Niki Martinov

Brands are continuously looking for new methods to engage with Gen Z and millennials as they continue to dominate the digital landscape. TikTok and Discord are two platforms that have lately received a lot of attention from marketers. TikTok is known for its short-form videos and dance trends, whereas Discord is a chat software that has grown in popularity for gaming and online communities. Despite their differences, both platforms provide brands with unique opportunities to interact with their audiences in novel ways.

TikTok: Getting People’s Attention Through Authenticity

With over 1 billion active users worldwide, TikTok has rapidly become one of the most popular social media platforms. TikTok, best known for its short-form videos and catchy music, has spawned a slew of viral trends and challenges. Brands have taken note, and many have begun to use TikTok to reach younger audiences.

TikTok’s emphasis on authenticity is one of the reasons it has been so effective for brands. Unlike other platforms, TikTok’s algorithm is intended to promote genuine and engaging content rather than highly polished and staged content. This has enabled brands to produce more authentic and relatable content, which is critical when attempting to interact with younger audiences.

Chipotle, for example, has found success on TikTok by creating videos that feature its cuisine in a playful and creative manner. The brand’s #GuacDance challenge, in which users were encouraged to show off their dance skills while holding a bowl of guacamole, went viral, resulting in over 250,000 user-generated videos. This campaign not only helped Chipotle raise brand recognition, but it also demonstrated that the company understands TikTok’s playful and irreverent nature.

Discord: Engaging People to Build Communities

While TikTok is all about capturing notice, Discord is all about community building. Discord was originally intended as a chat app for gamers, but it has grown in popularity among non-gaming communities as well. It includes a number of features that enable users to connect and interact with one another, such as voice and video chat.

Successful brands on Discord are those that can build communities around their goods or services. This frequently entails setting up a server where users can connect with one another and with the company itself. Glossier, for example, has a Discord server where users can interact with one another and with Glossier employees. The server has several channels, including one for general conversation, one for sharing makeup looks, and one for customer support.

Creating a successful Discord server necessitates a thorough grasp of the platform as well as the community you’re attempting to create. It is critical to create an environment in which users can interact with one another and with the brand in a meaningful manner.

Getting the Most Out of Both Platforms

While TikTok and Discord provide brands with unique chances to engage with younger audiences, they are not mutually exclusive. Indeed, many brands have found success by utilizing both channels concurrently.

H&M, for example, has used TikTok to showcase its latest fashion trends, while Discord has been used to create a community around its products. The brand’s Discord server has a number of channels, including one for sharing fashion inspiration and another for debating fashion industry sustainability. H&M can reach a larger audience and create a more engaged community by utilizing both platforms.

Wendy’s is another brand that has successfully leveraged both TikTok and Discord. Wendy’s has a TikTok account where it posts funny videos and interacts with users. Simultaneously, the brand has a Discord server where users can connect with one another and the brand.

Furthermore, when creating content, brands should consider the unique features of each platform. TikTok is well-known for its short-form videos, whereas Discord focuses on community engagement and conversation. Brands can increase their chances of resonating with their target audience and driving engagement by tailoring content to each platform.

Aritzia, an online clothing retailer, is one example of a brand successfully leveraging both TikTok and Discord. TikTok has been used by the brand to showcase their latest fashion collections through creative and engaging videos. Aritzia’s clothes are featured in these videos in fun and relatable scenarios that appeal to Gen Z and millennials. Aritzia also uses Discord to build a community for its customers to discuss fashion and share their favorite Aritzia outfits.

ColourPop Cosmetics is another brand that uses both platforms to engage with their audience. ColourPop has created videos on TikTok that show their products being used in unique and creative ways, and they have a community for makeup enthusiasts on Discord where they can share makeup tips and talk about ColourPop products.

Finally, brands that want to effectively engage Gen Z and millennials should consider TikTok and Discord. Brands can reach a larger audience and build a loyal following by creating unique and engaging content for each platform and utilizing the unique features of each platform. TikTok and Discord provide unique opportunities for brands to connect with their target audience and drive engagement, and brands that take advantage of these opportunities will benefit.