This is my first of three posts, on launching and early growth of brands - content, products etc.
Why Adoption is the Key to Long-Term Success
Most brands focus on scale first—how do we get millions of views, downloads, or purchases? But without the right early adopters, scale becomes a costly mistake.
Maloney’s 16% rule, based on the Diffusion of Innovation theory, explains why. In short, you need to reach at least 16% of your target audience before mainstream adoption takes off. But crucially, the first adopters are not the same as the later ones. These early users behave differently—they seek novelty, are more forgiving of imperfections, and are motivated by being part of something first. Once you pass that 16% threshold, your messaging needs to shift from exclusivity to social proof and mainstream validation.
Minecraft remains one of the most played games / platforms amongst a broad user range. It is the ultimate sandbox game, think LEGO, but virtual. Now owned by Microsoft, there is content being made across many spaces, and not just the game itself. It was the first game to cross one trillion YouTube views.
Its success, is down to a few reasons, including its timing - it hit the digital, and mobile, wave with impeccable timing. But what it also did well. Is it allowed, from almost day 0, its users access and ability to feedback.
And it has never stopped. The game iterates and grows to meet each community. With Climate Futures and Autcraft.
And that is because they have stayed close to their maverns and early adopters.
Adoption is the first and most crucial stage of growing any content brand. It’s not about getting anyone through the door; it’s about getting the right person. That’s because early adopters aren’t just consumers; they’re advocates. They set the tone for who follows, shape your brand perception, and drive organic discovery.
Why the First User is Everything
Word-of-mouth is still king. Studies show that 92% of people trust recommendations from friends and family over any other form of marketing. Early adopters don’t just watch; they share, discuss, and evangelise.
Choosing the wrong audience leads to wasted investment. If your first users expect one thing, but your long-term vision is different, you’ll struggle to pivot without alienating them.
Early users set the foundation for future revenue. They dictate whether community-driven engagement (UGC, cross-platform movement, or repeat viewership) will naturally develop.
Ways to test, during the adoption phase
Find your experts. Use community-rich spaces—forums, niche groups, and social clusters—to get feedback before launching at scale. TikTok’s rise as a discovery engine shows that the right niche engagement beats mass marketing. Example: Red Bull built its brand by targeting extreme sports communities before going mainstream.
Test micro-content. Instead of waiting for a fully polished launch, experiment with smaller content drops. Character skits, environment tests, and backstory expansions allow you to see what clicks. Example: Fortnite launched with a basic Battle Royale mode and iterated based on user behavior.
Reward feedback. Fans want to feel heard. Adapt to their feedback in real-time, acknowledge their contributions, and turn them into co-creators.
And, when testing we’re not looking for love or likes. We want comprehension. Because we want people to use us / watch us for the right reason and spread this love correctly. And also because familiarity is a key driver to long term engagement. They have to know why they use it, and feel comfortable.
Can they explain what they have just done / seen. And if they can explain it, does their explanation make sense.
Can a viewer extend the story. If you have four characters, can they create a new character and explain who that character is, their traits, how they fit white other characters / the story.
Can they explain it to a friend, parent, child. And does that person get it. Like Chinese Whispers, we need it to be simple to pass on. Look how simple the first sentence is in response to the Minecraft launch.
My son, then 7, gets me. I have very little hair, will always be his parent and I love play football with him.
The brands that win aren’t just creating for an audience—they’re creating with an audience. And it starts with finding the right first users.
Next post? We tackle Growth—where organic traction turns early adopters into a movement.