What happened to Clubhouse?
The beginning of the pandemic, great chaos and terror, strictures and lockdown. In this reality, people are starting to get mysterious messages – You are already on this app? You open social media and see – Clubhouse. You download it. Nothing special. Turns out that’s not the case when Drake brags about his room on instastory. You really want to be there. Somehow you manage to beg an invitation. Today. After a year. After the app, there is no trace in the media. Is Clubhouse still alive?
We all remember the application frenzy that the aforementioned Clubhouse caused in the market. With a rather dense period behind us, and it seems that the atmosphere will only heat up. We can remember it all as if through a fog. So it is time to look at our favorite source to refresh our memory. According to Wikipedia, the Clubhouse app was launched in April, two years ago on the iOS operating system.
The m is responsible for its success. in. pandemic, which caused a lot of stress, but also locked people in their own cell, which until then they called home. In December 2020, the app already had 600,000 registered users. December was also marked by a significant increase in interest in the app among Americans. In Poland we observed the boom in the middle of January 2021.
The app achieved popularity due to several factors that set it apart from the competition.
One of the main, but not the biggest differentiator of the application was the time of its dissemination. Of course, the development of the pandemic was a particularly interesting time for everyone. Lots of regulation, fear, isolation and slowing down the pace of life. For many people, the new app could provide a break from an almost unreal new reality.
The rule of unavailability
The app could be accessed only by invitation. As social beings we have a need to belong to a group. Combined with the civilization torment – FOMO, which is responsible for the fear of missing out on something important that others will see, it turned out to be a deadly mix for users.
When we also think about the fact that we have access to everything nowadays, this application, which mysteriously appears like a rumour of cult activity, arouses shivers of curiosity. What’s more, your need for acceptance would be completely satisfied by receiving an invitation from another member. Whisper marketing and the specifics of limited availability have done a similar job here
The principle of like and dislike
The app also decided to try another promotional trick. After all, it achieved its greatest popularity when Elon Musk joined the room that Sriram Krischnan created. Elon Musk was not the only participant from the candlestick of. Celebrities can also include Kevin Hart, Drake, and Tiffany Haddish.
In the concept of image creation, we may encounter the phenomenon of sharing authority or perhaps reputation. Brands working together share their image assets, which gives them promotional and utilitarian advantages. In the case of Clubhouse, if so many celebrities used the app people immediately wanted to use it, but that’s not all.
Celebrities could be talked to while in the room with them, making normally distant personae almost tangible. Another driver responsible for the desire for a tool. In a parallel dimension, the same feature gave the app positive associations, since it combined the experience of intimacy with influencers for whom you are fond of. A great drunkard campaign is another of the determinants of the app’s success.
The halo principle
Assigning a priori unverifiable characteristics without knowing the person is the halo effect. This usually involves antagonizing the physically unattractive, who society discriminates against in favor of attractive-looking people who are considered smarter, smarter, and more successful. Interestingly, the halo principle has a huge impact on the functioning of individuals, as proven by statistical studies and numerous examples. This is the human tendency to assign unwarranted attributes that are consistent with the emotional sign of the first attribute assigned. In the case of Clubhouse, the presence of celebrities, but also the whole surroundings of awesomeness undoubtedly influenced the positive perception of the brand, without much interference regarding its message.
Information noise. Everyone’s talking about it. Everyone wants to be there. Everyone’s praising it, so it must be great. – these very concepts allowed the audience psyche to drive demand for the service.
We can guess about the rise of audio by the sheer growth of the market and the resulting popularity of podcasting. Clubhouse has focused on something that is still visible on Facebook, which has implemented Messenger Rooms, seeing the rise in popularity of Clubhouse, Zoom and Houseparty. As we know audio content, voice assistants and ubiquitous voice recording have ruthlessly made their way into functionality trends, a fact noted by user experience designers detailing audio interaction design as a priority in the near future.
At the very beginning people were trading these invitations like they used to trade records at the 10th-Anniversary Stadium. Then the invitations were distributed, towards the end in wholesale quantities – we can read on Antyweb. Human360 wasn’t wrong either.life, who announced that Clubhouse’s impression of inaccessibility would only last a short while. The app became the holy grail in beta, but once it became available to the public, it soon lost interest.
The platform enjoyed it for a short period of time, and the space was almost saturated with its presence, which quickly verified the position of the medium on the market. Nor did marketing itself, which anointed it the killer fitcher and game changer of the social media market, help. Inflating the image bubble and making the app available to anyone with 100 Facebook friends or followers on Instagram deprived it of all the qualities responsible for its uniqueness.
However, experts speculate that this is not the end of it, and the development of specific themed rooms could still stir the market, but few people see Clubhouse as the same conqueror as last January. Who knows, maybe the creators will surprise us yet?