![]() Users participate in chats, have video and/or audio calls, screen share and send direct messages to one another. The pace at which conversations occur within Discord tend to be much quicker than other platforms. The most active Discord servers have chats occurring across multiple channels 24/7. The CMO of StockX, Deena Bahri, explained in Adweek, “The customer is looking for more-more engagement, more dialogue, more input-and Discord is one of the platforms offering that.” It’s this deeper sense of community that has brands such StockX, Skittles and Chipotle flocking to the platform. Second, should be facilitating connections and conversations amongst community members. ![]() ![]() First, providing experiences that are unique and cannot be replicated elsewhere. Its driving purpose is to deepen relationships with existing, hard core fans and evangelists.īrands on Discord should focus on two things. Instead, it is a community platform.Ī Discord server is a hub. It’s not a place for organic growth and awareness. So, how do you get started and what role should Discord serve in your audience engagement strategy? What is Discord and what role does it play?ĭiscord is not a traditional social media platform. Marketers, creators and community builders looking to future proof themselves should take a moment to reflect-are you part of that “digital campfire?” Gen Z, in particular, is opting to spend time in smaller, private online communities.Īccording to the Harvard Business Review, “…even before Covid-19, Gen Z was eschewing traditional social media for ‘digital campfires,’ more intimate online destinations where they private message or connect either in micro-communities or larger shared experiences.” This adoption of Discord is part of a much broader trend. Today the seven year-old company has grown to more than 300 million registered users. Traditionally associated with gamers, the platform has gone mainstream. ![]() Discord is the future of online communities.
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