What is Discord and why should brands care?

October 4, 2022

Written by Lulu Lo

What is Discord, and why should brands and marketers care? We’ll tell you about the popular app, its features, and why it’s great for communicating with customers.

What is Discord and why should brands care?

Have you ever thought about using Discord as a marketing channel? As one of the fastest-growing gaming chat apps with around 150 million monthly active users, it’s a great opportunity to amplify your brand voice for promoting and cultivating a community on NFT digital marketing projects. The following article will introduce what Discord is, outline some of its features and benefits, and provide a step-by-step guide to creating a Discord server for business.

What is Discord?

Discord is a free chat app that allows you to talk with others in real time through text, voice, and video chats. It uses the same technology as Skype and Teamspeak, but you can use it on your desktop or mobile device. The app also allows users to connect via group chats (called “servers”) or private messages (called “direct messages”). Additionally, users can also perform Livestream games from their computers. People use Discord to talk about many things, from NFT production, Cryptocurrency, Web 3, Metaverse,  video gaming, investment strategies, artwork project planning, family trips, and homework help to mental health support.

Significant features and functions of Discord

#1: Create a public or private server for specific groups

Servers are Discord’s version of social media groups. All servers on Discord are opt-in, so users can choose who to interact with and what their experience is like. Discord allows users to create private, invite-only spaces for groups of friends and communities to stay in touch and spend time together. There are also larger, more open communities that focus on specific topics. 

#2: Instant chat channels dedicated to specific topics

Discord servers are organized into text and voice channels, which can be dedicated to specific topics and have different rules. Text channels are primarily for posting messages, uploading files, and sharing images. On the other hand, users in the voice channel can connect through a voice or video call in real-time, and can share a screen with their friends (called “Go Live”).

#3: Discord Bots

Discord bots are AI-driven tools that can automate various tasks on your Discord server. These tools make it a lot easier to build a community that is truly engaged, and you can use them to moderate your server, welcome new members, or even ban people who are creating a bad environment for everyone else. Besides moderation features, Discord bots can add games, music, memes, and other fun and engaging content to keep users entertained.

Example of building Discord server for business: Taco Bell

Discord marketing has provided many opportunities for brands — from sponsored channels, and advertising Discord servers to custom emoji packs — but you can still explore new Discord advertising ideas to engage with consumers in unique and meaningful ways.

Last year, Taco Bell launched its first Discord promotion and server to crown a “taco champion” via a trivia campaign. Participants will get the chance to win free tacos and receive a special role on the server.

Additionally, Taco Bell has offered Taco Gifter meals across other servers on Discord, including Jack in the Box, Hot Topic, and rival Chipotle, to engage with fans and hope to reach a wider group of consumers who spend time on a variety of popular social channels.

Photo of Tweets from Taco Bell on Twitter

Benefits of adopting Discord marketing for brands

Benefits #1: flexibility

Server admins can create, assign and customize roles for each member of business Discord servers. By setting up roles in Discord, you can empower brand advocates, moderators, or any other specialized member, while not bombarding everyone else with alerts. For example, an NFT production project. Brands can give special privileges to whitelist customers and create a private channel in the servers for them to communicate with other customers about the preorder or else.

Benefits #2: Social listening

Discord is also a great place for brands to get real-time feedback on their products and services from their customers, making it easier for them to adjust or modify those products and services quickly.  To learn what your customers want, join their online communities and listen to their conversations. Monitor brand mentions or participates in discussions relevant to your brand. This can help you develop new products or services based on what people want from your brand.

Benefits #3: Instant customer support

Discord’s messaging feature allows you to provide support for customers who are having issues with your product or service. When they message you through Discord and describe what’s going wrong, you can answer their questions immediately, instead of waiting until they email or call in later.

Hong Kong Digital Marketing Agency – New Digital Noise

Discord marketing, NFT production, and NFT digital marketing are very new the in Hong Kong market for now. In the future, marketers will be able to reach out and engage younger customers with innovative Discord digital marketing strategy with revenue opportunities.

If you’re not familiar with Discord digital marketing and aren’t sure how to get started, the Hong Kong agency, New Digital Noise can help launch Discord promotion. The Hong Kong Digital Marketing Agency has extensive knowledge of digital marketing and is eager to tackle your Discord project from beginning to end.  We’re here to support you with integrated marketing, launch, and promotion services! Contact us now if you want to build a thriving Discord community and engage your customers!


Q1. What are Discord bots?

Discord bots, or bots on Discord, are one of the most useful elements of the communication platform, and they are available in a variety of languages. They are artificial intelligence systems that marketers and business managers can employ to automate a wide range of functions on the server. You can welcome new members, ban troublemakers, and moderate the discussion by using bots on your server. Some bots even add music or games to your server.

Q2. How to build a discord server for business?

1. Open the Discord Desktop (or web app).

2. Click the “+” sign located in the server navigation toolbar on the left side of the screen (when you highlight it, it will say “Add a Server”).

3. In the menu that appears, click “Create my Own.”

4. Choose whether the server is public or private.

5. Name the server, and click “Create.”

6. Once you’ve followed these steps, you’re ready to send out invite links to your business discord server.

When it comes to Discord, there’s no time to waste. Let’s start building and advertising the Discord server that you and your team can engage with as soon as possible!

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