Clubhouse and the Future of Cult-Driven Social Platforms

The key to Clubhouse’s rapid accession is that its social design makes it an ideal platform for cults at a time when the social internet is rapidly evolving away from organizing around communities and toward cults. Clubhouse’s rise likely signals major strategic shifts that several legacy social platforms are going to have to consider.

Every good cult leader needs a stage - Perhaps the most distinctive thing about the Clubhouse chat-room model is that it provides a stage where leaders can talk while followers listen as part of an audience—and sometimes wait to be called on.

This is nothing new in the physical social world, but it is revolutionary in the digital social world, where groups and shared messenger threads have historically always been communal spaces.

Cult leaders are their own moderators

Cult leaders need mechanisms for elevating and blessing followers, as well as mutually reinforcing power

Cults need appoint... See more

Before Clubhouse existed, Twitter created a proto-cult platform where aspiring cult leaders could build enormous audiences, disciples retweeted their messages, leaders blessed followers with public replies, and so forth. Instagram and TikTok have followed the Twitter model and minted new cult leaders and behaviors of their own.

But a few specific fe... See more

The upshot is this: Communities and cults are both valid and reasonable ways to organize social structures. Flat communities worked well in the early internet of high barriers to participation and limited people and content. Hierarchical cults work better today, when the internet has a plethora of content and people, and all those barriers have fal... See more