With alternative audio social tools rising rapidly, Clubhouse has found itself in an increasingly inappropriate fight to keep the audience’s attention, pitted opponents with much better resources who want to take advantage of a trend that has arisen and basically halted the app’s growth to prevent its own users from getting away.
Which, of course, makes sense, but for the Clubhouse itself it means there is a risk of losing it completely, as well fewer people download the app, and struggles to open access to all interested, potential users – while Twitter and Facebook, at the touch of a switch, are able to provide the same types of tools to millions of people, closing the Clubhouse window just a little more with each update and extension.
Given that, the long-term prospects for the Clubhouse don’t look great unless it can find another, more unique angle.
What is now becoming the focus of the app – this week Clubhouse released several announcements pointing to the next key change and could help it create a more specific, differentiated niche and allow it to sustain growth, despite increased competition.
First, on Wednesday, Clubhouse announces first recipients of its ‘Creator First’ grant program, through which it will finance the development of a series of original Clubhouse creator programs.
Clubhouse has announced its Creator First funding program back in March, who will see it provide support, resources and equipment to help develop a range of original audio concepts. The clubhouse will also ensure that attendees utthe program provides at least $ 5,000 of guaranteed monthly revenue, while it will also help secure sponsorships and branded partnership arrangements to establish a more sustainable flow of funding for these unique shows.
This will help the app provide more original, better quality programming, while ensuring that these popular creators continue to share with the app, which is a key step in connecting audiences and maintaining listener returns, even when multiple audio shows are now competing for attention.
The clubhouse also takes its original content, another step further by renting Kelly Stoetzel, a former conference chief and curator of speakers at TED, as well as a former Google engineer Justin uberti, which was heavily involved in Google ‘s audio and video product offering.
As he reported Diversity, Stoetzel, who has worked at TED for the past 17 years, will be in charge recruiting more ‘thoughtful people’ to the platform:
“… including authors, scientists, academics and other creatives who will use the interactive audio rooms in the app. They will also collaborate with famous people already on the platform, including Malcolm Gladwell, Adam Grant, Amy Cuddy, Guy Raza, Dr Bernice King and Frances Frei. “
Stoetzel’s experience and connections could help Clubhouse secure a range of original high-profile partnerships and could play a key role in ensuring the app stays relevant, despite other platforms offering greater reach.
Uberti, meanwhile, will help improve the quality of the experience within the app and ensure that Clubhouse users realize optimal benefits for sound and engagement in their rooms.
Combined, these new developments point to an application’s growing focus on quality over quantity, which is a good thing, as there’s simply no way the Clubhouse can scale fast enough to compete with the reach offered by other tools.
However, by focusing its focus on more specific use cases, Clubhouse could create a more specific audience offering, and similar to Snapchat, it could then remain a relevant forward-moving platform, even as other platforms seem to steal its thunder and stop growth.
This seems to be the best way forward for the Clubhouse, and these new developments suggest good in that regard. For example, Vine waited too long to offer funding to creators, who eventually saw his main stars and their audiences move to other platforms, while Snapchat reportedly suffered a slowdown after the release of Instagram Stories, but has since returned him through the focus of the niche.
The clubhouse would benefit from following the same plan, and with these latest updates, it seems to be slowly moving in that direction.
Will it see how the Clubhouse stays long-term? The days are still early, but it seems like a step in the right direction.