Have you heard about the newest social network that has emerged to compete for users’ attention? With a unique format, audio is the main protagonist of Clubhouse. Some people describe it as a real-time podcast, a Zoom without images, and others as a “festival” of rooms and conversations.
The content is live and ephemeral; nothing is recorded or saved on the platform. The rooms’ topics are diverse, from reality TV shows to technology, passing through gastronomy and digital marketing, and there is even space for that famous “chat” from a bar table (which previously could only be done in person). Users can search for rooms by topics of interest and create their schedules. Being organized and punctual is essential so you don’t miss anything happening on the platform – just a heads up!
The app’s rooms can have up to 5,000 simultaneous participants, and the chat creator can authorize participants’ microphone use. However, each room’s duration is limited.
The app was launched in April 2020. At that time, it was only available for iOS (Apple’s operating system), and only those who were invited could join. This created a buzz and a sense of exclusivity; nobody wanted to miss out. Currently, the tool works on the Android operating system, and the invitation system is no longer necessary.
Fun facts:
- In January of this year, the app’s market value surpassed $1 billion after a $100 million investment round.
- The boom came at the end of January 2021, after billionaire Elon Musk talked with Vlad Tenev, the president of the investment platform Robinhood, through the app.
- According to the application’s founders, 2 million people worldwide participate in the social network. Some notable figures include Elon Musk, Oprah Winfrey, Drake, Chris Rock, Ashton Kutcher, Boninho, Anitta, Rafinha Bastos, and Felipe Neto.
- In Brazil, the platform has also attracted marketing leaders, such as IBM’s CMO Marcelo Trevisani and Alpargatas’ CMO Marcela Rezende, as well as journalists and influencers.
- After its launch, it was possible to find invitations for up to R$ 279 on Mercado Livre.
- Between January 30 and February 6, Google searches for the app increased by 525% compared to the previous week. Most people were searching for information on how to get an invitation, how it worked, what the social network was, and if there was a version for the Android operating system.
- Despite a 72% drop in installations between February and March, 10 million users have registered since the launch of the Android version in May.
- Audi was the first brand in Brazil to promote a panel on the social network with the theme “The Era of Electric Cars, Powered by Audi.” The brand facilitated the exchange of experiences and information about ownership, usage, and transition to 100% electric vehicles.
In addition to being an audio platform, Clubhouse can be a place for companies to become more authentic and human by engaging in real-time dialogues with their consumers transparently and at a low cost, as it does not require pre-production and cameras, among other things.
Another remarkable aspect is that conversations are niche-focused. Although centered on personal profiles, it is an excellent opportunity to promote conversations beyond the brand’s business and generate social benefits. Investing in spokespersons to create this connection and strengthen this interaction can be a path to explore.
Moreover, social media can be an excellent place to gain creative insights about the business, serving as another marketing tool. However, brands need to be prepared to receive criticism since the rooms happen in real-time, and there is no editing – it’s important to emphasize that.
What is evident is that Clubhouse has occupied the space of voice in social networks, showing how digital audio is increasingly relevant, consumed, and sought after. This behavior change is due to its flexibility, as content can often be consumed in different situations and as a second screen.
Its initial success was so significant that it prompted other companies to follow suit. For example, Twitter made the audio Spaces feature available to Android users in early March. Spotify announced the acquisition of Locker Room, a competitor focused on conversations with sports fans, and launched Greenroom.
The increasing interest of advertisers in digital audio content and the app’s expansion plans bring good prospects for the business. The platform, for instance, announced a new monetization feature that allows creators to be paid directly on Clubhouse. There is also a partnership with TED, which will bring online exclusive audio to an official room with weekly content. The agreement allows for the sale of ads and sponsorships.
Now, it’s a matter of waiting and seeing what will remain after the hype.
