What is Clubhouse

2020 was the year of digital tools and remote communication. But not only. 2020 was also the year of the new social networks. Or rather, a new social network, which arrived in Italy a year later than in the States and which is attracting all attention to itself, so much so that it has become something of a trend. All crazy about Clubhouse, that’s what the title of this post should have been, perhaps. Everyone or more or less everyone, because Clubhouse is a social elite and a bit snobbish, this must be admitted.

But let’s start from the beginning: what is Clubhouse? Clubhouse is a social network dedicated solely and exclusively to voice. There are no images, except those, very small, of the profile photos of the various users. You can’t leave messages, you can’t chat, there are no likes, comments and all those other little devilries, also called vanity metrics, that we find in other social networks. Clubhouse is the evolution of radio and podcasts, a tool that is increasingly gaining ground in Italy as well.

How Clubhouse Works

We anticipated it at the beginning: Clubhouse is an elitist social, almost radical chic, I dare say. Why? Because Clubhouse can only be accessed by invitation from those who are already in the community and only (for now) only if you own an iPhone. Everyone else is out.

Its use is quite simple. Once you have received the invitation text message, you download the app, create a profile and that’s it. If you do not find pious souls willing to give invitations (someone sells them, and this shows how strong the principle of marketing based on exclusivity is) you can always try to download the application, synchronize the contacts in the address book and wait for one to these contacts of ours have the decency to let us in. In short, Clubhouse is not for everyone, but for many it is, and this is also demonstrated by the large number of people who have embraced this innovation in Italy since January.


What exactly is inside Clubhouse though? Quite simply people talking to other people. Clubhouse in fact acts on the rooms, which are nothing more than virtual spaces in which to dialogue on the most disparate topics. We can imagine the rooms as small radio programs, in which to discuss a specific theme. The room is composed of one or more moderators, who are also its creators, the speakers, to whom the moderators have given the right to speak, and an audience of listeners, who by simply raising their hand can be brought on stage by the usual moderators. Word, this of the moderator, which has become crucial, because the very functioning of Clubhouse is based on them. If, in fact, in the other platforms we find the creators, here on Clubhouse there are the moderators, the real stars of the social of the voice, those able to move the masses and bring them in the various rooms.

And if the rooms can be compared to small radio programs, the clubs are real radio broadcasters, complete with a schedule and a whole series of moderators, assigned to the various rooms, who take on the role of conductors.

At Clubhouse you can talk about everything. From the show (Sanremo was the proof) to travel. But in reality the topics are all focused on marketing and social media marketing. Most of the people who use it right now, in fact, are the so-called early adopters , that is, those who, first of all, make use of new technologies before they become mass. And all of these early adopters are people who work in marketing or who have to do with marketing for their own business. A little monothematic? Perhaps, but Clubhouse, more than Instagram or Facebook, emphasizes the true essence of people and their skills. The fact that the image does not enter this new media circuit pushes attention to content in the strict sense.

I think Clubhouse is somehow a child of the social distancing and the new life that the pandemic has accustomed us to. The need to be connected with other human beings, the need to talk to someone and do it even in pajamas sprawled on the sofa. Elements that made the creation of Clubhouse possible and that make it appear irresistible. I don’t know what its developments will be, if it will become more popular and democratic, if it will introduce some form of monetization for the business, but what is certain is that right now it seems to be the only social network capable of truly creating personal and work connections. . A sort of LinkedIn of the future, but more immediate, sincere and direct. To be used with due care, however. Because Clubhouse has the disadvantage of becoming a drug that is difficult to give up. And it risks shaping even more the loneliness that has colored our life.

Giulia Salis

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