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Clubhouse vs. Twitter Spaces (+ How Other Audio Platforms Match Up)

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Clubhouse vs. Twitter Spaces (+ How Other Audio Platforms Match Up)


When a new social media app goes viral, you can almost guarantee that at least one of the social tech giants will test a similar, competitive feature.

A couple of months after Clubhouse’s launch, Twitter announced Twitter Spaces, a feature limited to accounts with 600+ followers.

Today, both platforms have greatly expanded. And, each time this happens, marketers wonder, “Which of these social media channels should I use in my strategy? And, is this trend even worth investing in?”

​​The good news? Strong competition around a social media trend, like chat streaming, signals that it’s not going away anytime soon and might be worth investing in. So, the only thing you’ll need to figure out is where to experiment with the trend.

Below, I’ll give you a breakdown of Clubhouse’s biggest competitors as well as some marketing takeaways to help you determine which platform is right for your brand.

Need to brush up on your Clubhouse knowledge before diving in? Check out this post for a recap of what Clubhouse is and why competitors are trying to get in on the action.

Download Now: Social Media Trends in 2022 [Free Report]

Clubhouse Vs. Twitter Spaces

According to HubSpot Blog Research, 44% of marketers plan to leverage live audio chat rooms for the first time on social media in 2022.

The research also suggests that marketers are more interested in Twitter Spaces than in Clubhouse. In fact, it’s the number one emerging social media platform brands invested in this year and marketers say they’ll invest more in that audio platform than Clubhouse.

Meanwhile, 15% of marketers plan to decrease their Clubhouse investment in 2022.

So how does Twitter Spaces match up to Clubhouse? Let’s get into it.

Twitter Spaces was softly rolled out to a small group of beta testers in late December and fully launched in May of 2021.

The Spaces experiment was announced late last year following the success of audio apps like Clubhouse. At that time, Twitter Product Lead, Kayvon Beykpour told TechCrunch, “We think that audio is definitely having a resurgence right now across many digital spaces. … It’ll be fascinating to see how other platforms explore the area as well, but we think it’s a critical one for us, too.”

The feature, which closely resembles Clubhouse Rooms, originally only allowed users with over 600 followers to host a space. Today, the tool is open to all Twitter users regardless of follower count and features prominently on the app as a center tab.

How Twitter Spaces Works

To create a Space, the first thing you must do is click on the center tab icon on the Twitter app. From there, you can scroll through all the conversations happening on the platform.

twitter spaces tab

Once you find a Space you’re interested in, you simply click on it and select “Start Listening.” From there, you can navigate anywhere on the app as you listen and even leave the app while the Space continues.

twitter spaces conversation

If one of your followers is hosting a Space, you will see that at the top of your timeline.

Tiwtter space in nav bar

Twitter Spaces also allows you to:

  • Add captions for accessibility.
  • Engage with speakers through emoji reactions.
  • Share the Space via Tweet, DM, or link.
  • Add up cohosts and speakers.
  • Share relevant tweets in the Space.
  • Record the Space and share it with audience later on.

In addition, you can preschedule Spaces and prompt audience to set reminders for the event.

At the moment, those who launch a Space can invite up to 10 hand-picked speakers. From there, they can adjust who speaks based on who raises their hand and which speakers need to leave early.

When entering the Space, the UX is similar to Clubhouse in that you can see who’s speaking and who created the Space before seeing a list of other listeners. You’ll also see a down arrow at the top that allows you to minimize, but continue listening to the chat, as well as a “Leave,” request to speak, share, and heart icon – allowing you to signal that you enjoy the discussion.

Like Clubhouse, users will be muted as they enter the room and will need to get speaking privileges from the Space moderator if they’d like to say something

Takeaways for Marketers

While both platforms offer many of the same features, Twitter Spaces has a wider reach.

The platform has over 200 million monetizable daily active users, compared to Clubhouse’s reported 4.9 million daily active users.

In addition, Twitter already has an established platform that offers a timeline, an explore page, and many other tools beyond its audio feature. For brands, this means that you can accomplish many goals on the same platform.

With this in mind, Spaces could also be a natural transition for brands aiming to build a community. At this point, people are already using Twitter to respond to text-based threads and tweets related to their interests, industry, beliefs, and passions.

Now, they can vocally share their thoughts in Spaces without worrying about character limits. This could further engage Twitter’s community-centered audience while also helping brands take community marketing to the next level.

Clubhouse is another community-building platform that is more niche and may work better for brands that already have a strong presence on other social networks.

Clubhouse’s Other Competitors

Instagram Live Rooms

Shortly after Facebook’s CEO and Co-Founder Mark Zuckerberg spoke in a Clubhouse room, the social media company was reportedly experimenting with a similar audio feature. While we’re still not certain if and when Facebook will launch a competing feature yet, its company, Instagram, is expanding its Live feature to add chat rooms.

What makes Instagram Live Rooms significantly different from Clubhouse or Spaces is that it streams full video chats rather than audio discussions.

instagram live rooms

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Before March, Instagram Live allowed two Instagram users (one broadcaster and one guest) to stream their video call for public audiences or followers. For viewers, this experience was like watching two people video call without being able to participate.

Now, Instagram has upped the guest capacity of these rooms from one to three.

A March 1 announcement from Instagram explained, “In the past year, special moments have happened on Live, including informational talks about science and COVID-19 guidelines, interviews with celebrities, and record-breaking rap battles.”

“Creators of all kinds — from fitness instructors to musicians, beauty bloggers, chefs, and activists, all relied on Live to create moments and bring people together to reach their communities in creative ways. We can’t wait to see what more creativity comes from this highly-requested update.”

“We hope that doubling up on Live will open up more creative opportunities — start a talk show, host a jam session or co-create with other artists, host more engaging Q&As or tutorials with your following, or just hang out with more of your friends,” the Instagram statement added.

How to Instagram Live Rooms Will Work

At the moment, the Live Rooms feature is still rolling out, but the brand says it will soon be available to global Instagram users.

When Live Rooms is fully implemented, any user can tap their Stories icon, swipe left to the Live setting, choose a title or foundation to promote in their stream. Then, they can tap the “Rooms” icon and pick guests to be in their broadcast. Viewers will also be able to request to join rooms that are already in progress, as shown below:

Image Source

Takeaways for Marketers

While Live Rooms could be an interesting prospect for brands that already have a following there, they do seem to have some limitations.

For example, Twitter Spaces and Clubhouse allow more than five guests while Live Rooms only allows three additional guests. This might make it harder to take questions or comments from audience members who’d like to add to the conversation.

Another factor that could be a pro or con depending on the brand considering it is the visual nature of Live Rooms. Because speakers must appear on camera, some brands will have more opportunities to show products or visuals. Meanwhile, other brands looking for a more open dialogue will need to find only speakers comfortable with appearing on video.

One solid feature that could make Instagram Live Rooms more competitive for brands is Instagram Shopping. In 2020, Instagram added new shopping features that allow brands to share links to products in live streams that can be purchased directly on Instagram. According to Instagram’s announcement, these features will be available in Live Rooms so brands could begin to monetize their live chats.

Facebook and LinkedIn’s Clubhouse Rivals

At this point, Facebook’s Clubhouse alternative is still in the very early stages of development while LinkedIn’s was confirmed in late March. At this point, there aren’t many details on what LinkedIn or Facebook’s final audio platforms could look like when they launch. However, reports hint that they’ll both have a very similar audio-only user experience to Clubhouse.

For example, here’s a look at the audio chat UX LinkedIn is testing, as reported by TechCrunch:

LinkedIn Room UX

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Suzi Owens, a LinkedIn spokesperson, confirmed that LinkedIn is testing a new audio feature with the UX shown above.

“We’re doing some early tests to create a unique audio experience connected to your professional identity,” Owens said. “And, we’re looking at how we can bring audio to other parts of LinkedIn such as events and groups, to give our members even more ways to connect to their community.”

When it comes to Facebook, not much has been publicly announced about its feature. However, TechCrunch reported back in May that the feature could be part of the Facebook Messenger app. Here’s a very early mockup of the feature, which was recently leaked on Twitter:

Facebook audio chat feature ux leak

Image Source

While Facebook confirms that the mockup above was part of its “exploratory” process, the tech company told TechCrunch that the image doesn’t accurately depict the finalized version of the feature.

Takeaways for Marketers

At this point, marketers should keep these options on their radar and be ready to consider these alternatives if they do launch.

While Clubhouse users that love to network and discuss their industry might transition well to LinkedIn’s version, Facebook’s pure size could mean that their in-app audio chat experiences could get more listeners than you’d find on Clubhouse.

Which audio social media platform should marketers use?

Like we saw with Stories and short-form music video features, every social media platform wants to take advantage of audio social media trends. Because each version is pretty similar to all the others, you might be wondering which channel you should invest in.

At the moment, the jury is still out on which platform will be the most successful for the longest, especially since Twitter and Instagram’s features aren’t fully launched yet. However, when all the social media competitors implement their new features, you’ll want to consider a few factors to determine which is right for you, such as:

  • Potential reach: While Twitter and Instagram have the biggest audiences by far, Clubhouse is quickly growing. If this app were to launch an Android version soon, it could potentially burst in growth due to its current buzz and popularity.
  • Your following: Do you already have a large following on one platform that has a chat streaming feature? If so, you might want to start there before investing time into another app where you have no audience.
  • Media formats: Clubhouse and Twitter’s chat streams are designed to be audio-only, while Instagram Live Rooms will show video. If you prefer staying off-camera, you might want to avoid one of the apps that requires your camera.
  • Miscellaneous features: While Clubhouse enables users to make clubs – or groups of users with similar interests, Instagram enables brands to place Instagram Shopping CTAs in their Live streams. While you’re exploring each platform, take note of the smaller features that differentiate them in case one of these tools could help your brand.

Want to learn more about the latest social media trends and expert insights? Download HubSpot’s 2021 Social Media Trends Report for free below.

Editor’s Note: This post was originally published in June 2021 and has been updated for comprehensiveness.

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State of Content Marketing in 2023

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State of Content Marketing in 2023

I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it.

Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media.

He writes, “(T)he company doesn’t carry an account of showing these marketing assets and their value. As a result, the company cannot show the CEO and company board members a return on owned assets or content.”

Luckily, my upcoming book shows exactly how to do that. Funny how that works out.

In any event, all this struck me that now is an opportune time to look at where the beloved practice of content marketing stands today.

First, let’s go back to 1999 when Kotler published Kotler On Marketing, one of his more than 70 books. The latter 1990s – a time of tumultuous change – fueled most of the thinking for the book. But he knew that it was merely the beginning.

Kotler concluded the book with a section called “Transformational Marketing.”  In the next decade, he wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.”

Well, it’s taken over two decades, but it’s finally happening.

Consumers have changed, but marketing operations are just starting to

In case you didn’t notice, almost every marketing conference these days starts with the same four or five requisite slides:

  • Digital technologies, such as search and social media, empower consumers today.
  • Consumers research, engage, buy, and stay loyal to brands in ways that have fundamentally changed.
  • First-party data and privacy are of the utmost importance.
  • Artificial intelligence begins to threaten the idea of the usefulness of search and pressure companies to deliver better and more personalized experiences.

You get it. Consumer expectations in the age of the social, mobile, and AI-driven web are different than they were.

However, the continuing challenge in 2023 is that content and/or marketing operations in enterprise companies are only beginning to evolve. Most marketing departments have remained as they were when Kotler wrote his book — they still work from mid- to late-20th century hierarchies, strategies, and processes.

Most marketing departments still work with mid- to late-20th-century hierarchies, strategies, and processes, says @Robert_Rose via @CMIContent. Click To Tweet

Content marketing isn’t new, but a content marketing strategy is

For hundreds of years, businesses have used content to affect some kind of profitable outcome. But the reality is this: Whether it was John Deere’s The Furrow from the 1800s, Michelin’s guide to car maintenance in the early 1900s, or even Hasbro’s GI-Joe partnership with Marvel in the 1980s, content was not — and is not for the most part now — a scalable, repeatable practice within the function of marketing. In short, companies almost always treat content marketing as a project, not a process.

That fundamental change will finally take hold in 2023. It could happen because of the digital disruption and ease by which you can now publish and distribute content to aggregate your own audiences. It could happen through the natural evolution that the ultimate outcome – more than the marketing – matters more.

As we roll through 2023 and beyond, content — and the exponentially increasing quantities of it produced by every organization — deeply affects not just your marketing strategy, but your business strategy. Content in marketing is now bigger than simply content marketing, and it should be dealt with as a component of that business strategy throughout the enterprise.

#Content in marketing is bigger than #ContentMarketing. Treat it as a component of the business strategy, says @Robert_Rose via @CMIContent. Click To Tweet

In 2023, the No. 1 focus of my consulting and advisory practice these days: help companies transform content into a repeatable, scalable, and measurable function that drives value through a multi-channel strategy. It’s bigger than publishing a blog, creating a lead-generating resource center, or sending an email newsletter. Today’s content marketing team is being absorbed into marketing because marketing and its various operations are fundamentally transforming into a content-producing machine.

It is not good enough to produce content “like a media company would.” The goal must be to operate as a media company does. Your job is not to change content to fit new marketing goals. Rather, your job in 2023 is to change marketing to fit the new business content goals.

Your job in 2023 is to change #marketing to fit the new business #content goals, says @Robert_Rose via @CMIContent. Click To Tweet

The unaware builds a case for the aware

The term “content marketing” continues to evolve. Even today, I run across those who still call it “brand publishing,” “custom content,” or “inbound marketing.”

My take matches with what Kotler described in 1999. I always thought the term “content marketing” would become part of “marketing” more broadly. In 2023, that happened. So, returning to the lexiconic debates of 2013, 2014, or 2015 doesn’t seem terribly productive. Content marketing is just good marketing, and marketing is just good content marketing.

That said, two kinds of companies do well at the broader view of content marketing. Some of them, such as Cleveland Clinic, Red Bull, Arrow Electronics, HubSpot, and REI, have purposely devised content marketing strategies as differentiating approaches to their marketing. They are succeeding.

Others, like Amazon, Microsoft, JPMorgan Chase, and Peloton, backed into a smart content marketing strategy. But executives at those companies probably don’t recognize it as such. If asked (and some have been), they would say acquiring or launching a media company operation was just a smart business strategy to diversify their ability to reach their consumers consistently.

They’re right, of course. Many have yet to read books about content marketing, been influenced by the Content Marketing Institute, or even recognize content marketing as a separate approach (as far as I know). And they are also succeeding.

Consider this proof: As I write this article, six companies have a market capitalization of more than $1 trillion. Four of the six wholly or partially use the business model of media creation to further marketing and business strategies. Apple, Microsoft, Alphabet, and Amazon are all, in part, media companies that also sell products and services.

Why would you not avail yourself of that same model?

The future looks cloudy and bright

As for the overall state of enterprise content marketing, it’s in transition, as all marketing is. As a focused project-based approach, working in ad-hoc ways across a business, content marketing appears to have proven its worth. Hundreds of entries every year to the Content Marketing Awards feature myriad case studies using content marketing techniques in strategic ways to profitably affect business results.

And yet, it remains to be seen whether you can make content marketing a scalable, repeatable, measurable function within marketing.

As to what the discipline’s future holds? At last year’s Content Marketing World, one of my favorite events, the Executive Forum gathered senior leaders from brands succeeding with content marketing. As we talked about the future, one participant said: “The only certainty is change. I can’t tell you where or when, but I do know there will be change, and this is the principle we build on now.”

As for my take, Kotler’s idea of transforming the marketing function seems to have gotten lost along the digital road traveled by marketers. In so many cases, marketing – and especially content – remains just an on-demand service function within the business. Its sole job is to produce ever more voluminous amounts of content that describe the value of the brand (or its products or services) so that sales can sell more efficiently, customer support can serve more effectively, and all manner of customer interfaces are more beneficial to both sides.

However, and maybe because I need to rationalize now that my book is finished, I passionately believe it’s finally time for marketing to reclaim its ability to create value — not just reflect it in the polished shine of your traditional products and services.

Almost 27 years ago today, Microsoft founder Bill Gates wrote an essay called Content is King. In it, he said that “(C)ontent is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

It certainly was one of his more prescient moments. Nearly three decades later, his words have proven true. The essay title has become the rallying cry for thousands and thousands of entrepreneurs who now make their living on creating, managing, optimizing, and measuring content on the internet. (A Google search for “content is king” nets more than 1.7 million results.)

But it’s the last line of his essay that I find the most visionary: “(T)hose who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”

That’s what content marketing is for me in 2023. It’s just marketing – optimizing the value of ideas, experiences, and products in a marketplace of content.

Time to get to work.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes:

https://www.youtube.com/watch?v=videoseries

Watch previous episodes or read the lightly edited transcripts.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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MarTech’s marketing operations experts to follow

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MarTech's marketing operations experts to follow

Marketing operations is what makes the magic happen. These are the folks who see that your martech stack doesn’t get stuck. They are the maestros, modelers and makers who make sure the trains run, the data is digestible and that you have the programs you need. Where would we be without them? That’s too scary to think about. Here’s our list of MOps experts who have the ear of the profession.

Darrell Alfonso

Darrell is director of marketing strategy & operations at Indeed and the former global marketing ops leader for AWS. He’s the author of “The Martech Handbook: Build a Technology Stack to Acquire and Retain Customers.” In addition to speaking at many conferences, Darrell was named one of the Top Marketers in the US by Propolis 2022 and among the “Top Martech Marketers to Follow” in 2020 by Martech Alliance. He’s a regular and popular contributor both to MarTech and the MarTech conference; you can find all of his articles at this link.


Eddie Reynolds

Eddie has been in business a long time, starting his first company when he was 14. “A pretty minimal enterprise,” he told one interviewer. “I had a tax ID number, a legal entity, and a company name. I even had the IRS coming after my dad for sales tax that I failed to report properly.” Today he is CEO and revenue operations strategy consultant of Union Square Consulting. He publishes The RevOps Weekly Newsletter and the podcast RevOps Corner. Eddie’s large LinkedIn following attests to the quality of the insights he shares there on  sales, marketing, service, and admin roles. 


Sara McNamara

Sara is an award-winning marketing and sales operations professional whose work has been recognized by awards from the likes of Salesforce (Pardot), Adobe (Marketo), Drift, and LeanData. She is a Senior Manager, Marketing Operations at Slack and a martech stack (+ strategy) solution architect. That and her passion for leveraging technology and processes to improve the experiences of marketers, sales professionals, and prospects, explains why she’s a regular guest on MOps podcasts.


Ali Schwanke

Ali is the CEO and founder of Simple Strat. The firm specializes in helping companies get the most out of HubSpot — from CRM strategy and setup to marketing automation and content creation. She is also host of HubSpot Hacks, “the #1 Unofficial YouTube show for HubSpot Tutorials” and has been a guest speaker at the MarTech conference.


Mike Rizzo

Mike’s career in marketing operations showed him that there is a real and significant MOps community. That’s why he founded MO Pros/MarketingOps.com, the fast-growing online community for people in marketing operations. He is also co-host of Ops Cast, a weekly podcast. 


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About the author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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