Clubhouse, c’est LE nouveau réseau social aux 13 millions de téléchargements à travers le monde qui n’en finit plus de faire parler de lui.
Le principe ? Disponible uniquement sur IOS, l’inscription sur la plateforme se fait grâce à des invitations de contacts déjà inscrits. 100% audio, l’application permet de se réunir à l’intérieur de « rooms » pour échanger autour de sujets diverses et variés, façon podcast ou Ted talks.
Clubhouse, la plateforme qui cible les leaders d’opinion
Fortement appréciées par les célébrités, personnalités politiques et du monde de l’entreprise, ces réunions sélectives nous font penser aux salons privés de la bourgeoisie des siècles passés. Les organisateurs ont en effet la possibilité de choisir qui aura l’honneur d’assister à leur prise de parole (dans une limite de 5000 personnes par salle) et décident quand donner la parole à l’audience. Ce sentiment d’être privilégié est renforcé par le design des rooms, qui sont hiérarchisées à la façon des interactions sociales de la vie, souvent verticales. En première ligne, les modérateurs et les speakers sont autorisés à prendre la parole. Au second plan : les personnes de l’audience suivies par les intervenants et enfin, le reste de l’audience.
Les utilisateurs des réseaux sociaux sont désormais à la recherche de contenus personnalisés et qui collent avec leurs centres d’intérêts. Et ça, les créateurs de Clubhouse l’ont bien compris ! Chaque room a un thème particulier et aborde des thématiques allant de l’entrepreneuriat, au pitch de start-up, au développement personnel en passant par des sujets de sociétés. Rendue populaire aux États-Unis par la communauté afro-américaine et le mouvement Black Lives Matter puis utilisée par Elon Musk et d’autres célébrités, l’appli est utile pour nous faire passer des messages, à nous, simples mortels en quête d’inspiration. Être parmi l’audience, échanger et « passer du temps » avec ces personnalités et grands noms donne la sensation d’être privilégié et nourri un besoin de validation sociale.
En temps de pandémie et d’isolation due aux confinements à répétition, nous sommes plus que jamais en manque de lien social. Échanger avec d’autres personnes peut être le moyen de combler un vide affectif et être perçu comme réconfortant pour un grand nombre.
Son système de parrainage développe chez les early adopters le syndrome FOMO (fear of missing out) ou anxiété de ratage en français, caractérisée par « la peur constante de manquer une nouvelle importante ou un autre événement quelconque donnant une occasion d’interagir socialement ». Les curieux s’empressent donc de quémander leur invitation, ce qui explique l’engouement pour le réseau social. Il est également impossible de réécouter une conversation manquée, ce qui pousse les utilisateurs à passer des heures sur l’appli ou à se connecter très (trop ?) régulièrement.
Vous l’avez compris, le réseau social rend accro ! Et si vous ne l’êtes pas, Clubhouse est connu pour envoyer un grand nombre de notifications sur votre smartphone (à moins que vous ne les désactiviez depuis votre iPhone).
Clubhouse, une aubaine pour les marques et les influenceurs…
Clubhouse reprend les codes d’autres réseaux sociaux qui ont fait leurs preuves : le côté réseautage de LinkedIn, réactionnaire et participatif de Twitter et basé sur les centres d’intérêts comme TikTok.
Le choix du vocal joue sur la mode du podcast. Le caractère émotionnel de la voix donne une impression de proximité et une dimension affective. Le talk est un discours plus énergisant, plus concernant, qui joue plus sur l’émotion. L’ouïe a également un rôle très efficace dans la mémorisation. De plus, il donne la possibilité d’être consommé tout en s’attelant à d’autres tâches, contrairement aux autres plateformes qui sollicitent plus de sens.
Les conversations sont une gigantesque source d’informations pour les marques qui peuvent détecter des tendances et des insights.
Pour les marques et les influenceurs, Clubhouse est un excellent moyen de créer des rendez-vous d’échanges avec sa communauté, de multiplier les points de contact, de la fidéliser et d’attirer une nouvelle audience. Le format permet de mesurer instantanément les réactions de la communauté et donc de générer de l’engagement et de l’adhésion.
Il s’agit aussi d’une opportunité pour travailler son personal branding, prendre la parole sur des sujets tendances ou de société, d’avoir un impact et de paraître sincère dans sa démarche. La parole a valeur d’expertise et donne du sens à la marque et à l’influenceur. Il s’agit d’un moyen d’élargir sa stratégie de storytelling. La marque et l’influenceur ne doivent donc pas avoir d’objectif mercantile mais uniquement de notoriété.
Les influenceurs y arrivent doucement mais sûrement, à l’instar d’EnjoyPoenix qui s’est déjà essayée à l’exercice.
Les créateurs de la plateforme sont en ce moment-même en train de réfléchir à comment la monétiser, avec comme piste le sponsoring de marque. A l’instar des podcasts, les marques pourraient dans le futur avoir la possibilité de sponsoriser des rooms.
…mais qui ne convainc pas à 100%
La plateforme, en cours de développement et sujette à des mises à jour régulières est vivement critiquée pour son manque de conformité à la règlementation sur la protection des données. Elle a également été épinglée pour son non-respect des normes d’accessibilité aux personnes handicapées.
Attention également aux dérives des conversations qui peuvent arriver vite malgré le titre annoncé.
Le terme qui revient le plus lorsqu’on parle de l’application est celui de « chronophage ». Il est en effet nécessaire de passer un certain nombre de temps sur l’application pour avoir une réponse à nos questions parfois sans être sûr de l’obtenir. Certaines rooms durent des heures et la plus longue aurait duré 12 jours consécutifs ! En bref : beaucoup de blabla pour peu de résultat.
This is what rooms on Clubhouse sound like pic.twitter.com/CVu6pCdrnI
— Justin Potts (@PottsJustin) January 5, 2021
Les marques et influenceurs semblent donc pour le moment un peu frileux. S’ils décident de s’y aventurer, ils devront faire attention à bien être légitime sur la plateforme, à ne pas bourrer de messages et éviter d’organiser des talks à buts explicitement lucratifs pour ne pas faire fuir.
Le succès de Clubhouse repose principalement sur une succession de biais cognitifs qui happent et hypnotisent l’utilisateur. Si le réseau social s’améliore dans le futur et se développe en France, il représentera alors une mine d’or pour les marques et les influenceurs.
Chez Gnitekram, on a hâte de découvrir les futures stratégies d’influences qui se préparent sur la plateforme… Affaire à suivre !
Cet article vous a plu ? Retrouvez-en d’autres dans notre catégorie INFLUENCE !
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