Twitter copies Clubhouse, Facebook copies Clubhouse – what got the tech giants moving?

In February 2021, the tech giants rushed to copy Clubhouse because the audio-only social network had grown very quickly and filled a gap that neither Twitter nor Facebook covered. We wrote this article at the time; below, you’ll also find out what has happened since.

Before we comment on the news itself, let’s talk a little about Clubhouse.

In February 2021, Clubhouse was a social network available only to iOS users. The interesting part was that it was audio-based. Through the app, you could listen to certain people’s conversations and, in turn, get the chance to join in.

Two or more people talked in a room, and the conversation “disappeared” when the audio conference ended. Based on categories, the app let you follow other people who shared your interests and even interact with them.

The platform had gained traction in those days, after Elon Musk and other celebrities promoted it on their social media accounts.

Sound interesting so far?

At the time, Clubhouse could only be used on iOS, and access was by invitation only. Each user received two invitations and could later earn more, depending on their activity on the platform.

Clubhouse had announced that it was also considering an Android app, but no further details were known. The platform didn’t have a browser version either; it could only be accessed from Apple mobile devices.

Clubhouse’s popularity didn’t go unnoticed. Facebook was planning to build a platform to rival Clubhouse, and Twitter was already working on Twitter Spaces, a live audio conversation feature.

In our view, the platform had become popular because it filled a gap in the social media market: the chance to listen to people who share your interests and hobbies.

Even though it wasn’t very popular in Romania, the platform had found users among online professionals, so it could already be a very effective marketing tool.

What happened after 2021?

The enthusiasm didn’t last. Clubhouse came to Android in 2021, and from July 2021 it no longer required invitations. But its popularity declined as people returned to the office: in April 2023, the company laid off more than half of its employees to reorganize into a smaller team.

Facebook launched Live Audio Rooms, its audio conversation rooms, in 2021. In May 2022, the company, which had meanwhile become Meta, dropped podcasts and other audio products and announced that Live Audio Rooms would be folded into Facebook Live.

Twitter Spaces is still around. After Elon Musk bought Twitter in October 2022, the network was renamed X in July 2023, and Spaces continues to run on X.

What lesson is there for companies?

A new platform, however popular it may seem, can change or disappear within two years. You can use new networks for visibility, but keep important communication with your customers on channels you control: your website, email, your newsletter. And check which permissions new apps ask for (contacts, microphone) before installing them on work phones.

When we’re not doing IT, we like to follow new trends and technologies. This helps us stay up to date with what’s happening in the market and, in turn, stay informed, so we can offer our clients innovative, tailored solutions.