As the internet continues to transform, so too do the uses, tastes and styles of its consumers continue to change and mature, especially of the nature of those who, like the gamershave more time and experience in this field.
Thus, the importance that this group has come to have on the internet, with influence and development in areas such as e-sports, the move to the metaverse and gamification, is immeasurable in the global development of the internet.
And it is under this environment that Discord was created in 2015 as a platform designed to allow the creation of private servers, with text rooms, audio channels and customisable role systems as a product adapted to the uses and needs of the community. gamer.
What advantages can Discord give you in interacting with your audience?
In Discord, each member of the groups is part of a large community within which many different characteristics are shared.
The rooms can be maintained in different presentation modes, customisable, as well as having moderators and chatbots with configurable features; such as those for recording content on specific channels and/or adopting animated character personalities, or for that matter, branded voices.
So, with features like these, it was only a matter of time before Discord, as a catalyst for loyal and engaged communities, served greater purposes such as marketing plans and campaigns for major brands.
Here are two success stories, plus some lessons learned about integrating Discord into the advertising strategies of large companies.
Samsung and its vision of the metaverse
During the event NFT.NYC which took place in New York City last month, Samsung unveiled that it has been expanding the ways and channels through which it interacts with Web3 fans, its own metaverse, by moving into creating digital experiences and virtual wearable devices as branded NFTs.
It so happens that, according to DigidayJust 12 hours after the debut of the company's server, it reached more than 100,000 new members.
And having pointed out Michelle Crossan-Matos, vice president and director of marketing and communications at Samsung Electronics Americathat the brand would be advertising the platform ".as a conversation in Times Square and a billboard“.
In other words, the server is basically following the same principia of Discord by being made up of two separate rooms targeted at key audiences: gamers and Web3 fans interested in NFT or metaverse-related topics.
Thus, Samsung's platform implements the methodology of creating a space where audiences can interact, converse and discuss with each other.
However, it remains to be seen whether, as with DIscord, Samsung will in any way maintain an active and engaged interaction with its community on this server.
Gucci, the experimental vault
Gucci, for its part, set up its own Discord server as part of an NFT strategy.
Not too long ago, the luxury brand shared an invitation to its Discord server through its feed on Twitter.
Being an exclusive brand, following the intention to develop an "exclusive experience" for its community: The brand offered the first 20,000 new members special roles as well as the ability to access NFT-focused channels.
In two days, the channel would have gained more than 28,000 members. Because of this success story, Gucci's parent company Kering went so far as to create a specialised position to dedicate a professional to manage its Discord server to maintain the brand's presence.
How to use Discord in your marketing strategy to build a strong community?
Of course, with news and events about NFTs and the metaverse happening everywhere, filling the internet, it is logical that platforms based on these new dynamic communities would become popular. However, it must be understood that platforms such as Discord could not and should not seek to become the new TikTok.
Discord is a channel to talk about "on a one-to-one basis"You can also engage with your community, receiving instant feedback and having a two-way conversation with interested users.
Leaving your brand from being - at least for a moment - the most prominent thing on the stage; through these channels, the most important thing will always be the relationship you build with your audience. Included here is the objective of making users really feel that they are an integral part of what you are creating; and not just an audience waiting to receive the content or product created for their liking.
In this way, Discord is presented as an essential tool for brands that want to go a step further in communicating with their customers and followers.
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