In today's digital landscape, community platforms like Discord and Reddit have become vibrant hubs where people come together to share interests, discuss topics, and form meaningful connections. Brands are increasingly recognising the potential of these platforms to foster authentic engagement while subtly promoting their products or services through a strategy known as quiet marketing.

What is Quiet Marketing?

Quiet marketing involves raising the profile of a business or product without overt advertising. It often involves weaving products or messages seamlessly into everyday digital experiences, creating a two-way dialogue between a business and its audience. For example, brands may respond to comments on a social post or host small events for their audiences, with minimal promotion.

Platforms like Discord and Reddit are ideal for this approach. They’re centred around chats and forums, making them suited for sharing valuable resources, encouraging user-generated content, and sparking customer conversations.

For instance, a brand might create a Discord server where enthusiasts can discuss industry trends, subtly guiding discussions towards their products. Similarly, participating in Reddit discussions and providing insightful comments via a business account can build credibility and organically promote the brand.

How are brands innovating with community platforms?

Ah, the dream relationship: customers who engage regularly, purchase frequently, trust and rave about your brand. These customers are already ‘in love’ with you, but don’t take them for granted. Even the most loyal customers need a little love to remain engaged.

Lush

The way Lush Cosmetics utilises Discord exemplifies how to offer customers a more intimate experience. Their server features multiple channels, sharing information on upcoming releases, teasing new product ranges, and collecting honest product feedback.

One standout channel, named ‘lush-buying’, delves into ingredients, sourcing practices, and benefits – adding transparency to the conversation. Meanwhile, their UGC-focused channel, ‘community-content’, invites customers to share videos of product hauls, tips, and discussions about Lush. By embracing customers as contributors and collaborators, Lush builds trust, strengthens its community, and fosters long-term loyalty.

Nothing Tech

Discord is a natural fit for Nothing Tech’s focus on word-of-mouth over large campaigns, and their tech-savvy audience

Founder Carl Pei actively engages with customers, responding to YouTube review and replies on X. On Discord, Nothing keeps users informed with channels dedicated to new features, software updates, and off-topic interests like gaming.

By giving customers a space to chat and connect freely, they not only avoid overbearing tactics that might deter their audience but also create an immersive environment of two-way communication.

Louis Vuitton

Luxury fashion brands are embracing quieter strategies that prioritise exclusivity and engagement in order to remain aspirational. For example, Louis Vuitton have hosted small pop-up events and partnered with acclaimed designers and artists to generate a more organic buzz.

They have also ventured into Discord, curating a server that announces upcoming fashion shows, livestreams events, and even runs a trivia channel where fans can compete for top leaderboard spots. Dedicated career channels for internships and graduate programmes further reinforce their commitment to fostering connections.

This tailored, 360-degree approach ensures the brand’s exclusivity while building a loyal community, blending traditional luxury with modern digital strategies.

The future of community-building

Curating community platforms offers brands an opportunity to build authentic relationships with their audience, and market non-intrusively. As more brands adopt quiet marketing, the key will always be to stay genuine, respectful, and customer-centric.

If you want to discover how to create exciting strategies that genuinely connect, get in touch and let’s explore how we can level up your CRM.