As Hype Around Clubhouse Fades, Its Easy-to-Replicate Format Might Be Here to Stay

April saw the app's lowest month-over-month downloads yet


At first, Walter Geer, like many, didn’t understand Clubhouse.

It was early July 2020, and Geer, now the executive creative director at agency VMLY&R, spent a few days listening to live audio conversations on the app before shelving it for a few weeks. While Clubhouse is now known for its LinkedIn-esque user base, the breakthrough session for Geer wasn’t really about business or marketing.

“The first conversation I spoke in on was actually about dog food,” he said.

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This story first appeared in the May 10, 2021, issue of Adweek magazine. Click here to subscribe.