Are you using emojis in your marketing yet? While 92% of all internet users now use emojis, many brands have been slow to adopt them, especially B2B brands.
Emojis are a language all of their own that convey immediately recognisable emotions and meanings, which is probably why about 900M emojis are sent on Messenger every day WITHOUT ACCOMPANYING TEXT. Emojis give a more relaxed communication style than text and they are seen as fun and friendly, and when used appropriately they can put a very human face on a brand’s communications.
Emojis in Social Media Marketing
Even if you don’t feel comfortable using them in newsletters, your PR or in blogs and articles, emojis are perfect for using in social media marketing. Facebook posts that use emojis receive 57% more likes and tweets with emojis have a 25% higher engagement rate. 😮
Many companies use emojis for their marketing and some have had their own emojis created, especially food brands – think Taco Bell, MacDonalds, Pepsi. You can even order a Domino’s pizza by using an emoji. However, a campaign also sometimes happens because of the lack of an emoji, such as Dove and its Love Your Curls campaign, which highlighted the absence of emojis for curly-haired women.
But should YOUR brand be using them? And if so, how?
Guide to Using Emojis in Marketing
- Should you be using them at all? 🤔
The first question to ask yourself. If you are selling lifestyle products and services, such as holidays, wine, food, fashion etc, then the answer is likely to be yes, probably. However, if you are in a niche that is really serious, such as security, inheritance tax, or funeral directors, then you might well decide that emojis aren’t appropriate.
- Use sparingly
Don’t over do them, at most use one or two in most comms. Emojis are visual slang, so if you think of it as a conversation, then an single emoji is a slang word and as such can be used to good effect. However, too many are not appropriate in a business situation.
- Emojis should be simple
Think about what they express in their simplest form when you use them, don’t over think it and don’t try too hard. Nobody should have to go through mental athletics to understand what you are trying to convey.
- Use them in campaigns?
Whether you add them to your social media, spell out a word like Deadpool, or even use them to create a full-on visual storytelling campaign, like PETA’s brilliant ‘beyond words’ campaign, emojis can be a brilliant marketing choice.
- Bespoke it
While your own brand emoji is really only feasible if you’re a mega brand (or film), you can of course claim one as your ‘own’ that you use regularly or create one that you use in your own comms, much like our Swooshy M cupcake.
Did you spot two of them making an appearance on our social media Wimbledon post?
It’s also noticeable that Slack have also recently introduced a custom brand emoji library for their channels.
Love them or loathe them, emojis are here to stay. And they will add an extra element to your marketing, making it more memorable and appealing, when they are used in the right context.