Clubhouse: new(ish) kid on the block.
Part talkback radio, part conference call, part Houseparty, Clubhouse is a social networking app based on audio-chat. Users can listen in to conversations, interviews and discussions between interesting people on various topics – it is just like tuning in to a podcast but live. - The Guardian
At the moment, Clubhouse is invite only with a promise by the founders for it to be open to a wider audience once they complete testing phase.
Despite this, Clubhouse has just topped 8 million global downloads. Per its estimates, Clubhouse grew from over 3.5 million global downloads as of February 1, 2021, to reach 8.1 million by February 16, 2021. This sharp growth is attributed to several high-profile guest appearances, including those from Tesla and SpaceX founder Elon Musk and Facebook CEO Mark Zuckerberg, for example. Clubhouse has been valued at $1 billion in a recent $100 million funding round. - Tech Crunch
What are the implications for us?
As with the launch of any new social networking platform, assuming this one sticks around, it will impact the way people consume media, construct opinions and be influenced or, become a source of influence. I managed to get myself an invite - thanks to a socially savvy Brazilian butcher I met through the World Butchers’ Challenge (thanks Flavio!) and I have spent the last week navigating as many conversations as I can squeeze into the day. This is what’s on my mind:
Accessibility - there are some heavy-hitters on the app and being engaged in a conversation that’s happening real-time, unlike a podcast, really empowers users like me. You still need permission to ask a question but the thought of asking something directly and then being able to debate that with the moderators and speakers is powerful.
There are a lot of users on Clubhouse that indicate they’re part of the plant-based movement in their bios and they are the ones starting conversations. We know those that lead the anti-meat movement are vocal and socially savvy. This is another platform that they are dominating early on.
Clubhouse thrives on collaboration. Chats have numerous people, or brands, on a stage talking about one topic. It’s not the place to drive your own agenda or if it is, the key is in ensuring there are others up there adding to it.
Authenticity - it’s about listening to people speaking off script, real-time. That’s what the plant-based movement has also capitlised on and not just through Clubhouse. People have lent their names to the movement which has humanised it. Anyone can list a celebrity, a government leader, or an individual that is actively calling out the meat sector. Can the same be said for our industry?