Presence is not relevance. Relevance is not resonance.
We see #brands & #marketers make this false leap all the time:
Hot platform. Brands flock. Invest heavily. Then fail to resonate. Some early brands are building in #Roblox. Most are struggling. Despite the popularity of the platform, many fail to hit the mark because they donโt respect the platformโs unique culture. A
s the three teens I was with yesterday told me, โRoblox is ๐ฐ๐ถ๐ณ place. Not yours. Not big companies.โ
So why are brands failing on Roblox?
๐ 1. ๐๐จ๐จ๐ซ ๐๐ฅ๐๐ง๐ง๐ข๐ง๐ : Roblox is open for all, but jumping in without a solid plan is risky. Success needs deep understanding: beyond โwhatโ to the crucial โwhyโ. Real-world items donโt always translate into digital hits. Know the โwhyโ behind what works.
๐จ 2. ๐๐ฑ๐๐๐ฎ๐ญ๐ข๐จ๐ง ๐๐ซ๐ซ๐จ๐ซ๐ฌ: Choose partners wisely; experience in Roblox matters. Learn from past mistakesโโโyours and others. They are plentiful. Authenticity is key; donโt be the out-of-touch outsider.
๐ โโ๏ธ 3. ๐๐ฎ๐ฅ๐ฅ ๐๐๐ฅ๐ข๐ฏ๐๐ซ๐ฒ: Roblox is competitive; bland doesnโt cut it. Excitement = Engagement. Boring = Ignored.
๐ 4. ๐๐ฐ๐๐ซ๐๐ง๐๐ฌ๐ฌ ๐๐๐ฌ๐๐ง๐๐: Stand out or get lost in the noise. Plan for visibility: tap into trends, hire savvy designers, use influencer power.
๐ธ 5. ๐๐ฎ๐๐ฅ๐ข๐ญ๐ฒ & ๐๐ซ๐ข๐๐ข๐ง๐ ๐๐ข๐ญ๐๐๐ฅ๐ฅ๐ฌ: Arrogance doesnโt fly; respect the Roblox community. Price smartly; perceived value is crucial. Offer something special, priced right. And build with a gamified, #ConnectedLoyalty (see: Kazm) program across ALL channels where you already are (social, IRL, retail, ecommerce)
Brands, heed this warning: Roblox isnโt just a game; itโs a #community. Engage with understanding, creativity, and respect!