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Clubhouse Adds New Way to Share Rooms, Additional Analytics and Access Options

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Clubhouse Adds New Way to Share Rooms, Additional Analytics and Access Options

Clubhouse has added a new way to improve Room discovery, with a new re-share option that will enable users to highlight interesting sessions that they’re in to other users.

The process is essentially Clubhouse’s version of re-tweeting, in order to help amplify great discussions.

As explained by Clubhouse:

Now when you tap the “Share” button at the bottom of a room (or Replay), you’ll see three options: Share on Clubhouse, share via a social network, or copy the link to share via a messaging app. If you select Share on Clubhouse, you’ll be able to add a comment (e.g., “This person is rapping people’s bios and it’s insane”) and then share it to your followers. They’ll see this room in their Hallway and, if the room is live, also be notified that you shared it so they can come join you.

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To be clear, Clubhouse has had the share via social network and share via messaging app options for some time, it’s only the new, internal sharing function that’s been added.

Discovery has proven to be a major challenge for audio social platforms, as it had been previously with video live-streaming, because while giving everyone the capacity to stream content provides functional benefit, the challenge, from an audience-building standpoint, is that it also means a lot of low-quality broadcasts will inevitably be added into the mix.

Every video streaming app found the same, with initial hype drawing audiences in, then quality issues seeing them drop-off.

Blab founder Shaan Puri summed up the challenges with live-stream quality in his announcement of the demise of that app back in 2016:

The struggle with live-streaming is that we need to show you something awesome that’s being made right now. Turns out, that’s really tough. It killed Meerkat, and Periscope & FB Live are feeling the pain right now. In live-streaming, the churn is real. We hoped replays would help, but less than 10% of all watch time was on replays. Why? Because the off-the-cuff, unpredictable nature of livestreams make for terrible replays.”

The challenge of showcasing the best of live-streaming content, in real time, as Puri notes, has killed off many a platform entirely, and while audiences will reliably tune into the best, most interesting streams, relative to their interests, in order to do that, they need to know when they’re happening, which puts the onus on the platforms to come up with better algorithms and recommendation processes to highlight such at any given time.

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No platform has got this right yet, and Clubhouse’s new share option is another step in this direction. Which is unlikely to end up being a major element in the broader battle, but it is another step to help move things in the right direction.

But the real value will be in building a stable recommendation system that can let you know, as soon as you go to listen, what you should tune into. The platform that can get this right stands to maximize the full value of live audio – but if they can’t, each will continue to lose audience interest over time.

In this respect, Facebook’s approach, in restricting its audio broadcast options to popular users and groups could be a better, more targeted way to go, while LinkedIn also looks set to see more value from its own take on audio social by tying it into its events offering.

Both Twitter and Clubhouse, meanwhile, have a big challenge in filtering the mass of streams down for each user.

In addition to the new share option, Clubhouse is also launching new analytics, with share and clip counts now displayed at the bottom of each room, and a new Room insights page now in development.

That could help refine your audio strategy, with increased information on audience specifics, in order to better target and plan your future activity.

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On another front, Clubhouse has also added web listening, which will enable anyone to listen to a Clubhouse room from their phone or laptop, without needing to download the app.

“To start, [web listening] will work for both Replays and live Rooms with Replays enabled, and will include support for most major browsers. It will be rolling out as an experiment in the US starting today. If you find it useful, we’ll plan to expand support to cover more room types, more countries, and more parts of the full Clubhouse experience over time.

It’s hard to say what the future holds for Clubhouse, the much-hyped star of the early part of last year. At one stage, Clubhouse was valued at $4 billion, and was being touted by some as the future of social connection, but as competitors rose, and audience interest waned, it has seemed, to many, like the app was indeed a flash in the pan, a fad that holds little value moving forward.

But Clubhouse is still moving forward. The app was downloaded 2.6 million times in December (up from 1.8 million in November), and while US audiences are less interested than they once were, the app has surged in the Indian market, which holds huge potential, if it can maintain a hold in the space.

And there is value in niche communities and engagement in the app. Sure, the initial projections may have been overhyped, but there is still potential in the platform, which could carve a space for itself, if it can continue to evolve, and align with specific use cases.

It may not be the place to be, in a broader sense, but it is still worth checking in on Clubhouse rooms, and tuning into relevant chats as you find them. The capacity to share with connections will add to this.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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