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Clubhouse – Brand, uh, finds a way

“If there’s one thing the history of evolution has taught us, it’s that life will not be contained. Life breaks free, it expands to new territories, and crashes through barriers painfully, maybe even dangerously, but, uh, well, there it is. […] life will find a way” – Jeff Goldblum as Dr. Ian Malcolm in Jurassic Park.

Over the past couple days I’ve seen a lot of articles on brands starting to dip their toe into Clubhouse and I kept thinking ‘brands, uh, find a way’. 

It wasn’t until today I realized I had been playing a quote from Jurassic Park on loop in my head and just replacing ‘life’ with ‘brands’.

Similar to Tik Tok or Twitch, there isn’t necessarily some low hanging fruit or blanket approach that will work for across the board… but, for better or worse,

the ‘first to market’ branded profiles and activations are inevitable by-products of a social platform that starts experiencing this type of exponential growth.

Personally, I’m looking forward to the sweet spot in Clubhouse’s growth as a brand platform, somewhere before it becomes a fully monetized amplification platform but after something like Colonel Sanders getting a profile would be considered interesting or original. 

For some brands, establishing a community of loyalists, sponsoring contextually relevant speakers and/or providing always on category expertise could be a legitimate avenue. But the real magic will happen as brands evolve with the platform. For example, is Clubhouse able to integrate voice based (or even traditional) eCommerce into the platform? If so, what does that unlock from a brand activation perspective?

While, I think it’s too early to tell how sustainable branded profiles, activations, or even Clubhouse will be… it is time to start adding questions like ‘is there an ownable role on Clubhouse? Are there conversations we should be looking to join? How is Clubhouse evolving and how can we tap into this?’ to our list of considerations when writing briefs and developing campaigns.


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