What Is Discord, And Is It Right For Your Business?


This is the final article in this week’s series on video conferencing software. Discord is a freemium web application that combines text chat and forums with video and voice chat. It was created with gamers in mind, but is steadily growing as a solution for creating other types of online communities. This article will explain how Discord works, and how to use it in your business. Discord is an appealing alternative to Slack as a team collaboration tool. Also, online content creators like YouTubers and bloggers can create communities for their followers and make money in the process.

How Discord Works

Discord is free, with 2 premium versions, and can be used in a web browser or standalone app on PC, Mac, smartphones, and game consoles. Its communities are called “servers,” and a user joins one by being invited or creating it. Discord is not a social network in the same sense as Facebook or Twitter, but there are separate websites for finding new servers and making online friends. You can also connect your Discord account with your profiles from other social networks.

Servers are divided into “channels” which are created by community members, and center around different topics. There are channels for forums, text chat, and video chat. The servers you belong to, and each server’s channels, are listed in a menu on the left side of your screen. Servers require moderators, like forums and message boards in years past.

Digitaltrends.com goes over the text, voice, and video functions available in Discord (“What Is Discord?”) Texting is the simplest, by which you type messages in the bottom of the main content section. You can also upload images, GIFs, links, and outside videos. To use voice chat, you enter a voice-enabled channel, or click the telephone icon in your friends list.

“Go Live” is the video streaming feature in Discord, and it must be enabled by the server’s owner. Then, a server member can click the Go Live button and share his or her screen in a channel’s main content section. Other members can watch the streamer by clicking the “Join Stream” button.

On May 14, Discord’s official blog announced Server Video, a full-fledged video conferencing option in response to the COVID 19 pandemic. Before, video chat was limited to 1-on-1 direct messaging, but now up to 25 server members can have an online meeting a la Zoom or Google Hangouts.

There are 2 premium versions of Discord called Discord Nitro ($10 per month, or $100 per year) and Discord Nitro Classic ($5 per month, or $50 per year.) The main benefit of these upgrades is improved video quality over the free version. They also include fun treats like exclusive emojis and artwork.

Using Discord For Business

As mentioned before, Discord is like a casual counterpart to Slack, with the added bonuses of voice chat and video. Users can organize inside their servers to take on projects or get a multiplayer gaming party together. How-To Geek compares it to Slack and Microsoft Teams, and notes its pros and cons (“Is Discord Right For Your Business?”) The first problem is your organization doesn’t have exclusive rights to its content in Discord. If you have confidential or vital information for your team, there’s no guarantee it won’t be deleted if Discord chooses. The article concludes it’s better for communication with the public rather than internally in a company.

As a public relations/marketing/community app, however, Discord is great. Game developers make their own Discord servers to interact with their customers. Also, as I mentioned in an earlier paragraph, many YouTubers, Twitch streamers, and bloggers are turning to Discord to further serve their audiences.

There is a market of 3rd party extensions for Discord called “bots,” and they can be found at https://top.gg/. A very popular one is the Donate Bot (https://donatebot.io/) which lets server owners make money. The Donate Bot links to one’s PayPal account. A content creator can publicly share their server’s invite link, and either charge for admission or collect tips from members.

Because of the limited viewer count in Discord Server Video, Discord is not suited for marketing webinars like Zoom is. Discord is better for more close-knit community building, so as to encourage trust and customer loyalty. A server probably places in the “Like” and “Trust” phases of the marketing funnel. There are better apps for internal project management and growing initial brand awareness, but Discord is great for deeper business/customer relationships.


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