4 May, 2021

"Club House": What is Behind the New Trend?

Social media sites buzzed with the "Clubhouse" app for drop-in audio chat, with complaints from Android phone users for the inability to use the application that is available to iOS users only. Later, news spread news about finding ways to maneuver around the restriction so that Android users are able to install the app and use it on their devices. Other alternatives were also offered, most of them American. The company that launched the "Clubhouse" last year, “Alpha Exploration Inc.”, is a San Francisco, California based company. Other companies sought to provide new services from Twitter, which provided the "Twitter Space" service, and new applications such as Wavve and Riffr appeared.

"Clubhouse," unlike social media applications, does not depend on writing texts or sharing photos and videos, but only drop-in audio chats. It allows joining rooms to listen to live voice chats, which makes it look like an interactive podcast or a group voice call. Promoting it began through the "secret wealthy club," as participation in it requires a special invitation from those who have already participated, because the application was “in an experimental stage." On January, the app's founders announced that they are working on “The Clubhouse version for Android users," without mentioning a specific launch date. The fact that Android user’s population is much higher than iOS user’s population means increased load on application servers; therefore, development of the infrastructure must take place to keep up with demands, and this takes time.

At first, many ignored the application, and it seemed to be unimportant, until the word "Clubhouse" surrounded everyone everywhere. Everyone seems to want to use the application they know nothing about, and then the matter begins to control their thinking, especially after seeing their friends installing the application and flaunt using the App with some sort of pride. All this makes it seem that there is an opportunity that you they are missing! Therefore, you rush to install and register in this application, to be surprised that the application requires an "invitation" to register; this leaves people feeling that it is so important since it needs invitations. So, they go asking for an invitation from one of your participated friends. However, it all does not matter; what matters is to register now and then look for knowledge, as one cannot miss an opportunity that everyone is seeking.

Did all or some of this happen to you? Well, if it's happened, you've have fallen into the phenomenon of "FOMO," an acronym for “Fear of missing out," meaning the fear of missing an opportunity. Despite being an old and well-known psychological phenomenon, the term has spread widely since 2004. For example, you are sitting in your house, you receive a message from one of your friends that they are going to meet today to have a good time; you feel a hidden anxiety that you are missing a good opportunity for entertainment. Another example, you are walking in a mall, you find everyone rushing to buy a product with big discounts, so you rush with them to buy the same product that you do not need, just to avoid the feeling that you have missed something important that others are seeking.

With the advent of the ages of technical civilization, and the changes in the means of information transmission, wrapping the circulation of the information in a purely marketing framework. This marketing framework purpose is to notify the recipient that he “will miss something” others around him seek if the link does not open, if he misses buying a product, service, or if he does not take advantage of the major discount season.

Companies and marketers have efficiently played on the “FOMO” instinct, which has been deeply rooted in the human psyche for ages, and have been persistent in making people fear exposure to danger, loss, missing real gains, or fall behind their peers if they do not do a specific thing. This feeling is one of the biggest stimuli that make the individual respond to the propaganda surrounding him, rushing under the influence of "FOMO", without even thinking and analyzing.

The numbers clearly reveal that the feeling of "FOMO" is a fundamental drive behind many people's decisions, especially in purchase, as about 65% of people fear missing the opportunity in many situations, and this percentage rises to 70% among the millennial generation, i.e. 7 in 10 people who born in 1980 and early 1990 experience this feeling. Statistics show that the feeling of fear of missing out opportunities was the main reason why 60% of people to buy a specific product or service within 24 hours only of seeing it, and 56% said that they are afraid of missing an opportunity, event or important news if they do not constantly login to social media platforms.

We can say that any marketer in any field will follow some of these marketing tactics in order to stimulate consumers' fear of missing out on opportunity, and to motivate them more to make a purchase decision, through this sequence:

First: Show that your product / service is popular.
Second: Buy before the stock runs out.
Third: Time is not in your interest.
Fourth: Use exclusive offers.
Fifth: Make a limited offer for free shipping.

Does this behavior remind you of something similar? For example, Apple's method of marketing its products, especially the new releases that come from iPhones every year!

The company that owned the app followed the same American method of monopoly and psychological promotion methods

A Major Leak of "Club House" Information?
Clubhouse denied in a statement on April 12, 2021 what was said about a widespread leak of app user data. "Cyber ​​News" website reported that the personal data of at least 1.3 million users of the application in a popular forum for hackers on the Internet were leaked, and the leak included their names and accounts on social media, in addition to other details, except the credit card numbers. This news came just two days after discovering the leak of personal data of about 533 million Facebook users over the Internet for free, including users' phone numbers, birth dates, e-mail addresses and full names.