Clubhouse scaled from <1M to 6M registered users in 2 months (source: @bvajresh).

Here's how the app grows through FOMO:

1. FOMO on top creators
2. FOMO on the best content
3. FOMO on invites
4. FOMO on growing audience
5. FOMO on delightful experiences

Quick thread

1/ FOMO on top creators

Creators like @naval and @pmarca were active on Clubhouse from the beginning. Can't miss creators/content like The Lion King Show and @elonmusk ( @GoodTimeShowCH) drove global word of mouth.

2/ FOMO on the best content

When a top creator goes live on Clubhouse, people feel a sense of urgency to tune in because:

1. Clubhouse content is not recorded
2. Clubhouse content is shared on social media in an incomplete state (which piques more interest to tune in)

3/ FOMO on invites

Clubhouse has good reasons to limit invites (e.g., moderation), but it also creates more FOMO.

I see many people asking for invites on social and even paying to get invites (e.g., on /r/clubhouseInvites).

4/ FOMO on growing audience

For creators, Clubhouse is a brand new platform to grow an audience (e.g., a rising tide lifts all boats).

The app also aggressively promotes follows through:

1. Onboarding
2. Notifications
3. Clubs

5/ FOMO on delightful experiences

Finally, in between all the "masters of ____" and "get rich quick" Clubhouse rooms is the delight of discovering an amazing topic or seeing a top creator join the conversation.

Variable rewards cause people to tune in more.