2021 has been a big year in social media. We’ve seen video become a dominant format and short form content consistently producing efficient results. In a way, the rise of ‘social audio’ was unexpected, however given the pandemic, not surprising.

What is ‘social audio’? At the moment we would define this as auditory communication through ‘room’ like chats on social media apps. There is one app in particular that has dominated the space this year: Clubhouse.

Welcome to the Clubhouse

Clubhouse is an audio and invite-only app that hosts virtual rooms for live discussions. The app went viral in February 2021 as it went from 2 million to 10 million monthly users. This significant rise can be attributed to celebrities and influencers making it an exclusive space. In addition to this, the pandemic has meant that more people are looking to connect online and being an audio only space, has taken the pressure off social communication.

Here in Australia, there is already a strong local interest in audio based content, with 420.8 million podcast streams/downloads recorded between Jan-Nov 2020. The News and Media Research Centre in Canberra found last year that the top reason for Australia podcast listeners to use podcasts is to get a diverse range of perspectives - something that Clubhouse delivers for free!

How to get into the ‘house’

UPDATE: Clubhouse is now free for all to join as of July 2021!

As Clubhouse is an invite-only app, you must receive an invite from a contact to get access. Many people have been sharing their invites with strangers on Facebook groups, supporting others to get onto the platform, so this is how I got in.

How it works

Step 1: Choose your interest topics.

Step 2: Follow some suggested users.

Step 3: Enable notifications (if that’s your thing).

Step 4: Set up your profile with a display picture and description.

Step 5: Enter or start a ‘room’ discussion.

Content opportunities

While the platform isn’t monetised yet, there are still some interesting opportunities on the platform, particularly from a B2B perspective. A few ideas I’ve seen are:

• Industry Panels

• Networking

• Identifying new business opportunities

• Thought Leadership

• Sponsor a popular ‘room’ to tell your career or business story

We haven’t identified many brands using the platform however some CEOs have quietly marketed their products in innovative ways. For example, former CEO of Cinnabon’s parent company focus brands in the US hosted a weekly business advice and support meeting during office hours. She would ask if her listeners were craving Cinnabon and would send out freebies if they said yes.

Whether you like podcasts or are just interested in this new medium, we recommend joining social media groups on Facebook and searching for ‘Clubhouse invites’. You will likely find someone who will open the door to this new world of social audio for you!