Twitter Spaces > Clubhouse, and here’s why

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So last week my team hosted our first Twitter Spaces event. For those who don’t know, Spaces is Twitter’s shot across the bow at Clubhouse, the popular “social audio app” that took off at the beginning of the lockdowns last year.

The Clubhouse platform broke a lot of new ground in the social category. Rather than text-based chat groups, users assemble in audio chat rooms. The app serves you rooms to join based on your interests and the activity of the other users you follow.

Clubhouse’s FOMO-based marketing strategy reached the Twitter tech community, eventually hitting Crypto Twitter hard, and later leading to a $4 billion series-C valuation.

Now, this is a crypto and fintech marketing newsletter, so what I’m going to say is a bit controversial, but--

Twitter Spaces is better than Clubhouse.

And I’ll tell you why.

I’ve played around with both platforms pretty extensively over the last year or so. I’d argue that at this point Clubhouse is approaching being pointless for the majority of brands. Especially those in crypto.

Some high level observations:

1. Most of the “startup” and “marketing” discussions inevitably descend into someone selling some sort of course

2. Many of the chats at any moment are more or less just filled with people who like to hear themselves speak

3. Although it’s a good platform for groups scheduling periodic events, especially those who don’t have existing Twitter audiences, the general quality of the conversations on the platform has deteriorated

Ok, some hot takes there. But it’s an honest look at the state of the platform.

Shifting the conversation back to Twitter Spaces, there are a number of obvious reasons why this is a more ideal platform for crypto and fintech brands in general.

1. First off, Twitter is where the lowest funnel community of fintech users spend their time. From a brand perspective, Twitter is where marketers are most likely to reach a new potential customer.

2. As a user, my favorite feature on Twitter Spaces is that the conversations are transcribed live. This means that you can follow a Spaces chat without the audio on. Pretty awesome.

3. And probably the most powerful part -- when someone a user follows is speaking in a Space, that audio chat room will appear at the top of the user’s timeline in the app. This creates a fantastic opportunity for marketers to partner with influencers and thought leaders to expose their brand to new audiences in a unique way.

The best part about that last one is that no one has really dug into that specific strategy as a growth hack yet. Young brands, take it and run.

The biggest challenge for crypto brands is reaching people that are interested in crypto. There aren’t a lot of places online where concentrated groups of those people congregate. But as we all know, Twitter is very likely at the top of that list. Finding new ways to engage with those audiences is core to a marketer’s job. When it comes to social audio, Twitter Spaces is untouched.

Now let me hear your hot takes on the whole social audio debate. Reply below.

Who’s Hiring Marketers in Crypto?

• Chief Marketing Officer @ Amalgam [APPLY]

• Marketing Director @ Perpetual Protocol [APPLY]

• Marketing Manager @ Energi Core Limited [APPLY]

• Marketing Coordinator @ Gemini [APPLY]

• Product Marketing Lead @ Consensys [APPLY]

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