Today, Clubhouse announced its partnership with TED to share exclusive content from TED’s list of thought leaders and experts, which may help users return to the app.
As explained by Clubhouse:
Starting Monday, July 12, TED will host a series of venues through its official clubhouse. They will begin programming with Thank your ass, a weekly room hosted by New York Times Best-selling author and popular TED speaker AJ Jacobs and creative strategist and celebrated Clubhouse creator Mir Harris. The room builds on an idea shared in a TED talk and a book by Jacobs, and invites notable guests and the Clubhouse community to come together to “thank the unsung heroes of our lives”. Additional bedrooms for the summer and beyond will be announced in the coming weeks. “
The addition of popular broadcasters, who gained recognition through the TED Talks series, could help Clubhouse maintain its appeal – although, really, the announcement probably shouldn’t come as a surprise.
Back in May, Clubhouse hiring Kelly stoetzel, the former head of conferences and speaker selection at TED, as part of his talent search team. Stoetzel had worked with TED for over 17 years, and it was this connection that paved the way for this new content partnership.
In fact, Stoetzel is directly quoted in the Clubhouse announcement post:
“For nearly forty years, TED has brought the world’s preeminent ideas, imaginations and voices to audiences. This partnership will bring these minds into a dialogue with the millions of creators who make up the Clubhouse community. ”
So given the connection here, it makes sense that Clubhouse was able to establish this new partnership – but even so, it’s a significant victory for the platform, which could ensure it remains relevant, even if Twitter spaces, and now Facebook audio rooms, sail like giant cruise ships and outshine the tiny Clubhouse sailboat in the shade.
But also, I wouldn’t bet on it.
Clubhouse downloads have considerably slowed down since its first boom, and although its numbers have seen a resurgence since the launch of its Android app in May, much of this growth now comes from new markets, such as India and Brazil.
Which is not a bad thing, but the point is that in the markets where Clubhouse has established itself and has reached a (relative) peak in adoption, it is now losing ground, which probably suggests that we will see a Similar trend in those regions as well, especially once Twitter and Facebook look to push their social audio options in the same way.
Having a more solid range of content will help, no doubt, and this will likely see Clubhouse bring more listeners back to the app to log in, but it’s still invite-only mode, which limits growth, and Twitter and Facebook are also building their own rosters of audio social talent, with Facebook in particular focusing on promoting popular creators and top celebrities to potential listeners in its app.
Basically, I don’t see how Clubhouse will be able to compete in the longer term. And while having a close connection to TED is a bonus, how many of those bunnies can still come out of his hat as the competition continues to intensify?
That’s not to say that Clubhouse is finished either, but unless it can grab hold of a range of niche newsgroups and provide a better listening experience than other apps – which is open to you. all who wish to connect – the challenge before it remains important.
You can keep an eye out for future TED broadcasts on Clubhouse via the official TED club in the app.