Hypesight: Learnings from the Clubhouse Buzz

Whether you are a fan and avid user, heavy critic, or just haven’t had the time or opportunity yet to explore the newest rising star in the social networks: this new app gives some interesting insights into emerging needs and desires.

Clubhouse is a new audio-based social platform launched in May 2020. So far it is only available for iOS and its apple users — and by invitation only. By the end of 2020, it has created a real buzz in the media and now hit 6 Million registered users in February 2021.

Beyond all the media attention, a hype like this is a piece to a puzzle of longer-lasting developments. I have distilled three topics that are relevant for any industry.

1. Take Accessibility Seriously
2. Rethink Data-Driven Business Models
3. Avoid Mount Stupid

1 | Take Accessibility Seriously

While critics point out that the focus on audio-only excludes hard-hearing or deaf persons from the start, other businesses are evaluating their customer journeys to suit people with disabilities: Starbucks recently opened a shop with staff that is communicating via sign language. Apple provided its in-store employees with transparent masks to facilitate lip-reading.

Finally, special needs are considered from the start when designing new products and services. Some might argue herre that Clubhouse is a product in a beta-mode, but specialists like Beatriz González Mellídez want to emphasize that the matter of inclusion is a discussion worth having from the start.

Accessibility can make business sense and open your service or product to a new audience. But it is crucial to include representatives and experts in the process. Also, the most well-intended efforts can backfire, like Starbucks’ All Signing Store being accused of fetishization and “appropriation of ASL and Deaf culture”.

2 | Rethink Data-Driven Business Models

Data is gold — and central to many business models of today’s tech giants. Clubhouse is no different and requests access to your contacts enabling you to invite those who are late to the party.

COVID tracing apps on the other hand show a different picture: the adoption of this tool strongly varies around the world. While in some countries it has allowed people to get back to a normal life, in many European countries the number of downloads was below average. Norway even had to suspend its development completely after privacy concerns.

Why are we ready to provide our data to commercial companies but are hesitant to download an app that could enable us to surpass lockdown?

Clubhouse might have the benefit of the new and brilliantly triggered the early adopter in many of us, ready to take a risk, try out something new, and be part of the in-crowd.

But the alertness around data-based services is growing; messenger service WhatsApp faced some critical backlash when announcing changes in its privacy policy. And like Signal and Telegram, there are always alternatives that do not build on data-based business models, ready to welcome a crowd that values transparency and privacy.

3 | Avoid Mount Stupid

Over the last decade, the way we consume and create content changed drastically. The internet provides us with endless means to connect with people, exchange information, and publish our opinions and expertise (exactly as I do with this article here).

Especially social media platforms promoted “The Cult of the Amateur” and blurred the lines towards mainstream media. And while in-person networking events largely have been suspended around the globe, Clubhouse turned out to be the love child of Linkedin and TED-talks.

What Clubhouse does differently is to remove yet another barrier to facilitate content creation: No need to write a blog post or even a caption. No need to take professional, aesthetic pictures. No need to set up a professional recording studio. It is as easy as a phone call.

Possibly it has never been easier to connect with an expert, investor, or politician — and also “to become an expert overnight”. Which is a polarizing statement in times where we have to battle fake news as well as underrepresentation on Wikipedia.

But in the end, it is on each and every one of us to watch out for the Dunning Kruger Effect: to not overestimate expertise and avoid mount stupid (painful example of ethnocentrism: TV show “Die letzte Instanz”).

No matter if Clubhouse will prove to be a short-lived fad or establish itself among the other Social Networks — it is an opportunity to look beyond the hype, reflect why this network is successful and which topics could be specifically interesting for yourself and/or your business.

In Summary: Action Points for You to Consider::

• Take Accessibility Seriously: Is your product or service excluding a minority or special needs group? Can you make it more accessible in any way? Be honest and do not assume — but conduct solid research and include the people you want to create for in the process.
• Rethink Data-Driven Business Models: Are your users your customers or resources? I recommend tools like the Business Model Canvas map out your business on a high-level and look for opportunities to become more transparent and provide real value.
• Avoid Mount Stupid: It’s a rush to broaden your audience quickly and can provide great opportunities. But don’t forget to take time to check your facts — and most importantly your privilege. Rather than presenting yourself in the best light, follow your curiosity and create a dialogue with your audience.

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