The beginning of a pandemic, great chaos and horror, restrictions and confinement. In this reality, people begin to receive mysterious messages – Are you already on this app? You open social media and you see – Clubhouse. You take it off. Nothing in particular. It turns out that’s not the case when Drake brags about his room on the instastors. You really want to be there. You somehow manage to request the invite. Today. After a year. After application, there is no trace in the media. Is the Clubhouse still alive?
We all remember the application frenzy that the mentioned Clubhouse caused in the market. Facing a rather dense period behind us, and it seems that the atmosphere will only warm up. We can remember everything like in a fog. So it’s time to take a look at our favorite source, which will refresh our memories. According to Wikipedia, the Clubhouse application was launched in April, two years ago on the iOS operating system.
Responsible for its success, among other things. a pandemic that has caused a lot of stress, but also locked people in their own cell, which they once called an apartment. As of December 2020, the app already had 600,000 registered users. December also saw a significant increase in interest in the app among Americans. In Poland, we saw a boom in mid-January 2021.
The app has become popular due to several factors that set it apart from the competition.
One of the main differentiating features of the app, though not the most important, was the timing of its distribution. Of course, the development of the pandemic has been a particularly interesting time for everyone. Lots of regulation, fear, isolation and a slower pace of life. For many people, the new app could be a stepping stone to an almost unreal new reality.
The rule of inaccessibility
The application was only accessible by invitation. As social beings, we need to belong to a group. Combined with the torment of civilization – FOMO, which is responsible for the fear of missing out on something important that others will see, has proven to be a deadly mix for users.
When we also think about how we access everything today, the application that mysteriously turns out to be a rumor about the activities of a cult evokes shivers of curiosity. Moreover, the need for approval would be fully satisfied by receiving an invitation from another member. Whisper marketing and limited availability specs did a similar job here
The principle of like and like
The app also decided to try another promotional trick. It was most popular when Elon Musk joined the room that Sriram Krischnan had created. Elon Musk wasn’t the only candlestick contender. Kevin Hart, Drake and Tiffany Haddish can also be included in the celebrity cast.
In the concept of image creation, one can encounter the phenomenon of sharing authority or perhaps reputation. Brands that cooperate with each other share their image strengths, which gives them promotional and utilitarian advantages. In Clubhouse’s case, if so many celebrities used the app, people immediately wanted to use it, but that’s not all.
It was possible to talk to celebrities while being in the room with them, making normally aloof characters almost tangible. Another driver responsible for the desire for a tool. In a parallel dimension, the same feature brought positive associations to the app, as it combined the experience of intimacy with influencers it cared about. A great Piarist campaign is another determining factor in the success of this application.
The principle of a halo
Assigning traits a priori that cannot be verified without knowing the person is a halo effect. Typically, this involves opposing physically unattractive people, who society discriminates against attractive people who are seen as smarter, wiser, and successful. Interestingly, the halo principle has a huge impact on the operation of individual units, which has been proven by statistical research and numerous examples. It is the human tendency to assign unreasonable properties that are consistent with the emotional sign of the first assigned attribute. In the case of Clubhouse, the presence of celebrities, but also the whole envelope of wonder, undoubtedly influenced the positive reception of the brand, without interfering too much with its message.
Social proof of correctness
Information noise. Everybody talks about it. Everyone wants to be there. Everyone praises it, so it must be great. – these very concepts allowed the psyche of the recipients to generate demand for the service.
The audio trend
We can guess the growing importance of audio from the development of the market itself and the resulting popularity of podcasts. Clubhouse focused on something that can be seen on Facebook, which Messenger Rooms implemented, seeing the rise in popularity of Clubhouse, Zoom and Houseparty. As we know, audio content, voice assistants and the ubiquitous voice recorder are ruthlessly following feature trends, which is noticed by user experience designers, emphasizing audio interaction design as a priority. in the near future.
– At the very beginning, people exchanged these invitations as they did with records at the Stade des 10 ans. Then the invitations were distributed, in the end in large quantities – can we read on Antyweb. The human360.life portal was also right, saying that the Clubhouse’s feeling of inaccessibility will only last for a moment. The beta app became the holy grail, but when it became publicly available, it quickly lost interest.
The platform benefited from this for a short time, and in space one could even notice its oversaturation with its presence, which quickly verified the position of the medium in the market. The marketing itself, which branded her as a killer and game-changer for the social media market, didn’t help either. Inflating the image bubble and sharing the app with anyone with 100 Facebook friends or Instagram followers deprived it of all the values responsible for its uniqueness.
Specialists, however, speculate that this is not the end, and that the development of specific rooms with a specific theme may still cause confusion in the market, but few people see the same killer in Clubhouse as in January of the last year. Who knows, maybe the creators will surprise us again?