Professional Beauty
Professional Beauty


Are you in the club?

Have you heard the hype about the la test social media platform to grace the App Store? (Sorry Android users, it’s currently only available on iPhone/iPad).

Clubhouse is described as an audio-based invite-only networking tool; but what does that mean? And why should you adopt another platform when you’ve only just grasped Reels and Fleeks?

Essentially, it’s like listening to all your favourite podcasters and expert speakers live and unplugged, as part of a worldwide interactive audience (don’t worry introverts, you can hide at the back; no need to be on stage unless you want to ask a question or be heard). As your confidence grows, it’s a space for you to join the conversation or host community events with your tribe in your very own rooms or groups.

It’s been suggested that Clubhouse has a party vibe, where you can lurk in the hallway, which is essentially a list of which conversations are being held in each room, or choose to float around, checking out the chat and picking your favourite spot for a cheeky earwig. This week, I’ve listened to live and authentic Grant Cardone, Gary Vaynerchuk, Paris Hilton and many more.

Later, if you want to join the discussion simply “raise a hand” and once you’re invited to the stage, you’re in the chat. Before getting stuck in, make sure you understand the stage etiquette, especially in large rooms. No one likes an excitable puppy who crashes in and destroys the energy.

Listen first and read the room before you speak – and absolutely don’t just try to leverage an opportunity to promote your business or sell to their audience. This is known as peacocking and is unwelcome in most rooms.

Want to bring in a friend to an awesome conversation? If they are already in Clubhouse that’s simple; just “ping” them and they’ll get a message to join the room, providing they’ve allowed notifications on the app. If they’re not yet an onboarded user, make sure that they’re in the “queue”, as you may be invited to give them a back door opportunity to join the platform.

How are beauty pros using it?

Most of your clients won’t be on Clubhouse yet so at the moment it’s more of a place to build your speaker profile and your brand awareness in the industry.

As more of your customers join – and you might even invite them – you could host private rooms for them with an educational event but, for now, it’s more about your personal development, professional networking and ability to hold the stage to share a message. Leverage this opportunity to gain competition tips from judges or get on stage with your industry icon, and ask the burning questions you’ve always wondered.

Clubhouse is onboarding at pace. So, if you are lucky enough to have snagged a golden ticket, what next?

Five Clubhouse onboarding hacks

1. It’s all about the bio When you gain access to Clubhouse, make your first activity filling out your bio. Click the face in the top right hand corner, tap the page and you’ll get an edit box. The first three lines are the most important: that is all that shows, unless someone clicks to expand the page, so make them count.

Your bio is how the algorithm will suggest connections and events, and it’s how others will search for you. Use emojis to represent interests and industries as these can be searched to.

Don’t use stylised spelling or hashtags unless it’s a renowned community theme. Help the platform to connect you. You can edit your bio a million times, so don’t put it off; just throw something in now, then polish it up another time.

2. Join welcome parties and Town Halls There are two events that are really worth attending ASAP. The first is any welcome event or welcome party. I listened into a few and found @abraxas the most useful. He introduces the buttons and functionality, but also covers the basic rules so you don’t accidentally get banned or blocked.

The second is Town Hall, an event hosted by Clubhouse founders Rohan Seth and Paul Davison at 5pm on a Sunday to update on new features and announcements.

3. Be careful with invites These are like gold dust. You get one on entry and another after a week; then they usually dry up. You’ve got to earn them after that, by hosting rooms, speaking, adding valuable members or connecting for hours.

Beware, if you are part of a keychain (where each user invites the next name on a list) but you don’t know the person who enters after you. If they get blocked (e.g. for screen recording or racist/sexist/ homophobic behaviour) then you could also be blocked for bringing them in. This is called your “lineage”, so take care with it.

4. Small rooms rock The big rooms are noisy and while they are great to join at the start and hear the moderators share their stories, the next few hours are usually in panel flow, answering audience questions, and it can become white noise and lukewarm content.

Definitely follow your heroes and enjoy their slots, but also try to host/join a small room and really connect with others. This will help you overcome first-time nerves, pop your speaking/stage cherry and ask seemingly daft questions (we all had them!).

5. Choose the power hours The platform is still relatively new, and still heavily US populated, so much of the activity happens in the evening – if I’d “arrived” at 7am Saturday (early hours EST) I would’ve deleted the app for sure. As more UK hosts form clubs and groups, this will improve, but try different days and times for the first week. At 8pm on Sundays join our industry Welcome Party to find likeminded connections and an overview of rooms to attend and groups to follow.

Finally… buy a wireless charger, and set a switch-off contract with yourself, otherwise you’ll be sleep deprived, distracted (potentially divorced) and overwhelmed by midweek. Oh, and give me a follow @mrsdlewis. Enjoy! PB 

Debbie Lewis is founder of digital consultancy Salon Socials and an entrepreneur acceleration manager for NatWest.

This article appears in the March 2021 Issue of Professional Beauty

Click here to view the article in the magazine.
To view other articles in this issue Click here.
If you would like to view other issues of Professional Beauty, you can see the full archive here.

This article appears in the March 2021 Issue of Professional Beauty