The new social app Clubhouse has caused a lot of hype and offers its users an innovative and exciting way of online communication. The app is already used by many celebrities and is available for download from the official Apple website (Android will follow). Another special feature and a reason for the big hype: Access to the “Clubhouse” is only possible by invitation. Only after an “invite” can you register and take part in the exciting discussions.
What’s behind the Clubhouse app and the hype?
The inventors of the audio-based social media app are Rohan Seth and Paul Davison. Both work for Alpha Exploration Company, which was founded at the beginning of last year. Clubhouse launched in the USA in April 2020 and sparked huge hype there - fueled primarily by the corona crisis. This gigantic boom is immediately reminiscent of the beginnings of the world-famous apps SnapChat and WhatsApp. Andreessen Horowitz, a world-renowned venture capitalist, invested $12 million in the new Apple application in May 2020. The start-up was initially valued at an almost unbelievable $100 million and had just 1,500 active users at the time. Among these exclusive users are world-famous celebrities such as American actress Tiffany Haddish, movie star Kevin Hart and rapper Drake. Many other stars, such as Paris Hilton, Oprah Winfrey, Louisa Dellert and Joko Winterscheidt, have now registered.
The social media app, which does not yet work on Android devices, is also generating huge hype in Germany. This is due, on the one hand, to the many world-famous participants and, on the other hand, to the exclusive possibility of use. Without an invitation from an existing user, you cannot log in and unfortunately cannot use the Apple application on your smartphone. You can see from the download top lists in the Apple App Store that the Clubhouse application is also very popular in Germany and has caused a lot of hype: On January 18, 2021, the new audio application even displaced the world-famous Messenger app. Telegram service from second place in the top list of the most free applications in the App Store. This is a truly remarkable achievement for such a new application. Due to the comparatively low number of users so far and the above-average number of celebrities, the probability that you will meet one or two world-famous stars in the Clubhouse rooms is comparatively high. Celebrities regularly open their own rooms and invite discussions. However, the stars can choose who they want to talk to. In addition, many experienced moderators and people with in-depth specialist knowledge also use the previously exclusive Apple application. They either give lectures or lead stimulating discussions.
How does the Clubhouse app work in practice?
In the Apple application you can exchange ideas with other users in so-called rooms. Every user can join the public rooms without an invitation or alternatively open their own room. Closed rooms for private exchange with friends or acquaintances are also possible and require an invitation. The users in the rooms have different roles:
Moderators (hosts)
Lead the discussions by bringing selected users onto the Clubhouse stage and appointing them as speakers. If necessary, the moderators can remove the users from the podium and take away their speaker role.
speaker
These users actively participate in the discussions and can make contributions. However, this is only possible as long as you have permission from the moderators.
listeners
All users who join the rooms can follow the current discussions live and simply listen. If you want to actively contribute to a discussion, you basically have to raise your hand at the push of a button. In this way you signal to the moderators that you want to contribute something and be appointed speaker.
Search function and clubs
You can find clubs and individuals using the social media application’s integrated search function. A club is a community that has come together around a specific topic. Among other things, the application has a community for NBA fans, a club for founders and a community for black women to exchange information about various therapies. The clubs are assigned to appropriate categories. When registering, every new user must select a maximum of 5 categories. Your own followers and the selected categories decide which rooms are displayed in the application. You can join individual clubs (reminiscent of Facebook groups) on specific topics, but this only works on an audio basis.
Discussion groups, calendar view and personal profile
Users can schedule discussion sessions in advance to reach as many listeners as possible. Using the application’s integrated calendar view, you can always keep an eye on when a room that particularly interests you is opening. Your own Clubhouse profile always shows publicly who has invited you so far. If you are particularly active, you can earn an additional invitation. In addition, you can reveal interesting information about yourself in your personal profile and, among other things, enter the name of your Twitter, Facebook, TikTok or Instagram account.
Currently only available in the Apple App Store
Another factor of exclusivity and definitely an additional reason for the great hype is the fact that the application is currently only available in the Apple App Store. Google’s Android Store is not yet served, although most smartphone users use an Android device rather than an iOS device. Due to the great popularity of the mobile Android operating system and the above-average number of users, the application will also be offered in the Google App Store. The makers of the Clubhouse app are currently looking for capable developers to port the application for Android devices. There is currently no further information about the progress of development or the release date.
How can I sign up?
Artificial scarcity is an important marketing tool for the Clubhouse app. Not only all users with an Android smartphone are left out (for now). Without an invitation from a user of the application, you cannot log in or create an account. Although you can download the application from the Apple App Store and install it on your smartphone, it is not possible to use it properly.
How do I receive and send an invitation?
According to the creators of the application, an invitation to participate is required to avoid overloading the service. You can only register once you receive a so-called “invite code”. Either you know someone who is already an exclusive member or you are in contact with a celebrity who uses the application. Each user of the Clubhouse app can only send a total of 2 invitations to other users and this logically creates additional shortages. If you don’t know anyone who will send you a free invitation, you can alternatively purchase one. On eBay and other platforms on the Internet, invitations to the hype application are sold for up to 50 euros. As soon as you have received an invitation, you can log in and create a personal account. You can then send up to 2 invitations to selected users yourself.
Does the Clubhouse app work without an invitation?
One of the reasons for the big hype is the exclusivity of the Apple app. You can only register if you have received an exclusive invitation to the Clubhouse. The application is currently only available in a beta version and is constantly being developed further. It is not certain whether this will change in the future and whether the application will be usable without an invitation after the first full version is published.
Criticism and data protection concerns in Germany
In order to spread virally, the hype application uses a rather controversial method. This was already the basis for the rapid growth of the world-famous messenger WhatsApp. After you have installed the Clubhouse app on your Apple smartphone and activated your invitation, the application requires access to all entries in your contacts address book. This method was also heavily criticized by European data protection advocates for WhatsApp. Actually, users would first have to ask each of their contacts for permission before their personal data is transferred to the American servers. In practice, however, hardly any user is likely to do this.
The members of the exclusive application are also encouraged by the creators and moderators to link their personal profiles to other social media platforms. This will allow the hype application to spread even faster across Facebook, Twitter, Instagram and TikTok. According to marketing experts, users who have not yet registered should be afraid of missing out and want to register as quickly as possible. The journalists’ association in Germany has already warned against the application because, according to German journalists, it does not have proper data protection. In addition to the questionable access to the contact address book, the application occasionally records recordings of various conversations - officially this serves as quality control.
Despite the application’s porous data protection concept, many German influencers have registered in Clubhouse and jumped on the hype bandwagon. A current example of the great and increasing popularity in Germany: More than 1,000 users gathered in one room and listened to an exciting discussion called Diversity Year 2021, which the German CSU Digital Minister Dorothee Bär held with Niddal Salah-Eldin (journalist) and Tijen Onaran (entrepreneur) led.
