Another day, another trendy social media service taking the virtual world by storm. This time, it’s the buzzy new invite-only app Clubhouse, which lets users create ephemeral audio-based popup chatrooms. Launched in May, the app grew to 600,000 registered users by December, and has been popular with a range of celebrities from Oprah to Ashton Kutcher.

But is it worth it to jump on the bandwagon? Early adopters from the promo industry say yes. “Promo professionals should embrace Clubhouse, because it can help them cultivate thought leadership, soft-sell to prospects and expand their professional networks – all from the safety and comfort of their own home,” says Melissa Newman, social media manager for ASI.

Currently, you need to have an iPhone and a direct invitation to the app to play, but Clubhouse is working on an Android version to open the doors to a broader user base. Even if you don’t have an invitation, it might be worthwhile to download the app, reserve your preferred username and get on the waitlist now, in anticipation of how popular it’s likely to get in the near future.

If you’re one of the lucky few with a key to the Clubhouse though, try these tips for optimizing your time on the app.

1. Be an active listener.
Clubhouse provides you with a unique opportunity to learn about potential clients’ pain points, just by listening in the right room at the right time. “You can hear what people are thinking about, what people are needing, what they’re asking about,” says Quianne Perrin-Savoy, owner of the Clinton, MD-based distributorship Moore & Moore Merch (asi/275862). For instance, if several people ask questions about how to order branded mugs, it’s a good indicator that you should address that on your own channels, perhaps with a pertinent blog post.

Going to various rooms to listen in is also a great way to expand your knowledge base. “There are so many people with lots of decision-making power who are there to offer assistance and don’t have a lot of expectation in return – they just want to help others succeed,” says Nicole Baker, an account executive for Top 40 distributor American Solutions for Business (asi/120075). “It’s really cool to see.”

Be sure to follow a wide range of users, beyond prospective clients and professional contacts. “If you’re only following five people, you won’t be privy to some of the really cool stuff that’s going on,” Perrin-Savoy says.

2. Chime in with your own expertise.
Perrin-Savoy has had success with Clubhouse, simply by introducing herself to a given room, and it’s not necessarily just in rooms set up to talk branded merch. “I’ve gotten 30 to 40 followers in 20 seconds just by saying what I do,” she says. “Every single time we’ve gotten responses with new leads and new clients.”

Look for ways you can share your knowledge and help other users, rather than simply seeking out sales opportunities. “Clubhouse really creates an opportunity for dialogue, instead of a sales pitch at every turn,” Baker says.

3. Offer an incentive.
The fact that Clubhouse is audio-only – and nothing is recorded – is a blessing and a curse. The format encourages free-wheeling, off-the-cuff discourse, without worrying about making eye contact or dressing up for the camera. But, as Baker points out, there’s no direct messaging capability yet, so continuing the conversation once a room empties takes a little extra effort.

Perrin-Savoy suggests sending product samples to people you connect with on Clubhouse. Moore & Moore Merch does a “Fresh Report” laying out its top 20 products of the year, and when she discusses it on the app, she’ll offer to send a sample to people who direct message her on Instagram. “Things like that are really great ways to optimize and set yourself apart from just talking,” she says. “A free sample – that goes a long way.”

4. Start your own room.
Listening to other people and joining conversations are great ways to start out on Clubhouse, but if you want a stretch goal, try starting your own room and getting on the virtual stage to share your expertise. Charity Gibson, national account coordinator at Newark, NJ-based Peerless Umbrella Co. (asi/76730), has created several rooms, sharing links to them from her Twitter account ahead of time to help boost awareness and build engagement. “We’re having a blast on Clubhouse,” she says. “We’ve booked speaking gigs, had great conversations about merch and met some incredible people.”

Cool things about @joinclubhouse? Being able to hang in a room with one of your favorite authors, ask questions like you’re in front of them, and get answers. The knowledge sharing on this platform is amazing. Hope this magic never goes away as it all scales. 💕 pic.twitter.com/9ll9GLZgTk

— Charity Gibson (@licensetoswag) January 17, 2021

5. Go in with a purpose.
Clubhouse can be a lot of fun. Perrin-Savoy has listened to auditions for a professional production of Dreamgirls, heard a whole performance of The Lion King and chatted with people from around the world. “You can literally meet and talk to anybody,” she says. The casual and creative nature of the app makes random exploration fun and rewarding; however, it can also be overwhelming and a bit of a time suck if you aren’t intentional about how you use it.

“If you know who you are and what you’re about and have some idea of where you want to go, it can be a really cool space,” Perrin-Savoy says.

It’s also a good idea to be cautious on the app. Like several other social media platforms, Clubhouse has gotten into some hot water for not doing a better job of monitoring abuse and moderating content. Its very nature – fleeting audio conversations that aren’t recorded – poses a challenge when it comes to moderation. “There are some sketchy rooms and sketchy places,” Perrin-Savoy says. “There are certain conversations that you don’t want to be a part of.”

Still, for most of the early adopters, the benefits still outweigh the potential negatives. “For the most part, I think it’s a really great tool that you can turn off or turn on as you want,” Perrin-Savoy says.