Clubhouse invite-only marketing strategy
Clubhouse followed exactly what Google did with Gmail. They made it invitation-only. It was great, it was free, but if you wanted to use it, you had to be invited by another user. It’s the same here, you can’t enter the app if you’re not invited. The creators say that it’s to keep the app functional and don’t get any hiccups by being overcrowded. Even if it is so, this works perfectly as a marketing tool–people from the outside just NEED to be there. They buy invitations, try to hack the system, actively look for someone who could let them in–and it happens all over the world.
It all started during the beta tests when a couple of SF startup founders were granted access. The tech industry took it to Twitter to brag who has the access, who doesn’t and what is all this buzz about. The app still opens up slowly to new users, but there’s already over 3,600 000 of them.