Discord: Why It Should Be Part of Your Marketing Strategy

Discord has evolved from a gamers’ platform into a versatile marketing tool for brands looking to connect directly with their target audience. More and more companies - not just in gaming - are discovering the added value of Discord to build communities and encourage interaction in a way that feels authentic.

How does it work?

Discord allows users to create servers (=groups) where people can communicate. Within each server, you can create different channels, such as text and voice channels. Users can also share files, photos and videos, making collaboration and information exchange easy.

For businesses, a server can serve as a community hub with separate channels for different products, support, updates and interaction with customers. With 19 million active servers per week and 4 billion minutes of conversations per day, Discord is hugely popular, especially with Gen Z and millennials.

Why Discord is attractive to brands

Discord is often compared to tools like Slack, but the platform focuses more on community and engagement. This makes it ideal for companies looking to appeal to a young, digital audience. Discord is not driven by algorithms like other social networks, allowing users to see every post and brands to communicate directly and informally.

Discord as a B2B marketing platform

More and more companies are using Discord to support B2B marketing by offering customers and partners a central place for information, support and interaction. Large companies like Chipotle and Atlantic Records have already set up successful communities, sharing exclusive content and engaging their customers on a personal level.

Benefits of Discord marketing

1. Community Marketing: Build a loyal community with your brand as the focal point.
2. Customer Service: Answer questions quickly through live chats and support channels.
3. Branding and Content: Use channels to share stories, videos and images and promote your brand.
4. Organise events: Organise virtual events such as Q&As and product launches.
5. Automation with bots: Use bots for automated messaging, welcoming new members and customer segmentation.

Discord marketing is all about personalisation-and the possibilities are extensive. You can control who joins your group(s), similar to a Facebook group, but Discord offers additional features. You can tag members and assign specific roles. Access to different channels can be granted or denied based on those roles.

How does a promotion on Discord work?

Promote your company’s values and exclusive offers. Although discord users are often younger, they are savvy consumers. Simple marketing tricks don’t work; they look for data and real value.

To build an engaged community, offer exclusive deals to members. Discord facilitates this through their partner programme. Looking for an easy way to give away prizes or discounts? Announce your new Discord channel and offer incentives to the first 1,000 members. This lays the foundation for an active and interested community.

By organising regular events for your discord community, you can connect with your target audience in a fun and valuable way and increase brand awareness. Whether it’s a virtual get-together, a live Q&A session, or a game tournament, events offer the chance to engage your audience. Moreover, you can use these events to drive traffic to your website, promote new products, or gather feedback from your customers.

A quarter of consumers use social media like Facebook and X (Twitter) for problem support. But discord offers something extra that mainstream platforms often do not: customer-centric service. Easy access to solutions strengthens the community environment, which keeps customers coming back. This is one of the most effective ways to engage both potential and existing customers.

Community

Besides internal communication, a Discord server can also serve as a platform for moderated discussions. Depending on the interests of your target audience, you can set up different channels where members can talk to each other. Think text channels on relevant topics and, if necessary, voice or video channels.

The great thing is that as your community grows, so will the popularity of your brand. After all, word-of-mouth advertising is powerful on discord.

Network with like-minded people

Discord also allows you to meet other companies and individuals on related servers, offering opportunities for collaboration and expanding your reach.

Share relevant content

Use discord to share articles, industry updates and team content. Engaging your team members to share content builds authority and expands your brand’s reach. It can reinforce your current marketing strategy; what you already post on your other socials can also go to your discord server and vice versa.

Use visual content and automation on discord

On discord, you can share more than just articles; visual content such as memes, GIFs and screenshots attracts attention and increases engagement. Since discord does not rely on algorithms, every user in your server sees the shared content. So focus on relevant and shareable content rather than quantity.

In addition, bots and automation can simplify many marketing tasks, from** automated message responses** to targeted messages. Discord Ads and activity tracking help you reach targeted audiences and monitor your community insights.

This gaming app, which has evolved into a social media platform, still has a strong focus on gamers, but is now attracting more and more non-gamers. Currently, 78% of Discord users use the platform for activities that have little or nothing to do with gaming.

Discord offers unique opportunities for real interaction within community management. The platform mainly appeals to young people and young adults, making it ideal for brands looking to reach Gen Z and young millennials. Bear in mind that Discord is less formal than platforms such as LinkedIn, so content should be informal and engaging.

It is often important not to miss the boat. If you have any questions, don’t hesitate to contact us at hello@nonoob.gg.