Where On Earth Is Clubhouse?
Talking About Deprivation Marketing And Other Considerations

August, summertime, hot sun and a lot of people are now enjoying a relaxing holiday. Not really time for heavy topics… That is why I want to talk about something lighter... Clubhouse. To tell the truth, in the month of shooting stars, this may seem even more appropriate...don’t you think?

Content index

  • Clubhouse: The Dawn Of A New Era?
  • Leave Aside Part Of The Users: Is It A Right Strategy?
  • What To Tell About Clubhouse’s Trend
  • Facebook: Litmus Test To The Success Of Other Social Networks

Clubhouse: The Dawn Of A New Era?

Just a few months ago all the world of the media was playing havoc about the impending vocal revolution in the social networks. Do you remember?
Clubhouse is eventually a platform designed for whoever has something to say to the world, and wants to feel free from his or her “body prison” (a.k.a. drama queens… and kings), for those who wish to hear their voice go “public”, without showing their face and body.
A momentum for the shy and an interesting opportunity for businesses too, to let their people speak their mind.
As I was saying, “designed for whoever has something to say…” ? Well, almost.
As we well know the world can be split into two big categories (yes, I am the stereotype kind of girl): faithful Appleans, a.k.a. Apple enthusiasts, and teeny-weeny robot lovers, a.k.a. the Android users. Let’s just pretend, only for today, that Microsoft smartphones never made their way on this Earth… yet.
These two factions live in a more or less apparent quiet state, with a few sparks (do you remember Periscope?) sparking controversy and debates that more or less all of us would honestly avoid completely, wouldn’t we? Long story short, back in January 2021 this spark was called Clubhouse.
What’s the point though?

Leave Aside Part Of The Users: Is It A Right Strategy?

If you were among the first explorers to set foot on the soil of the rising star (or spark) you will certainly remember it. That App, back in January 2021, really made hearts beat faster, vocal chords vibe stronger and perk up ears all over the world!
Insiders wished upon that B/W icon to be collected among the thousands already available on their smartphones. Some of them, in order to download it, begged for invitations from that old school mate they had not not heard of since comprehensive school times… Well, it was the last chance to take part in the social networks audio revolution! You know what I am talking about, don’t you?!
Well, if you are an Android user, you could not experience all this heartbeat and performance anxiety stuff, which was replaced by that gnawing feeling, mixed up with that “How unfair is that!” bitterness.

Nope,it wasn’t there in the Play Store and, according to rumors, that title found on the App Store was just a Beta version, that at first could not see that increasing success looming on the horizon coming…
If it turned out to be a real story of unexpected success or not, it does not take a big part in our story. Have you ever heard about Deprivation Marketing?
Whether all of this was designed on purpose or not, what really counts is that, for them, the planets did align so nicely to give a masterpiece example.

Ingredients:

  • Exclusive Service
  • Limited Access
  • It’s New!
  • A Pinch of Serendipity

Deprivation Marketing can be described as a neuromarketing “gimmick”, based on the principle that, the more a product gets less available or it is “harder to obtain”, the more attractive it gets.
In this case, in order to have access to Clubhouse it was necessary an invitation by someone who managed to get in before us, and in any case it was not available for all of us but just for a specific public (iOS users). This, mixed up with the curiosity sparked from a platform still unexplored and to the media power triggered off by some curious influencers, caused much hype, making Clubhouse become a real social case, with millions of downloads in just a few weeks.
This scenario showed what follows: frenzy iOS users looking for clever things to share to the world and two Androidians factions fighting between each other, the former waiting anxiously (more or less) for the App to be available and the latter who, as a matter of principle, would have never downloaded it.
What eventually happened was that on Android devices, after a “pre-save” period, the App did make its way in the Play Store in May, but the hype has been inevitably less relevant compared to January.

What To tell About Clubhouse’s Trend

Looking for “Clubhouse” on Google Trends, an initial enthusiasm and hype is obvious, followed then by a quite unsurprising settling time.

Does this mean that this new platform is close to its end?

Before calling it a failure, let’s check other numbers too: considering that in the last six months the Clubhouse Team has raised from 8 to 58 people, that 10 million downloads have been registered from Android devices and that the number of rooms on a daily basis has increased from 50,000.00 to 500,000.00 I would be wary with predictions.
What basically happened to the famous Vocal Social Network is that it eventually found its aficionados, creating a “niche” of (dozens of millions of) people finding themselves at ease with this platform, maybe less “immediate” than the other social networks we have been growing confident with in the last ten years

Facebook: Litmus Test To The Success Of Other Social Networks

Eventually, to finish our nice talk on the beach, I would like to remind you that Facebook too, considering the great success got by Clubhouse, has unveiled a new function that includes a solely vocal dimension, where everyone can raise their hand and speak their mind.
Same old story already seen with the Stories (how are you doing, good old Snapchat?), the Reels (a kiss on TikTok’s cheek) and Dating (a hug to all the friends on Tinder).
So, can it really be considered a fiasco even though the Supreme Leader Mark has decided to “take inspiration from it”? The answer is NO.

By the way, have you tried this new function?

Time to say goodbye now, but before that, a beautiful quote by the German novelist and poet J.W. von Goethe:
“In life only if you are ready to consider the impossible possible you are able to discover something new.”

And from the Blubit’s Social Dept. that’s all… wait, it’s time for a nice dive into the sea now!

Claudia

Che fine ha fatto Clubhouse?
A proposito di Marketing della privazione e altre considerazioni 

È Agosto, fa caldo e mezzo mondo in questo momento si sta godendo una bella vacanza. Non siamo in vena di temi pesanti, allora eccomi a parlare di Clubhouse.
Che poi,
nel periodo delle Stelle cadenti, sembrava un argomento calzante… no!?

 


Clubhouse: l’inizio di una nuova era?

Qualche mese fa infatti tutto il mondo della comunicazione era in subbuglio per l’imminente e annunciata rivoluzione vocale dei social. Eri anche tu tra gli entusiasti?

Con Clubhouse finalmente è arrivata una piattaforma fatta per chiunque abbia qualcosa da dire al mondo e voglia sentirsi libero dalla sua prigione fisica [la solita Drama Queen], per chi desidera avere una voce “pubblica”, senza per forza allegare il proprio corpo e la propria estetica. 

Un bello sblocco per i timidi e un’interessante opportunità anche per dare voce alle aziende.

Come ho detto: fatta per chiunque […]?

Be’, quasi.

Come ben sappiamo, il mondo si divide in due grandi categorie (amo le generalizzazioni): i fedelissimi Melariani – noti come utenti Apple – e gli amanti dei Robottini – not come utenti Android. E sì, solo per oggi facciamo come se gli smartphone con sistema operativo Microsoft non fossero mai esistiti.

Le due fazioni convivo in uno stato di quiete più o meno apparente con scintille periodiche [ti ricordi Periscope?] che fanno aprire dibattiti di cui più o meno tutti facciamo anche serenamente a meno. Ecco, a Gennaio 2021 la scintilla si chiamava Clubhouse.

Ma tutto questo discorso cosa c’entra? 

 

Tagliare fuori una fetta di utenti è una strategia?

Se sei stato tra i “primi” ad approdare sulla stella nascente, te lo ricorderai bene. Quell’app a gennaio 2021 ha fatto battere il cuore, vibrare le corde vocali e allungare le orecchie di milioni di utenti in tutto il mondo! 

Gli Insider desideravano quell’icona B/W da collezionare tra le mille già presenti nello smartphone. C’è chi per poterla scaricare ha elemosinato inviti a quel vecchio compagno di scuola che non sentiva da una vita ma, ehi era l’ultima speranza per poter far parte della rivoluzione audio dei social! Insomma dai hai presente, no?!

Ecco, se sei un utente Android, tutta questa fase di batticuore e ansia da prestazione non l’hai vissuta e al suo posto si sarà fatta forte in te quella che in un linguaggio molto tecnico viene definita “rosicata” [e senso di ingiustizia]. 

No, nel Play Store non era presente e, stando a quanto si dice, anche quella su App Store era una versione Beta che non avevano assolutamente previsto ottenesse in così poco tempo il successo che effettivamente ha avuto.

Che sia veramente una storia di successo inaspettato o meno, al fine della narrazione poco importa. Ma hai mai sentito parlare di Marketing della Privazione

Che tutto questo sia stato fatto di proposito oppure no, dicevo, quello che conta è che per loro i pianeti si sono allineati per realizzarne un esempio magistrale.

Ingredienti utilizzati: 

  • Esclusività del servizio
  • Accesso limitato 
  • Elemento di Novità 
  • Un filo di Serendipità

Possiamo definire il Marketing della Privazione un “trucchetto” del neuromarketing, basato sul principio per più un prodotto scarseggia o è “difficile da raggiungere” più viene percepito ai nostri occhi come desiderabile

Nel caso di Clubhouse, il fatto che per potervi accedere fosse necessario un invito da parte di qualcuno che prima di noi era riuscito a entrare, che in ogni caso non fosse disponibile a tutti ma solo a una specifica fetta di pubblico (utenti iOS), unito alla curiosità di una piattaforma ancora mai vista e al potere divulgativo di numerosi influencer curiosi, hanno fatto ‘sì che diventasse un vero e proprio caso social, e in poche settimane registrasse milioni di Download. 

In questo scenario, da un lato abbiamo visto gli utenti iOS in fibrillazione e alla ricerca di cose intelligenti da comunicare, e dall’altro lato gli Androidiani divisi tra chi aspettava con (più o meno) ansia che l’app fosse disponibile anche per lui e chi, per principio, non l’avrebbe scaricata.

Quello che è successo è che anche su android, dopo un periodo di “pre-save” l’app a maggio è arrivata anche per gli amanti dei Robottini [vedi sopra] ma la risonanza dell’evento è stata di gran lunga meno rilevante rispetto al primo periodo.

 

Come giudichiamo l’andamento di Clubhouse?

Cercando “Clubhouse” su Google Trends, è lampante l’entusiasmo e il rumore iniziale seguito da un fisiologico stabilizzarsi.

Questo Significa che la Nuova piattaforma sta chiudendo i battenti?

Prima di annunciare il Fallimento dell’attività, darei una controllata anche ad altri numeri e, considerato che il Team di Clubhouse negli ultimi 6 mesi è passato da 8 a 58 persone, che anche su Android sono stati effettuati 10 Milioni di Download, che il numero di stanze giornaliere è passato da 50.000 a 500.000. 

Direi che quello che è successo al nominatissimo Social Vocale, è che ha trovato i suoi utenti affezionati e ha creato una “nicchia” di [decine di milioni di] persone che si riconoscono in quel format, meno “immediato” delle piattaforme a cui siamo abituati da più di un decennio ormai.

 

Facebook: la cartina al tornasole del successo degli altri social

Poi, per finire la nostra chiacchiera da ombrellone, voglio ricordarti che anche Facebook, considerato il grande successo avuto da Clubhouse, ha presentato una nuova funzionalità che integra la dimensione esclusivamente vocale nella piattaforma, in cui chiunque all’ascolto può alzare la mano e prendere la parola.

Lo ha già fatto prima con le Stories (un saluto al buon vecchio Snapchat), con i Reels (un bacio in fronte a TikTok), e con Dating poi (un abbraccio agli amici di Tinder).
Può quindi considerarsi un Flop se anche il Supremo Mark ha deciso di “prendere spunto”?!  [La risposta è NO.]

Anzi, tu hai già questa funzionalità?

Per chiudere, questa volta veramente, oggi ti lascio con questa bella frase di Goethe: “Nella vita solo se si è pronti a considerare possibile l’impossibile si è in grado di scoprire qualcosa di nuovo.”

Dal Reparto Social oggi è tutto, 

buon bagno!

 

Claudia

Where On Earth Is Clubhouse?
Talking About Deprivation Marketing And Other Considerations

August, summertime, hot sun and a lot of people are now enjoying a relaxing holiday. Not really time for heavy topics… That is why I want to talk about something lighter... Clubhouse. To tell the truth, in the month of shooting stars, this may seem even more appropriate...don’t you think?

Content index

  • Clubhouse: The Dawn Of A New Era?
  • Leave Aside Part Of The Users: Is It A Right Strategy?
  • What To Tell About Clubhouse’s Trend
  • Facebook: Litmus Test To The Success Of Other Social Networks

Clubhouse: The Dawn Of A New Era?

Just a few months ago all the world of the media was playing havoc about the impending vocal revolution in the social networks. Do you remember?
Clubhouse is eventually a platform designed for whoever has something to say to the world, and wants to feel free from his or her “body prison” (a.k.a. drama queens… and kings), for those who wish to hear their voice go “public”, without showing their face and body.
A momentum for the shy and an interesting opportunity for businesses too, to let their people speak their mind.
As I was saying, “designed for whoever has something to say…” ? Well, almost.
As we well know the world can be split into two big categories (yes, I am the stereotype kind of girl): faithful Appleans, a.k.a. Apple enthusiasts, and teeny-weeny robot lovers, a.k.a. the Android users. Let’s just pretend, only for today, that Microsoft smartphones never made their way on this Earth… yet.
These two factions live in a more or less apparent quiet state, with a few sparks (do you remember Periscope?) sparking controversy and debates that more or less all of us would honestly avoid completely, wouldn’t we? Long story short, back in January 2021 this spark was called Clubhouse.
What’s the point though?

Leave Aside Part Of The Users: Is It A Right Strategy?

If you were among the first explorers to set foot on the soil of the rising star (or spark) you will certainly remember it. That App, back in January 2021, really made hearts beat faster, vocal chords vibe stronger and perk up ears all over the world!
Insiders wished upon that B/W icon to be collected among the thousands already available on their smartphones. Some of them, in order to download it, begged for invitations from that old school mate they had not not heard of since comprehensive school times… Well, it was the last chance to take part in the social networks audio revolution! You know what I am talking about, don’t you?!
Well, if you are an Android user, you could not experience all this heartbeat and performance anxiety stuff, which was replaced by that gnawing feeling, mixed up with that “How unfair is that!” bitterness.

Nope,it wasn’t there in the Play Store and, according to rumors, that title found on the App Store was just a Beta version, that at first could not see that increasing success looming on the horizon coming…
If it turned out to be a real story of unexpected success or not, it does not take a big part in our story. Have you ever heard about Deprivation Marketing?
Whether all of this was designed on purpose or not, what really counts is that, for them, the planets did align so nicely to give a masterpiece example.

Ingredients:

  • Exclusive Service
  • Limited Access
  • It’s New!
  • A Pinch of Serendipity

Deprivation Marketing can be described as a neuromarketing “gimmick”, based on the principle that, the more a product gets less available or it is “harder to obtain”, the more attractive it gets.
In this case, in order to have access to Clubhouse it was necessary an invitation by someone who managed to get in before us, and in any case it was not available for all of us but just for a specific public (iOS users). This, mixed up with the curiosity sparked from a platform still unexplored and to the media power triggered off by some curious influencers, caused much hype, making Clubhouse become a real social case, with millions of downloads in just a few weeks.
This scenario showed what follows: frenzy iOS users looking for clever things to share to the world and two Androidians factions fighting between each other, the former waiting anxiously (more or less) for the App to be available and the latter who, as a matter of principle, would have never downloaded it.
What eventually happened was that on Android devices, after a “pre-save” period, the App did make its way in the Play Store in May, but the hype has been inevitably less relevant compared to January.

What To tell About Clubhouse’s Trend

Looking for “Clubhouse” on Google Trends, an initial enthusiasm and hype is obvious, followed then by a quite unsurprising settling time.

Does this mean that this new platform is close to its end?

Before calling it a failure, let’s check other numbers too: considering that in the last six months the Clubhouse Team has raised from 8 to 58 people, that 10 million downloads have been registered from Android devices and that the number of rooms on a daily basis has increased from 50,000.00 to 500,000.00 I would be wary with predictions.
What basically happened to the famous Vocal Social Network is that it eventually found its aficionados, creating a “niche” of (dozens of millions of) people finding themselves at ease with this platform, maybe less “immediate” than the other social networks we have been growing confident with in the last ten years

Facebook: Litmus Test To The Success Of Other Social Networks

Eventually, to finish our nice talk on the beach, I would like to remind you that Facebook too, considering the great success got by Clubhouse, has unveiled a new function that includes a solely vocal dimension, where everyone can raise their hand and speak their mind.
Same old story already seen with the Stories (how are you doing, good old Snapchat?), the Reels (a kiss on TikTok’s cheek) and Dating (a hug to all the friends on Tinder).
So, can it really be considered a fiasco even though the Supreme Leader Mark has decided to “take inspiration from it”? The answer is NO.

By the way, have you tried this new function?

Time to say goodbye now, but before that, a beautiful quote by the German novelist and poet J.W. von Goethe:
“In life only if you are ready to consider the impossible possible you are able to discover something new.”

And from the Blubit’s Social Dept. that’s all… wait, it’s time for a nice dive into the sea now!

Claudia

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