Clubhouse shifts focus from live audio to group messaging

Clubhouse, the once-popular live audio platform, is undergoing a major transformation as it pivots from its signature "drop-in" audio conversations to friend-centric voice chats.

The company aims to make Clubhouse "more like a messaging app" with this redesign. Instead of large open rooms, the new Clubhouse encourages users to form private groups called "chats," where they can exchange voice messages. These chats will provide a space for users to share quick updates and connect with friends and friends-of-friends.

In this shift, Clubhouse is positioning itself more as a platform for private and semi-private communication, akin to Snapchat, rather than a public broadcasting platform like Twitter. The app will replace text-based direct messages with private audio messages referred to as "voicemails" or "VMs." The move reflects a broader trend in social media towards fostering more intimate and personalized connections.

While this shift may be due to changing user preferences and declining engagement after the initial hype around Clubhouse, its success remains unclear. In 2021, Clubhouse was hugely popular, attracting millions of users and significant funding. Clubhouse recognizes the risks associated with this transformation, but expresses hope for its future in a new direction.