Discord: Redefining social media for Gen Alpha

Even though it launched in 2015, Discord has recently grown exponentially to an estimated 150 million+ monthly active users and is now valued at $15 billion – doubling in value since 2021.

So how has it managed to break into the social media space so late in the game? And what’s setting it apart from tech giants like WhatsApp, Snapchat and Tiktok?

Using our proprietary qualitative ethnographic longitudinal panel of kids and teens, we’ve identified seven characteristics of the platform which pinpoint why it’s really striking a chord with younger generations and can share three with you today:

THE GAMING TRIBE Gen Alpha gamers are all over the Discord phenomenon. This is a platform originally built for gamers by gamers, with the aim of creating a world where they can communicate with their chosen tribes whilst live streaming games. Unlike most social media platforms that require app installation, Discord allows users to open a browser, set up a server and create a link for friends to join and chat all things gaming in a matter of minutes, letting them play and chat on their chosen device without fuss.

FRIEND FOCUSSED

As much as Gen A want to feel seen and heard by their communities, they also value virtual time with just their mates. Being able to hang out with their friends through private servers on an invite-only basis creates a safe space for them.

USE AS YOU CHOOSE

But, it’s the multifunctional aspect of Discord that’s really drawing kids in. The choice of voice, video, or text chat with added features like screen sharing and connecting to other social media apps (like Spotify or YouTube) allows them to delve into each other's lives on a much deeper level. Discord has cherry-picked the best of competitor platforms and placed them under one roof, creating a digital home where the screen is no longer a barrier to true connection.

FEEDING DIGITAL CREATIVITY Gen Alpha are also turning to Discord as a place to practice and show off their creative skills. Its sleek, low-key design and high-tech features gets their creative juices flowing and the high-level of profile and server customisation within the platform is perfectly suited to this generation’s creative needs.

If you’re like to know more about Discord and what it means for your brand, please get in touch and use our brain. We’re here to help.