Discord will communicate heavily in France to gain recognition. A service that remains independent and far removed from the most malicious social networks.
Like most technology services, Discord benefited greatly from the Covid years. When the world could no longer be turned off, the service became the meeting place for many friends. An ideal companion when taking care of their island in Animal Crossing, learning to bake bread, or throwing parties in Among Us.
Discord is also a unique service. A social network without really being one, and above all a kind of ode to the web of the 90s that finds all its meaning in 2022.
Become the meeting place of 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, so we will be able to discover Discord ads in the metro of big cities, on television or on pre announcement about online services.
That’s for context, but it’s not really the marketing campaign for an online service that we’re interested in here. It is rather the very identity of Discord at a time when we only talk about technological giants. The service continues to be run by an independent, privately owned, unlisted company.
What’s interesting about Discord is the ability for communities to easily come together around a common theme: a video game, a project, a streamer, or a hobby. Everyone can create their little cocoon and invite their friends there. with the newly released AutoModDiscord even offers tools to define your own rules of operation. We are, therefore, far from the problems of harassment so common in social networks open to the public such as 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 that allows some comrades to help each other with homework, or a group of friends to organize parties.
On the other hand, there are the largest servers, those with dozens of chat channels. They represent a small part of the servers, less than 1% are public, but potentially many users. They have had a very appropriate novelty for a few days: the forums.
Like an air of nostalgia
Discord therefore brings together two favorite meeting places from the 90s: online chats like IRC and the good old forums. Something that had disappeared a bit in the age of social networks, such as “personal” sites dedicated to specific games or hobbies (some may remember sites hosted by Free, Wanadoo or Lycos).
With forum rooms, Discord resurrects a tool tailored to a need that hasn’t entirely disappeared. For communities, it’s an additional interaction tool, for discussions that are likely to be longer or come up regularly, but don’t require thread or dedicated channel.
In recent months, Discord has multiplied these types of functions allowing administrators to create a server in their image. Today they have at their disposal the text, the voice, video calls with shared screen, conferences, forums, threads, etc.
Beyond the marketing campaign for France, Discord should also invest in local events in the coming weeks. Of course, the brand mentioned the Paris Game Week that will take place 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 dedicated gaming servers, which fits perfectly into the strategy of expanding the service, we understand all the brand’s interest in the country. feel free to join frandroid server.
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