Discord Ads For Newbies

If you’ve been keeping an eye on emerging ad channels, you’ve probably heard the buzz about Discord ads. With over 150 million monthly active users, Discord isn’t just a chat app anymore. It’s becoming a great place to run ads and grow awareness.

No matter what you’re trying to advertise, Discord’s growing ad features can help you reach users where they’re already active and talking. So let’s break down the basics you need to know.

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What Makes Discord Different 

Discord might look like your typical social media feed, but don’t be fooled. What sets it apart is that, instead of having large communities of people with broad interests, Discord puts its focus on small and focused communities. Those in which people talk about the things they care about. Here is what the interface looks like: 

Image source: Discord

That’s why advertising here feels different. The best Discord ads don’t interrupt; they fit in and, of course, match the users’ interests.  

Simply put, the message lands better when it meets users where they’re already paying attention.

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How Discord Ads Work: Formats, Features, and Where They Show Up

Until recently, Discord avoided traditional advertising, but that’s changing fast. The platform is now experimenting with new ways to integrate Discord ads without compromising its community-first vibe.

These appear while users are playing partner games and offer in-game rewards in exchange for watching short branded videos. 

Image source: The Verge

It’s a smart play: users engage with the ad to earn something, and advertisers reach them in a high-focus moment.

The other types of ads in Discord include:

• Server sponsorships: Brands partnering with large, active servers to promote products via pinned posts, banner images, or limited-time offers.
• Integrated promotions: Brands like Intel or Netflix are launching pop-up experiences, giveaways, or custom bots inside servers.
• Event-style placements: These are things like streams, contests, or AMA sessions backed by a brand.

In a nutshell, the best-performing Discord ad formats are interactive, reward-driven, or feel like part of the community itself.

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Budgeting for Discord Ads

Budgeting for Discord can vary a lot based on what approach you take. If you’re working directly with Discord (especially for sponsored quests or broader campaigns), expect to commit at least $5,000 to $10,000 to get started.

There are three Programs to choose from:

• If you want official, self-serve-style access via Discord’s Partner Program, $5K-$10K is exactly the right starting-point.
• If you’re exploring Quests for gaming audiences, plan for significantly higher six-figure commitments.
• And for grassroots server sponsorships, you can technically begin at under $1K, though scale and impact will be limited.

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Who Should Be Advertising on Discord? Best Verticals to Try

Let’s make one thing clear: not every brand should advertise on Discord. But if you’re selling the right things to the right communities, it can be a gold mine. 

Here are some verticals that are especially well-suited for ads on Discord:

• Gaming and Esports: Unsurprisingly, this is Discord’s strongest vertical. Whether you’re promoting a new title, hardware, or tournament, your audience is already here.
• Web3 and Crypto: Discord servers are home to countless blockchain communities, DAOs, NFT drops, and crypto toolkits. The culture is conversational, and people within this community respond to direct, transparent messaging the best.
• Tech and SaaS Tools: If you’re trying to promote an app that improves productivity, collaboration, or creative workflows, developers and creators who hang out on Discord will love your offer.
• Education and E-learning: Study groups, course creators, and micro-educators thrive here. Ads promoting workshops, platforms, or tools can fit naturally into these conversations.

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Real Ad Examples on Discord 

Since Discord doesn’t operate like traditional ad platforms, the most effective ads in Discord feel more like community moments than obvious promotions. 

Let’s take a look at a few real-world approaches that show what’s working:

• Wildfire’s community sponsorships

Wildfire, a platform that connects brands with active Discord servers, has helped clients run embedded promotions in gaming and Web3 spaces. They’re often structured like native posts, all designed to blend in with the server’s usual content.

• Discord’s Quest Video Ads.

These official ad formats show up in games partnered with Discord. Users watch a short branded video in exchange for in-game rewards. This approach ensures high engagement and frames the ad as a win-win experience.

• Brand activations in niche servers.

From tech toolkits like Notion to game launches from indie studios, many brands run contests, giveaways, or sneak peeks inside trusted servers. These ads often come with a CTA that leads users to a private channel, a product page, or even a live stream.

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How to Speak Discord ad Language

If you want to advertise to Discord people, you need to speak their language.

Here are a few tips that might help:

• Do your community research: Before you drop an ad on a server or launch a sponsored quest, lurk around a little bit. Pay attention to the tone, inside jokes, and what users care about. You’ll need this info.
• Don’t bore them with the copy: You’re not writing a press release. The best Discord ads sound like they came from someone who actually uses the platform.
• Offer real value: What might your ideal audience want? Maybe a discount code, a game perk, early access, or even just useful content. If your ad doesn’t give something worthwhile, it probably won’t land.
• Use visuals that blend in: Look at how users and mods format posts in the server you’re targeting. Mimic that style, whether it’s image dimensions, emojis, or phrasing.
• Test a few “Discord ad templates”: Try different versions of your creative to see what resonates. Track not just clicks but conversation. A good ad might get people talking, not just clicking.

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How to Track Performance and Scale What Works

Measuring success on Discord takes a slightly different approach than traditional ad platforms. Since Discord ads often blend into community activity, you’ll need to track both hard metrics and softer signals.

Here’s how to get started:

• Use unique links and UTMs: No matter if you’re driving users to a landing page, Discord invite, or product page, tag your URLs. This helps you monitor traffic and conversions tied directly to each Discord ad.
• Track in-server behavior: Pay attention to how users react. Are they clicking? Asking questions? Joining your channel? Emojis, replies, and server joins often signal early traction.
• Monitor engagement over impressions: Because Discord isn’t scroll-based, success isn’t about how many people saw your ad; it’s about how many cared enough to respond or take action.
• Double down on what clicks: If a certain offer, message, or format resonates, use that as a base. Test variations. Expand to similar servers or scale with a bigger sponsorship or Discord Quest placement.

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Final Thoughts

Discord ads give you a great chance to build presence in active and engaged communities.

But to make it work, you have to meet them where they are. That means respecting the space, understanding the culture, and running ads that feel more like conversations than campaigns. If your message fits, your brand won’t just be seen, it’ll be welcomed.