Clubhouse and the power of voice as a tool to connect with audiences

25 February 2021, By Dianne Vegas, Head of Consumer at Canela

Sharing and providing quality content has become part of our everyday life, and that is precisely one of the foundations of the new social network that everybody is talking about: Clubhouse. In less than a year, this platform based on voice memos, which is owned by two former Google employees, has managed to gain more than 2 million active users worldwide. If we compare it with other social networks (Facebook 2,740mill, YouTube 2,291mill…), you might be tempted to say that it is an insignificant figure and that it still has a long way to go, but what if I tell you that in the last two weeks of January it has doubled its number of users?

Keys to its success

Clubhouse is very easy to use. Based on the audios, the content is organised in different chat rooms where up to 5,000 people can have access. There are different roles such as a moderator, a speaker and the audience and it offers easy-going debates on topics as varied as poetry, music, physics, fashion, sports…

This new social network is here to transform the way we communicate through ephemeral content, filling a hole that we didn’t even know needed filling until its arrival, and completing an ecosystem dominated by voice assistants, audiobooks, podcasts… All this confirms that we also need platforms where we can combine all the elements of our hectic lifestyle and that don’t require 100% of our attention, as is the case with Twitch, for example. In fact, in June 2020 Twitter already included an option to share tweets in the form of a voice note.

What’s more, Clubhouse creators have been able to play very well with our feelings, with that fear of missing out what is happening around us, already widely known as the FOMO syndrome. The app is based on exclusivity and can only be accessed with an invitation of another member or by waiting list, which reminds us of the beginning of Spotify or Tuenti.


A new format both for media and brands

The first to use the platform were celebrities and entrepreneurs, but now there are many Clubhouse users. And it is no longer a secret that both media and brands are in a rush to adapt to different platforms where their audience is. For this reason, one of the leading business publications in Spain, El Economista, has already joined the Clubhouse community, being the first to do so, where it has its own room with daily talks and debates on current issues.

And when it comes to brands, Clubhouse for sure is a new opportunity to connect with users in a more spontaneous way. It is still an unknown and unexplored terrain so there’s room to set a precedent.

Without a doubt it is the perfect place, both for brands and media, to seek for strategic alliances, talk about projects and  investments or simply form and expand their community.

The future and monetisation

The next step for this new platform is to be available for other operating systems such as Android and therefore expand its audience beyond i-phone users. In addition to availability, the founders of the app are working on ways to give users access to premium content (paid), and that in turn generate financial compensation for the most active content creators, something that could be pretty much aligned with Patreon, for example.

In conclusion, the possibilities of this new social network are endless, but we will have to wait to see how it evolves and how creative the media and brands will be in joining the conversation and getting the attention of their audience. And, as usual, as soon as a new format is born, new competitors arrive, so we should keep a close eye on Fireside, a similar platform that will hit the market later this year.