As long as the internet has existed, people have looked for—and found—community online. This is especially true for marginalized people, who often had an easier and safer time finding each other online than in person. But not every platform is accessible—and for every person needlessly locked out of these spaces, there are connections missed, insights lost, and important voices silenced. That’s why Discord prioritizes accessibility, constantly creating and improving their accessibility features. To celebrate the rollout of their latest features, we created a campaign on TikTok, Instagram, and Youtube featuring disabled creators telling their authentic stories about disability and accessibility. And we had each influencer shoot their content, their way so our branded content fit seamlessly with the rest of the videos on their page.
Our influencers shared how the platform’s accessibility features allow them to easily connect with fans, friends, and loved ones. They even shared some of the unique ways they use Discord, from using it to keep a long-distance relationship going strong to having channels for colorblind users where allies can tell them what colors things are. And in the spirit of inclusivity, they invited viewers to join their own Discord servers and make those communities even stronger. Overall, the campaign was a big success—overdelivering on impressions by 245% and exceeding benchmarks for campaign website clickthrough rates and click engagement rates. And viewers came away with heartfelt stories from creators they love, important information about Discord’s accessibility features and new, inclusive communities to join.
