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Clubhouse
viral growth lessons
(German) social media exploded recently.
 #Clubhouse
house #Clubhouse #Clubhouse

#Clubhouse
 Within days, Clubhouse climbed to the top of the App Store ...

N o 7 74 t o N o. 1
From
in 4 days!

in Germany on 19. Jan 2021

… by using some of the same tactics that also propelled
Snapchat, Houseparty or TikTok to viral growth heaven.
Here are 5 lessons from this exponential growth.
Scarcity

Social Proofing

Let invitations flow

Don’t explain

Viral Content
Clubhouse is a drop-in audio social network
with a wait list and invite-only.
#PSYCHOLOGY INSIGHT

Scarcity
People put a higher value on things that are
scarce. We like things that are harder to obtain.
So much, that invites were being sold on Ebay.
Clubhouse is also scarce in terms of time.
Clubhouse is also scarce in terms of time.

● Audio chats are live

Clubhouse is also scarce in terms of time.

● Audio chats are live

● Cannot be replayed
Clubhouse is also scarce in terms of time.

● Audio chats are live

● Cannot be replayed
● Only happen once
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!

Fear of missing out
#DESIGN OUTCOME

In order to avoid the pain of missing out, we try

to get a Clubhouse invite and listen to the
content.
Scarcity

Social Proofing

Let invitations flow

Don’t explain

Viral Content
Onboarding starts with a message from a friend
and a familiar face greets upon
opening the app.
After some basic onboarding steps …
… I’m asked to share my contacts.
That’s intrusive! .
But at least it ...

gives a reason why

But at least it ...

gives a reason why

is visually seamless
But at least it ...

gives a reason why

is visually seamless

primes the desired answer

As a reward, there’s even more
familiar faces.

Feels like a party now!

#PSYCHOLOGY INSIGHT

Social Proofing
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.
#PSYCHOLOGY INSIGHT

Social Proofing
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.

The personal invite and the number of familiar

faces make Clubhouse seem very proven by my
social circle!
Moving on, while I start exploring
the app ...
… all my contacts get this notification ...
… and before I know it, I’m in an audio chat with a friend.
… and before I know it, I’m in an audio chat with a friend.

Welcome to
Clubhouse!
Magic!
#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.
Scarcity

Social Proofing

Let invitations flow

Don’t explain

Viral Content
The K-Factor determines the viral growth rate

k = i • c

i i = invitations
C c = conversion rate
 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.
The start screen prominently tells
me about the 2 invites I have.
The start screen prominently tells
me about the 2 invites I have.

scarcity = increased value

It’s a 2-tap invite flow

Easy!

****
And I get credit for the invite on my friend’s profile
#PSYCHOLOGY INSIGHT

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

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

On top, Clubhouse grants more invites to engaged

users.
#PSYCHOLOGY INSIGHT

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

On top, Clubhouse grants more invites to engaged

users.

Rewards, scarcity and prioritizing engaged users

increase the k-factor for Clubhouse.
 Did you know?
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

https://omr.com/en/clubhouse-hype-germany/
Scarcity

Social Proofing

Let invitations flow

Don’t explain

Viral Content
Let’s look at the start screen
again.

Trump weg, Biden übernimmt! Wird

jetzt alles anders?
The “Explore” section takes up
the most space.

Trump weg, Biden übernimmt! Wird

jetzt alles anders?
> Tap <

Trump weg, Biden übernimmt! Wird

jetzt alles anders?
I’m immediately in a discussion.

No further explanation.
The speakers are well-known
public figures *

* in Germany
 e.g.

Thomas Gottschalk
TV host

Sigmar Gabriel
Vice-Chancellor of Germany a.D.
Now the moderator allows a
question from the audience.

?
And it’s being answered right
away by the Vice-Chancellor!
!
Ahaaaa!
#PSYCHOLOGY INSIGHT

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

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

By not explaining anything, Clubhouse triggers a

user’s curiosity.
#PSYCHOLOGY INSIGHT

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

By not explaining anything, Clubhouse triggers a

user’s curiosity.

And gratifies it with an immediate Aha-Moment.

In fact, most features are never explained or disclosed
progressively.

Feature List

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

Feature List

Clubs
Follow Mechanics
Scheduling
Pinging
Moderation
Hand Raising
Etiquette
… and share them with others.
#PSYCHOLOGY INSIGHT

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

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

Light users have an easy start and advanced users

get to share (and show off) their tips & tricks.
Scarcity

Social Proofing

Incentivize

Don’t explain

Viral Content
 The chicken-and-egg problem of any platform.

I’m first!

more better
users content

No, I am!
To solve it, Clubhouse must optimize the viral loop.

Share

Engage View

Click
Three aspects increase the likelihood of virality.

Share

Engage View

Click
 Novelty

Prioritizing Creators

Sharing Mechanics

Share

Engage View

Click
 What do all of these features have in common?

Twitter’s Snapchat’s TikTok’s

Tweet Snap Lip syncs
At launch, they were all novel experiences to the vast
majority of people.

Twitter’s Snapchat’s TikTok’s

Tweet Snap Lip syncs
 And so is Clubhouse’s drop-in audio experience.

Twitter’s Clubhouse’s TikTok’s

Tweet Drop-in audio Lip syncs
#PSYCHOLOGY INSIGHT

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

Prioritizing Creators

Sharing Mechanics

Share

Engage View

Click
It’s very easy to start a new room
from the start screen.
From the beginning, Clubhouse founders have tried to lure in
moderators and creators.
 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
 Novelty

Prioritizing Creators

Sharing Mechanics

Share

Engage View

Click
Rooms can be shared easily.
For example via Twitter.
And non-users will see a nice landing
page with an App download button.
You can also “ping” friends to join a room.
Clubhouse will even tell you to send a text when their
notifications are turned off.
And you can follow users to get notified when they are
speaking in a room.
 Novelty

Prioritizing Creators

Sharing Mechanics

Share

Engage View

Click
And that’s the Clubhouse growth formula.
Scarcity

Social Proofing

Let invitations flow

Don’t explain

Viral Content
Scarcity
W ilBut
l thewill
hypthe
e
hype last?last?
Social Proofing

Let invitations flow

Don’t explain

Viral Content
 Scarcity Retent
i
Clubho on will decid
use ca e
n susta whether
Social Proofing in the
hype*.

Let invitations flow

Don’t explain

Viral Content

*future case study

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