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Clubhouse Adds New Topic Options to Help Users Find Relevant Rooms, Expands Language Support

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Discovery is key to maximizing audio social take-up, and both Clubhouse and Twitter Spaces have faced various challenges in highlighting the most relevant broadcasts to users in real-time, which has limited the capacity of each platform to generate optimal interest.

Today, Clubhouse is taking a significant step towards addressing its discovery challenges, with an expansion of topics in the app to include many more granular and niche interests, while it’s also giving users more options to follow specific topics, and to connect with others around the same.

Clubhouse topics

As you can see here, Clubhouse is launching new topic pages, which will highlight the top search results, rooms and users related to each topic, making it easy to stay updated on popular broadcasts and presenters.

As noted, Clubhouse is also making its topics more niche:

“We’re adding thousands more detailed and granular topics, so you can search for a topic like “The Dodgers” instead of searching for “baseball” – or your city, university, academic interests or favorite sub-genres of music.”

Clubhouse will also now list topics on user profiles, so you can better connect with users related to their interests, and get alerts when they go live (image via @whimchic).

Clubhouse topics

And finally, it’s also adding topic listings to rooms, with creators able to add topic tags within the creation process.

Again, both Clubhouse and Twitter are finding it challenging to highlight the best rooms to each user in real-time, with Twitter’s Spaces tab a mess of untargeted junk, and many Clubhouse users complaining of spammy broadcasts that dominate the app.

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Twitter has also added topic tags to address this, and that does go some way to improving discovery. But still, in order to keep users coming back, both platforms will need to work harder on building algorithmic systems that highlight the most relevant broadcasts to each user when they go to listen in to a new broadcast.

In addition to topics, Clubhouse is also adding support for more languages, with 13 new options available on Android today, and coming to iOS shortly.

The new language additions include Arabic, Bengali, Chinese Simplified, Chinese Traditional, Farsi/Persian, Hausa, Igbo, Marathi, Nepali, Somali, Thai, Turkish, and Yoruba.

Language options are important for the app’s ongoing growth, especially in India, which is now its biggest usage market, and where 22 official languages, and many more dialects, are spoken.

The benefit of Clubhouse in India is that while many languages are spoken, and many citizens can speak and understand different language variations, not all Indian people can read and write in as many forms, which means that audio connection tools can provide more opportunity for more people to engage than text-based platforms.

And again, with India now becoming its prime focus, it makes sense for Clubhouse to build out its language options to cater to more demand in the region

In general, however, it has been somewhat surprising to see so many people switch off of Clubhouse so quickly.

Earlier in the year, the social audio app was the darling of the tech Twittersphere, with every other influencer and ‘thought leader’ falling over themselves to praise the app – and to criticize anyone who dared to question its longer term viability.

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But since then, with its invite-only exclusivity gone, and other trends, like NFTs, to provide a replacement sense of online superiority, Clubhouse’s popularity has waned, with downloads slowing, and usage seemingly in steep decline.

Indeed, in a recent anecdotal poll among Social Media Today readers on Facebook,  the vast majority of responses indicated that people had stopped using the app, or had no interest in trying it, after its early hype.

Of course, Twitter Spaces is more accessible, and there was always the possibility that the popularity of audio social tools would be short-lived either way, with people eventually able to reconnect in person once again, lessening the need for such options.

But still, it is surprising to see how quickly Clubhouse’s rise and fall has been. There was a time when every other social app was scrambling to jump on the audio social bandwagon, with the new trend seemingly taking over engagement.

Now, not so much – though there is still opportunity for Clubhouse to establish its own niche place within the broader social media market, and as noted, there is specific potential in India, which could still see it become a mainstay.

Socialmediatoday.com

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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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See also  Facebook extends coronavirus work from home policy until July 2021
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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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See also  Facebook extends coronavirus work from home policy until July 2021
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