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TPR 5/11/21: Will Clubhouse be another addictive social media app?

TPR 5/11/21: Will Clubhouse be another addictive social media app?
By Mark Tosczak • Issue #13 • View online
1 minute read
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Will Clubhouse be another addictive social media app?
Clubhouse is a new social media app focused on audio interactions. You might think of it as a sort of throwback to pre-Internet call-in radio shows.
Nir Eyal is the best-selling author of Hooked: How to Build-Habit Forming Products. In some circles, the book is seen as a bible for building apps and creating products that have an addictive property.
Eyal took a deep dive into Clubhouse to discover whether it’s likely to be a habit-forming product, based on its design.
Clubhouse has all four elements of his “hooked” method: trigger, action, reward and investment. But that doesn’t guarantee it will become the next Instagram or Tiktok.
The app’s greatest vulnerabilities lie in its ability to give users instant access to interesting content in the Action Phase, as well as keeping the Reward Phase of its Hooked Model variable enough with a constant stream of can’t-miss-content.
Even if you don’t care about Clubhouse or social media apps, Eyal’s analysis is worth reading. It reveals how he thinks about building compelling products.
Upcoming issues:
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  • Vaccine incentives
  • Design choices in a controversial financial app
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Mark Tosczak

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