Looks like the hype around the clubhouse is over and there are countless Comparable Initiatives Developed by Major Technical Teams. So far with varying degrees of success. What will happen next?
Last year’s lock down has given a big boost to clubhouses in the Netherlands. Logical, because people naturally need to connect and interact with like-minded people. The forum answered it perfectly. From asking questions to Diederick Gomers and Sigrid Kaag to football analysis by Patrick Kluvert. In no time, Clubhouse had several creators and a million downloads in our country. That growth has stalled. Some pioneers have even stopped doing so. Service-oriented entrepreneurs in particular (small) remain active on the platform. Experts and experts take the clients out of it, as they can share their expertise on the platform easily and within a short span of time.
Now that the world is reopening, we too are going back to old habits. Another factor is that other big tech companies like Spotify, Facebook, Twitter and LinkedIn are handling the audio room phenomenon. With which the audio community trend remains here. However, it is too early to draw conclusions about who will be at the forefront.
An important distinguishing feature of Clubhouse is that you cannot record conversations. The advantage of this is that the conversation is genuine, less thoughtful, more heartfelt. The downside is that when the conversation ends, this content is nowhere to be found, meaning the value is lost and creators go back to content and community platforms where they can. Which is better for your visibility, expert position and discoverability through search engines. But recipients want to consume content at a time that suits them. Netflix generation. A Facebook group, LinkedIn group or Slack are really competitive.
It is a different matter that in clubhouse you usually speak personally, not on behalf of a brand. As a brand, you are therefore less likely to set up a community manager, something that is easier to do on any other platform. So clubhouse is best suited for personal connection, which you can use professionally. It’s also not inconceivable that as the platform matures, major brands will also use their marketing communications budget on Clubhouse. In the United States and the United Kingdom, the app is still extremely popular. So it looks like the app is able to take a beating. Only time will tell who will be victorious in the end.
* This article originally appeared in the October issue of Emers magazine (#185).
Tv ninja. Lifelong analyst. Award-winning music evangelist. Professional beer buff. Incurable zombie specialist.