When it comes to the adoption of social media, teenagers and young adults are the base of our knowledge. The recent launch of Clubhouse, however, has reminded us that Gen X are still valuable social media pioneers. A recent article from The Drum explains why:
On networks such as Twitter, LinkedIn, and Pinterest, the average user is a member of Gen X, making them the largest age group across all social platforms. Beyond inventing social media, they have proved once again to be early adopters of these networks as they are the energy behind the new audio-first social community, Clubhouse.
Clubhouse is an invite-only live audio app that allows users to listen and participate in conversations in real time, effectively satisfying the need for a podcast that is more interactive. 45% of podcast listeners have an annual household income of more than $250,000 and are also 68% more likely to have a post graduate degree, so it is no surprise that the top creators on Clubhouse are Gen Xers with established professional platforms.
While Clubhouse seems to be targeting an older demographic, the Gen Xer’s reputations as experienced leaders are drawing Gen Z to the platform as well. Gen Z desires to know the values of the people behind their favorite brands, and they can use Clubhouse to connect with celebrities, CEOs, and industry leaders while also getting career advice. Furthermore, they are beginning to create communities of their own within the app to discuss business, careers, social media, and more.
Embracing the original mission of social media, Clubhouse promotes the creation of authentic community. While it is not an advertising platform, brands can use this sense of community to further build the brand-consumer relationship. As Gen Xers continue to emerge as influencers on the platform and Gen Z continue to tune in and learn from them, the generational gap may be bridged.