Understanding the Invite-Only Strategy in Context of Social Media: An Analysis of Clubhouse

Clubhouse, a social networking application that combines the features of a teleconference call, radio show, podcast, and video chat, has amassed over 10 million users. Clubhouse, which launched in March 2020 during the COVID-19 pandemic, gave its users a platform to interact with strangers. "Silicon Valley's hottest start-up," and marketed itself as an "exclusive" application that appealed to people from all walks of life. This research examined how the application used exclusivity to attract customers and whether the start-up’s marketing strategy was successful.