Clubhouse and the audio revolution: key influencers and drivers of this trend

Posted by Jennifer Adetoro in Analysis

2 years ago

The race to capture consumers’ hearts via their ears has been on ever since Clubhouse started to show significant traction in 2020. The platform emerged during the first lockdown and produced a raft of native influencers who seemed to instinctively understand what it takes to make live chat content work.

Not only were users tuning in to Clubhouse events everyday – well, if they could get an invitation – they were staying on the app for up to 12 hours, and key discussions could last for several days. Compared to the passive scrolling on established platforms like Twitter and Instagram, Clubhouse inspired users to commit to the discourse happening in its rooms and stick around until it reached a natural conclusion.

Clubhouse also proved itself to be the destination not just for content creators, but innovators. While some stuck to Q&A and panel-like formats, others recognised the platform’s potential for broadcasting performance in the absence of theatre. A boxing day production of The Lion King went viral and sparked a plethora of conversations on Twitter.

Although Clubhouse’s success is now slowing down, it has proved how valuable audio and live chat are as content streams. The result? Tech giants such as Facebook and Reddit are scrambling to release copycats while Twitter Spaces and Spotify have already pushed their competitors live.

Bearing all of this in mind, it’s no wonder brands, publishers and agencies are now attempting to strategise how live chat and audio should be used as ways to reach consumers. In this in-depth report, CORQ’s culture editor Jennifer Adetoro answers key questions and gives direction on how anyone adopting Clubhouse or its competitors should achieve their goals. This includes:

  • Why Clubhouse grew so quickly.
  • Three content formats that reliably perform well on the platform.
  • The problems that plague Clubhouse and turn-off users.
  • Eight competitors set to enter the market in 2021.
  • Global adoption of live-chat and why less liberal regions are banning apps like Clubhouse.
  • Where podcasting sits in the audio mix.
  • Audio influencer talent hotlist: creators setting the tone and trends.

Download CORQ’s must-read report: Clubhouse and the Audio Revolution.

For more information on adopting audio and live chat as channels, watch back our live discussion and Q&A with Adetoro by following this link and entering the password uOPfrZ7+. In addition, listen to the most recent series of our quarterly podcast – The Culture is Black – in which we investigate the rise of audio with key creators.