Taylor Lorenz Last March, Ninjaone of the most popular video-game live-streamers in the world, taught Drake how to use Discord while playing Fortnite.
More than million people use the service. Sara Dietschy, a YouTuber with nearly half a million subscribers, set up a Discord server for her fans six months ago after she noticed other YouTube stars offering them. The real-time chat nature of the platform also makes it more intimate than a comment section.
Comments on Facebook and Instagram are asynchronous, so you might not get a reply for hours. Discord feels like the best parts of group chat, amplified.
Many famers influencers also say that before Discord, there was no way to effectively communicate with their community. Twitter is messy and public, and thre often get broken up and overrun by outsiders. Instagram DMs are difficult to manage and unsearchable, and public Instagram comment thre can get buried.
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YouTube comment hcat are disorganized and overrun by trolls. Reddit is generally gay boys chat. If influencers want to announce that they have a new video out, or promote a merch sale, they can post a message to everyone in the announcements channel of their Discord server instead of posting about it on Instagram and hoping the post gets served to a wide enough portion of their audience.
Fans can bond with gamerw another, which ultimately solidifies their bond with the influencer as the creator of that community.
Many of the top YouTuber Discord servers include dozens of channels that have nothing to do with the YouTubers themselves. The Discord group for one star-themed Instagram has channels for users to talk about animals, share writing, compare Subway orders, and post pictures of their hands. People talk about school, dating, memes, and general teen anxieties.
Plenty of influencers have already begun charging an entrance fee to their servers, paid through services such as Patreon, or making users pay for special access and privileges on their servers. Discord currently does not receive a portion of this revenue.
The company is adamantly focused on serving fir core user base: gamers. Last year, it launched a storefront where the platform distributes games and other chat perks. Discord also offers a subscription service called Nitro, which gives users unlimited access to a growing library of games and enhanced profile features such as animated avatars.
White-supremacist groups and trolls have also used the platform to communicate and organize. And many, such as Dietschy, have no plans to quit.