What gives the Clubhouse app authenticity?
The increasing popularity results not only from successful Clubhouse marketing but also from the authenticity that the developers bring to life with this app. But the crucial question is: Where does the growing interest in this different kind of social media come from? Why is the number of users increasing rapidly? Because this community strikes a chord with users’ emotions. Worldwide. People long for a community. Their sense of belonging to a group or team almost defines their everyday lives. That’s hardly surprising. After all, human existence is based on a lifelong sense of belonging to one or more groups of people. Another interesting question resulting from this is: How do people find each other and how do groups or friendships develop from this? On the one hand, social bonds originate from shared interests, and on the other, individuals are attracted to others based on their behavior. The Clubhouse app addresses these two components: Sense of belonging and behavior.
A social media like no other
Therefore, the community of this app mutated from a handful of users to a growing social network. But, what did the developers of this community do differently than the competition? They worked feverishly to hit emotions. Compared to other apps, Clubhouse works only with audio. Therein lies the peculiarity of this community. While the other social networks work predominantly with visual components, the audio-based community focuses on the power of the voice. The developers specifically address the sense of hearing. As a result, participants are forced to concentrate. They don’t scroll alongside and look at new posts. In addition, this app acts as a source of information that supports knowledge sharing. Below, ONELINE explains how this network works.
The social network is not yet open to everyone. Even though the community is currently closed, it is not supposed to stay that way. Nevertheless, the developers are currently not ready to offer this app worldwide. For two reasons: First, the community is supposed to grow slowly. Because this preserves its rarity value; the quality as well. Through controlled, slow growth, Clubhouse ensures to maintain the diverse composition of the community. Second, Clubhouse is based on the composition of a small team. The crew can’t serve too many members (yet). Individuals interested in the new social media have the opportunity to sign up on a waiting list. However, they should know “likes” or “comments” do not meet them with this audio app. Likewise, exclusivity acts as a special attraction, because only an already registered Clubhouse member can invite another person.
Well-designed and even better structured guidelines support the popularity of the community
The app is based on principles, different role assignments, rules, safety precautions, legal notices and contact options. The principles are simple, yet stand out from other networks. Because community is based on authentic conversations that inspire thought and action. Because this app combines fun, the opportunity to learn and make valuable contacts, and to share your experiences with other people around the world. Among the most important guiding principles is the authenticity of the participants. This is immediately followed by respect. In today’s society, as well as in the numerous other networks, members do not always encounter respectful interaction. But it is precisely this behavior that fascinates people about their fellow human beings: Respect. And that’s what the new app is based on. That’s why it’s enjoying increasing popularity, among other things. Because participants are by no means afraid of bullying and insults. Respect is “in” with this app, always desired and never wrong. Every member behaves respectfully: always.
Tolerance plays another important role in respectful and peaceful coexistence. For this reason, Clubhouse has published a Community Guideline. All participants respect people of a different origin as well as their points of view. Furthermore, the community members are characterized by a high degree of empathy. They put themselves in the shoes of the other participants. Likewise, they participate in debates that serve the good. Accordingly, the goal is to enter into meaningful as well as authentic interpersonal relationships. Conversations take place in virtual rooms. Each user can be either a moderator, a speaker or a listener. This is the crucial difference compared to other social networks such as Instagram, Facebook and Co. Participants consciously choose their role. They don’t scroll haphazardly through the numerous posts.
What is the moderator’s role?
Every member who opens a room in the Clubhouse acts as a moderator. Thus, this person acts as a spokesperson, adding or removing others. Moderators set the tone: they guide the conversation and determine which direction the conversation will take. Experienced moderators aim to add value to all participants. That’s why they invite different people with different points of view. As a result, the conversation is characterized by a high degree of diversity. In addition, they can invite reluctant speakers to join the conversation. Accordingly, the moderator acts as a balancing force by asking questions in the round.
What do speakers do?
Speakers or moderators open the round of conversations while all other participants sit in the audience as listeners. As a rule, conversations rarely look like one-on-one conversations. It is true that conversations start with one speaker and expand to three, six or more participants. As a result, speakers share the stage with the other participants as soon as they enter it. If there is no longer any interest in participating in the conversation, members leave the room using the “leave quietly” function.
The role of the listener is not limited to listening only
People who enter the room as listeners still have the opportunity to participate in the conversation. They raise their hands to do so. They get to know new people. But, if the interest decreases during the conversation, they leave the room. Clubhouse allows the so-called ghosting. A silent joining represents the status of the listener. Furthermore, listeners are not required to stay only in one room. Instead, they can enter another room. If friends join the conversation, they also have the option to meet in another chat room.
Are there any rules that members must follow?
Yes. The network does not allow fake names. Furthermore, members go through an identification process. The minimum age of participants is 18 years. It is strictly forbidden to the mob, attack, discriminate as well as insult other members. Respect does not function as a meaningless concept at Clubhouse. Instead, presenters, speakers and listeners model respect and tolerance. These rules ensure a feel-good atmosphere among participants. Spreading false or spam messages are strictly prohibited. Likewise, it is forbidden to abuse the services of the social network. Besides, every member has the chance to report a violation of the rules. But they do not have the right to report other participants for no reason. That is why Clubhouse enjoys great popularity because respect and tolerance dominate.
Participants are not afraid of so-called haters. They often create fake profiles in other social networks. They then verbally attack other participants. This behavior is not easy to implement on the Clubhouse app, because fake profiles don’t stand a chance. And having the right name leaves numerous unfortunate haters with the courage to insult, mob or threaten other people.
Clubhouse Marketing: Trend of the future?
Meanwhile, companies and organizations have the opportunity to create a Clubhouse account. In this way, they engage in personal branding and use the platform for successful influencer marketing. Because when companies realized the power of social networks, they created meaningful and useful company profiles. With the help of clubhouse marketing, companies build their image, sharpen their brand perception and open up discussion groups on selected specialist topics. The advantage of influencer marketing is the chance to organize conversations between influencers and followers. While social networks offer similar conversations, these tend to take the form of a chat.
The audio-based Clubhouse community is now one step ahead of the other networks. Companies that support this development from the beginning benefit in many ways from participating. They also carry an important message to their customers: we accept modern means of communication. We see our customers not just as a means of maximizing profits, but as people with needs. We work to make everyday life easier for our customers. ONELINE sees immense potential in clubhouse marketing.
