Key Takeaways
- **Clubhouse’s popularity declined due to lack of etiquette, limited audience, and competition from Twitter Spaces.**
- **Drop-in audio is still a valuable tool for brands to connect with their audience in a live and engaging way.**
- **When using drop-in audio, brands should expand on existing content, provide continual context, leverage unique features, plan and prepare, and capitalize on content.**
Remember the hype surrounding Clubhouse in early 2021? The exclusive, audio-only social platform seemed poised to take the world by storm. But like so many social media darlings before it, Clubhouse’s meteoric rise was followed by a rapid decline. So, what happened? And is Clubhouse still worth your brand’s time?
Clubhouse: A Flash in the Pan?
Clubhouse launched in April 2020 and quickly gained popularity, attracting millions of users. The platform’s unique format—live, audio-only conversations—set it apart from other social media platforms. But as quickly as it rose, Clubhouse’s popularity began to wane. By the end of 2021, the app had lost over 70% of its active users.
Why the Sudden Decline?
Several factors contributed to Clubhouse’s decline. One was the lack of clear etiquette. Users were unsure how to behave on the platform, leading to awkward and sometimes disruptive conversations. Another issue was the limited audience. Clubhouse was initially invite-only, which created a sense of exclusivity but also made it difficult for brands to reach a wider audience.
Twitter Spaces: A Worthy Competitor
As Clubhouse’s popularity waned, Twitter launched its own drop-in audio feature, Spaces. Spaces offered many of the same features as Clubhouse, but with the added advantage of having a built-in community of speakers and listeners. This gave Twitter Spaces a significant edge over Clubhouse, and it quickly became the preferred platform for drop-in audio conversations.
The Future of Drop-in Audio
Despite Clubhouse’s decline, drop-in audio is still a promising format for brands. It offers a unique way to connect with audiences in a live and engaging way. However, brands need to be strategic about how they use drop-in audio. Here are a few tips:
- Expand on other content: Use drop-in audio to provide additional context or insights on existing content.
- Provide continual context: Keep listeners engaged by providing regular updates and context throughout the conversation.
- Take advantage of unique features: Use features like polls and Q&A to make your conversations more interactive.
- Plan and prepare: Don’t just jump into a conversation without a plan. Have a clear topic and goals in mind.
- Capitalize on content: Record and repurpose your drop-in audio conversations for other channels.
Should Brands Invest in Clubhouse?
Whether or not your brand should invest in Clubhouse depends on a few factors. First, consider whether your community is there. If your target audience is not using Clubhouse, it’s probably not worth your time. Second, consider the time investment. Drop-in audio requires a significant time commitment, so make sure you have the resources to dedicate to it. Finally, consider your social media goals. If Clubhouse aligns with your overall social media strategy, then it may be a good fit for your brand.
Conclusion
Clubhouse may have had its moment in the sun, but drop-in audio is still a valuable tool for brands. By following the tips above, you can use drop-in audio to connect with your audience in a unique and engaging way.
Bonus: Clubhouse may have lost its initial hype, but it’s still worth keeping an eye on. The platform is constantly evolving, and it’s possible that it could make a comeback in the future. In the meantime, Twitter Spaces is a great option for brands looking to experiment with drop-in audio.
Frequently Asked Questions:
What is Clubhouse?
Clubhouse is a live-audio social platform where users can join or create “rooms” to discuss various topics.
Why did Clubhouse become less popular?
Clubhouse’s popularity declined due to a lack of clear etiquette, a limited audience, and competition from Twitter Spaces.
Is Clubhouse still worth using?
Clubhouse may still be worth using for brands that want to connect with their audience in a live and engaging way, but it’s important to consider factors such as audience size and time investment.
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