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Clubhouse may have lost its initial buzz as the bigger players look to add competing audio social elements and features designed to negate its growth. But the successful platform still has a few trump cards up its sleeve.
Today, Clubhouse announced its partnership with TED to share exclusive content from TED’s list of thought leaders and experts, which may help keep users coming back to the app.
As explained by Clubhouse:
“Starting Monday, July 12, TED will host a series of venues through its official clubhouse. They will begin programming with Thank your ass, a weekly room hosted by New York Times Best-selling author and popular TED speaker AJ Jacobs and creative strategist and famous Clubhouse creator Mir Harris. The room builds on an idea shared in a TED talk and a book by Jacobs, and invites notable guests and the Clubhouse community to come together to “thank the unsung heroes of our lives”. Additional bedrooms for the summer and beyond will be announced in the coming weeks. “
The addition of popular broadcasters, who gained recognition through the TED Talks series, could help Clubhouse maintain its appeal – although, really, the announcement probably shouldn’t come as a surprise.
In May, Clubhouse hired Kelly Stoetzel, the former head of conferences and speaker selection at TED, as part of his talent search team. Stoetzel had worked with TED for over 17 years, and it was this connection that paved the way for this new content partnership.
In fact, Stoetzel is directly quoted in the Clubhouse announcement post:
“For nearly forty years, TED has brought the world’s preeminent ideas, imaginations and voices to audiences. This partnership will bring these minds into a dialogue with the millions of creators who make up the Clubhouse community. ”
So given the connection here, it makes sense that Clubhouse was able to establish this new partnership – but even so, it’s a significant victory for the platform, which could ensure it remains relevant, even like Twitter. Spaces, and now the audio from Facebook rooms, sail like giant cruise ships and eclipse the tiny Clubhouse sailboat in the shade.
But also, I wouldn’t bet on it.
Clubhouse’s downloads have slowed considerably since its first boom, and although its numbers have seen a resurgence since the launch of its Android app in May, much of that growth is now coming from new markets, like India and Brazil. .
Which is not a bad thing, but the point is that in the markets where Clubhouse has established itself and has reached a (relative) peak in adoption, it is now losing ground, which probably suggests that we will see a similar trend in these regions as well, especially once Twitter and Facebook look to push their social audio options in the same way.
Having a more solid content lineup will help, no doubt, and this will likely see Clubhouse getting more listeners to come back to the app to log in, but it’s still invite-only mode, limiting growth, and Twitter and Facebook are also building their own rosters of social audio talent, with Facebook in particular focusing on promoting popular creators and top celebrities to potential listeners in its app.
Basically, I don’t see how Clubhouse will be able to compete in the longer term. And while having a close connection to TED is a bonus, how many more of those more bunnies can he get out of his hat as the competition continues to intensify?
That’s not to say that Clubhouse is finished either, but unless it can grab hold of a range of niche newsgroups and provide a better listening experience than other apps – which is open to you. all who wish to connect – the challenge before it remains important.
You can keep an eye out for future TED broadcasts on Clubhouse via the official TED club in the app.
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