Everyone is talking about Clubhouse, the new social network centred around user-generated audio conversations. But what’s the real deal with this fast-growing app? In this article, we’ll walk you through the low-down on the most common questions about Clubhouse; who the users are, how brands can use it today, and of course, where we think its future lies.

What is Clubhouse?

Clubhouse is the newest platform to join the social media scene and can be described as an exclusive, invite-only audio app where participants can move around virtual rooms to discuss from culture and art, to TikTok marketing and space travels with Elon Musk. It was initially launched in April 2020 as a space for people to network all over the world, and gained popularity in the early months of the Covid-19 pandemic. It’s still in beta mode, but it’s growing at a rapid pace as more and more users are being invited to the app. As of February 2021, the app is valued at 100 million USD.

How does Clubhouse work?

Clubhouse labels itself as “drop-in audio chat” and the idea is not completely new, but reminds us of the chat rooms of the early internet. Instead of instant messaging though, it’s real-time audio – like a live podcast where everyone can listen in and join the conversation. So how does it work? Any member can start a virtual “room” that other users can join. Each room has moderators, speakers and listeners. Moderators control who gets to speak, and listeners can “raise their hand” to request to speak. In other words, Clubhouse is taking virtual events to the next level and we’re excited to see what’s more to come!

Who uses Clubhouse today?

In January 2021, only nine months after the launch of the app, Statista reported that the audio-based social network has over two million weekly active users.

Yet, there isn’t much detailed data on Clubhouse users; who they are and how much time they spend on the social network. But according to users talking about their own time-spend on the app, active users tend to spend several hours. What speaks in favour of this high time-spend is the availability of the audio-format – it’s easy to tap in and listen to a conversation without having to be presentable (as with video) or the need to contribute with anything to say yourself.

Fun fact! According to Influencer Marketing Hub, one of the founders of Clubhouse has been known to head into rooms to ask for feedback on the app and its features.

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