Executive Summary

When Clubhouse usage spiked in February, social audio officially became the latest shiny new thing in social media. Experimental marketers can—and should—venture in, but this is a space to speak softly, not shout.

What is Clubhouse, and why is social audio suddenly on every marketer’s lips?

Social audio sits at the juncture of four activities: social media, digital audio, virtual events, and conversations. It fills the pandemic-driven need for human connection and avoids videoconferencing fatigue. Enter Clubhouse: an invite-only social audio app that allows users to listen to (and participate in) conversations on a variety of topics.

Aside from Clubhouse, which players should marketers pay attention to?

To date, Clubhouse is the largest entrant, but Twitter is expected to launch its version of social audio, dubbed Spaces, this month following several months of beta testing. LinkedIn, Spotify, Discord, Facebook, and Instagram are also starting to embrace social audio, and a raft of startup apps like Fireside and Stereo also hope to make a splash.

How can marketers use social audio?

There are several use cases, including thought leadership, influencer marketing, branded chats, social listening, and virtual events, among other activities. Marketers should move cautiously and focus on experimentation, rather than diving in loudly.

What challenges should marketers be aware of with Clubhouse and social audio?

The biggest challenges for marketers are the lack of scale, the absence of most metrics, and the limited content moderation and brand safety protections.

WHAT’S IN THIS REPORT? This report explores why Clubhouse and the concept of social audio are trending, and how marketers can start getting involved.

KEY STAT: Worldwide downloads of Clubhouse soared to 10.1 million in February, but the pace appears to have slowed in the first part of March, according to app intelligence firm Sensor Tower.