Should brands join the clubhouse?

Michael J. McDermott

US households increased their average audio streaming by almost an hour a day during the first half of 2020, an increase of 32%, according to Comscore.

Clubhouse is the latest fixation in social networking. The invitation-only audio-chat app has grown exponentially since its launch in April 2020, with the Associated Press reporting almost 16 million downloads as of April 2021. In one respect, Clubhouse has followed the same trajectory of other breakthrough social media apps such as Facebook and Twitter, but at an accelerated rate. But will Clubhouse have staying power? Does it present a legitimate opportunity for brand marketers already inundated by choice?

"Clubhouse is benefitting from the social media halo effect of being the leading brand in a new category of interaction...

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