SOCIAL
Clubhouse Adds Universal Search, Room Replays and Clipping Functionality to Help Boost Sharing
Clubhouse has announced a set of new features as it looks to improve in-app functionality and engagement, while also providing more ways for creators to maximize the value of their broadcasts.
The biggest addition is its new search functionality, which will enable users to find more relevant content in the app.
As you can see in this example, Clubhouse users will now be able to find relevant Rooms, Clubs and upcoming events based on keyword search.
As explained by Clubhouse:
“It’s crazy that you can’t search for rooms on Clubhouse… well now you can, because today we’re shipping Universal Search. This will allow you to search for people, clubs, live rooms and future events – so you can find your friends more quickly, discover amazing clubs and events related to any breaking news or nerdy interest, and find rooms about specific things happening in the world right now.”
Discovery has quickly become a pressing need for the app, with its gradual expansion meaning that more and more rooms have ended up crowding the space, making it harder to find relevant, interesting broadcasts at any given time.
We saw the same happen with video live-streams – once everyone was able to broadcast, the quality ratio quickly fell out of whack, as platforms were flooded with random streams of people staring down the lens of the camera, screaming at comments as they came through, among various other questionable broadcasts.
In recent weeks, Clubhouse has found the same, which has impacted user engagement, while Twitter is also grappling with similar challenges for its audio Spaces, in order to ensure that it highlights the most relevant broadcasts to each user, all of the time.
Discovery is tough, and algorithms even more so, and as such, it makes sense for Clubhouse to focus on keyword discovery as a starting point, which it can then refine and improve on to ideally boost usage.
Clubhouse is also officially launching its new Clips feature, which will enable users to share audio clips from Club broadcasts.
✨ lots of new news in this video ✨
✂ CLIPS is in beta
???? SEARCH rolling out now
▶️ REPLAYS coming soonand stay tuned for our entire eng & design team moving to LA to formally pursue voice acting pic.twitter.com/bUTabb9TDO
— Clubhouse (@Clubhouse) September 30, 2021
As demonstrated in this video, Clips will enable Clubhouse users to share 30-second clips of public rooms, helping to boost awareness, and interest, in Clubhouse broadcasts.
To create a clip, listeners and hosts will be able to see a new clips icon which, when tapped, will grab the last 30 seconds of audio, streamlining the sharing process.
“People can share Clips of your show to Instagram, Twitter, Facebook, iMessage, or WhatsApp – and even save them to their camera rolls for quick editing first.”
That could also open up potential privacy concerns – which is why Clubhouse has also added in basic safeguards to control Clip sharing. Clips will not be available for private, social or club rooms, while for public broadcasts, hosts will have the option to decide whether Clips are enabled.
And finally, in what will be a major addition for podcasters, and those looking to maximize the value of their Clubhouse chats, Clubhouse is also rolling out Replays, meaning your chats will live on beyond the broadcast itself.
“You’ll be able to choose whether you want Replays enabled when you start a room. If they’re on, your room will be discoverable on Clubhouse for as long as you like – and available for you to download and share anywhere.”
Twitter’s developing the same for Spaces, and while that does reduce the exclusivity and immediacy of being present for the live broadcast somewhat, it also facilitates more options for sharing, which could enable broadcasters to glean more value from their efforts.
It’s still difficult to tell what the future holds for Clubhouse, with the app’s rapid ascension now seemingly well past, and competing apps looking to counter its growth potential with their own, copycat tools. If Clubhouse can’t provide broad audience reach, that reduces its value to some degree – but the capacity to re-use your content could also provide some counter to this, while discovery remains a critical concern.
As such, these updates make a heap of sense, and they could help to improve the app’s prospects as it seeks to maintain, and boost interest.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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