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 position itself as a destination for content makers, as it has created a platform that caters to the creator community, which provides access to tools such as: stories, LinkedIn live video broadcasts, 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 that 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 at emphasis Developing their own audio feature: We’re seeing nearly 50 percent growth in conversations across 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.
The professional social network will be able to leverage its current investment in moderation tools designed for other features, such as LinkedIn Live, to help address any concerns about inappropriate or harmful discussions.
Owens noted that the priority is building a trusted community where people feel safe and can be productive, and said: Our members come to LinkedIn to have respectful and constructive conversations with real people and we focus on ensuring they have a safe environment to do so.
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.
In 2020, nearly 21 million people attended an event on LinkedIn, and overall LinkedIn sessions increased by 30 percent year-on-year.
Last year, the network’s 740 million members also built a community, had conversations, and shared knowledge, through 4.8 billion connections.
And like many companies that have seen an increase in the spread of the epidemic, LinkedIn believes that the pandemic has only accelerated the natural progression towards telework and virtual events, which were present before the shutdowns.
LinkedIn says more than 60 percent of its members were working remotely by the end of 2020, compared to 8 percent before the pandemic.
The professional social network believes that the transformation continues, as more than half of the world’s workforce is expected to continue working from home at least for some time, even after the end of the epidemic, and this leaves room for the growth of new forms of networks online as well, including experiments. Vocal.
LinkedIn does not yet have a specific timeframe to launch the Voice networks feature, but says it will start beta testing soon.