The list of competitors for Clubhouse is growing, as the professional social network LinkedIn has now confirmed that it is also testing an audio-social experience in its app, which allows content creators across its network to connect with their community.
And unlike the Clubhouse competitors brought in by Facebook
and Twitter, LinkedIn believes that its voice network feature is being
distinguished because it will be related to the users' professional identity,
not the social account.
In addition, it is working to make itself a destination for
content makers, creating a platform that caters to the creator community, which
provides access to tools such as: stories, LinkedIn live video streams,
newsletters, and more.
LinkedIn has formalized some of its efforts in this area by
launching a new Creator Mode that allows anyone to set their account as a file
they can follow for updates, such as: LinkedIn Live stories and videos.
LinkedIn says its development of voice-based networking
happened because its members and creators are calling for more ways to
communicate across its platform.
LinkedIn spokeswoman Suzi Owens said when confirming the
development of her voice feature: We are seeing nearly 50 percent growth in
conversations over LinkedIn reflected in stories, video posts and posts across
the platform.
She added: We are running some early tests to create a unique
audio experience linked to your professional identity, and we're looking at how
to introduce audio to other parts of LinkedIn, such as events and groups, to
give our members more ways to connect with their community.
The company has moved quickly to develop its Clubhouse-like
feature as a result of the content creators' interest in this space, with a
platform featuring speakers in the room and a group of listeners below.
There are also tools for joining and leaving the room,
responding to comments, and asking to speak.
The professional social network believes that given that the
audio experience will be related to the users' professional identities, they
will feel comfortable speaking, commenting and interacting with the content in
another way.
LinkedIn says voice networks are a natural extension of other
areas, such as groups and events, and are areas of communication that have
continued to grow, especially during the pandemic.
LinkedIn says more than 60 percent of its members were working remotely by the end of 2020, compared to 8 percent before the pandemic.
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