Audio Based Social Media- Clubhouse vs. Podcasts

Humans are busy. Whether we’re rushing to work, feigning the existence of “work/life balance,” or scheduling the next trip, task, or opportunity, we are always on the go. Even throughout a year of social distancing and self isolation, there was much to be done. Yet we spend an average of 2 hours and 24 minutes a day on social media. If people aren’t willing to sacrifice their social media interaction, audio based platforms are a great compromise for engaging while keeping pace with our busy days. 

What are Audio Based Platforms

Audio based platforms allow users to gain maximum benefit by simply listening, as opposed to video based platforms, like YouTube, where users also benefit from watching. Consider all the times and places where you can easily listen and absorb content but can’t focus on soaking in visuals. Think driving, walking, running, grocery shopping… the opportunities to listen are endless. Not only is it easier for listeners to benefit from your content, you, the content creator, do not have to be camera ready.

If your business is considering creating audio based content, you’re likely considering utilizing Clubhouse, an audio based social media app, or podcasts, a content type that can be listened to on a multitude of podcast hosting platforms like Spotify, Apple Podcasts, and Breaker. So how do you know which platform is right for your business? Accessibility, content longevity, and ability to repurpose content are just a few things to consider. 

Clubhouse

Clubhouse is like a conference call where participants can engage in the conversation or “lurk” and listen in on discussions. Once members create their account, they can choose topics to follow and are alerted of upcoming chat rooms and can create their own discussions. 

Accessibility- Clubhouse is Invite Only

Currently invite only, hopeful members must be invited by a current member in order to complete their profile and utilize the app. Once you are a member, you’ll be allotted your own invite to distribute to whoever you choose. Members have been granted additional invites for their level of participation.

Content Creation

Content Longevity

Clubhouse Conversations Can Only Be Accessed Live

Unlike Facebook Live, Instagram Stories, and YouTube, these live conversations cannot be accessed later. While users have used third party platforms and devices to record conversations, conversations are not recorded or saved through the app. Because Clubhouse conversations can only be accessed live, the life of your content is the length of your content. Considering the time it takes to prepare to lead or join a conversation as well as your time participating, if you choose to pursue Clubhouse, you’ll likely want to repurpose your content on other platforms. Consider repurposing the Clubhouse transcript into a blog post or podcast episode, break down the topic into shorter posts for Facebook and Instagram and smaller “ah ha” moments for Twitter. If you’re efficient, Clubhouse can inspire and help you prepare other, more shelf stable content.

Content Tools

The live nature of the platform means you don’t have to worry about editing. If you decide to repurpose your conversations, you may want to use a third party tool to record your Clubhouse participation so that you can repurpose key points into content for other platforms.

Content Validity

Live conversations mean that you and those you engage with on Clubhouse know that the content is timely. If you lead a Clubhouse conversation on your speciality, those who tune in know that they’re getting the most up-to-date information. 

How does this compare to Podcasts?

Podcasts

Podcasts are a recorded lecture or conversation that can be accessed through a plethora of platforms, including Apple Podcasts, Spotify, and Breaker. It is common for Podcast hosts to teach a topic, interview a guest, or tell a story. 

Accessibility

Podcasts are more accessible than Clubhouse, as users don’t need an invite to access podcast platforms. In addition, podcasts can be syndicated across multiple platforms using tools like Anchor or by publishing manually.

At this point, podcasts are more easily monetized than Clubhouse through sponsorships. I’m putting this plus under “Accessibility” because if you’re being directly compensated for creating content, you’re more likely to create, making your knowledge and content more accessible to listeners.

Content Creation

Content Longevity

Unless you remove your podcast (or it is removed by the platform for breaking its terms of use), your content can be accessed at any time. You can repurpose your episode transcripts into blog posts and, as I recommend with any blog post, break down the topic into shorter posts for Facebook and Instagram and smaller “ah ha” moments for Twitter. 

Because your podcasts can be accessed over and over, you’ll want to edit your episodes for length and clarity, meaning you’ll likely spend more time preparing your content than you would with Clubhouse.

Content Tools

Many third party tools promise to make podcast recording and distribution easier. Anchor has received high praise for its ease of use and even helps users monetize their podcasts. The free tool also provides analytics and insights to help you understand and grow your audience.

Content Validity

While you may be able to share evergreen content about your industry, timely updates could prove irrelevant if listeners scroll back and listen to older episodes. For example, social media platforms, features, and the oh so mysterious algorithm are constantly evolving so information I share about best practices may not actually be best practices in a year.

So which is better, Clubhouse or Podcasts?

If you’re going to invest your time and resources into one or the other, podcasts are the way to go. That doesn’t mean you can’t still listen, learn from, and garner inspiration from Clubhouse but if you’re aiming to grow an audience and position yourself as an expert in your industry, a platform that welcomes everybody and hosts your content indefinitely is a better use of resources.

What do you think? As a content creator do you prefer Clubhouse or podcasts? As a listener, which do you prefer?