The messenger Discord has gained considerable popularity worldwide. I won't say that it's on par with WhatsApp or Telegram, but there are a lot of people on Discord. As Wikipedia states, by 2019, there were 250 million registered users on Discord. By now, in 2022, there are undoubtedly even more users. Discord is primarily used by computer game enthusiasts and developers, programmers, cryptocurrency traders and NFT enthusiasts, as well as bloggers.
Currently, Discord's advertising ecosystem hasn't grown as much as, for example, Telegram's. Discord hasn't yet developed a market for channel advertising. There isn't even a single specialized advertising exchange, which is a pity. Hopefully, someone will take on developing this aspect. For now, you can only utilize two tools: creating your own Discord server and newsletters, which are the focus of this article.
Discord has a substantial target audience for advertisers, so there is a market for newsletters. There is demand and supply, but currently, the supply is not as abundant. Currently, game developers and NFT creators are primarily seeking to advertise on Discord since there is a considerable target audience for them there. Discord is also significant for those who want to promote, for example, in North Korea. It's impossible to enter a country with a closed internet without newsletters. In this case, Discord can serve as a powerful lever, albeit an expensive one. Why expensive? I'll explain a bit later.
To be honest, newsletters are not an effective promotion tool. People usually don't like spam, and they are not motivated to click on spam messages. However, there are still many factors that influence clicks and conversions. For example, the target audience and its characteristics, the content of the newsletter, the quality of the product, and the target audience's need for that product. All these factors affect the effectiveness of newsletters. Therefore, it's difficult to judge newsletters based on just one or two cases. There are successful cases as well.
The price for newsletters starts at around 1 ruble and goes up to 5 rubles per message. What factors determine the pricing? The price is based on the cost of software and its maintenance, account costs, proxy costs, and the cost of the performer's time. It also depends on the volume, usually with services offering lower prices for larger order volumes. However, you can also create newsletters yourself using software. Why can newsletters be expensive? Often, expectations from newsletters are too high. Sometimes people think that if they send a message to an audience of 10 or 20 thousand people, the results will be overwhelming. But that's usually not the case. Have you ever received spam? Most likely, you had no motivation to click on spam messages. Similarly, the recipients of that spam have little motivation to click on it. However, some people do click on it if they find the spam interesting. That represents the 1% of clicks. That's why newsletters in Discord can be expensive.
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