By Kunal Sinha

Copyright mxmindia

As Discord steps up its pitch to advertisers, brands are beginning to view the platform less as a niche gamer chat tool and more as a fertile ground for building lasting communities. Where traditional social networks have centred on influencers, Discord is reshaping the landscape around communities that are self-organised, participative and deeply engaged.

This evolution presents marketers with an important question: How can brands join these spaces in ways that feel authentic, add value, and foster loyalty?

A platform in transition

Discord has grown quietly but relentlessly. Though it does not often release public figures, the platform is approaching 700 million registered users and boasts around 260 million monthly active users worldwide. It is estimated that India has 50 million Discord users, the third highest in the world. Originally designed as a communications tool for gamers, it has steadily expanded its appeal to musicians, educators, lifestyle enthusiasts, and now, brands.

What makes Discord unique is its architecture. Instead of one massive feed or algorithmically curated timelines, Discord is organised into servers – smaller communities centred on a shared interest or identity. Users may spend hours in these spaces, talking, playing games, troubleshooting problems, or simply hanging out. This intimacy creates a fertile environment for engagement that feels very different from scrolling through Instagram or TikTok.

From gaming ads to mainstream Quests

In March 2024, Discord launched Quests, its first homegrown advertising product. Quests reward users with on-platform perks such as stickers or badges in exchange for watching branded videos or completing promotional tasks. While gaming and entertainment brands like Call of Duty and Star Trek: Strange New Worlds were the first to experiment, the platform has recently expanded access to mainstream advertisers including Uber and Wendy’s.

Quests are effective because they tie brand activity to the culture of Discord.

They feel like missions inside a game, creating a sense of play rather than intrusion. For advertisers, the appeal is straightforward: users opt in, receive rewards and spend more time engaging with branded content.

Beyond Quests: partnering with communities

Brands are also finding value in direct partnerships with server owners. Samsung, Chipotle, Netflix and Mentos have each worked with influential servers, some with more than 100,000 members, to share promotions and build connections with highly targeted groups.

Unlike banner ads or influencer shoutouts, these partnerships allow brands to tap directly into the rhythms of a community. A Discord server is less about passive consumption and more about active participation, which can amplify the resonance of brand activity.

Samsung’s example: From devices to dialogue

Samsung’s U S server is one of the most visible examples of a mainstream brand making Discord work. When it launched, more than 100,000 people joined within 12 hours. Since then, Samsung has used the server to share product news, host virtual events and create a space for enthusiasts to exchange tips.

Channels range from photography and device optimisation to gaming discussions, while a support channel allows users to help one another troubleshoot issues. In this way, the server becomes more than a marketing tool. It is a community hub where brand, product, and user intersect.

Community at the centre

Discord represents a shift in how online influence works. It is not built on broadcasting to a passive audience. Instead, it is rooted in community culture, where people spend extended time sharing experiences and building belonging.

For brands, this shift offers new possibilities. Social media, to date, has been about the influencer. Discord is the first platform where communities themselves can be monetised, not just individuals.

This concept, sometimes referred to as ‘community media’, puts the group, rather than the individual, at the centre. For advertisers, the implication is profound: building brand trust is less about courting celebrity and more about aligning authentically with communities that already exist.

Creators as catalysts

Creators on Discord are leaning into this potential. The collective Good Good Golf launched its own server, hosting fantasy leagues, trivia nights, and virtual tournaments. Sponsorship opportunities are embedded naturally into these activities. Brands like Mountain Dew and Callaway gain access to communities that are already passionate, cohesive, and engaged.

This approach transforms sponsorship from a disruptive insertion into a supportive presence. Instead of buying attention, brands help enable the activities that make communities thrive.

Luxury, lifestyle and food brands experiment

The appeal extends beyond gaming. Gucci created a Discord server to support its NFT strategy, while parent company Kering advertised a dedicated role to manage the channel. Nike built a sneakerhead community where fans receive early access to drops and insider information, fostering a culture of exclusivity and loyalty.

Chipotle has been especially creative. It hosts exclusive Discord events, offers deals, and provides a space for fans to connect. The company even used Discord to stage a virtual career fair, announcing wage increases and distributing job applications. For fast-casual dining, this kind of integration is novel and highly effective.

StockX, Puma, and Adidas have all joined the platform to connect with their core audiences. What unites these efforts is a recognition that affinity built inside communities is stronger and more enduring than fleeting impressions elsewhere.

The economics of Discord

Discord itself has found ways to monetize while keeping users happy. The subscription service Discord Nitro, priced at $9.99 per month, offers perks like animated avatars, expanded emoji use, and higher file upload limits. This balances the platform’s need for revenue with its commitment to preserving the community-driven experience.

For brands, Discord’s growing monetisation infrastructure signals a willingness to experiment. From Quests to Nitro tie-ins, the platform is building an ecosystem where commercial interests and community participation can coexist.

Best practices for brands

For those considering Discord, several strategies stand out:

Build a community: Launch a server and invite audiences in. Organise discussions across channels and foster an environment of openness. Communities grow stronger when they are nurtured, not dictated.
Offer customer support: Discord’s conversational style makes it ideal for direct engagement. Transparency and responsiveness can strengthen trust.
Host events: From Q&A sessions to product launches, events give members reasons to stay active. Exclusive content and rewards reinforce the sense of belonging.
Respect authenticity: Discord communities value honesty. Marketing that feels manipulative or forced is quickly rejected. Success comes from aligning with community values, not imposing external agendas.

A platform redefining engagement

Discord’s rise underscores a larger cultural shift. Social platforms are moving from top-down influence models to peer-driven ecosystems. On Discord, communities are the epicentre. They decide what matters, what trends, and which brands deserve attention.

For marketers, the challenge is to approach with humility and consistency. Communities can be powerful allies, but they are sensitive to insincerity. The brands that succeed will be those that invest not just money, but care, creativity, and commitment.

The future of community media

As digital audiences tire of algorithmic feeds and influencer fatigue sets in, platforms like Discord represent a new frontier. They show that people crave spaces where they can connect around shared interests rather than chase content pushed by algorithms.

For brands, the opportunity is clear: engage communities in ways that are genuine, participatory, and rewarding. The payoff is greater than impressions. It is loyalty, trust, and advocacy built on the foundation of shared belonging.

Discord is more than another social platform. It is a living laboratory for community-driven media. Brands that learn to participate in these ecosystems will not only reach consumers, they will become part of their culture.

Kunal Sinha is Chief Knowledge Officer at Ampersand Advisory, based in Kuala Lumpur, Malaysia. He is the author of several books including The Future of India’s Rural Markets and Raw – Pervasive Creativity in Asia. He writes for MxMIndia every other Monday. His views here are personal.