How Clubhouse Built a 10M-Person Waitlist Through Exclusivity
When Clubhouse launched in March 2020, their strategy was so effective that people were selling invites on eBay and Craigslist. By February 2021, they had amassed over 10 million people waiting to join their platform.
Breaking down the numbers:
- 10M+ people on the waitlist
- 6M active users by early 2021
- $4B valuation in just one year
- Invites selling for up to $400 on eBay
Here's how they did it.
The Perfect Storm
Their launch coincided with a unique moment in history. As the world entered COVID-19 lockdowns, people were:
- Craving social connection
- Spending more time online
- Looking for new forms of entertainment
- Possible experiencing screen fatigue
But timing alone doesn't explain their phenomenal success. Clubhouse employed three key strategies that turned their app into the most sought-after social platform of 2020.
1. Engineered Scarcity
Unlike many waitlists that simply collect email addresses, they implemented a complex invitation system.
- Users could only join through an invite from an existing member
- Each new user received just two invites
- Even celebrities had to follow these rules
- Additional invites were earned through active participation
This created a fascinating dynamic where invites became a valuable currency. The less available something is, the more people want it — a principle Clubhouse understood well.
2. Celebrity-Driven FOMO
They offered an exclusive club with members like Elon Musk, Mark Zuckerberg, Oprah Winfrey and Kevin Hart.
When these influential figures started hosting rooms and conversations, it generated massive a FOMO (Fear of Missing Out). Who wouldn't want the chance to join a casual conversation with Elon Musk?
3. The Illusion of Access
Clubhouse mastered the art of creating an illusion of access — making users feel close to influential figures while maintaining the platform's exclusivity.
The app offered the tantalizing possibility that you could actually interact with celebrities. When Elon Musk hosted a room, users felt like they were sitting in on a private conversation. When Mark Zuckerberg dropped in to discussions, it felt less like a PR event and more like a casual chat.
This illusion of intimate access, combined with the platform's exclusivity, made the invites incredibly valuable. Users were getting a VIP pass to conversations they couldn't have anywhere else.
The Psychology Behind Their Success
Their meteoric rise was built on an understanding of a few psychology principles.
Scarcity Principle
The scarcity principle is a fundamental concept in behavioral economics.
When something is limited, people naturally perceive it as more valuable. By restricting entrance to invite-only and limiting each user to just two invites, they transformed simple app access into a valuable currency.
Social proof
Social proof played an equally important role.
When figures like Elon Musk, Mark Zuckerberg, and Oprah began hosting rooms, it sent a powerful message: this is where important conversations are happening.
The presence of these high-profile users had a ripple effect. If successful people were spending their valuable time on the app, the platform must be worth joining.
Exclusivity
Finally, they tapped into our deep psychological desire for exclusivity. Being "invite-only" created a VIP feeling that made people want to join for status as much as content.
Just like an exclusive club or restaurant, the difficulty in gaining access becomes part of the appeal. People want to be among the select few who had made it in.
The Results
The impact of this strategy was unprecedented.
By early 2021:
- 2 million weekly active users
- Present in 154 countries
- 180+ investor pitches
- $110M in Series B funding
- $1B+ valuation
What's perhaps more remarkable, they achieved this with no traditional marketing, no paid advertising, and no public relations campaign — just pure word-of-mouth!
How to Apply This to Your Launch
While replicating this exact strategy might seem impossible (not many can get Elon Musk to join their platform), their core principles can be adapted for any launch. The key is understanding how to create authentic scarcity and exclusivity that makes sense for your product.
Start by identifying what makes your product or service genuinely special. For Clubhouse, it was access to influential people. For your product, it might be early access to innovative features, the ability to shape product development, or exclusive content. Whatever it is, make sure it's something truly valuable to your target audience.
Creating genuine scarcity isn't about artificially limiting access, but about having a real reason for controlled growth. You might start with a beta testing program where early users help shape the product, or implement a gradual rollout plan that allows you to properly onboard and support each new cohort of users. The key is making the limitation feel purposeful rather than arbitrary.
For example, consider these proven approaches.
- Offer special benefits to early adopters
- Create different access tiers based on user engagement
- Reward active community members with exclusive features
- Give waitlist members behind-the-scenes updates
- Provide priority access for meaningful contributions
Social proof doesn't require celebrity endorsements to be effective. Focus on building credibility within your specific niche. This might mean partnering with industry experts, showcasing success stories from early users, or highlighting testimonials from respected practitioners in your field. The goal is to make people feel that joining your waitlist is about becoming part of something special.
Avoiding Common Pitfalls
While the exclusivity-driven strategy led to incredible success, it's important to understand the potential risks of this approach. There are a few key challenges you'll need to navigate.
Don't Overdo Exclusivity
Creating barriers to entry can be powerful, but there's a fine line between exclusive and exclusionary.
While Clubhouse's two-invite limit generated desire, it also frustrated many potential users. Your restrictions should serve a clear purpose, whether that's managing growth or creating community value.
Think carefully about your barriers to entry and whether they're helping or hurting your growth.
Maintain Momentum
One of the biggest challenges with a waitlist strategy is keeping people interested while they wait.
Clubhouse managed this by always having conversations happening, but you'll need to find your own way to maintain the buzz.
For example, regular updates about your product's development and sneak peeks at new features can help prevent your subscribers from losing interest before they even get access.
Deliver on Promises
Maybe the most critical consideration is making sure your product can live up to the hype.
Clubhouse promised access to thought leaders and delivered with rooms hosted by major celebrities. Your promises might be different, but they need to be just as achievable. The higher you set expectations during the waiting phase, the more impressive your product needs to be at launch.
The Tools You Need
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- Analytics dashboard
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