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Clubhouse monthly active users5/18/2023 Reason #3) Invites from friends are more likely to convert. You trust them, they trust Clubhouse, ergo, you trust Clubhouse. If you were to just receive an invite from a random internet stranger….it’d be weird, right?Īnd if the brand you’d never heard of sent it, would you check it out? Probably not.īut Clubhouse invites come from your friends.Īnd that means you’re getting “in” to something that’s already been vetted by someone you know and trust. It’s not just about getting invited to the app - it’s about getting invited by a friend. Reason #2) Invites from friends build trust in the app. The result is people begging their friends for an invite, and people with invites treating them with a lot of care and consideration. This creates a lot of demand for relatively little supply. The more insiders are talking about Clubhouse, the more outsiders will want in.Īnd if you spend any time on social, you’ll know a lot of people are talking about Clubhouse. There are some simple, but highly effective psychological principles at play with this strategy. Why is Clubhouse’s Velvet Rope Strategy working so well? It’s exclusive.Ĭlubhouse’s invitation-only approach makes their app exclusive, thus, making more people want it. Once you’re in, you are now one of the “special people”.Īnything behind that velvet rope is seen as more desirable because it’s hard to acquire. If you want in, you either need to be special or be invited in by someone special. It’s often separated by a velvet rope, which separates the “VIPs” from the rest of the crowd. If you’ve never heard of the Velvet Rope strategy, think of the VIP area of a club. They’re creating exclusivity with a combination of invite-only memberships and strategic hype. Clubhouse’s growth strategyĬlubhouse is using what’s known as the “Velvet Rope” strategy. It’ll be interesting to see how this side of the product develops. Tip-system like Twitch / YouTube live streaming (users tip a few bucks if they like the content)Īll is hypothetical and pure conjecture at this point.Built-in checkout and payments (so speakers can generate sales of their books/courses directly from Clubhouse).A membership/patron system like Patreon/Only Fans (influencers have premium fans who get exclusive access).Sponsorships for people who can generate large audiences (maybe even build out a sponsor influencer management dashboard).Here are a few options we think they might explore. We have a few ideas of what they might explore, but it’s all just conjecture right now so we won’t spend a lot of time on this. We’re sure they’ve got plans on monetisation strategies, but they’re not yet public knowledge. Without a public revenue model, it’s hard to say how that $1B valuation is justified. They don’t charge for usage nor do they run ads on the platform. Right now, Clubhouse doesn’t actually have any revenue model. Which is a crazy huge number and must make their cap table a nightmare to manage. However, in 2021, they closed a Series B of $100,000,000 which has pushed their valuation to $1,000,000,000 ($1B).Īccording to Clubhouse, that Series B is funding from 180 different investors. This initial funding round led to them being valued at a whopping $100,000,000. There was a lot of buzz in May 2020 when they closed their first round of funding of $10,000,000. This is where things get interesting with Clubhouse. We’ll cover how we think they did this shortly. It also puts them at a higher user base than other social media platforms when they were in their first year. Which means they grew their user base by more than 50% in a 1-2 month time period. That 600,000 number for 2020 was taken in December, and the 2,000,000 number was in January 2021. The main interesting point is how they grew their user base so quickly. In my experience, I’ve seen a huge number of marketers, VCs, and SaaS founders on the platform. Which doesn’t really help us in analysing their ideal customer base. Up from December 2020’s total of 600,000, which is crazy growth.Īccording to that same article, those users were made up of… When was Clubhouse founded? – In March 2020Īccording to the Clubhouse blog, in a single week during January 2021 they managed to get 2,000,000 users.How are they doing it?: Invite-only memberships + strategic PR/content buzz. Why should you care?: It’s the hottest new social platform and growing at lightspeed.What does Clubhouse do?: It’s a live-audio social media app.Click below for instant access to more growth tips, templates, and frameworks from today’s most successful companies
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