Clubhouse · B2C · live audio chat app
Launch invite-only with celebrity users and just two invites per person
Went viral during COVID, then collapsed
Mixedproduct-viralitypr-launch
What they did
Seeded with founders' friends, high net-worth people and celebrities for social proof; each user got only two invites, creating scarcity and exclusivity, and people passed on unused invites (urgency). Rooms were live and ephemeral, so missing them meant missing out, which fed more live sharing. Colin reads this as a FOMO cycle of social proof, scarcity, exclusivity and urgency.
What happened
Went viral during COVID and spawned copycats, then collapsed
- Stage
- launch
“they created the social proof, starting with their friends, the high net net-worth people and celebrities.”
“You know, they only provided two invites”
“as they scaled it up until a point, till they collapsed, of course, um that they created this massive cycle of FOMO.”
Related topics
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