With Clubhouse downloads slowing, and Twitter broadening access to its audio ‘Spaces’ tool, Facebook’s new audio social options look set to shake-up the trend even further, with the company now launching the first public test of its recently announced audio tools with users in Taiwan.

As reported by Bloomberg:

“Facebook is starting the first test of its Live Audio Rooms product with public figures and creators in Taiwan, part of an expansion of the company’s audio services.”

Facebook announced its coming audio social tools last month, which will eventually include audio-only Rooms, podcast listening and discovery tools, and a new ‘Soundbites’ functionality that will enable users to create short-form audio clips using a range of effects and tools.

But audio rooms, which is now getting a first public test, is the most direct assault on the Clubhouse-inspired trend.

As you can see here, Facebook’s audio rooms will look very much like Clubhouse’s own rooms UI, while Facebook is also adding its creator payment ‘Stars’ process into the new function, to ensure audio creators can monetize their efforts from the get-go.

Given that Facebook already supports video Rooms, scaling that back to audio shouldn’t be a huge leap, technically, but even so, Facebook is taking a measured approach to the roll-out.

As Bloomberg notes: 

“For the initial rollout [in Taiwan], Facebook is limiting the test to what it says is a handful of public figures while planning to bring Live Audio Rooms to Facebook Groups as well.”

Providing audio social tools within groups could ultimately be the key to Facebook’s success with audio rooms – because while giving everyone access to audio rooms is great, the problem then becomes discovery, and finding the right audio rooms that are relevant to each users’ individual interests.

Clubhouse is already having issues with this element, with users complaining about too many notifications and too many rooms happening at once, diluting overall quality, from a personal engagement standpoint. Twitter’s Spaces are the same – while Twitter hasn’t worked out its Spaces discovery process as yet, it is possible to search for in-progress rooms if you have a moment and you’re looking to tune in.

The problem then, however, is similar to the problem with live-streaming – with so many people now able to stream, the sheer volume of options available makes it increasingly hard to sift through the content, and find anything relevant.

But by making groups a focus, Facebook eliminates this element – because the audio rooms that you see, and which are highlighted to you in-app, will be based on your noted interests. The in-progress streams displayed in your feed will stem from the groups that you’ve chosen to join, so it automatically addresses the discovery problem, without any algorithm intervention.

Which is why this is such a clever move from Zuck and Co. – and when you also consider that over 1.8 billion people are active in Facebook groups every month, it really could prove to be the killer element within Facebook’s broader audio social roll-out.

It’s a simple, but effective way to address what will become the next big problem with audio rooms, as usage expands. And while it may be annoying to see Facebook steal another app’s idea and dominate it once again, unless the other apps can improve discovery, that is, most likely, what’s going to happen – which is also why Reddit’s audio ‘Reddit Talk’ option will also likely prove to be another winner in the audio social race in the longer term.

Which could also, eventually, leave Clubhouse on the outer.

It’s too early to write off any idea as yet, and I do think that both Twitter and Instagram, with its audio-only live-streams, will see success among those looking to broadcast to larger audiences in-app.

But in terms of repeat usage, and maximizing engagement, it will come down to discovery, and Facebook, with groups, along with its other user data insights, is already in the lead in this respect. 

If you were betting on the long-term, I’d be tipping Facebook to become the audio social leader in this respect.

Originally Appeared Here

The next phase of the audio social push is here, with Twitter announcing that its Clubhouse-like Spaces feature is now being made available to all users, on both iOS and Android, with over 600 followers.

mic on ????️ tap in

Twitter Spaces is rolling out to more people! now everyone can tap in to join a Space and more of you can host pic.twitter.com/ReSbKTlDCY

— Twitter (@Twitter) May 3, 2021

That is a big expansion of Spaces, which, up till now, has been in limited test mode, especially on Android, which it started experimenting with back in March. The push to open up Spaces to Android users has been inspired, in part, by Clubhouse’s lack of Android option, and this new shift will heap a lot more pressure onto the Clubhouse team.

And the 600 follower limit is also a clever, Clubhouse-inspired move.

As explained by Twitter:

“We’re bringing the ability to host a Space to all accounts with 600 or more followers on Twitter. Based on what we’ve learned so far, these accounts are likely to have a good experience hosting live conversations because of their existing audience. Before bringing the ability to create a Space to everyone, we’re focused on learning more, making it easier to discover Spaces, and helping people enjoy them with a great audience.”

Opening up the option to millions of new users who have 600 or more followers essentially suggests that Twitter could open it up to everybody straight away, as it’s not technical limitations that are restricting its expansion, as is the case with Clubhouse.

Which makes sense – Spaces is built on the existing Periscope infrastructure, so it’s not incredibly difficult for Twitter to provide support for audio rooms quickly, and for all users – but by limiting it to certain accounts, it adds a level of FOMO and exclusivity, which will likely make those who do have access more likely to host their own Spaces and test it out, while it builds excitement among those without access before they too are able to create their own.

Which has been a key element in the Clubhouse hype machine. Clubhouse gained significant traction, early on at least, by being the place to be, an invite-only exclusive for the coolest of people who were able to secure a much-coveted app invite.

That approach helped boost the aura of Clubhouse beyond the functionality alone, and although Clubhouse has lost some momentum of late, that early hype helped boost the app, and its functionality, which has played a key role in making audio social the next big thing.

But now, that approach also become a crutch. With Clubhouse downloads slowing, and Twitter now getting to Android before it, the app is now at significant risk of losing its grip on the trend that it began.

Will potential Clubhouse users who can now start their own Spaces on Twitter even bother downloading the app? Will big broadcasters who’ve already build large audiences on Twitter be as keen to broadcast in Clubhouse, to much smaller crowds, when Spaces is available instead?

There are definitely some signs that the Clubhouse hype train is slowing down. Over the weekend, I noted that several big name audio broadcasts were held on Spaces instead of Clubhouse, which seems significant.

The expansion of Spaces to all users only looks set to exacerbate that trend.

And that’s not all that Twitter is adding.

In addition to making Spaces available to many more users, Twitter has also announced a new ticketed Spaces option, which is currently being tested with selected users.

As per Twitter:

“Hosts put time and effort into creating space for conversation, connection and fun. Now, we’re working on a way for hosts to be rewarded for the experiences they create by getting monetary support, while providing listeners with exclusive access to the conversations they care about most.”

Twitter says that Spaces hosts will eventually be able to set ticket prices, and how many are available to sell.

“A limited group will be able to host Ticketed Spaces in the coming months. Hosts earn the majority of the revenue from ticket sales and Twitter will keep a small amount as well.”

That aligns with Twitter’s broader shift towards providing more ways for users to monetize their Twitter presence, which also includes its new ‘Super Follow’ experiment and paid newsletter subscriptions (via its Revue acquisition).

These elements are still in development, but it could eventually provide more incentive for people to maintain their on-platform activity – while it also, again, is likely to put more pressure on Clubhouse as users will be able to generate a lot more income via the much broader audience reach of Twitter, even as Clubhouse looks to add its own room monetization tools. 

Twitter’s also rolling out Spaces scheduling, and reminders for Spaces in the coming weeks, helping to keep more of your audience connected.

While it’s also working on accessibility improvements, including improved captions and labels, as well as improved Spaces discovery options – like the capacity to tap into an in-progress Space by highlighting when any user is hosting an audio discussion with a purple bubble around their avatar in-stream.

Twitter has a way to go in maximizing Spaces discovery, which will be key to tapping into the full, serendipitous nature of Clubhouse, which facilitates improved discovery by enabling users to move through its various in-progress audio rooms. If Twitter can add a better overview of in-progress Spaces, so people can tune in at any time, that will be another big step in further advancing the option, and making Spaces the place to be.

Which it will need to work on, because while this new update gives Twitter more room to take on Clubhouse, and likely puts it ahead of Clubhouse in many ways, Facebook is also investing big in audio social, and its new tools also look set to take a large chunk of listeners away from competing apps.

But then again, where Facebook’s audio tools appear likely to win out is in Groups and more specific, niche discussion, because as we’ve seen with Facebook Stories, users are not overly interested in broader scale engagement tools in the app, at least not in the same way they are on other platforms. That could mean that Instagram’s new audio IG Live option also becomes a strong contender, but right now, I would bet on Twitter Spaces becoming the most important tool of the new audio social race, given its reach and presence, and the app’s overall alignment with real-time discussion and engagement.

The real question is whether Twitter can successfully monetize the option, because while Twitter has become synonymous with real-time events, it’s yet to show that it can effectively monetize that positioning, and make it into a business element. 

It has a real chance with Spaces, and by incorporating paid events from the start, it could also mark a new approach for Twitter as it looks to merge into more revenue-based tools and options.

Originally Appeared Here

No matter how you look at it, the going is certainly getting tougher for audio social pioneer Clubhouse.

Over the last week and a bit, Facebook announced a slate of new audio social products across its various surfaces, Reddit added ‘Reddit Talk’, its own take on the format, and Instagram launched audio-only IG Live streams, providing more alternative options for Clubhouse’s key functionality.

And then today, Twitter delivered another full-handed slap to Clubhouse’s face, with the expanded launch of its audio Spaces offering to all Twitter users, on iOS and Android, who have more than 600 followers.

Clubhouse, as a reminder, doesn’t yet have an Android app.

You would imagine that the mood around Clubhouse HQ is pretty tense, but for now, the app continues on its own path, moving forward with its own development plans, and into the next stage of its expansion. Or ‘renovation’, I guess, because it’s a Clubhou… never mind.

That expansion, of course, will primarily focus on a full roll-out, which will involve opening up the app to all users and releasing an Android version.

There’s nothing new to report on the former as yet, but on the latter, Clubhouse is progressing to the next stage of its Android app development. 

As reported by TechCrunch:

“The company announced during its weekly town hall event that its Android version has entered beta testing with a handful of non-employees who will provide the company with early feedback ahead of a public launch.”

Clubhouse confirmed the test in its weekly Town Hall notes:

Town Hall Highlights

???? Continued work on Android, payments, & lots of plumbing

???? Fixed bugs in a second release after last Sunday’s update

???? Watch Clubhouse HQ for an update on the Creator First Program Weds @ 9am PST

???? @anuatluru confirms she is still watching Survivor

— Clubhouse (@joinClubhouse) May 2, 2021

The fact that Clubhouse doesn’t haven’t an Android app has now become a much bigger impediment, with competitors launching their audio tools across all versions of their apps. That could make it a much harder sell for Clubhouse to eventually get Android users across – why would people switch to a new app for audio social meetings when they can get the same functionality in the tools they already know and trust, and within which they already have their established connection networks?

This could become the defining question in the lifecycle of the Clubhouse hype machine, which has used its invite-only FOMO factor to build a significant presence, but may end up losing out entirely due the very same restriction. 

Given this, Clubhouse needs to work fast to expand quickly, while also improving its discovery algorithms in-step, and maximizing creator incentives to avoid losing its top broadcasters to these alternative tools.

Which is another element of focus. As you can see in the above tweet summary, Clubhouse is also still working on payments, another means to incentivize its top broadcasters to remain active in the app, in addition to its Creator Accelerator Program, which provides participants with support and $5k in monthly payment for the period that they’re a part of the scheme.

These are key elements that Clubhouse needs to get right, which will dictate where it goes next.

Will it be able to stand up in the face of rapidly rising competition, or will the challenge prove too great, and leave Clubhouse as the next Meerkat, an app that rose fast, then declined just as rapidly, before shutting down completely at just 17 months of age?

It’s still too early to call, but Clubhouse’s window does appear to be closing. It needs to prop it open with some big moves soon.

In addition to this, Clubhouse is also looking to add:

• New prompts for listeners to follow a club after they’ve joined a room and tuned in for “a few minutes”
• An improved RSVP flow for individual events, separate from following a Club or speaker
• A new addition for profiles which will list upcoming events to better promote participation

​These are obviously smaller, but still helpful tweaks – and it’s worth also noting that Clubhouse has a dedicated, passionate user base, who have formed strong communities within the app.

Given this, Clubhouse may still be able to hold its own, and carve out its own niche.

Again, its next moves will be critical in this respect.

Originally Appeared Here

The next phase of the audio social push is here, with Twitter announcing that its Clubhouse-like Spaces feature is now being made available to all users, on both iOS and Android, with over 600 followers.

mic on ????️ tap in

Twitter Spaces is rolling out to more people! now everyone can tap in to join a Space and more of you can host pic.twitter.com/ReSbKTlDCY

— Twitter (@Twitter) May 3, 2021

That is a big expansion of Spaces, which, up till now, has been in limited test mode, especially on Android, which it started experimenting with back in March. The push to open up Spaces to Android users has been inspired, in part, by Clubhouse’s lack of Android option, and this new shift will heap a lot more pressure onto the Clubhouse team.

And the 600 follower limit is also a clever, Clubhouse-inspired move.

As explained by Twitter:

“We’re bringing the ability to host a Space to all accounts with 600 or more followers on Twitter. Based on what we’ve learned so far, these accounts are likely to have a good experience hosting live conversations because of their existing audience. Before bringing the ability to create a Space to everyone, we’re focused on learning more, making it easier to discover Spaces, and helping people enjoy them with a great audience.”

Opening up the option to millions of new users who have 600 or more followers essentially suggests that Twitter could open it up to everybody straight away, as it’s not technical limitations that are restricting its expansion, as is the case with Clubhouse.

Which makes sense – Spaces is built on the existing Periscope infrastructure, so it’s not incredibly difficult for Twitter to provide support for audio rooms quickly, and for all users – but by limiting it to certain accounts, it adds a level of FOMO and exclusivity, which will likely make those who do have access more likely to host their own Spaces and test it out, while it builds excitement among those without access before they too are able to create their own.

Which has been a key element in the Clubhouse hype machine. Clubhouse gained significant traction, early on at least, by being the place to be, an invite-only exclusive for the coolest of people who were able to secure a much-coveted app invite.

That approach helped boost the aura of Clubhouse beyond the functionality alone, and although Clubhouse has lost some momentum of late, that early hype helped boost the app, and its functionality, which has played a key role in making audio social the next big thing.

But now, that approach also become a crutch. With Clubhouse downloads slowing, and Twitter now getting to Android before it, the app is now at significant risk of losing its grip on the trend that it began.

Will potential Clubhouse users who can now start their own Spaces on Twitter even bother downloading the app? Will big broadcasters who’ve already build large audiences on Twitter be as keen to broadcast in Clubhouse, to much smaller crowds, when Spaces is available instead?

There are definitely some signs that the Clubhouse hype train is slowing down. Over the weekend, I noted that several big name audio broadcasts were held on Spaces instead of Clubhouse, which seems significant.

The expansion of Spaces to all users only looks set to exacerbate that trend.

And that’s not all that Twitter is adding.

In addition to making Spaces available to many more users, Twitter has also announced a new ticketed Spaces option, which is currently being tested with selected users.

As per Twitter:

“Hosts put time and effort into creating space for conversation, connection and fun. Now, we’re working on a way for hosts to be rewarded for the experiences they create by getting monetary support, while providing listeners with exclusive access to the conversations they care about most.”

Twitter says that Spaces hosts will eventually be able to set ticket prices, and how many are available to sell.

“A limited group will be able to host Ticketed Spaces in the coming months. Hosts earn the majority of the revenue from ticket sales and Twitter will keep a small amount as well.”

That aligns with Twitter’s broader shift towards providing more ways for users to monetize their Twitter presence, which also includes its new ‘Super Follow’ experiment and paid newsletter subscriptions (via its Revue acquisition).

These elements are still in development, but it could eventually provide more incentive for people to maintain their on-platform activity – while it also, again, is likely to put more pressure on Clubhouse as users will be able to generate a lot more income via the much broader audience reach of Twitter, even as Clubhouse looks to add its own room monetization tools. 

Twitter’s also rolling out Spaces scheduling, and reminders for Spaces in the coming weeks, helping to keep more of your audience connected.

While it’s also working on accessibility improvements, including improved captions and labels, as well as improved Spaces discovery options – like the capacity to tap into an in-progress Space by highlighting when any user is hosting an audio discussion with a purple bubble around their avatar in-stream.

Twitter has a way to go in maximizing Spaces discovery, which will be key to tapping into the full, serendipitous nature of Clubhouse, which facilitates improved discovery by enabling users to move through its various in-progress audio rooms. If Twitter can add a better overview of in-progress Spaces, so people can tune in at any time, that will be another big step in further advancing the option, and making Spaces the place to be.

Which it will need to work on, because while this new update gives Twitter more room to take on Clubhouse, and likely puts it ahead of Clubhouse in many ways, Facebook is also investing big in audio social, and its new tools also look set to take a large chunk of listeners away from competing apps.

But then again, where Facebook’s audio tools appear likely to win out is in Groups and more specific, niche discussion, because as we’ve seen with Facebook Stories, users are not overly interested in broader scale engagement tools in the app, at least not in the same way they are on other platforms. That could mean that Instagram’s new audio IG Live option also becomes a strong contender, but right now, I would bet on Twitter Spaces becoming the most important tool of the new audio social race, given its reach and presence, and the app’s overall alignment with real-time discussion and engagement.

The real question is whether Twitter can successfully monetize the option, because while Twitter has become synonymous with real-time events, it’s yet to show that it can effectively monetize that positioning, and make it into a business element. 

It has a real chance with Spaces, and by incorporating paid events from the start, it could also mark a new approach for Twitter as it looks to merge into more revenue-based tools and options.

Originally Appeared Here