Producer.

Brown instructed me, “One of many key variations between dwell audio and podcasts are listener behaviors. Dwell audio is often a passive engagement, whereas podcasts are extra of an energetic engagement.”

“On Clubhouse, one thing would possibly occur at any second. On a podcast, one thing ought to occur at each second.”

After all, there’s one thing tantilizing about listening to dwell audio — maybe it is the authenticity, or the sense that you are a fly-on-the-wall for a personal dialog occurring between two individuals in actual time, with out the choice to edit out any uncomfortableness. However, much like watching a protracted, unedited scene of The Real World, it might probably additionally get boring. Shortly.

Brown provides, “Clubhouse, and different dwell audio platforms, simply can’t equate to highly-produced and edited podcasts. They’re too dissimilar in virtually each method. You recognize … except for the entire each involving audio factor.”

Finally, when you’re considering testing out Clubhouse as its personal probably highly effective advertising channel, Brown encourages you to think about the wants of that platform as completely separate from podcasting: “Clubhouse is to podcasts as Twitch is to YouTube. A Twitch streamer takes one of the best moments of their dwell stream and packages it up for his or her YouTube channel.”

“There’s critical advantages in repurposing content material. However every channel — and the expectations of creators and viewers alike — is essentially completely different. So you might want to perceive these limitations, and make one of the best content material you may for that given platform.”

There are additionally some long-term income advantages to podcasting. As an example, I requested Zachary Ballenger, CRO at Casted, whether or not podcasts can in the end affect an organization’s backside line.

He instructed me, “Podcasts have the flexibility to drive actual outcomes when it comes to leads and income. [But] podcasts should be absolutely integrated into your advertising campaigns and amplified throughout each channel to be efficient — together with weblog posts, social media, touchdown pages, and advert retargeting.”

Why podcasts are better than Clubhouse according to Casted CRO

Jacob Penn, a Company Analytics Supervisor at iHeartMedia, agrees that podcasting is a extra confirmed technique for long-term ROI. He says, “Being reliable has allowed podcast hosts to construct long-term connections with listeners and switch host-read adverts into a really native expertise. That is why 53% of podcast listeners actually enjoy hearing ads.”

“Companies can use podcasts as a automobile to achieve listeners who’re in a mindset to new messaging.”

Penn provides, “As of right now, Clubhouse remains to be of their infancy section and we don’t know the way customers will work together with this platform in the long run. With podcasts, they’ve been round for over 20 years and types are starting to comprehend their potential as an promoting platform. That’s the reason over $1 billion in ad revenue is expected in podcasts in 2021.”

Merely put: Podcasts have a confirmed monitor document of success for enterprise development, however solely when finished successfully. (Taken with beginning your individual? Check out Every little thing You Have to Know About Beginning a Podcast in 2021.)

Holly Shannon, Producer & Host of the Tradition Issue 2.0 and creator of the guide Zero To Podcast, says that podcasting is a improbable alternative for companies to achieve new audiences. She instructed me, “The query I ask leaders is, Are you your trade’s best-kept secret? If the reply is sure, then podcasting could possibly be a method to create content material that serves your corporation in some ways.”

“For one,” She says, “It might probably spotlight you and your staff as thought leaders. This lets you converse authentically and produce your worth to the desk for all to listen to globally, which can lead to different keynote talking alternatives and lead technology.”

Shannon can be a fan of podcasting as a chance for content material repurposing. She suggests utilizing the podcast transcripts as Website positioning-optimized weblog posts in your web site after-the-fact, in addition to utilizing items of that audio for subsequent social media posts.

A podcast can be a great alternative to create a way of group — and you may have interaction with that group offline, as nicely. As Shannon suggests, “Podcasting lets you create a group of listeners, subscribers, and followers. This group could be served later with digital or dwell conferences — thus making a pathway to monetization.”

Can the identical be mentioned for Clubhouse? Let’s dive into that perspective, subsequent.

Clubhouse Consultants Weigh In: Why Is Clubhouse Higher?

HubSpot’s Advertising Supervisor Chris Eberhardt is accountable for HubSpot’s Clubhouse programming for the HubSpot Advertising Membership, so he is seen first-hand the ability of Clubhouse for enterprise.

Eberhardt instructed me, “Clubhouse could be a good choice for an organization that desires to create a presence in audio however desires to keep away from the saturation and manufacturing high quality concerned in podcasts.”

He provides, “Nevertheless it’s vital to know that the use case for Clubhouse is definitely completely different than the use case for podcasts. Podcasts are on-demand, whereas Clubhouse is dwell social audio. It is an vital distinction: Podcasts could be scripted and highly-produced, whereas Clubhouse is nearer to a dwell radio present.”

Eberhardt would suggest utilizing Clubhouse for the next causes:

  • You do not have sufficient bandwidth/sources to create a high-quality podcast.
  • You wish to extra simply differentiate your model on Clubhouse (because the podcast market is extra closely saturated).
  • You wish to kind an area to attach along with your viewers immediately, and open up the rooms for viewers questions and engagement.
  • You need considered one of your leaders to construct their model within the area.

Eberhardt says, “It is vital you employ Clubhouse as a dwell area for genuine dialog and connection — to not lecture. As an example, maybe you begin a response room for a giant announcement or product launch, develop a format for a dwell present that you simply run on a constant foundation, carry on friends with massive followers early to construct a presence, or begin a membership that your model hosts.”

Benjamin Shapiro, host of the Martech Podcast, agrees that Clubhouse is a probably highly effective choice for model development.

Ben Shapiros take on podcasts versus Clubhouse. He believes Clubhouse is on fire right now.

He provides, “Whereas the interactive social options are distinctive to the instances, my perception is that live-streaming audio providers will settle right into a medium of content material distribution that’s most related throughout real-world occasions.”

Moreover, Krystal Wu, HubSpot’s Social Neighborhood Advertising Supervisor, is a fan of audio areas because the host of a weekly Twitter Space, and he or she does see loads of advantages to audio areas over podcasts.

Wu instructed me, “I host weekly Twitter Areas to attach with entrepreneurs. I find it irresistible as a result of it is extra of a function to an improve a product, versus a product in itself. I’ve discovered I can have quick, random discussions or longer, extra in-depth discussions.”

“Both method, it is actual, in-the-moment content material that podcasts in any other case cannot provide.”

Wu provides, “I believe podcasts is extra of a chance to teach and hearken to different individuals’s tales whereas multitasking on different issues. Seeking to clear my home for half-hour? Nice — I am going to play a podcast for that 30-minute timeframe so I can match it up … Areas, alternatively, is extra in-the-moment communication — you do not precisely know what you will get, and that is what’s neat about it.”

When you’re considering testing out Clubhouse in your personal enterprise, check out Find out how to Use Clubhouse: A Step-by-Step Information.

Why not each?

After all, there’s one different choice we have not but thought of: Must you strive each?

Any good marketer is aware of the significance of testing out numerous channels and iterating on a advertising technique over time primarily based on these outcomes. So, when you’re uncertain whether or not your viewers prefers Clubhouse or podcasts, you would possibly wish to take a look at each.

You would possibly even discover that each instruments work nicely collectively to create a extra cohesive, highly effective advertising technique. 

As an example, Asad Zulfahri, a Principal Advertising Supervisor at HubSpot, instructed me: “I run a weekly room on Clubhouse, after which that session will get recorded to kind a podcast. Those that attend dwell may take part within the Q&A on the finish. I then summarize the Clubhouse content material right into a weblog put up as nicely, for a further distribution choice.”

“Clubhouse could be a straightforward entry-point to those that are serious about podcasting. You’ll be able to observe talking publicly after which document the session (with permission, in fact).”

As an example, check out Asad’s Clubhouse live room:

… After which, Asad’s post-Clubhouse podcast episodes:

You would possibly do that for a couple of weeks, after which iterate when you really feel the vast majority of your viewers prefers one channel over the opposite.

Shannon agrees, saying, “Clubhouse to me doesn’t need to be a zero sum recreation. I imagine it is extremely complementary.”

As an example, she suggests making an attempt to document your podcast interview dwell on Clubhouse, which lets you host a Q&A post-interview and have interaction along with your group. (Plus, when you’re not pleased with the Q&A portion, you may all the time reduce it post-production.) Alternatively, she says you would possibly do a pre-show the place you converse along with your viewers to crowdsource questions in your podcast visitor.

Shannon instructed me, “At the moment, you might want to be open to the place you’ll find your audiences. Algorithms inside every platform fluctuate, and thus change when your followers see your posts. So when you can bounce onto new platforms as an early adopter, you get traction. I am a giant advocate of cross-pollinating audiences, and diversifying the place your model exhibits up.”

Finally, Clubhouse and podcasts serve completely different functions and meet the wants of vastly completely different audiences.

As Shapiro asserts, “There will likely be situations the place dwell broadcasts are going to be essentially the most related method to have interaction a group (i.e. work together with a MarTech convention dwell out of your desk). There are additionally situations when on-demand content material would be the extra related medium (i.e. study MarTech by listening to a podcast in your morning commute).”

“There may be going to be a spot on this planet for each dwell and on-demand content material in audio, identical to with textual content (blogs versus Twitter) and video (TV versus Netflix).”

When you’re uncertain which is best-suited in your model, think about a couple of vital elements — together with your staff targets and priorities, the quantity of sources you’ve gotten accessible for audio recording, and whether or not you may take a look at Clubhouse or podcasting on a small scale earlier than going all-in in your audio software of selection.

Pay attention, study, and develop with the HubSpot Podcast Network. HubSpot Podcast Community is the audio vacation spot for enterprise professionals who search one of the best schooling and inspiration on find out how to develop a enterprise.

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