This is a potentially controversial position to take, but these days when people ask me how to start their own Discord server I have one simple bit of advice – don’t.
This isn’t because I dislike Discord, quite the contrary and honestly I find it to be incredibly useful and powerful for community building. The problem is there are just too many Discords. At this point “come hang out on my Discord” directly translates to “come hang out on my Discord instead of someone else’s Discord.” That’s not intentional, but it’s a limitation of there only being so many waking hours in the day and a limited number of those that people can spend hanging out on Discords. I don’t have any extra hours at this point, and judging by conversations I’m having and seeing happening between others – neither does anyone else.
Discord lets people join up to 100 servers which used to seem like an impossible limit to hit, but I’ve hit it and now to join a new Discord I have to leave an old Discord. Because I run a few Discords for various projects that eats up a few of my options, because some of those projects have sandbox servers there goes a few more. I’m relatively new to the Discord universe so I can’t be the only one who actually has less than 100 spaces available. One might ask why Discord doesn’t just up to limit for everyone, but honestly I think a better move would be to decrease it. Chop it to 50. Or 35.
Here’s the thing, just joining isn’t the issue – it’s the time you need to invest and there’s only so much of that. So every Discord server is competing for your (my) time and attention – not just with other servers but also with the rest of my life. If you are like me, you find yourself stressing about where you are spending your time, what you are neglecting, and how to be more efficient in your social interactions – none of which are very fun things to have occupying headspace.
The next question I get asked frequently is by people who have their own Discord servers, and they are wondering how to get more engagement or activity there. I have a list of minor suggestions and best practices that I’ve seen work, but those are all secondary to the bigger issue that people just don’t have the time to spend on all these servers. So unless you are offering something incredibly unique or already have a very committed audience I think spending time trying to get people to your server is counter productive. And I want to explain that a bit more.
One of the things we talk about right now is how important community is. It’s shaping up to be one of the defining factors of web3 in ways that some of us have been pushing for for decades. It’s exciting, and awesome to see. But you build community by contributing to a community, not by trying to get people away from other communities. And that’s what happening here, even if no one realizes it yet. That’s why I’m telling people in their heads they need to realize that asking people to come to their server is also actively asking them not to go to other servers.
So what’s the solution? Community. One Discord server with 20 artists is infinitely more compelling than 20 Discord servers for 20 different artists. This is the hypothesis* (see update below) that we’re playing with on Discord.art. I recognize that might seem like I’m asking you to do the thing I just asked you not to do, but I’m not. I’m just using it as an example. A number of us, many who had our own Discord servers that we were struggling with came together and decided to see what would happen if we combined forces instead. Invest in a community rather than trying to lure people away from others. And I think it’s worked, incredibly well to be honest. It’s super active, incredibly positive and has become a cultural hub for this moment in so many ways. That’s not because of any single person involved, but rather because the combination of all those people is greater than the sum of the parts. And hanging out together leads to further inspirations and collaborations that never would have happened if everything was segregated.
Another thing we did recently was look at what channels we have, vs what channels people are actually using. Again, looking to the community rather than trying to direct the community. We found that we didn’t need a huge chunk of those channels and deleted them – the result being a tighter and more active server. If you have your own Discord server I’d encourage you to take a hard look at your channel list and see what is actually being used, and consolidate anywhere you can. Having fewer channels means less cognitive load is needed to keep up, which takes less time and makes your server more viable. When I need to join a new server and I’m forced to pick a server to leave – 9 times out of 10 I’m leaving the ones with hundreds of channels because I’m already missing most of what is happening on them. I feel more connected to the servers with just a few channels because I know what is going on and who is there.
IF you can get your server down to just a few channels, my next bit of advice is to look around at the servers you also participate in. Are any others similar in size to yours? Some overlapping interests? Maybe even shared community members? If so, thats a prime candidate for a merger. Right now, every single say I’m being asked to join a new Discord server and that’s just impossible to manage. What I’d love to see in the coming weeks and months, is all of these disparate servers joining forces and consolidating under a unified roof. I would much rather be in 10 Discord servers that collect 10 different projects each, than 100 different servers for individual projects. And I think the communities around those projects will benefit from that sharing as well.
Let’s stop building new Discord servers and instead build stronger communities.
*Update Dec 2021: A hypothesis is an idea or theory that is not proven but that leads to further study or discussion and sometimes you have to accept that hypothesis was wrong. Since writing this things have changed at Discord.art and the community that I’m referencing here has fractured due to creative and directional differences and I’m no longer involved with the server.