SOCIAL
Clubhouse Moves to Next Stage of Testing for Android App, Continues to Develop Payment Tools
No matter how you look at it, the going is certainly getting tougher for audio social pioneer Clubhouse.
Over the last week and a bit, Facebook announced a slate of new audio social products across its various surfaces, Reddit added ‘Reddit Talk‘, its own take on the format, and Instagram launched audio-only IG Live streams, providing more alternative options for Clubhouse’s key functionality.
And then today, Twitter delivered another full-handed slap to Clubhouse’s face, with the expanded launch of its audio Spaces offering to all Twitter users, on iOS and Android, who have more than 600 followers.
Clubhouse, as a reminder, doesn’t yet have an Android app.
You would imagine that the mood around Clubhouse HQ is pretty tense, but for now, the app continues on its own path, moving forward with its own development plans, and into the next stage of its expansion. Or ‘renovation’, I guess, because it’s a Clubhou… never mind.
That expansion, of course, will primarily focus on a full roll-out, which will involve opening up the app to all users and releasing an Android version.
There’s nothing new to report on the former as yet, but on the latter, Clubhouse is progressing to the next stage of its Android app development.
As reported by TechCrunch:
“The company announced during its weekly town hall event that its Android version has entered beta testing with a handful of non-employees who will provide the company with early feedback ahead of a public launch.”
Clubhouse confirmed the test in its weekly Town Hall notes:
Town Hall Highlights
???? Continued work on Android, payments, & lots of plumbing
???? Fixed bugs in a second release after last Sunday’s update
???? Watch Clubhouse HQ for an update on the Creator First Program Weds @ 9am PST
???? @anuatluru confirms she is still watching Survivor
— Clubhouse (@joinClubhouse) May 2, 2021
The fact that Clubhouse doesn’t haven’t an Android app has now become a much bigger impediment, with competitors launching their audio tools across all versions of their apps. That could make it a much harder sell for Clubhouse to eventually get Android users across – why would people switch to a new app for audio social meetings when they can get the same functionality in the tools they already know and trust, and within which they already have their established connection networks?
This could become the defining question in the lifecycle of the Clubhouse hype machine, which has used its invite-only FOMO factor to build a significant presence, but may end up losing out entirely due the very same restriction.
Given this, Clubhouse needs to work fast to expand quickly, while also improving its discovery algorithms in-step, and maximizing creator incentives to avoid losing its top broadcasters to these alternative tools.
Which is another element of focus. As you can see in the above tweet summary, Clubhouse is also still working on payments, another means to incentivize its top broadcasters to remain active in the app, in addition to its Creator Accelerator Program, which provides participants with support and $5k in monthly payment for the period that they’re a part of the scheme.
These are key elements that Clubhouse needs to get right, which will dictate where it goes next.
Will it be able to stand up in the face of rapidly rising competition, or will the challenge prove too great, and leave Clubhouse as the next Meerkat, an app that rose fast, then declined just as rapidly, before shutting down completely at just 17 months of age?
It’s still too early to call, but Clubhouse’s window does appear to be closing. It needs to prop it open with some big moves soon.
In addition to this, Clubhouse is also looking to add:
- New prompts for listeners to follow a club after they’ve joined a room and tuned in for “a few minutes”
- An improved RSVP flow for individual events, separate from following a Club or speaker
- A new addition for profiles which will list upcoming events to better promote participation
These are obviously smaller, but still helpful tweaks – and it’s worth also noting that Clubhouse has a dedicated, passionate user base, who have formed strong communities within the app.
Given this, Clubhouse may still be able to hold its own, and carve out its own niche.
Again, its next moves will be critical in this respect.
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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