Do brands really converse with their communities?
The concept of the conversational brand born with the advent of the first social networks seems to have been somewhat distorted over time: the ideal of exchange between a brand and its community has finally been reduced to a few comments , which can even be hidden. Yet it was this promise of interaction that was revolutionary when Facebook and Twitter were launched, but it is clear that these platforms have gradually become very vertical communication channels, leaving no room for real spaces for discussion.
However, this notion of space is interesting, because it induces a horizontality in the exchange, as well as the possibility of putting the community at the heart of its strategy, by allowing them to meet in a place designed for these daily and direct interactions. .
This is where Discord takes on a whole new importance.
Created in 2015 to initially allow gamers to exchange before, during and after the games, the platform naturally expanded to other uses, until assuming its change of positioning in 2020, moving from “Chat for Gamers” to “Chat for Communities and Friends”. A choice far from trivial.
Discord makes it possible to feel at home, surrounded by the people of your choice: voice chat, personalized and private rooms, roles and permissions, custom bots, customization of the banner, avatar, icons and emojis, and even background music, the tool has enabled multiple communities to find themselves online in a space that resembles them and meets their needs. Containment has naturally accelerated these social changes and Discord has thus established itself as an obvious substitute, reaching 150 million monthly users in 2022 for almost 20 million servers created. From gaming to book club, from high school workgroup to NFT collections, everyone adapts the tool to their use.
While the application currently communicates in the Paris metro, its first brand platform also insisted on this polymorphic use, through a campaign called “Imagine a Place…” and giving pride of place to the definitions proposed. by users to complete this signature. This way of giving voice to your community is a precursor to a real paradigm shift to be taken into account for brands:
Addressing consumers is no longer enough. The future belongs to communities: brands must offer them the keys to co-create value with them. The entire ecosystem will benefit from this new approach
This ambition, also conveyed by Web3, aims to give power back to the user and explains why the first brands to have launched on Discord are those with an NFT strategy.
Discord is indeed the right platform for DAOs, communities linked to the blockchain and all these actors relying on real collaboration and the involvement of their members on a daily basis.
And users are not mistaken: the opening of a Discord server by a brand is often expected, because it is synonymous with a strategy that puts the community at the heart, giving the chance to perhaps do well by being one of the first, if not one of the most active or most creative.
Samsung thus brought together more than 100,000 people in less than 24 hours on its server, but it was the same enthusiasm behind the arrival of Lacoste recently, or Adidas and Gucci for the pioneers.
This immediate popularity is however accompanied by a form of obligation: the animation of this community. Discord is a place where everyone talks, where everyone can give their opinion, share an idea and that at any time, and from anywhere in the world. Leaving its members without a guide (Mod) and without a moment of organized exchanges (AMA) can quickly transform the initial euphoria into a deceptive expectation, even aggressive if the members feel neglected, little listened to, or that the weeks pass without nothing is delivered.
However, brands that take up the challenge of venturing into it by understanding the codes and expectations of their community can transform it into a real strength, its members then naturally becoming ambassadors, content creators, influencers affecting a much larger target than their usual audience. These brands will also be in direct, immediate and unfiltered contact with their feelings, opinions and ideas, which can sometimes be difficult to moderate but also offers an endless source of insights and business opportunities.
Discord is a playground without limits, but one that requires a real desire to immerse yourself in these new cultures, and a certain agility to change mentalities and invent new ways of communicating. And to get started, nothing better than to try. We invite you ?
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