Could Clubhouse become the dream platform for brands?

Jaime Smith is media manager at Edge. Remember the Houseparty app? A video-centric social networking platform that invited groups to chat in private or ‘open’ rooms via desktop and mobile, Houseparty was big for a hot minute during the pandemic. But its popularity was rather short-lived. Why? Could it be our growing impatience with visual social video, our increasingly short attention span, or simply the effort it requires to make ourselves ‘camera ready’ just to communicate with our mates?   Enter audio. The medium that gives people the option to tune in or tune out, to multi-task or focus, to be active or passive.    While Australia has experienced slower adoption of audio formats such as podcasts compared to other markets like the US and UK, it is still growing in popularity – and the pandemic has been a major catalyst for growth, with people having more time up their sleeves and demanding frequent content to keep them entertained. The rise of audio has created invaluable opportunities for marketers and brands to engage with consumers for longer periods of time through topical, relevant and entertaining content.  » Read More