Clubhouse Starts Beta Testing Private Communities Called “Home” to Drive Curated Interactions

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Clubhouse, a social audio app that has grown in popularity during the pandemic, is looking to shake up its platform with launch of private communities called “Houses”. The company’s new offering allows any individual or group to create their own curated “House” within the Club House. Users can register to build homes starting today, but Clubhouse says it will be approving new homes incrementally to learn from feedback and tweak the product accordingly.

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“Think of homes as private corridors just for your loved ones,” says the company registration page for homes. “You can come in at any time, jump from room to room, meet friends and meet their friends. Houses usually have regular meetings and everyone can nominate a few friends, so House grows with people you trust. Or you can keep it closed if you want – it’s fun either way.”

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A spokesperson for Clubhouse told TechCrunch in an email that the company feels the new House offerings are more intimate than Clubhouses as they are created through invitations and anyone in a House can start or schedule a room in the House, while Clubhouses are more public. and is open to anyone who wants to join. The company views the Houses as a dinner party with friends, and the Clubs as events and shows that you attend in your city.

Clubhouse CEO Paul Davidson announced a change in series of tweets, noting that each House will have its own “personality, culture, and content moderation rules.” Davidson said that by dividing the Clubhouse into “many clubs”, the platform could solve several problems. For example, he noted that the Clubhouse caters to multiple communities and that not everyone wants to talk about the same thing, meaning that it can be difficult to find suitable rooms. He further stated that communities should be able to split into new ones.

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“Communities need to be able to undergo mitosis as they grow so they can split into new ones and proximity can scale,” Davidson wrote in a tweet. “This is how /r/music breeds /r/hipheads. This is why classes reach their maximum size, and why people form smaller circles as the house party grows. The world is getting more and more remote, and connecting with the people you like should be easier.”

Davidson says he thinks there will be “a lot to tweak” with this shake-up, but Clubhouse has “years of capital in the bank” to fund its vision and that the company is committed to the product long-term.

On the registration page for creating a house, you will be asked to enter your name and the Clubhouse username. Next, you will be asked what you would name your House, how you would describe it to others, and who you would like to invite as “Founding Members” of your House.

Live audio has grown in popularity amid the pandemic as people around the world have been locked in their homes and the Clubhouse buzz has even led to Twitter as well as Meta launch your own social audio clones. But as restrictions were lifted around the world and in-person events returned, Clubhouse was looking for ways to keep users. For example, recently the company launched built-in games and added text chat feature to their voice rooms, similar to what people might see on YouTube or Twitch.

Today’s announcement is clearly an attempt to achieve the same goal of retaining users and possibly attracting new ones. By dividing the Clubhouse into private communities, the company likely wants to compete with Discord. The introduction of Houses could bring people back to the platform with the promise of offering users access to smaller, more controlled interactions.




Credit: techcrunch.com /

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