Case Study: Roblox builds a data-driven influencer marketing empire with Tubular Labs

Roblox grows UGC views 85% with Tubular Labs

Roblox, an online game platform, faced the challenge of managing a rapid surge in users and social engagement during the COVID-19 pandemic while needing to adapt its social content strategy to shifting dynamics. They partnered with Tubular Labs, leveraging its video performance data and insights to help guide their strategy.

Using Tubular's data, Roblox built a data-driven influencer program, Roblox Video Stars, establishing specific criteria for creators and diversifying content based on audience preferences. This solution helped them swiftly scale their program and predict growth areas. As a result, Roblox grew its influencer program from 200 to 700 creators in a year, saw an 85% increase in views on user-generated content, and came to dominate its category on TikTok with 43% of the viewership pie.

Roblox