Do Emojis have a Place in Business Marketing?
Tomorrow, July 17th is World Emoji Day! To celebrate, we’re going to talk about how emojis can be a unique and colorful way to humanize your brand and connect with many different kinds of audiences.
Using emojis in Facebook posts can increase your number of Likes by 57 percent, and comments and shares by 33 percent. Additionally, including emojis in Tweets is shown to increase engagement by 25.4 percent, over emoji-free messages and don’t forget — twitter rewards higher post interactions with lower costs per engagement!
3M research says that people process visuals 60,000 times faster than plain text so it makes sense that more businesses want to leverage visual engagement but it’s extremely important to understand how emojis can be effective, and how they can quickly become harmful if not utilized correctly.
To start, we recommend you check out this article: 4 Simple Rules for Using Emojis in your Marketing. The author, Emily, shares some great insights on how you can effectively integrate emojis in your marketing materials.
Also noteworthy, Hootsuite has a full guide dedicated to maximizing your social media success through use of emojis. While emoji use should be selective and purposeful, here are some helpful guidelines to help you determine when, and if, you should be using this tool in your marketing mix:
Understand Your Audience
Is your core consumer a Millennial / Gen Xer or do your products and services skew to an older audience? This factor alone is a great guide in determining if you should be using emoji’s. An older audience may not respond well to this tool however, if your core customer is a Millennial then it’s a no-brainer you should be integrating these opportunities into your messaging.
Use Emojis in Context
Emojis provide you the ability to expand upon your plain text message and give it a visual “oomph” so to speak, so there is value to using it at the end of a sentence rather than in the middle, or on its own. Steer clear of using emojis just for the sake of using them. Some have various meanings and you want to be certain about the context(s) in which it’s used before applying it to your marketing plans. When in doubt —just say no and instead look for the next messaging opportunity where it makes sense to use them.
Don’t go Overboard
Too much use of any technique will lead to fatigue and worse case can alienate some of your core audience. We’d be wise to look back on the advice of our parents and remember that moderation, as always, is key.
Although it may be new territory for you, don't be afraid to test the waters! If emojis make sense to engage with your target audience then give it a try — A/B testing is a great way to get started and can help you gain better insights on what format works best with your customers. Good luck and let us know how it goes!
Oh, and last but not least... happy Emoji Day!