What is Discord?
For gamers, there's hardly anyone who doesn't know the famous chat program used as a channel for talking to one another, called "Discord," which is available on Windows, Android, iOS, and Mac. But for anyone who isn't yet familiar with the name, it can be explained briefly as an online chat program where users can create a private server or a public server, and then send invite links for people to come and use it together within the server. It offers various features that let users communicate similarly to other online chat programs, such as chatting via text, voice, and video calls, as well as the ability to send and receive files (with a file size limit). It can also work together with other online platforms such as YouTube or Twitch. In this article, we'll explore why a platform popular among gamers has become one of the hottest platforms for digital marketing.
Is Discord limited to gamers only?
150 million is the number of monthly active users… along with 19 million servers created per week, and 4 billion conversations within the application per day, demonstrating the rapid growth potential of this online chat program.
One of the questions marketers wonder about is whether a platform with as many users as Discord is limited only to the group of people who are just gamers. The answer can be given immediately: "No," definitely not. This can be seen from an interview with Jason Citrin, the CEO of Discord, who told the well-known news outlet NPR that "We surveyed the opinions of 20,000 users, asking the question: what is the biggest misconception you have about Discord? Of course, the answer from the survey was that Discord is used only for gaming." Naturally, when you consider its growth and its increasing support for a diverse range of users that is not limited to gamers, it's no surprise that Discord has become one of the channels marketers choose to jump in and join the digital marketing scene. But can Discord truly meet the needs of digital marketing? Let's take a look together.
Discord and the opportunity for online marketing
Although most of Discord's features don't have a system that facilitates straightforward advertising like other social media platforms—because most of Discord's revenue comes from its subscription system, so it doesn't aim to have users come in and promote products or brands—and including the difficulty of creating various advertising campaigns to reach users, the important strength of Discord is building a community where users come together. This allows various brands to use this point to run advertising campaigns, for example, opening a channel for Q&A that gives users the opportunity to converse directly with the brand in real time, or hosting an event related to a current product through live streaming, allowing the brand to develop a better relationship with its customer base. Examples of well-known brands that have chosen to use Discord for marketing include:
- Starface the famous skincare brand from Instagram didn't miss the chance to join the digital marketing scene on Discord's channel as well. As you can see in the image, they promote the brand by sharing a link to their own website.
- Influencer even the group of influencers commonly builds a community to promote their follow channels or various content to their own fan base.
As mentioned above, even though Discord doesn't have advertising features like other platforms, it has a strength in building a community that allows various brands to find ways to increase engagement. However, you should always keep in mind that you shouldn't use Discord as the first channel for promotion, but rather use it as a channel to persuade buyers to decide to purchase your products, and at the same time strengthen the relationship with your existing customer base even further. If you're interested in digital marketing but are still hesitant about which platform you should start with first, you can consult us at Relevant Audience.
Digital Marketing consulting at Relevant Audience
Relevant Audience is a company that provides services related to Digital Performance Marketing Agency, with the main goal of providing digital marketing services to help businesses reach the target audience who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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