The Buzz on Clubhouse
Here at Movers+Shakers, we like to keep a pulse on emerging platforms and what’s trending on social media. This week the press can’t get enough of Clubhouse, a new, audio-based, social media platform. A recent Bloomberg article called it the next, “killer smartphone app”. Is this true? We just had to find out!
For those unfamiliar with the app, here’s a quick Clubhouse 101. We’ll go over the basics, and share a quick peek into how we think brands can use this app to market themselves in the future. For now, here’s everything you need to know:
The Basics:
Clubhouse is an audio-based app where users take part in discussions known as rooms. Rooms are like interactive podcasts where anyone can take centerstage. Speakers range from politicians and celebrities to music moguls and Silicon Valley CEOs. Even Drake and Oprah have joined! All conference rooms are live and spontaneous (for now).
Currently, Clubhouse is invite-only (think early days of Gmail). Users get a limited number of invitation codes to send to whoever they want. Even with this limitation, Clubhouse has managed to attract millions of users seemingly overnight! That’s probably why Silicon Valley is high key, obsessed. Clubhouse’s latest valuation put the app at 1 billion, rising by a factor of 10 since its initial round in May.
What They Got Right
So far users really like the app and engagement is super high. The rooms are never recorded, so users feel compelled to keep checking in for the latest. There’s a growing sense of community since users are able to network on a very personal level through conversation. Clubhouse is a breath of fresh air: with everyone having the ability to take the stage, discussions are more egalitarian and less echo chamber in nature.
A Look Ahead
The app is in private beta-testing, so we’re a long way out from influencers or ad products. Skepticism has risen around the nature of the app where users can say whatever they want. With hate speech being a hot topic of debate across social media, how will a brand feel using an app where anything goes?
Where there is high risk, there is high reward. Just take a look at what Justin Kan, the founder of Twitch, has to say about Clubhouse’s 1 billion valuation:
Kan predicts that Clubhouse will be “bigger than Twitter” and will have the success of radio. He’s been an early adopter of the app and is one of its biggest fans. Kan has hosted giveaways titled “TAKE JUSTIN KAN’S MONEY'' and in many ways, he is building a strong case for how brands can use Clubhouse. Perhaps there’s a future where brands can take part in giveaways, host rooms or sponsor existing clubs.
Our Takeaway
In general, we think Clubhouse needs more time to evolve before Kan’s vision of it being ‘bigger than Twitter’ can happen. But in the meantime, if you’re a working professional who misses conventions and networking events, find a friend with an access code to join in on the fun!
