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CLUBHOUSE

Clubhouse makes a push for better content

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How much time have you spent on Clubhouse?

If you’ve been hanging around on the platform for long enough, you’ll know that while there are some great conversations… Others don’t quite live up to the hype.

Clubhouse just announced a bold new initiative to inspire better content: the “Creator First” Accelerator Program. Here are the details:

  • Clubhouse will send you gear and help you find good guests. The platform will send you everything from an iPhone to AirPod Pros – whatever it takes to get good content. You’ll also get matched up with relevant talent for potential collaborations.
  • You can get promotional resources, too. Clubhouse says that it’ll offer design services and other promotional avenues to get some traction on your content.
  • Financial support and sponsorships. Creators can make money now, and Clubhouse says it’ll start matching creators with brands for lucrative sponsorship deals.

It’s a pretty cool new initiative: Both for marketers who want to promote products, and for creators who want some extra help (or money).

You can apply here, if you’re interested. The applications run until March 31st, but we wouldn’t be surprised to see Clubhouse create more initiatives like this in the future.


TIKTOK

Let’s get personal

While other platforms are starting to move away from individual user tracking, TikTok is doubling down.

Kerry Flynn tweeted a screenshot from TikTok yesterday. The screenshot was a notice, warning Kerry that she’s about to lose some ad privacy.

According to TikTok, “Starting April 15th, your settings will change and the ads you’ll see may start to be based on what you do on TikTok.”

In other words, users who have opted out of personalized ads on TikTok won’t be able to do that for much longer.

The Crew’s take: For an app that’s notorious for tracking its users, this is fairly minor – but it might provide marketers a larger audience to target starting next month.


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2021 should be the year of converting rented audiences into owned audiences. If you don’t, your business is often at the mercy of algorithm and policy changes from the big platforms.

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FROM THE CREW

“We spend almost $1M a year on our channel”

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A few weeks ago, we sat down and talked with legendary taco connoisseur and entrepreneur Noah Kagan. He’s better known for the latter:

Noah was employee No. 30 at Facebook, employee No. 4 at Mint.com, and now runs AppSumo – which is the gold standard in software deals in marketing circles.

His YouTube channel also just passed 100K subscribers – he’s pretty much a certified YouTuber now. So, where to begin?

Here are some highlights from Part 1 of the interview, where we talked about YouTube success:

+ On the keys to YouTube success

“A key to success is action. Try to make each video a little better than the last. And I think part of success is boring. We made a Logan Paul video and I was tired of doing it. I personally don’t care about Logan Paul… But now that the video is blowing up I’m like, dude, I love Logan Paul.”

+ On why YouTube is such a valuable channel

“I think it is the only channel I’ve seen where you can really reach an audience controllably at scale, and the quality of the audience is exceptional. I think Instagram is dying. I think WhatsApp is dying. I think with TikTok, the quality of the audience sucks… but YouTube is how you get interested and exposed to becoming a fan.”

+ You gave away a Tesla in 2020. How did that go?

“We spent $80,000 on the Tesla giveaway, including the car. We paid $10,000 for a company to facilitate the giveaway. And then we had a bunch of other prizes. Now it’s two months later. We’ve made back $95,000. Revenue, not profit. You always need to ask the number. I don’t know what the margins are on that.

But my guess is by the end of 12 months, we’ll make our money back.”

+ On how to scale your content, on YouTube and elsewhere

“Our approach is try something out on a small scale. And if it shows promise, then go berserk. And you don’t have to have a lot of money, like even these with giveaways, you can find other people to front the cash. Or you can try to split the money with other groups and be creative with it.”

That’s just a snippet of what you’ll find in the full interview, on our site here.

And stay tuned for Part 2! We talk AppSumo success, finding something you love, and the riskiest sex in the world. It’s a good one.


ROUNDING UP THE STACK

E-COMMERCE: Thorntons, a prominent UK chocolate maker, is closing all of its retail
stores. Dan Barker just did a great analysis on the company’s current e-commerce strategy – or lack thereof.

GOOGLE: The company is starting to surface cost estimates in local search results.

FACEBOOK: You might see a “Follow” button instead of a “Like” button in Facebook Groups – at least if their new test ever goes live.

TWITTER: It’s bracket season, and the marketing department over at Twitter put together a tournament with their favorite brand accounts. Head over their account to follow along (and vote)!

GOOGLE: This new piece from Digiday provides some more context on Google’s decision not to use individual user identifiers, and how brands are adapting.


BRAIN TEASER

Samuel was out for a walk when it started to rain. He did not have an umbrella and he wasn’t wearing a hat. His clothes were soaked, yet not a single hair on his head got wet. How could this happen?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Goodbye, Crabhouse

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With all the Clubhouse talk lately, we thought this was fitting.

There’s a new Japanese app called “Crabhouse”. Here’s how it works:

  1. You open the app and join a room full of virtual crabs.
  2. You can click on the crabs to get a fun fact about them.
  3. Rinse and repeat, baby.

It’s a bit strange, but it’s cute, and the app racked up more than 150k downloads over just a few weeks.

But news has come out that the Crabhouse app had to change its name (the app is now called Crabhome). Why?

Because in Japanese, Crabhouse and Clubhouse sound nearly identical.

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