BRANDS SHOULD LOOK TO TAKE A ‘PRIVATE TRAFFIC’ APPROACH TO DISCORD, UNLOCKING CONSIDERATION WITH CRITICAL USER COHORTS.

Discord does not have any built-in advertising features, but its rapid growth (350 million+ MAU) and dynamism make it a high-potential environment - especially for brands looking to grow with younger audience groups.

The first instinct of brands setting up on Discord, is to create ‘branded servers’ (communities dedicated to their brand). What they should be doing is using the platform take a much more organic (guerilla-style) approach. Brand should look to (1)setup topic/interest based servers, and (2)seed quality content into 3rd party servers, and (3)leverage influencers and key opinion consumers (KOCs) to create brand relevant buzz.

In addition to promoting the business, brands should use Discord as a tool for customer service by creating specific channels to house answers to frequently asked questions, or where users can ask questions and get answers from you or other active community members on topics related to your products.

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