How Clubhouse Went Viral In 4 Steps

Clubhouse, the hottest new audio-only social media app, has been valued at US$1 billion.

Clubhouse attracted high-profile celebrities like John Mayer, Oprah & Ashton Kutcher to the app. People could listen to them speak for free, from their own homes.

Step 1

Clubhouse is invite only. This exploits the scarcity principle: the harder it is to get something, the more valuable it becomes.

Step 2

If you are invited on, you get one invitation to give to your friends. More interaction with the app will give you more invites - but you don't know how many. This is called a variable award, and it is highly effective in keeping you hooked.

Step 3

If you can't get an invite, you can reserve your name on the app (iPhone only). This is an anticipatory reward, which triggers a hit of dopamine in your brain.

Step 4