The Battle For The Audio Audience: Clubhouse vs. Twitter Spaces
Clubhouse has met its archnemesis: Twitter Spaces. As Twitter continues to evolve its new Clubhouse copycat feature, we’re taking a look at how these platforms work and what we can expect in the future. Meanwhile, we’ve also got some key TikTok takeaways from the platform’s recent small business summit, Ready, Set, Grow.
No Invite? No Problem: What You Need to Know About Clubhouse
Clubhouse entered the social media scene in March of 2020, just as we started opening and closing every social media app 50 times a day. The app is currently only available on iOS and signing up requires an invite from a current user. Instead of posts, like other social media channels, Clubhouse revolves around Rooms. Each Room includes a few speakers that can have an audio conversation and an audience of users that can just listen in or “raise their hand” to ask a question. Moderators of a room can invite audience members to become speakers during the session.
Rooms can be open to everyone, just the people you follow, or limited to people you invite. You can also create a live room immediately or schedule a conversation ahead of time, letting people know when they should tune in to hear you discuss your topic. It’s also worth noting that Clubhouse intends for its conversations to stay within the app: If you share the audio without the moderators’ permission, you could be banned from the Clubhouse.
Clubhouse is all about having conversations for their own sake: no likes, no algorithm, and no sponsored content (yet). That’s what we needed in 2020, so it’s no surprise that this platform took off. Clubhouse is still adapting to its success, trying to keep its servers up and encourage creators. We’re excited for the day everyone can sign up and download the app, and to see how this platform adapts for businesses in the future!
What does this mean for Gainesville Businesses?
So now you know about Clubhouse. Step 1 is getting access, which means asking your friends for an invite if you’re an iOS user and patience if you’re on team Android. When you get to create an account, make one for yourself. You’ll be speaking as you, not just as a business profile, so let people know who they’re talking to and how you’re connected to your business. Then start exploring! You’ll want to get in on conversations related to your business or host them if you have topic ideas others haven’t thought of.
“Anything You Can Do I Can Do Better”: Twitter Spaces
Clubhouse saw success in the social media space, and Twitter saw an opportunity. The platform launched Spaces, a place to have live audio conversations within its existing iOS app. Replace “Clubhouse” with “Twitter” and “Room” with “Space” and you basically understand how Twitter Spaces work.
We’ve been on the edge of our seats, seeing update after update roll in for this new feature. The feature-testing from Twitter includes opening Spaces up to more users on its Android app, just after Clubhouse indicated it will be months before their app is available on Android. Twitter Spaces also seems to have some features that Clubhouse hasn’t mentioned, included automatic captioning of the conversation.
Twitter Spaces is most definitely a copycat of Clubhouse. But we’re not mad at it. Twitter benefits from an established team, experience in the field, and a platform full of people already having conversations. It’s also a little friendlier to businesses, with established ways of gaining followers, sponsoring tweets, and maintaining a business profile.
What does this mean for Gainesville Businesses?
If you’re wanting to speak to your established audience, Twitter Spaces is the way to do it. Listeners won’t need an exclusive invite to hear what you have to say. You can share when you’re going live on Twitter and other social media, which might gain you some Twitter followers while you’re at it. This service still isn’t accessible to everyone, but we’re hoping the beta means anyone can join your audience soon!
TikTok Takeaways From Their Small Business Summit
Imagine a theme park that’s a social media marketing conference that’s also on your computer screen. That’s what TikTok gave to us social media nerds this past week, in the form of their small business summit Ready, Set, Grow. The summit was a free, online experience with different rooms to choose from, business TikTokers sharing their strategies, and a bumpin’ soundtrack.
If you didn’t have the time to tune in, no worries! The sessions will be available in the library starting April 1st, and we’re here to give you the key takeaways from the event. First, we start by addressing a misconception that most marketers have about TikTok. The platform isn’t just for Gen Z. Does the audience skew younger? Yes. But 38% of the app’s users are over 29. Tapping into a niche audience on TikTok is a possibility for a lot of direct-to-consumer businesses who want to generate interest in their products.
Now we get into how you can create content that will go far on TikTok, as told by small business owners who use the platform this way. They hit home on authenticity. Viewers know an ad when they see one, so make sure you’re not posting ads. Take cues from other creators on the platform or create content that your community is asking for. Make sure that you keep the character of your brand in every video. High-quality production isn’t necessary. We’re used to creating content with a certain level of polish, but that can come off as inauthentic. A ring light and tidy background are really all you need to start filming.
Finally, use TikTok’s unique tools to make content that feels native to the platform. Use the in-app editing, add text, and experiment with templates. Chime in on trending topics or challenges to get more eyes on your content while giving yourself ideas about what to make! The secret to TikTok is to establish an authentic brand voice or character that you can apply to any new trend.
What does this mean for Gainesville Businesses?
We’ve said it before and we’ll say it again: Get in front of some good lighting and get filming! This summit reaffirmed that humanizing a business is part of a successful TikTok strategy. In fact, we heard successful creators saying that adding a professional polish to their content actually discouraged engagement and views! So get messy and get in front of the camera. Tell the story behind your business in your own voice and watch the likes roll in.
Ok, now what?
Now that you’re up to date with the latest industry news, it’s time to invest in a team that specializes in all things social media and digital marketing. We can help! Liquid Creative is a full-service marketing agency ready to help your business operate to its fullest potential without missing a beat.
