Clubhouse. The new social network based 100% on voice.

When it looked like we'd seen it all before, a new social network arrives.
If you haven't heard of it yet, it's normal, because it's been around for less than a year and it's been January 24th when they've started opening up to the world, albeit for IOS only and with the invitation of some user already inside. But keep the name, because it's here to stay and they'll soon release the Android version as well.

The first thing I thought when I heard about Clubhouse was how saturation! I can't handle any more social med
ia. But after reading the Blog that its creators have written on the Clubhouse website and the Community Guidelines, I think if it delivers on what it promises and pretends, it looks good. At least it's no more of the same. Because it seems that each social network is hogging the functionalities of the others and in the end we have the stories even on LinkedIn, the reels as tiktok on Instagram, etc…

What I liked most about what the creators of Clubhouse have explained is that they have created this app for a very interesting purpose today: "to create something where you could close the app at the end of the session feeling better than you did when you opened it, because you had deepened friendships, met new people and learned." (create something where when you close the app at the end of the session, you feel better than when you opened it. Because you've made friends strong, known to someone, and learned something new)

I hope this is the case. Because social media has many positive things, but it is also riddled with negative things, among others the envy and discomfort that arises from seeing content far removed from real life that can make us feel that our life is not perfect.

But how will brands use this new platform? I still can't say, but it has potential. Before social media emerged, brands (as well as celebrities) were a far-flung thing that communicated with us. But since social media appeared this communication goes in two ways and we can talk to any brand (well, with your Community Manager, but I'm sure you'll answer us with your Brand Voice and we'll feel the answer as if you were talking to us about the :))

Brands use these means to get much closer to consumers and connect. But the Clubhouse thing is already another level: to be able to have talks directly between brand-user! I can't think of a closer way to connect, unless they send the brand's CEO to eat at home.

Although in each room or "room" there is a moderator, participants and listeners. Listeners can ask for the voice, although it is the moderator who decides whether to give the opportunity to speak or not. But, in any case, it feels very close.

In fact, I think this closeness has been the reason for Twitch's success, especially in the wake of the pandemic. Live or live live have increased greatly and although they can be done by any platform, Twitch feels like the audience is in the same room as the streamer.

So I see that Clubhouse can go around, but allowing it to be something even more natural because only our voices are at stake. We no longer have to worry about what the set up looks like in front of the camera!

How could we keep the voice, tone and brand style on a 100% auditory platform? It is a paradox, but usually when we define these qualities of brand, tone and style, we rely on written text or words, not audio. But now it's our turn to give voice to the voice. How?

Well, based on the content, and the way it's talked about the values and purpose of the brand.That's why the voice, tone and style of the brand have to be in line with the visual identity and all the other components of the brand. (Let's say everything should convey the same thing: your way of speaking, your logo, your colors, your packaging, your customer service… ).

So on a 100% voice-based platform I think we should focus on the content, what we want to stream.And I think it can be very successful if it's done right.

Benefits I see to Clubhouse:

  • You don't have to have great skills.
  • It's inclusive. Finally a social network where visually impaired people can also participate.
  • I trust that it can be a more respectful social network, because when we talk about a lively voice people tend to act more civilized. (While in writing it seems that everything is worth it)
  • Great closeness and two-way communication

The cons you may have:

  • Content, although it can be prepared a priori, cannot be 100% planned. Therefore brands need to know how to react to questions or comments that were not planned, or that they prefer to evade. This can be both positive, perhaps it will bring more authenticity? But nowadays we have to be so careful with what we say so as not to hurt anyone…

Anyway, I hope I have a crystal ball and know what's going to happen to Clubhouse in a while. I am very curious to see how brands adopt it (or not) and how the content develops in it.

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