Stay Calm Under Heavy Pressure. Clubhouse Launches New “Anchor Rewards” Function

In addition to launching the Creator First creator accelerator with a monthly income of at least US$5,000 last month, Clubhouse recently announced the launch of a "payment tip" function, where users can directly transfer money to their favorite Clubhouse hosts to show their support↓

This feature can help Clubhouse provide a competitive income level for influencers on the platform in a high-pressure competitive environment where other mainstream social media have created voice chat rooms, so as not to switch to other social media, thereby promoting user retention.

According to the summary of the socialmediatoday website, Clubhouse now faces competitors including but not limited to Twitter's Space, Discord's Stage Channels, LinkedIn's Live Audio Room and Facebook's Clubhouse "replica" under development. Faced with the pursuit and interception of so many social media "big guys", Clubhouse, which was once a smash hit, has even "declined before it started."

According to Sensor Tower statistics, Clubhouse’s iPhone download ranking has plummeted from 33 in early January to 278 today. The attention is no longer the same as before. This may be attributed to the limitations of its unique “invitation” mechanism.

Although the previous "hungry marketing" of Clubhouse invitation codes and the presence of industry tycoons such as Elon Musk and Mark Zuckerberg have gained it huge social attention, this mechanism has also limited the effective audience range of Clubhouse. Now the application The Android version of the program is not yet complete, and the process is expected to last until late May or later, with a release date likely in mid-summer 2021.

Therefore, if Clubhouse’s challengers such as Twitter successfully expand their Spaces application to the Android market before then, Spaces is expected to quickly acquire as many as 192 million Twitter daily users, becoming a better choice for people’s voice social networking, and with the help of its huge The user scale attracts a large number of influencers, forming a relatively stable win-win situation.

In the same way, "imitations" launched by other social media competitors will also take advantage of Clubhouse's niche, that is, the existing user base is not large enough to take away the market. In this way, Clubhouse's appeal will be greatly reduced.

This is why Clubhouse needs such a monetization solution to help promote the growth and retention of influencers and users. However, simply giving out money as rewards is not a long-term solution. Perhaps the Clubhouse team needs to calm down and think about positioning its core competitiveness. , to develop an effective sustainable profit model.