Clubhouse grew virally in Germany through leveraging scarcity, social proofing, incentivizing users to share invites, avoiding explanations, and prioritizing novel and viral content. The app climbed to #1 on the App Store through inviting users gradually to maintain high conversion rates. Users felt FOMO due to the scarcity of invites and live, ephemeral audio format. Sharing was incentivized through visible credit to referrers and more invites for engaged users. Features were discovered organically rather than explained upfront. Creators were prioritized to generate viral content through private programs. This novelty, combined with easy sharing mechanics, drove further growth through the viral loop. However, retention will determine if the hype can be

1. Clubhouse
viral growth lessons
App logo

2. (German) social media exploded recently.

3. #Clubhouse
#Clubhouse
#Clubhouse #Clubhouse
house

4. Within days, Clubhouse climbed to the top of the App Store ...
in Germany on 19. Jan 2021
From No 774 to No. 1
in 4 days!

5. … by using some of the same tactics that also propelled
Snapchat, Houseparty or TikTok to viral growth heaven.

6. Here are 5 lessons from this exponential growth.

7. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content

9. Clubhouse is a drop-in audio social network

10. with a wait list and invite-only.

11. #PSYCHOLOGY INSIGHT
People put a higher value on things that are
scarce. We like things that are harder to obtain.
Scarcity

12. So much, that invites were being sold on Ebay.

13. Clubhouse is also scarce in terms of time.

14. Clubhouse is also scarce in terms of time.
● Audio chats are live

15. Clubhouse is also scarce in terms of time.
● Audio chats are live
● Cannot be replayed

16. Clubhouse is also scarce in terms of time.
● Audio chats are live
● Cannot be replayed
● Only happen once

17. Clubhouse is also scarce in terms of time.
● Audio chats are live
● Cannot be replayed
● Only happen once
If you miss it now you will miss it forever!

18. Fear of missing out

19. #DESIGN OUTCOME
In order to avoid the pain of missing out, we try
to get a Clubhouse invite and listen to the
content.

21. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content

22. Onboarding starts with a message from a friend

23. and a familiar face greets upon
opening the app.

24. After some basic onboarding steps …

25. … I’m asked to share my contacts.

26. That’s intrusive! .

27. But at least it ...
gives a reason why

28. But at least it ...
gives a reason why
is visually seamless

29. But at least it ...
gives a reason why
is visually seamless
primes the desired answer

30. As a reward, there’s even more
familiar faces.
Feels like a party now!

31. #PSYCHOLOGY INSIGHT
When unsure, people tend to view and accept
the decisions of others as correct. The greater
the number of people, the more appropriate the
action seems.
Social Proofing

32. #PSYCHOLOGY INSIGHT
When unsure, people tend to view and accept
the decisions of others as correct. The greater
the number of people, the more appropriate the
action seems.
Social Proofing
The personal invite and the number of familiar
faces make Clubhouse seem very proven by my
social circle!

33. Moving on, while I start exploring
the app ...

34. … all my contacts get this notification ...

35. … and before I know it, I’m in an audio chat with a friend.

36. … and before I know it, I’m in an audio chat with a friend.
Welcome to
Clubhouse!

37. Magic!

38. #DESIGN LESSON
Let your users be the ambassadors and give
them a chance to welcome new users.
This is hyper personal and rewarding for both.

40. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content

41. The K-Factor determines the viral growth rate
k = i • c
i i = invitations
C c = conversion rate

42. The K-Factor determines the viral growth rate
k = i • c
Clubhouse limits the invites ( i ) so that the conversion rate ( c )
is as high as possible.

43. The start screen prominently tells
me about the 2 invites I have.

44. The start screen prominently tells
me about the 2 invites I have.
scarcity = increased value

45. It’s a 2-tap invite flow
Easy!
****

46. And I get credit for the invite on my friend’s profile

47. #PSYCHOLOGY INSIGHT
People enjoy rewards. In the context of a social
network, the credit on someone’s profile is an
extremely valuable reward.
Rewards

48. #PSYCHOLOGY INSIGHT
People enjoy rewards. In the context of a social
network, the credit on someone’s profile is an
extremely valuable reward.
Rewards
On top, Clubhouse grants more invites to engaged
users.

49. #PSYCHOLOGY INSIGHT
People enjoy rewards. In the context of a social
network, the credit on someone’s profile is an
extremely valuable reward.
Rewards
On top, Clubhouse grants more invites to engaged
users.
Rewards, scarcity and prioritizing engaged users
increase the k-factor for Clubhouse.

50. Did you know?
https://omr.com/en/clubhouse-hype-germany/
In Germany, invites were perceived so valuable, that the
system even got “hacked” by a Telegram group. Members
would share invites among themselves and keep the
invitation flow going.
This contributed in large part to the extreme viral growth in
the country.
k = i • c

52. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content

53. Let’s look at the start screen
again.
Trump weg, Biden übernimmt! Wird
jetzt alles anders?

54. The “Explore” section takes up
the most space.
Trump weg, Biden übernimmt! Wird
jetzt alles anders?

55. > Tap <
Trump weg, Biden übernimmt! Wird
jetzt alles anders?

56. I’m immediately in a discussion.
No further explanation.

57. The speakers are well-known
public figures *
* in Germany

58. Thomas Gottschalk
TV host
Sigmar Gabriel
Vice-Chancellor of Germany a.D.
e.g.

59. Now the moderator allows a
question from the audience.
?

60. And it’s being answered right
away by the Vice-Chancellor!
!

61. Ahaaaa!

62. #PSYCHOLOGY INSIGHT
The moment in time when a new user
understands the value they get from a new
product or service.
Aha-Moment

63. #PSYCHOLOGY INSIGHT
The moment in time when a new user
understands the value they get from a new
product or service.
Aha-Moment
By not explaining anything, Clubhouse triggers a
user’s curiosity.

64. #PSYCHOLOGY INSIGHT
The moment in time when a new user
understands the value they get from a new
product or service.
Aha-Moment
By not explaining anything, Clubhouse triggers a
user’s curiosity.
And gratifies it with an immediate Aha-Moment.

65. In fact, most features are never explained or disclosed
progressively.
Clubs
Follow Mechanics
Scheduling
Pinging
Moderation
Hand Raising
Etiquette
Feature List

66. Instead, power users discover them …
Clubs
Follow Mechanics
Scheduling
Pinging
Moderation
Hand Raising
Etiquette
Feature List

67. … and share them with others.

68. #PSYCHOLOGY INSIGHT
Users are less overwhelmed if they’re exposed to
complex features later.
Progressive Disclosure

69. #PSYCHOLOGY INSIGHT
Users are less overwhelmed if they’re exposed to
complex features later.
Progressive Disclosure
Light users have an easy start and advanced users
get to share (and show off) their tips & tricks.

71. Scarcity
Social Proofing
Incentivize
Don’t explain
Viral Content

72. more
users
better
content
The chicken-and-egg problem of any platform.
I’m first!
No, I am!

73. To solve it, Clubhouse must optimize the viral loop.
Share
View
Click
Engage

74. Three aspects increase the likelihood of virality.
Share
View
Click
Engage

75. Sharing Mechanics
Prioritizing Creators
Novelty
Share
View
Click
Engage

76. What do all of these features have in common?
Twitter’s
Tweet
Snapchat’s
Snap
TikTok’s
Lip syncs

77. Twitter’s
Tweet
Snapchat’s
Snap
TikTok’s
Lip syncs
At launch, they were all novel experiences to the vast
majority of people.

78. Twitter’s
Tweet
Clubhouse’s
Drop-in audio
TikTok’s
Lip syncs
And so is Clubhouse’s drop-in audio experience.

79. #PSYCHOLOGY INSIGHT
Our brains are generally attracted to anything
new. Novelty sparks our interest, increases
engagement and willingness to share with
others.
Novelty effect

80. Sharing Mechanics
Prioritizing Creators
Novelty
Share
View
Click
Engage

81. It’s very easy to start a new room
from the start screen.

82. From the beginning, Clubhouse founders have tried to lure in
moderators and creators.

83. In December 2020, they launched a private, invite-only
“Creator Pilot Program”.
We prioritize
you
https://www.nytimes.com/2020/12/23/style/clubhouse-app-influencers.html

84. Sharing Mechanics
Prioritizing Creators
Novelty
Share
View
Click
Engage

85. Rooms can be shared easily.

86. For example via Twitter.

87. And non-users will see a nice landing
page with an App download button.

88. You can also “ping” friends to join a room.

89. Clubhouse will even tell you to send a text when their
notifications are turned off.

90. And you can follow users to get notified when they are
speaking in a room.

91. Sharing Mechanics
Prioritizing Creators
Novelty
Share
View
Click
Engage

92. And that’s the Clubhouse growth formula.

93. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content

94. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content
Will the hype last?
But will the
hype last?

95. Scarcity
Social Proofing
Let invitations flow
Don’t explain
Viral Content
Retention will decide whether
Clubhouse can sustain the hype*.
*future case study

96. If you found this useful, feel free to leave me a comment
or share it with others.
Yannick Steinmann
Product Manager
yannick.t.steinmann@gmail.com