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If you have read the news or browsed social media recently, you may have heard of a new social media audio application called Clubhouse.

In the past few months, club, Which allows users to take audio calls as listeners or speakers, and has received $100 million valuation And grow into More than 10 million active usersNow, it is not surprising that technology giants such as Twitter, Instagram, Facebook, and LinkedIn are building similar functions to participate in chat streaming activities.

If you feel deja vu after the game Snapchat story, And TikTok Music overlay function, you’re not alone.

When a new social media application goes viral, you can almost guarantee that at least one social tech giant will test similar and competitive features. And, every time this happens, marketers will think, “Which social media channels should I use in my strategy? And, is this trend worth the investment?”

good news? The fierce competition surrounding social media trends (such as chat streaming) shows that it will not disappear anytime soon and may be worth the investment. Therefore, the only thing you need to figure out is where to try this trend.

Below, I will give you a detailed introduction to Clubhouse’s four biggest potential competitors, as well as some marketing points to help you determine which platform is right for your brand.

Do you need to review your club knowledge before diving in? Look at this post Review what a club is and why competitors are trying to participate in it.

What we know about the Twitter space

Twitter Spaces was launched to a small group of Beta testers in late December and will be fully launched in May 2022. This feature is very similar to Clubhouse Rooms, allowing users with more than 600 followers to host a space-or an audio chat room that anyone can use on Twitter or just invite a few pre-selected followers.

The Spaces experiment was announced at the end of last year after the success of audio applications such as Clubhouse. At the time, Twitter’s head of product Kayvon Beykpour told TechCrunch, “We think audio will definitely be resurrected in many digital spaces now. … It will also be interesting to see how other platforms explore the region, but we think it’s good for us It’s also very important.”

How the Twitter space works

Although Twitter Spaces is still evolving and will launch more features in the coming months, those users who already have access to the full functionality can press and hold the Twitter app’s publish button and select the new Spaces icon or click on their fleet Icon and choose to create space instead of fleet.

Currently, when Space is launched, it is public and can be seen in the Fleet column of your followers, as shown below. Twitter said that in the near future, it plans to enable scheduling and room ticket functions, allowing people to pre-arrange chats or sell tickets to private spaces.

Tweet space in the navigation bar

Currently, the person who initiated the space can invite Up to 10 carefully selected speakersFrom there, they can adjust who is speaking based on who raised their hands and who needs to leave early. Currently, it seems that there is no upper limit on the number of people who can listen to and may ask to speak. In the future, Twitter plans to expand this feature and allow co-hosting permissions, which will allow two users to host and run a space.

When entering the space, the user experience is Similar to a club This way you can see who is speaking and who created the space before seeing the other listener lists. You will also see a down arrow at the top that allows you to minimize but continue listening to the chat, as well as “leave”, request to speak, share, and heart icons-letting you show that you like the discussion.

like club, The user will be muted when entering the room, if they want to say something, they need to obtain speaking permission from the Space host.

Twitter space user experience

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Essentials for marketers

Spaces is still evolving, with new users gaining access every day. However, this feature may be ideal for brands seeking a broad audience and a completely public platform.

Although Twitter’s audience exceeds 330 million monthly active users, Its application is also available to all smartphone users.At the same time, the clubhouse is still By invitation only, Android users can’t access Despite the rapid growth.

For Twitter and brands Aims to build a community Among followers on the platform, Spaces may also be a natural transition.At this point, people are already using Twitter to respond Text-based threads and tweets It is related to their interests, industry, beliefs and passions. Now they can share their thoughts with voice in Spaces without worrying about character restrictions. This can further attract Twitter’s community-centric audience, while also helping brands take community marketing to a new level.

What we know about the Instagram live room

Shortly after Facebook’s CEO and co-founder Mark Zuckerberg gave a speech in the club room, it was reported that the social media company was experimenting with similar audio features. Although we are still not sure if and when Facebook will launch a competing feature, its company Instagram is expanding its Live feature to add chat rooms.

The notable difference between Instagram Live Rooms and Clubhouse or Spaces is that it streams complete video chats instead of audio discussions.

Before March, Instagram Live allowed two Instagram users (an anchor and a guest) to make video calls for public audiences or followers. For the audience, this experience is like watching a video call between two people without being able to participate. Now, Instagram has increased the guest capacity of these rooms from 1 to 3 people. This is today’s format:

Instagram live room screen and add people option

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A kind March 1 announcement An explanation from Instagram: “In the past year, there have been some special moments on Live, including science and COVID-19 guidelines, Interview celebrity And break the record Rap wars. Various creators-from Fitness coach For musicians, Beauty blogger, chef with ActivistsAll of these rely on Live to create moments and bring people together to reach their communities in creative ways. We can’t wait to see how much more creativity this popular update brings. “

“We hope that doubling down on Live will bring more creative opportunities-starting a talk show, hosting an impromptu performance or co-creating with other artists, hosting more engaging Q&A or tutorials with your followers, or Just with more friends” Instagram statement Add to.

How to work in the Instagram live room

Currently, the Live Rooms feature is still being launched, but it will soon be available to Instagram users around the world.

When the live broadcast room is fully implemented, any user can click on their story icon, swipe left to the live broadcast settings, and select the title or basis to be promoted in their stream. Then, they can click on the “room” icon and select the guests to participate in their broadcast. Viewers can also request to join a room that is already in progress, as shown below:

Instagram Live Room User Experience

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Essentials for marketers

Although Live Rooms may be an interesting prospect for brands that already have a following, they do seem to have some limitations. For example, although Twitter Spaces and Clubhouse allow more than five guests-in addition to the host, Live Rooms only allow three other guests. This may make it more difficult for audience members who want to be added to the conversation to ask questions or comment.

Another factor that may be pros and cons depends on the brand is the visual nature of Live Rooms. Because the speaker must appear in front of the camera, some brands will have more opportunities to showcase their products or visual effects. At the same time, other brands looking for more open conversations only need to find suitable speakers to appear in the video.

One reliable feature that can make Instagram Live Rooms more competitive with brands is Instagram shoppingIn 2020, Instagram added a new shopping function, allowing brands to share product links in live broadcasts, and these links can be purchased directly on Instagram.according to Instagram announcement, These features will be available in Live Rooms, so brands can start monetizing their live chat.

Clubhouse competitors of Facebook and LinkedIn

At this time, Facebook’s Clubhouse alternative is still in Very early stage of development in spite of LinkedIn confirmed in late MarchAt this point, there are not many details about what LinkedIn or Facebook’s final audio platform will look like when it launches. However, the report suggests that they will all have a pure audio user experience very similar to Clubhouse.

For example, the following is Audio chat user experience LinkedIn is testingAccording to TechCrunch:

LinkedIn room user experience

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LinkedIn spokesperson Suzi OwensTo confirm that LinkedIn is testing the new audio features using the UX shown above.

“We are doing some early testing to create a unique audio experience associated with your professional identity,” Owens said. “Moreover, we are studying how to bring audio to other parts of LinkedIn, such as events and groups, to provide our members with more ways to connect with the community.”

When it comes to Facebook, there are not many public statements about its features. however, Technology crisis According to reports, this feature may be part of the Facebook Messenger application.This is a very early model of this feature, recently Leaked on Twitter:

Facebook audio chat function ux leaked

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Although Facebook confirmed that the above model is part of its “exploration” process, the technology company Tell TechCrunch The image does not accurately describe the final version of the function.

Essentials for marketers

At this point, marketers should put these options on their radar and be prepared to consider these alternatives when they launch. Although Clubhouse users who like to socialize and discuss their industry may well transition to the LinkedIn version, the sheer scale of Facebook may mean that their in-app audio chat experience can get more listeners than you find on Clubhouse.

Which audio social media platform should marketers use

As we have seen in Stories and short-form music video features, every social media platform wants to take advantage of audio social media trends. Because each version is very similar to all other versions, you may wonder which channel you should invest in.

At present, the jury is still unable to determine which platform will be the most successful and lasting the longest, especially because the features of Twitter and Instagram have not yet been fully launched. However, when all social media competitors implement their new features, you need to consider several factors to determine which is right for you, such as:

  • Potential impact: Although Twitter and Instagram have by far the largest audience, Clubhouse is growing rapidly. If this application will be released for Android soon, it may grow rapidly due to its current heat and popularity.
  • Your following: Do you already have a large number of followers on a platform with chat streaming capabilities? If so, you may want to start there first, and then invest your time in another application that has no audience.
  • Media format: The chat streams of Clubhouse and Twitter are designed to be pure audio, while the Instagram Live Rooms will display the video. If you prefer to stay away from the camera, you may want to avoid using one of the applications that requires the camera.
  • Miscellaneous functions: Although Clubhouse enables users to create clubs or user groups with similar interests, Instagram enables brands to put Instagram shopping CTAs in their live streams. As you explore each platform, pay attention to distinguishing their smaller features in case one of these tools can help your brand.

Want to learn more about the latest social media trends and expert insights? Download HubSpot’s 2022 social media trends report for free below.

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