Clubhouse Payments shows influencer marketing’s shift from PR to D2C

Clubhouse users can soon send money to their favourite creators on the platform. The company recently announced the launch of its Payments feature for Clubhouse creators and will be testing it out with a small group before rolling it out in waves.

According to Clubhouse, 100% of the payment will go to the creator and the individual sending the payment will be charged a small card processing fee, which will go directly to the payment processing partner Stripe. Clubhouse will take nothing. “This will be the first of many features that allow creators and to get paid directly on Clubhouse,” the company added.

Subsequently, Stripe CEO Patrick Collison tweeted that it is cool to see a new social platform focus first on participant income rather than internalised monetisation or advertising. “Excited for the burgeoning creator economy and next era of internet business models,” he added.

Clubhouse has been making waves over the past couple of weeks. Last month, it poached former Netflix director, editorial and publishing Maya Watson to join the company as head of global marketing, hitting the accelerator on its growth and brand awareness. Meanwhile, the app had 8.1 million global downloads by 16 February, up from 3.5 million on 1 February, App Annie said. It also surpassed 2.6 million downloads in the US in February. 

With Payments, it can be said that Clubhouse has the potential to draw more creators to its platform. 

In a conversation with MARKETING-INTERACTIVE, Isobar Malaysia MD Ruhana DaSilva explained that the move is in line with how the industry, as far as content is concerned, is evolving and should be pioneered into. She added that Clubhouse Payments is a direct-to-consumer opportunity for creators.

This is part of social media’s evolution from only using influencers as a mode to communicate the key USP’s of a product and brand.

This is also seen with the rise of content subscription service OnlyFans and Patreon, which are being used by content creators to push out exclusive content.  “At the heart of it, quality content takes effort, precision, and a good gauge of the audience, and what type of content will truly add value to the consumer. With the ever-evolving landscape of advertising, and change in algorithms, more and more creators are seeing their value rapidly increase directly with their audience versus what a brand may value them at,” DaSilva added.

B2B marketer Wendy McEwan who heads up marketing and digital at Knight Frank added that the move will aid smart creators build and expand on their existing DTC revenue streams (and/or brand sponsorships through more direct payment channels). She likened the move to what established platforms such as Instagram, Twitch, and TikTok have embraced.

“Micro-transactions are the easiest path to monetise beyond merchandise sales and creator monetisation is a way to retain the community, which will enable growth, leading to sustaining capital…

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