Part talkback radio, part phone conversation, part Houseparty, Clubhouse is an audio-chat-based social networking app.

Users can listen to discussions, interviews and debates between fascinating people on a range of subjects – it's almost like listening to a podcast, except live and with an additional element of exclusivity.

The clubhouse is invite-only. You can't just download it from the app store and create an account, you have got to be invited to join the current participant. When you register, you could pick topics of interest, such as technology, books, business, or health. The more information you provide the app about your preferences, the more chat rooms and individuals the app will recommend to follow or join.

The discussion room is much like a conference call, but with some people talking and others listening. And, much like a conference call, the room is open until the conversation is over. Unlike Twitch – where live-streamed videos exist on the web for users to go back and watch – live voice chats disappear when the room is closed. Unlike Facebook, Twitter and Instagram, Clubhouse is all about linking with people via audio and bio. So, once you're inside, you can listen to, or engage in, discussions that are already going on or initiate one of your own. It's like going to the live recording of a podcast, where you can genuinely lift your hand and ask a question, add to a debate, or battle your singing and raping skills.

What exactly is Clubhouse?

Twitter’s hook is words, Instagram is about images, and Facebook is about, yeah, faces, but Clubhouse is a free social media network forged around audio. In a year where we’re most connected over Zoom, Clubhouse is a platform where eye contact, uncomfortable walk-ins, naff backgrounds, and digital dressing are all ignored to encourage the emphasis on

discussion alone. On the inside, you can see the ‘rooms’ with people chatting, which you can hop in or out of at any moment. You might also ‘raise your hand’ for speakers to ask you to participate.

It ensures that debates, workshops, plays, book clubs, improv shows and jamming sessions are all available for free. Alternatively, you can launch your conversations with friends or strangers, much like you would at a house party. Does anyone remember them?

Clubhouse’s timing couldn’t have been any better. Audio-social applications have been released before, but never in a time of widespread social isolation and screen fatigue. There’s something unique about the medium- no scrolling on the screen, but you could take part while driving or washing dishes. The rooms are open and temporary, meaning you could wander in on a whim instead of having to call a specific person, like FaceTime or Zoom and hope they pick up. And because you could hear everyone’s voices, the interactions with complete strangers could feel oddly intimate.

Who joined the app?

Right now, not many people. The app is only open to a beta group of iOS device owners, meaning they’re keeping things small to test the features and safety.

You could be joining musicians Estelle, Kanye West, Drake, 21 Savage and The Game alongside comedians Tiffany Haddish and Kevin Hart. There’s also Hollywood actors like Ashton Kutcher and Jared Leto and entrepreneurs like Elon Musk. Not to mention business owners, creatives, sustainability experts, educators, artists and many more great experts.

Are there rules you should know about?

The rules are loose at this level of the beta version of the software. While the app actively discourages any racist and aggressive behaviour, it is ultimately up to the hosts/moderators in the room to monitor the discussion. When hosting a room, the hosts should take into account the title of the room, the amount of people they have on stage, and how the moderation works. Some hosts prefer an order and let the speakers on stage talk one by one, and then they have the authority to 'kick' them out when and when they're done (or if they should be finished). Some will chose a free for all if there are less speakers on stage.

Moderators are also required to reset the room. Many clubhouse rooms are live for two hours+, so it is advisable that hosts/moderators reset the room after 30 minutes or so, outlining the focus of the discussion and the order of speakers, and any other details, such as topics to follow, and twitter hashtags, so that the conversation can be extended outside the people allowed on stage.

If you’re an audience member with an opinion to share, there is a raise your hand button that can be activated by the moderator as and when. It is up to them to accept you on stage.

Warning, make sure you click mute once you're accepted on stage. As in ZOOM, you're likely to automatically turn the mic on, and you don't want to find yourself talking nonsense.

Important questions: What is the future of the Clubhouse?

If you’re an early adopter and try out new apps, there’s going to be bugs. Some of the challenges the application faces is data security. The application rules prohibit users from recording conversations. However, users have already reported data spillage since there are no limitations from a technical perspective.

Other concerns discussed among users are moderation and design-related. There are no guidelines on how to moderate the discussion effectively. Some users found themselves reported when someone disagreed with their point of view, which led to their inability to create or moderate rooms. On the contrary, as the app has no algorithms or spam filters to detect offensive language, only hosts police what users are saying. As such, there is plenty of opportunity for hate speech to make its way onto the app. Don’t worry, there’s a small chance of you being reported if you’re polite, friendly and open-minded; however, this is something Clubhouse developers should definitely consider. There’s also no way of demonstrating your support to speakers. Clubhouse users improvise by turning their microphone on and off, which is regarded as “clapping”, however, there’s no such option for the audience, which sometimes feels like there’s no feedback at all, and it creates some sort of an echo chamber.

Unfortunately, the accessibility issue is another challenge the platform faces. It is nearly impossible for people with hearing or speaking impairments to navigate and use the app. Imagine how excellent the accessibility discussions would have been!

Brands are also looking for ways to make ground in an application where participation is increasing rapidly. However, it is important to mention, not every viral move will work. For this reason, brands should consider more effective, interactive, and permanent solutions. Clubhouse is excellent for specialist discussions but not so great for advertising and marketing purposes since authenticity is central to app core values.

We suggest it for transparent Q&A sessions with your audience, market research purposes, product presentations, insight discussions, lectures and community-building activities. Brands benefit from such communities as they increase their credibility, recognition and provide valuable feedback from clients or consumers. Clubhouse is lovely to show the faces behind your business, humanise it and make the interaction more personal. You can still challenge each other and have tough conversations — but with voice, there is often an ability to build more empathy. Clubhouse offers the opportunity to connect with others in your industry and network with other business leaders. Beyond the mentorship potential, you can also use it to become a thought leader yourself. As more people slowly receive invites to join, it will pay off big to have spent time positioning yourself as an expert and start gaining followers early.

We are intrigued by the endless opportunities the platform provides, but we’re also curious about what monetisation mechanisms the developers will implement. It could be paid entrance to the rooms’ events, in-app advertising or a subscription-based advertising model (similar to Spotify, YouTube & Twitch) and looking back at the evolution of Facebook, Instagram, YouTube and Twitter, monetisation opportunities define the platform and people it attracts. Let’s see what the future holds!