Social audio platforms took the digital world by storm during the pandemic. But will they be as popular in a post-COVID world?

 

Last year, social audio app Clubhouse was the darling of Silicon Valley. 

People paid hundreds for a coveted invite to “the next big social media platform.” Celebrities regularly dropped into rooms and participated in conversations. It kept us connected during the COVID-19 lockdown. 

This year, it’s a different story. 

The Clubhouse platform is no longer exclusive. It’s available for Android and iOS. There are COVID vaccines available, and the world is opening back up. 

All of this begs the question: Is audio social media still the next big social media platform? And if it is, are you missing out?

Clubhouse vs. Podcasts 

Social audio apps bear a striking resemblance to an already popular marketing channel: podcasts.  

Like podcasts, Clubhouse is audio-based. There are thousands of podcasts available that cover a wide variety of topics. And, now that invites are no longer required as of July 21st, subscribing is free.

So, What Makes Audio Social Media Different From Podcasts?

1.) Podcasts are scripted. Clubhouse is not.

Traditionally, podcasts are scripted. They are typically more produced and utilize professional studio equipment. Some even film their podcasts and repurpose the visual content to additional social media platforms. 

One of the most appealing aspects of Clubhouse is its impromptu nature. It’s completely unscripted; audience members are encouraged to join in and contribute to the conversation. 

2.) You Can’t Replay Clubhouse

Clubhouse is strictly live. Once a conversation room is ended, the audio files end, too. There is currently no way to access old conversations – essentially, you snooze, you lose. 

Since podcasts are recorded, you can replay them at your leisure. There is no FOMO associated with podcasts because the content will always be available at your fingertips. 

Should I ditch my podcast for social audio?

It depends on your goals. 

If you’re looking to control your content, work with sponsors, and repurpose the show for other channels, podcasts are a solid channel for you. 

Social audio platforms are great for content that you want to build urgency around. It’s also ideal for connecting and interacting with your audience in a super authentic way. 

Social Audio Platform Pros and Cons

We’ve already covered some of the biggest pluses Clubhouse has in its favor. But this emerging digital platform has more positives up its sleeve – and some negatives, too.

Pro: Celebrities Love It 

Many celebs have jumped on the Clubhouse bandwagon, which has also contributed to its exponential growth rate. Not to name drop, but: 

• Oprah was spotted testing out the app during its infancy 
• Jared Leto famously joined a conversation about washing fruit with soap 
• Mark Zuckerberg uses his username “Zuck23” to discuss futuristic technology  
• Elon Musk grilled Robinhood’s CEO over the GameStop stock surge fiasco

And the list goes on! 

The relaxed nature of the app makes it easy for celebs to hop in and out of rooms as they please or jump in if they desire to contribute to the conversation. 

Also, who doesn’t want to listen in on celebrity conversations!?

Con: Racism is Rampant  

While impromptu conversations can lead to great audience insights, sometimes the tide can turn to a topic you didn’t anticipate. 

Moderation has historically been muddy on Clubhouse, and anyone can start a room. And unlike visual social media platforms, there are no areas for visible disclaimers to counter misinformation or for users to share their reactions or comments.

This lack of moderation has led to people hosting rooms that spew racist and misogynistic topics. And, according to Vanity Fair, many argue that Clubhouse’s commitment to authenticity empowers users to “promote racist ideas under the guise of posing legitimate questions or playing devil’s advocate”.

While Clubhouse users can report inappropriate content directly from a room, it can be challenging for moderators to regulate or stop audience members from making harassing comments in real-time. 

Pro: It’s a Haven for Networking

Many users have found incredible networking opportunities on Clubhouse. Since there are thousands of rooms covering a wide variety of topics, it’s easy to find experts in your field who are ready and willing to talk business with you. 

Con: Its Growth Has Slowed

To date, Clubhouse has 30.2 million installs, which is a lot – but not nearly as big as it was projected to be. 

In February 2021, Clubhouse had more than 10 million users. Now it’s down to 6 million. While 6 million is still quite a large user base, many are concerned that the app will continue to lose users and, ultimately, lose relevancy. 

However, investors still have faith in the budding app: it’s currently valued at $1 billion, up from its $100 valuation in December 2020. Plus, they’re currently working on a solution to pay creators for their content on the app. 

Pro: It’s Easy to Find Your Niche 

Rooms on Clubhouse tend to be specific – very specific. 

Not only can you find rooms focused on skincare, but you can find rooms focused on clean skincare, skincare for BIPOC, sunscreen, and the link between skincare and food. 

And that’s just for skincare! Topics span from entrepreneurship to sports to mental health.

That’s the beauty of rooms. 

So, Is Clubhouse Worth It?

Despite its slowing growth post-pandemic, social audio is going to stick around. Millions are still tuning in to various rooms to get entrepreneurial advice, learn French, and even hear musicals! 

But will Clubhouse itself stick around? Probably. But with more established social media apps like Twitter and Facebook releasing their version of the social audio app, Clubhouse may lose some of its popularity. 

However, it should be noted that many feared TikTok would grow irrelevant with the release of Instagram Reels – and that didn’t happen. 

If you’re looking to dive into niche topics and build authentic connections in real-time with your audience, Clubhouse is definitely for you. 

Just make sure you have a Clubhouse strategy before you open your first room. If you aren’t sure where to start, give us a call. Our social media strategists can help create a winning strategy to take your rooms to the next level.