The Clubhouse app initially was not well-known – at least in terms of user numbers. Despite the lack of members, the founders were able to attract large investments early on. That guaranteed its speedy technical development and produced a very successful marketing strategy.
How did the app become so popular? For one, celebrities were attracted to the platform. For example, Oprah Winfrey and rapper Drake are registered with Clubhouse as are MC Hammer, Estelle, Tiffany Haddish, Kevin Hart, Jared Leto, Meek Mill, Aston Kutcher, and many other Silicone Valley entrepreneurs. In Germany, for example, even high-ranking politicians have signed up to the new social network. This created a pull effect which is being deliberately slowed down.
Its developers (at least initially) relied on artificial scarcity: to become a member of Clubhouse, you have to be invited by another user. Every new member only gets to hand out two invitations. Only when you get involved on the platform, can you help other friends to join as members.
The hype surrounding the Clubhouse app comes down to FOMO: Fear of missing out. The fear of missing out on an important development and not being an early adopter generates increased interest in the social network. At the same time, the slow growth ensures that servers and employees of Alpha Exploration Co. are not overloaded in one fell swoop. After all, the app is still in beta.