Mark Stenberg has a good assessment of the challenges facing Clubhouse, the newest ‘hot’ social media app that involves individuals having audio discussions in real-time with one another in rooms that are created on the platform. He suspects that Clubhouse may work best in quarantine:
A glimpse of Instagram brings a fleeting burst of serotonin, but a second’s worth of Clubhouse is meaningless. Will you then, at night, leave your family in the other room so you can pop your headphones in and listen to strangers swapping their valuable thoughts on the news of the day?
When commutes and daily life return, people will once again have a few parceled-off periods of the day in which they can listen to audio entertainment. If there are no good Clubhouse conversations at those exact times, the app is far less valuable than a podcast platform or music-streaming service. The very characteristic that makes it so appealing — its real-time nature — will make it challenging for listeners to fold it into their lives when reality returns.
Whether a real-time app that depends on relative quiet and available time, and which is unsuitable for multitasking, survives in its current form as people emerge from their relative isolation will be interesting to measure in real-time once vaccines are widely spread throughout society. But, equally interesting (to my mind) are the assumptions baked into that very question: why not just ask people (e.g., essential workers) who continue to commute en mass and inquire about whether they are, or will be, using Clubhouse? Why not ask those who do not have particularly fungible or quiet lives at the moment (e.g., parents who are homeschooling younger children while working their day jobs) whether the app is compelling during quarantine periods?
To put it another way, the very framing of Clubhouse presupposes a number of affordances that really mostly pertain to a subset of relatively privileged members of society. It’s lovely that some tech workers, who work from home, and journalists who have similar lifestyles are interested in the app. But that doesn’t mean that it’ll broadly interest people, just as most people are dismissive of text-based social media applications (e.g., Twitter) and even visual-based apps (e.g., Instagram).
But, at the same time, this may not matter. If the founders are aiming for growing and sustaining the existing platform and not for the typical Silicon Valley viral growth, then their presently suggested modes of deriving profits might work. Specifically, current proposals include, “tipping, subscriptions, and ticketing” which, if adopted, could mean this is a social networking platform that doesn’t rely on the normal advertising or data brokerage models which have been adopted by most social media platforms and companies.
Will any of this work? Who knows. Most social media companies are here today, gone tomorrow, and I bet that Clubhouse is probably in that category. But, at the same time, it’s worth thinking through who these kinds of apps are designed for so that we can appreciate the politics, privilege, and power which are imbued into the technologies which surround us and the ways that we talk about those technologies.