The reasons for the success behind Clubhouse, the ‘app’ of the moment
A room, a moderator, speakers and listeners. The goal is only one: talk, talk about any topic, only by audio format. There is room for everything, sports, fashion, environment, science or news. The one who decides is the user and, something important, everything is in real time, nothing is saved. As in a day-to-day talk, you say what you want to say.
These parameters have become the formula for the success of Clubhouse, which in less than a year has managed to emerge as the next great social network and has been gaining the attention of an increasingly wide audience.
Its growth is dizzying. Since it was launched in March last year in its beta version until now, has added more than 11 million downloads, according to the specialized Sensor Tower platform. It is important to note that the application is only enabled for iOS, the operating system of Apple smartphones, and that an invitation is required to use it.
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The history of the platform began in 2011, when businessman Paul Davison and engineer Rohan Seth met. They had something in common, they were struck by social technology products. But only in 2019, when they met again because of the project that one of them was carrying out, did they finally set out to work together.
“Our goal was to create a social experience that felt more human, where instead of posting you could meet other people and talk. Our north star was create something where you could close the application at the end of the session feeling better than when you opened it, because you had deepened your friendships, met new people and learnedDavison and Seth point out on the app’s blog.
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Unlike the other social networks, Clubhouse is not a very graphic platform. It focuses on the audio and the rooms the user can enter to listen to a conversation.
Different roles are handled to participate. The moderator is in charge of taking the line of dialogue and introducing the speakers, who in this digital space are the ones who have direct permission to speak and make comments. There too there are the listeners, who remain silent but have the option of raising their hands in order to move on to the role of speaker. It will be the moderator who decides whether to grant this possibility.
The rooms, which are the meeting spaces of the application, can become an event that shelter up to 5,000 people at a time. They can also be a more intimate space, like a small gathering of friends, with just a couple of participants.
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One of the characteristics of the platform, and for which it has won the public’s curiosity, is the fact that although the person can access the app from the Apple store, You will not be able to use it until one of the users who are already inside sends you an invitation, which is limited. Each person has only two passes for their contacts to enter and participate, but if you want more access tickets, you will need to create more rooms. The other option is to get on a waiting list.
Create something where you could close the application at the end of the session feeling better than when you opened it, because you had deepened your friendships, met new people and learned
“This type of strategy generates expectations, although other digital platforms have already implemented it, as was the case with Gmail. It works because people want to be in spaces that are exclusive. In addition, it allows developers to test the platform’s code with a large but controlled audience, ”says Carolina Botero, digital analyst and director of the Karisma Foundation.
Nothing is stored, as it is an experience that resembles the format of traditional radio and mainly seeks to simulate real life conversation spaces and their instantaneousness.
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Audio, in everyone’s sights
In recent years, digital products have incorporated audio and video formats into their platforms in various ways, thus satisfying an audience increasingly interested in exploring new models of entertainment.
Clubhouse bet on audio, which for some time has become popular with voice messages in messaging applications such as WhatsApp or content such as podcasts. According to a 2020 report from the firm Deloitte, the latter register annual growth of over 25 percent, with more than one billion listeners worldwide.
But it is not the only social network that has set its eyes on this format to offer its users these types of options. Last December, Twitter launched ‘Spaces’, a feature that allows people to share voice messages between multiple accounts, giving the opportunity to have conversations with up to 10 users simultaneously. It differs because the messages are stored there to listen to them at other times.
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It is very possible that other applications begin to explore the format that Clubhouse already offers within their options, says Botero. “It is already common practice for what works on one social network to be copied by others, and I wouldn’t be surprised if they did.”, He details.
A famous impulse
One of the highest rallies the platform has ever had happened when the tech entrepreneur and second-richest man in the world, Elon Musk announced on his Twitter account that he would be chatting on the application.
That even caused the shares of a Clubhouse company that has nothing to do with the platform to skyrocket by more than 45 percent on the stock market.
Musk has been joined by Facebook creator Mark Zuckerberg and Microsoft creator Bill Gates; international leaders like the president of Russia, Vladimir Putin, and entertainment figures like Oprah Winfrey. Although it does not currently generate income, this led to the firm being valued at more than a billion dollars, according to the British newspaper Financial Times.
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“As a marketing strategy it has worked for them that many stars and influencers from different fields have started using it. This also contributes to the concept of exclusivity that they now have ”, says Botero.
The performance of the application in less than a year in the market seems to show that Clubhouse is not only a seasonal success, but that It comes like a glove to an audience looking for digital spaces that simulate real life.
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Twitter: @ TecnósferaET