New to the world of Discord? We’ve got the Discord stats to answer all your burning questions. Read on to discover if Discord influencer marketing is right for your brand.
Discord has been around since 2015. Back then, it was mainly used by gamers as a way to chat with other players in the same game. It quickly grew in popularity when video and livestreaming capabilities launched. Gamers would livestream their gameplay or host a sort of “after party” on their servers once the livestream was over.
But it wasn’t until the pandemic hit that it really gained popularity among us common folk. We were all stuck at home and relying heavily on our online communities to feel something. Enter Discord. At its core, Discord is a messaging app — similar to Slack — that allows anyone to create a server (for free) about any topic and invite others to join.
You can imagine how Discord serves as a playground for influencers to connect with their audiences on their own servers. Where there are influencers, there is an opportunity for influencer marketing. That’s where we come in. We know Discord isn’t for everyone or every brand. If you’re on the fence about influencer marketing on Discord, we’ve got you covered.
What is Discord Used For?
Say you really like Gilmore Girls (can you guess my age?) but all your IRL friends think you’re crazy. You can just hop on Discord and find a GG server to gab all day about whether you’re Team Jess or Team Logan. That’s what Discord is all about. You can also share links, photos, GIFs, you name it. But what users really love about it (and why Discord is kicking ass and taking names in the messaging world) is the ability to livestream, share screens, and video chat with an endless number of like-minded people.
Luckily, brands can do this, too! Nowadays it’s super important to give your loyal customers access to your brand. Even large, seemingly unreachable companies like McDonald’s and Nike have social media teams humanizing their brands online by giving their customers access to them and acknowledging them when they reach out.
Discord is an excellent and cost-effective way to build and communicate with your target audience. Or if you don’t want to sign up for yet another platform and would just like to include Discord in your next influencer marketing campaign, you can have influencers with an active Discord server promote your brand directly to those people who have already “bought-in” to their content.
10 Discord Stats You Need to Know
Discord is not for everyone or every brand, but if you’re on the fence about whether it’s right for your brand and marketing efforts, here are some stats you should know:
1. Discord boasts about 154 million active users per month.
And 26.5 million active daily users. While that may not seem like a lot compared to other social media platforms, users on Discord are not there passively. They are joining very niche communities that they actively want to participate in. There’s no endless doom-scrolling on Discord. If you’re there, you’re there to chat, watch, or learn something about a topic, industry, or brand you’re already interested in. Doesn’t get any better than that.
2. 850 million messages get sent on Discord daily.
Yes, daily. That’s a lot of messages about any one particular brand or topic. If you go to a server on any given day, you can see the number of users that are currently online at any given time, so you can potentially have hundreds of people from around the world actively talking about your product.
3. Discord users in the US spend an average of 5 hours a month on the app.
Again, this may not seem like a lot, but they are going on Discord to talk or learn about something specifically for that amount of time. Or they are actively engaging in a community of like-minded people that may expose them to your brand or product.
4. 30 percent of users are based in the US.
That’s out of 560 million users worldwide. So, if you’re a US-based brand wanting to target your audience just in the US, there’s a good chance you’ve got quite a bit of potential followers on there already. But this number also tells us that there’s 70 percent of users from other parts of the world — parts you can also target based on your ideal customer.
5. The average Discord user is 18 to 24-years-old.
While you must be at least 13 years old to sign up for Discord, 18 to 24-year-olds are the ones using the platform the most. Another interesting stat is that 80 percent of Discord users are male and only 20 percent are female. While women are the ones who are most likely to use a social media platform, men are mostly the ones gathering together to play and chat on Discord.
6. 3 percent of teens say that Discord is their favorite social media app.
It’s an easy way to communicate but also to send pictures, GIFs, and host video chats among their entire friend group. While messengers like What’s App can do the same, Discord gives them access to other servers hosted by their favorite brands, influencers, or other people who share the same interests. They have access to millions of servers instead of just their friend group chat. That being said, though, you must be 18 and over to join most servers.
7. Fortnite is one of the biggest servers with over 845,000 users.
Roblox comes in second, but we are seeing that gamers still actively use this platform because it serves a need that connects with people’s desire to communicate with others who enjoy the same hobbies. It’s not work; it’s fun! And influencers like Mr. Beast (who casually has just under 500,000 server members) can use their platform for fun and to monetize with sponsored content.
8. 78 percent of users are on Discord for non-gaming purposes.
While Discord came up the ranks because of gamers, it has quickly become a universal app that anyone can use to find other people who like the same things. About 90 percent of servers have fewer than 15 members (those are the private friend group chats), but thousands of well-known brands are on the platform bringing people together.
9. Discord has an estimated net worth of $15 billion.
So far they have secured $995 million in funding and are expected to grow. So, if you’re looking to focus some of your marketing efforts on building a community of loyal customers, now’s the time to explore Discord and all it has to offer.
10. Creators are using Discord to talk directly to their audience.
Creators like illustrators and writers who use Patreon have direct access to monetizing their Discord by creating servers that only their Patreon subscribers have access to. Same thing goes for Substack writers or popular podcasters. All of these creators have already built communities on Discord that have “bought-in” to their content. So, why not find influencers in your niche and tap into their audiences on Discord?
Discord Stats in Conclusion
There are thousands of brands already using Discord. If you want to humanize your brand, bring people together, learn about your customers’ habits, and get a leg up on customer service, Discord may be a great platform for your brand. And influencers can help!
You can invite influencers to host giveaways or livestream events to discuss your next product launch. But if you find the idea of learning a whole new platform daunting, you still have the option to collaborate with influencers who already have Discord servers and have them talk about your brand to their loyal fanbase. No matter the route you choose, The Shelf can help you find top influencers in your industry who can support your marketing efforts through sponsored content.
Think Discord could be the next big thing for your brand? Schedule a strategy call with one of our experts today. We’ll gladly chat about how you can use Discord in your upcoming campaign strategy.
About This Creator
Sally Espinosa | Content Marketer
Sally is a Miami-based writer and editor who knows how to weave words and tell compelling stories. When she’s not keeping us up to speed on all things influencer marketing, you can find her writing about fashion, beauty, lifestyle, and motherhood.