The pros and cons of ‘Clubhouse’ (and five tips on how to use them to your advantage)

The emergence of a new social network

Clubhouse is regarded by some as the next big thing in social media. It has aims of crossing that remaining frontier of an audio based social media app. It is certainly intriguing but there are still some significant flaws that need to be addressed for the app to be truly ground-breaking. Despite these, there are some very real and untapped opportunities for new users to become major influencers; especially if they align quickly and efficiently with this rare event, the rise of a new social media platform.

Audio based Social Media

Audio based platforms are naturally suited to music and podcasts. Spotify and Apple Music have demonstrated great examples of this. However, the use of audio as a primary means of expression via social media, as well as content consumption, is a relatively under-explored domain. The magic formula has been elusive so I had high hopes after all the hype and after many months waiting for an acceptance to this invite only app. Indeed, it was a protracted wait and initially, I have to confess, I was a little disappointed with the experience.

Clubhouse has attempted to break into the realms of Facebook and Instagram and Twitter with a unique spin. The main feature of Clubhouse is a ‘Room’, which is a live broadcast, filled with the spoken word. I liken the app to the analogy of a university campus occasionally attended by the likes of Elon Musk and Mark Zuckerberg. Imagine, having freedom to walk past the lecture halls, stand at the door of any lecture theatre of your choosing, and listen in. You may even be invited in and asked to participate in the discussion. The premise is certainly exciting for those who crave a more mentally stimulating form of social media. The app feels pioneering. There can be real excitement if you enter a dynamic Room in which a great topic is being avidly discussed.

However, just as there are some lectures that you would prefer to be over quickly, and just as there is corridor chatter or a certain clique that you may wish to avoid, similar awkward instances mar the experience of the app. Some rooms retain the invigorating intimacy of a late-night dinner table conversation. Some compel with the wonder of being part of an audience that wants to, and perhaps could, actually change the world. Others feel as if you are standing on the outside of a tight circle of friends, who happen to be discussing their escapades and endeavours, whilst you listen in as an uninvited, and sometimes unwelcome ghost.

Clubhouse is not without notable competitors. Twitter now allows voice tweets. Audio can also be uploaded to Instagram and YouTube, albeit with video. There is nothing to stop one from listening to the audio only of your favourite content creators on these platforms and this is how many of us absorb content on a commute or whilst doing household chores. Of interest is that Spotify and Apple have yet to make the social component of their apps mainstream, and they for now remain a source of consumption for many users, rather than a platform for creation. Moreover, there are many dedicated podcast aggregator apps that allow curated, on demand audio content to be enjoyed. The slickness and ubiquity of these podcast and audio apps make clubhouse and its flaws all the more frustrating.

Clubhouse still has some way to go

Social Media has allowed anyone with a phone a means of expression and the potential for extraordinary almost limitless reach. There are very few barriers to entry. Clubhouse attests to be in its beta stages and as such there is a limitation on the number of users with access to the app. Consequently, at present, the app feels quite exclusive. This may even been seen as a source of some concern. It could be argued that such a strategy promotes elitism. Indeed, there do seem to be disproportionate amount of self-made entrepreneurs and millionaires on the platform and rhere is most certainly a ‘clubhouse’ feel to this app.

At present, the app does not have a formal system for giving feedback on the content of individual rooms or clubs (which are focussed or niche groups that you can follow). Consequently, there seems to be little in the way of quality control. The freedom afforded is thus both exciting and frustrating. As much as we may abhor the ‘like’ buttons on social media apps, the social proof of popular posts often acts as a proxy and reflects perceived quality.

With anyone able to start a room on Clubhouse, speak in it, and gain listeners, from all walks of life, there is a highly probable chance that your room will be heard by someone able to offer value and willing to contribute. Conversely, there is a great deal of false promise on the app with some speakers unable to deliver much of worth. Worse even than this, is the possibility of obstinate speakers or guests within a room annoying other listeners and prompting them to leave. I have left many a room after weak moderation has allowed descent into argument and rambling.

The way that time is managed within Clubhouse is cumbersome. Time is increasingly seen as a commodity and it is easy to get carried away in the idle chatter of some rooms. There are anecdotes of some listening to Clubhouse at the dinner table and even missing appointments as their absorption is so profound. The lack of a time limit on the duration of a room, or the length of time for which someone may speak, facilitates an undisciplined feel. This can lead to some rooms feeling as if they are ‘Zoom’ meetings. The sort of Zoom meetings that you are desperate to leave but cannot, because you are either awaiting your turn to speak, or expecting a speaker to comment on the topic you have been eagerly awaiting.

And yet, it is these criticisms that lay great opportunity. The unique medium of an audio only app presents different challenges to visual one. There is an opportunity to get a huge following and set precedents that will be followed by the millions more that will likely soon join the app.

Five tops tips to standout on Clubhouse

There are 5 main things to consider as you develop a presence on Clubhouse. These tips will help you standout and attract an engaged audience and following.

1

Room titles: When creating a room, make the purpose of your room clear

The title you choose for your room should accurately describe the planned discussion. Imagine it as a headline. Give the listener a taste of what is to come.

A concise and crafted title will attract like-minded people and will help draw useful contributions. Spammy, emoji dense titles, or all-encompassing themes often indicate poor quality rooms. They suggest that the room may not feature a focussed discussion and this may even deter those who may have been able to offer value to a room.

For example, if you want to host a room on successful Business Strategies, try to avoid broad titles such as

“Positive mindset in business, marketing, Instagram and Clubhouse growth”.

Instead, consider a series of rooms at different times, with each focussing on a different aspect. For example, a better title for a room would be;

“How to grow your business with Instagram.” When it is time to host the actual room, stay on topic as this adherence will impress the listener and more likely lead to a follow.

2

Set and maintain time limits

A room should have a specified and sensible duration for the discussion. Knowing a start and end time will help participants to retain focus for that period. There is a definite phenomenon of ‘Clubhouse FOMO’ (fear of missing out) when listening in on the app. However, rather than using this as a tactic to keep people in a room, ally anxiety by reassuring the listener that you will be reaching the end of the discussion, and have covered all the promised topics, by a certain time.

Clubhouse does not, for now, have a record or listen later feature. This means that as the app gets busier, people will have to make choices of which room they give their time too. Asking a user to listen in is asking them to contribute with their time, so make the transaction a fair one. Offer time efficient insights in your room, and that will be a valued reward for the time spent by a user listening in.

3

Moderate with authority

Clubhouse at present is moderated by the hosts of the room who may invite further moderators and speakers from the listening audience. There is some excellent moderation on the platform but also some that leaves listeners frustrated.

A good moderator will ensure that the room stays on topic and limits unfocussed chatter. There is a fine balance, between allowing insightful audience interaction and allowing unrestricted time to express a meandering point or question.

Moderators that do not have the ability to steer discussions will lead to people leaving a room in frustration. You are more likely to be respected as a clubhouse moderator if you maintain measured control on the subjects being discussed. The ability to interrupt, in your capacity a moderator, is something that should be practiced and used whenever there is distracting digression or unclear commentary being made by a speaker.

4

Have self-discipline

We all have things to say and many of us could speak for hours on the subjects that we are passionate about. If you are the host of a room, it just may be safe to assume that you attract a loyal set of followers who could listen for hours to what you have to say. I will leave that to your judgement.

Should you, however, be a guest in a room, and have the fortune of being invited to speak, be disciplined. Long ramblings, unclear questions, preaching and digression may not be appreciated. The moderators will not look kindly upon speakers who lead to listeners leave their room. Thus, an element of self-restraint is a respected attribute on Clubhouse. A well and concisely articulated argument, point or question is more likely to keep an audience engaged and make the role of the moderator much easier. Moreover, other listeners may be more inclined to follow you if your contribution has been concise, interesting and valuable.

5

Your Clubhouse Bio and Social Media Links

Your Biography on Clubhouse is immensely important. As yet, Clubhouse does not have a messaging system. It allows, however, a great deal of space for the bio, and facilities links to both a Twitter and Instagram account. I suggest you link to both of those accounts so that people can follow you on those platforms, message, and engage with you on them.

Your Bio will act as a helpful tool for moderators looking for people able to make meaningful contributions to a discussion. Highlighting areas of expertise and interest will be valued and could lead to you being called upon for an opinion.

I have seen some fascinating profiles on Clubhouse and there are some truly impressive users that you will encounter. Some users are filling out CV levels of details on their Bio, others are writing epics in emoji form, and some are ‘artfully’ presenting a combination of both.

Attention spans are short, and people are generally well able to discriminate between over inflated egos and genuine achievers. Be modest, but accurate, on what you express in your Bio. Think about what sort of personality and image that you want to be portray on the platform. If you have skills, value and knowledge to offer, make these clear on your bio. Whilst in a room, people will browse and explore profiles, so there is a real opportunity to be discovered and followed based on your Bio alone, should it be captivating enough.

The Future of Clubhouse

Clubhouse is developing end expanding rapidly. It feels fresh, unique and enjoyable. There are flaws in the user experience, but, these are early days in its life. There will be evolution; and even now the app presents a remarkable opportunity to stand out and gain a huge following.