In this age of innovation, new social apps can go viral quickly. When they do, it’s common to see some of the large technology companies come out with their own version. This is usually a good sign, as it means the social media trend is unlikely to be fleeting. This is what has happened with Clubhouse and Twitter Spaces. Both platforms have expanded recently, leaving legal marketers wondering which – if either – are worth investing in.
What are Clubhouse and Twitter Spaces?
Both platforms are a version of an audio chat room. Clubhouse was created in 2020 with the aim of creating a more “human” social experience. The goal is to encourage people to gather and talk, not just post. Initially, the app was intended for influencers, industry thought leaders, and celebrities, but it’s recently expanded to general users. Clubhouse offers “rooms” that pertain to users’ interests or followers. Entering a room is essentially like attending a webinar, and users can take advantage of a calendar feature to find rooms at other times. Users can follow people and join or create clubs.
Twitter Spaces is similar and designed to take advantage of the uptick in audio chat room popularity. This platform is early in its launch but growing. A “host” is the creator of a space. Spaces are public so that anyone (even people who don’t follow you) can join as a listener. Hosts can schedule spaces and invite participants or other speakers.
Clubhouse vs. Twitter
According to HubSpot research, 44% of marketers plan to incorporate live audio chat rooms on social media in 2022. This research also suggests that right now people are more interested in Twitter Spaces than in Clubhouse. Many marketers say they intend to invest more in Spaces than Clubhouse. Furthermore, 15% of marketers said they plan to reduce their spending with Clubhouse this year.
Twitter Spaces allows users to:
- Add captions for accessibility
- Leverage emoji reactions to engage with speakers
- Share the space through tweets, direct messages, or links
- Share relevant tweets within the space
- Record the space for sharing later on
- Preschedule spaces and set reminders
Right now, users who launch a space can invite up to 10 speakers. Then they can adjust who speaks based on hand-raising. Additionally, the UX feels similar to Clubhouse in that listeners are able to see who created the space and who is speaking, as well as a roster of other listeners. There are additional options such as requesting to speak, the ability to share, or “like”. Also similar to Clubhouse, users are muted as they enter and can only get speaking privileges from a moderator.
The truth is that both platforms have a similar feature set, but right now Twitter Spaces has a wider reach. There are currently over 200 million monetizable daily active users on Twitter Spaces compared to less than 5 million on Clubhouse. Furthermore, Twitter is a long-standing established platform that offers other tools beyond the audio capabilities. This means users can accomplish more goals using only one platform.
When it comes to trying out an audio chat platform, marketers might find that Twitter provides a natural way to build a community through this channel. After all, people are already using Twitter to engage with their interests, industries, etc. For people already using Twitter, this is another avenue to share information without worrying about the character limit. On the other hand, Clubhouse is more of a niche app that is great for community-building, but not as accessible. Clubhouse may work better for brands that have already developed a strong presence on other social channels, or were present since Clubhouse’s inception and have carved out a following in their sector. Finally, it’s expected that Facebook and LinkedIn will eventually offer their own audio-only platforms – so be on the lookout for how those alternatives can integrate with your strategy.
We can expect that eventually most social media platforms will adopt an audio option. To know which is right for you, you’ll need to consider factors like potential reach, your own following, overall media formats supported, and what other miscellaneous features are available.
We’ve helped many law firms and businesses in the legal industry make the most of their social media presence. If you’re looking to leverage platforms like Twitter Spaces and Clubhouse to encourage engagement and drive growth, connect with us today to arrange a free consultation.