Discord will communicate strongly in France to gain recognition. A service that is still independent and very far from more malicious social networks.
Like most tech services, Discord has benefited greatly from the Covid years. When the world could no longer go out, the service became the meeting place for many friends. An ideal companion when they were taking care of their island on Animal Crossing, learning to bake bread, or hosting parties on Among Us.
Discord is also a one-of-a-kind service. A social network without really being one, and above all a kind of ode to the web of the 90s which finds all its meaning in 2022.
Become the meeting place for your passions
We caught up with Jesse Wofford, Director of Product Marketing, at the launch of Discord’s first communications campaign outside of the United States. This will happen in France, and we will therefore be able to discover advertisements for Discord in the metro of large cities, on television or in pre-roll on online services.
That’s for context, but it’s not really the marketing campaign of an online service that interests us here. It is rather the very identity of Discord at a time when we only talk about tech giants. The service is still run by an independent and privately owned firm, without being listed on the stock exchange.
What is interesting with Discord is the ability for communities to easily come together around a common subject: a video game, a project, a streamer or a hobby. Everyone can create their little cocoon and invite their friends there. With the recently launched AutoMod, Discord even offers tools to define its own operating rules. We are therefore far from the problems of harassment so common on social networks open to the public like Twitter or Facebook.
Discord also plays on two different scales. On the one hand, small servers with less than 15 members. They make up 90% of Discord servers online. We imagine that it is a server allowing a few comrades to help each other with homework, or a group of friends to organize parties.
On the other, there are the biggest servers, those with dozens of chat channels. They represent a small part of the servers, less than 1% are public, but potentially a lot of users. They have had a very appropriate novelty for a few days: the forums.
Like an air of nostalgia
Discord therefore brings together two privileged meeting places of the 90s: online chats like IRC and the good old forums. Something that had somewhat disappeared in the era of social networks, such as “personal” sites dedicated to specific games or hobbies (some may remember the sites hosted by Free, Wanadoo or Lycos).
With forum rooms, Discord is reviving a tool adapted to a need that had not completely disappeared. For the communities, it is an additional interaction tool, for discussions that are probably longer or that come up regularly, but that do not require thread or dedicated channel.
In recent months, Discord has multiplied this kind of functions allowing administrators to create a server in their image. Today, they have at their disposal the text, voice, video calls with screen sharing, conferences, forums, threads, etc.
Beyond the marketing campaign for France, Discord should also invest in the coming weeks on local events. Of course, the brand mentioned the Paris Game Week which will be held in November.
There is also talk of pushing universities to adopt the service to provide online commons for students.
When we know that 67% of Discord servers in France are not servers dedicated to video games, which fits perfectly into the strategy of extending the service, we understand all the interest of the brand for the country. Do not hesitate to join the Frandroid server.