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Clubhouse Adds Spatial Audio, Now Averaging 700k Rooms Per Day

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It may have lost some of its buzz, and it may seem like Twitter’s Spaces has now superseded its offering in many ways. But Clubhouse is still rising, not as fast as it had been back in January, but it is moving forward nonetheless.

And this could help it maintain that momentum. Today, as part its weekly community update, Clubhouse announced that it’s now rolling out spatial audio, adding a new level of depth to your Clubhouse chats.

As you can hear in this example clip (better in headphones), spatial audio makes it sound more like a real world chat, with each different speaker in a seemingly different position around the virtual room.

As explained by Clubhouse:

Spatial audio replicates how we hear and process voices in the same physical room, spacing individual speakers in the listener’s wired, or Bluetooth headphones (including Airpods) or car stereo system.”

That can make it a more engaging experience, replicating IRL discussion, while also better enabling differentiation between each voice, as you’ll know, for example, that ‘John’s voice will be coming from your left, while ‘Jane’s will come from your right during the chat.

To simulate audio spacing, Clubhouse’s software will now assign a specific position to each speaker in a room “taking care to evenly distribute speakers for maximum intelligibility”. Clubhouse also notes that music and stereo sources will also be positioned, and will maintain their assigned stereo separation in the artificial space.

The only catch is that the speakers themselves won’t get the same experience – spatial audio will only be active for members of the audience. That could present some challenges in management, but it could also help those on stage to better follow along with the conversation, without having to be concerned about potential shifts in audio levels for each co-speaker.

And for the audience, it could present all new creative opportunities:

“Imagine a ghost story where you can hear the evil spirit move around the haunted house or even whisper in your ear. Or a musical performance or comedy show where you can hear applause or laughter coming from every corner of a sold out virtual club.

It’s a good update, which should help Clubhouse maintain audience interest – which, as noted, is still seemingly rising as the app continues to push on in the face of increasing competition.

Indeed, Clubhouse says that it’s now hosting some 700,000 rooms in the app every day, an increase of 130% on its volumes just three months ago.

Of course, more ‘Rooms’ doesn’t necessarily reflect more active app users overall, and Clubhouse hasn’t provided an update on its total user figures of late (the app reported 10m weekly users back in May). But even so, its download rates, while far lower than its peak, have leveled somewhat since June, with both iOS and Android users still looking to tap into its various Clubs and discussions.

Clubhouse downloads over the last three months (iOS)

The app’s Android app launch back in May has further propelled its overall numbers, with Clubhouse seeing particularly significant growth in India, where Android is clearly the dominant OS, and where users have welcomed the open opportunity of live discussion, partnered with the more data-friendly audio-only approach.

The region has become a much bigger focus for the app of late, and it’ll be hoping that the addition of spatial audio will help to reignite interest in all markets, and maintain its position as the best audio social app.

But with Twitter set to take the next big step with its Spaces option anytime soon, and Facebook gradually ramping up the roll-out of its audio rooms, the challenge for Clubhouse remains significant.

Still, innovation is key, and spatial audio could be a big, bold step in this respect.

Socialmediatoday.com

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

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Twitter Publishes 2023 Marketing Calendar to Assist with Campaign Planning

Looking to map out your content calendar for the year ahead?

This will help – Twitter has published its annual events calendar, which highlights all of the key dates and celebrations that you need to keep in mind in your planning.

The interactive calendar provides a solid overview of important dates, which could assist in your strategy. You can also filter the list by region, and by event type.

Twitter marketing calendar 2023

You can also download any specific listing, though the download itself is pretty basic – you don’t get, like, a pretty calendar template that you can stick on your wall or anything.

Twitter marketing calendar 2023

Twitter used to publish downloadable calendars, but switched to an online-only display a couple of years back. Which still includes all the same info, but isn’t as cool looking.

Either way, it may help in your process, as you map out your 2023 approach.

In addition to this, Twitter’s also published an overview of some of the major events that it’ll be looking to highlight in the app throughout the year, along with a pitch to advertisers, amid the more recent chaos at the app.

As per Twitter:

We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.”

There’s also this:

Not only is Twitter alive with content and conversation around big moments, but we are also growing. We saw global mDAU acceleration in Q4 to 253.1M, driven by an average sign-up rate of more than 1 million new daily users across Q42.”

That’s the first official usage stat Twitter has shared since Elon Musk took over at the app, and is a significant jump on the 238 million mDAU that Twitter reported in Q2 last year, its last market update before the sale went through.

It’ll be interesting to see if that usage level holds, as Twitter works through its latest changes and updates.

You can check out Twitter’s 2023 marketing calendar here.



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‘Stop the hate’ online, UN chief pleads on Holocaust Day

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A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day

A person visits the Holocaust Memorial, in Berlin, Germany on January 27, 2023, on International Holocaust Remembrance Day – Copyright AFP Michal Cizek

The UN secretary-general warned of social media’s role in spreading violent extremism around the globe as he marked Holocaust Remembrance Day on Friday, urging policy makers to help stop online hate.

Antonio Guterres said parts of the internet were turning into “toxic waste dumps for hate and vicious lies” that were driving “extremism from the margins to the mainstream.”

“Today, I am issuing an urgent appeal to everyone with influence across the information ecosystem,” Guterres said at a commemoration ceremony at the United Nations. “Stop the hate. Set up guardrails. And enforce them.”

He accused social media platforms and advertisers of profiting off the spread of hateful content.

“By using algorithms that amplify hate to keep users glued to their screens, social media platforms are complicit,” added Guterres. “And so are the advertisers subsidizing this business model.”

Guterres drew parallels with the rise of Nazism in 1930s Germany, when people didn’t pay attention or protest.

“Today, we can hear echoes of those same siren songs to hate. From an economic crisis that is breeding discontent to populist demagogues using the crisis to seduce voters to runaway misinformation, paranoid conspiracy theories and unchecked hate speech.”

He lamented the rise of anti-Semitism, which he said also reflects a rise of all kinds of hate.

“And what is true for anti-Semitism is true for other forms of hate. Racism. Anti-Muslim bigotry. Xenophobia. Homophobia. Misogyny”

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Weird of the Week

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Weird of the Week

What happened when six doctors swallowed Lego heads for science, and the results of Santa’s DNA test. Plus, is Dolly Parton really recording an album with Slipknot?

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