Clubhouse is the buzz and currently dominates the feeds on Linkedin and Twitter. At a time when many are on lockdown, the app, which is currently in beta, strikes a chord. An app that functions like a clubhouse and to which users can only gain access by invitation: a similar mechanism was already known from the short-lived social media one-hit wonder “Vero”. In the meantime, users can also invite and admit their extended circle of friends. The basis is a newer iOS version on the Apple smartphone.
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The number of users is growing exponentially at the moment, which is also due to the lively use of influencers such as Caroline Daur, Paul Ripke and Joko Winterscheidt. Meanwhile, politicians like Christian Lindner and soccer stars like Mario Götze are also active on the platform. Anyone who has not received an invitation can get hold of an invite on relevant Telegram groups, via Fiverr or via online auction sites such as Ebay. If the user’s network is already active on the platform, friends can also allow their contacts to join. The app itself requires clear names for user accounts and resembles Twitter in its account overview. The name can be changed once overall. Clubhouse accesses personal contacts in the registration process to connect with them automatically. The basis for this is the user’s own cell phone number. Those who do not want this can decline it.
Rooms
The interaction takes place in so-called “rooms”. One can create these oneself or go to one of the already existing discussions. The displayed topics correspond to the given preferences and the participation of one’s own network. However, they can also be found through the search. The discussion groups are ephemeral and cannot be listened to afterwards, which creates the “fear of missing out” effect. When you join a room, you are initially a passive listener. However, there is also an interactive component: as a listener, you can raise your hand to join in the discussion. Or the discussion leaders invite listeners onto the stage, which in turn creates a community effect. Within the rooms, the listeners that the speakers follow are displayed at the top. User feedback so far has been extremely positive, as both the content quality of the talks and the listening quality of the voice recordings have convinced users. Upcoming events can be saved in a calendar.
Impressions
The potential of Clubhouse became clear when the media, political and influencer bubbles suddenly stormed into the network. There was already talk of a “once in a lifetime” moment – and indeed it leaves a lasting impression to hop so abruptly into spontaneous conversations with leading journalists, important VC investors or top athletes. To be sure, there were also plenty of self-referential Clubhouse rooms on “What is Clubhouse, anyway?” While these conversations are interesting for a platform that is growing, in the long run, more pointed topics that are less “about themselves” are visibly more fun. Especially unusual formats like young winemakers discussing the influence of digitalization for their wine business stick. Discussion rounds such as “Mittag im Regierungsviertel,” in which representatives of all parties talk to each other as if they were in the Bundestag canteen, also impressively demonstrate the possibilities that exist on Clubhouse – especially in comparison to established platforms such as Twitter. The tone makes the music, and Clubhouse is (currently) still a very cultivated place to be.
Clubhouses
Looking to the future, the function called “clubhouses” is particularly appealing. These can be followed, they act as hubs for events. To open your own clubhouse, you have to be a host of a round table at least three times and apply for the house – this is already established in America, where the app has been on the market for some time. As expected, this feature will also become increasingly important in Germany.
Criticism
Critical voices point out that there is not yet a good infrastructure, for example, in terms of moderating offensive comments. The invite-only nature of the app is not viewed only positively, and there are also data protection concerns. The lack of diversity in moderation and speakers is also often mentioned. Since this can be actively solved by the room organizers through good preparation, invitation management and active room administration, intelligent concepts for clubhouse chats will certainly gain in importance. It is already clear how valuable clever moderation is, which allows as many different voices as possible to have their chance to speak.
PIABO @ Clubhouse
As one of Europe’s leading tech agencies, PIABO did not miss the opportunity to be part of the first big Clubhouse Talks and to host rooms itself. First and foremost, founder, CEO and last but not least tech enthusiast Tilo, who already created his first successful recurring formats with his network of communicators, investors and journalists. In “What are you doing? Who are you?” for example, Tilo actively advocates for the digital ecosystem and helps to discuss important topics or to network in a simple and straightforward way. Tilo discusses concrete and seminal topics in his session “Business Class: Future Makers in Conversation”. The focus here is on innovations and the minds behind them.
“Clubhouse creates a feeling of connection in times where physical meetings at conferences are not possible. Face-to-face discussions, direct participation and live podcast feeling allow for many uses in communication,” Tilo said in a Linkedin post by Jan Thomas. “This is perfect to position yourself as an expert and cast on clubhouse topics.” Lucas Florian is Director of the Digital Unit at PIABO and is responsible for integrated communications consulting in digital brand communication in the B2C and B2B sectors, personal branding and content marketing. He combines his strategic expertise with creative storytelling.
