Will Clubhouse Become a Lasting Habit or Fade Away?
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Chapter 1: Introduction to Clubhouse
You've likely caught wind of Clubhouse, the trendy audio chat application that resembles a blend of Twitch and traditional conference calls. For those unfamiliar with Twitch, think of it as a modern version of the 1–900 party lines from the 1990s—cleaner and more app-based.
Clubhouse is the latest sensation captivating users, representing a prime example of a product designed to foster habitual engagement. In 2014, I released my book "Hooked: How to Build Habit-Forming Products," aiming to educate a variety of industries on leveraging behavioral psychology to create beneficial habits for users (think fitness and educational applications).
The book revolves around my four-step Hooked Model, which serves as a foundation for understanding user engagement. Evaluating Clubhouse with this framework reveals not only its appealing aspects but also some critical pitfalls that could jeopardize its long-term success.
Section 1.1: The Hooked Model Explained
The Hooked Model consists of four key components: Trigger, Action, Variable Reward, and Investment. Clubhouse ticks all the boxes, demonstrating how it engages users while highlighting vulnerabilities that need addressing.
Understanding Triggers
Triggers initiate behavior, much like a spark ignites an engine. They can be external (like notifications) or internal (emotional cues). For Clubhouse, external triggers manifest as notifications when followed users start conversations, prompting user engagement. Internal triggers develop over time as users associate the app with their emotions.
Taking Action
The desired action within Clubhouse is joining a live discussion. The app simplifies this process by prominently displaying ongoing conversations on the home screen, making it just a click away. This ease is crucial, as many users may be shifting from habits like listening to podcasts or browsing social media.
Section 1.2: The Role of Time Scarcity
Clubhouse leverages time scarcity effectively. Once you enter the app, you're greeted with live discussions that are happening in real-time. If you miss them, they won't be available later, creating a sense of urgency that encourages users to engage frequently. However, the platform must ensure there are always captivating conversations available; otherwise, users might turn to competitors.
Chapter 2: The Power of Variable Rewards
The Allure of Uncertainty
Variable rewards are a crucial element in sustaining user engagement. Unlike predictable outcomes, variable rewards keep users coming back for more. Clubhouse taps into this by offering discussions filled with uncertainty, like the anticipation surrounding an artist's auction.
The experience on Clubhouse is further enriched through social validation. Engaging with like-minded individuals allows users to feel included and valued. The unpredictability of whether they will get to interact with hosts or other users keeps them hooked.
Investment: Personalizing User Experience
Investment is the final component of the Hooked Model. When users invest time by joining clubs or customizing their experience, they create a more personalized app environment. This "stored value" makes the platform more appealing with continued use.
Internal Triggers Solidifying the Habit
Over time, users begin to associate Clubhouse with internal emotions such as boredom and curiosity. When users choose Clubhouse over other forms of entertainment, a new habit starts to form.
Will Clubhouse Sustain Its Popularity?
Clubhouse faces the challenge of maintaining its momentum amidst a competitive landscape filled with live-streaming platforms. Backed by strong investors and a talented team, expectations are high for its continued success.
The app's ability to foster a habit-driven network effect will be crucial. As more users engage, content creators will be drawn to the platform, enhancing its value. However, sustaining user interest hinges on providing immediate access to interesting content and maintaining a diverse array of engaging discussions.
If Clubhouse can successfully navigate these challenges, it could revolutionize the media landscape. Conversely, failure to keep users engaged might lead to its decline into obscurity.
For further insights on building habit-forming products, visit my blog at NirAndFar.com.