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So many messages are lost in translation when they are typed or typed. How can you convey your tone of voice or feelings in just 280 characters or less?
According to a report, adding emojis to your social media posts increases engagement and lowers advertising costs. While marketers of old scoffed at the thought of emojis, these little emoticons can add a ton of personality to an otherwise boring message. And they’re not just for style.
Why use emojis?
Emojis add real value to your messages. Intercom found that messages sent by a company that contain emojis are four times more likely to receive a response from a customer. Adding an emoji to the end of your sentence can soften a sales pitch. Here’s more data to convince you:
- Emojis in your email subject line can increase your open rate by 3-4%.
- The more emojis you use in your Instagram captions, the higher the number of interactions.
- Adding emojis to your ads can increase your click-through rates and improve overall performance.
- Humans are naturally visual people, meaning they can process emojis faster than they can read and understand your sentences.
Related: What can emojis tell us about diversity and inclusion?
How to use emojis in marketing?
Moving away from the data and adding a smiley at the end of the message can also add context and avoid misinterpretation. Emojis can help you say more with less effort and characters. Here are 5 creative ways to use emojis in marketing.
1. Choose signature emojis for branding
There are more than three thousand emojis available. While there’s no harm in using any emoji that matches your messaging, using too many can make your brand look too casual and unprofessional.
It’s a good idea to alternate between a handful of emojis and use them as branding elements. Consider how McDonald’s grabbed the french fries emoji while Taco Bell requested the taco emoji—what emojis can you make your own?
Using emojis as part of your branding can help your customers remember you better. It’s also a simple and effective way to differentiate yourself from the competition.
2. Humanize your tone of voice
Any message from brands can be met with some skepticism. Don’t let your audience think you’re just reaching out to sell them something (even if you are). Emojis are a great tool to make your brand seem more human and relatable.
While instant messaging and social media cannot replicate the intimacy of face-to-face communication, emojis can fill in essential aspects of communication such as facial expressions and body language.
Emojis are often associated with happiness, so adding an emoji at the end of your message will show that you’re happy to help and can make your audience happy too.
3. When words are not enough
Emojis have a way of stepping in when words aren’t enough to get your message across. According to psychologists, emojis can help reinforce the meaning of a message. Adding emojis can help set the tone of your messages, as can the way you speak.
For example, a simple “see you” can sound very different from a “see you” (smiley emoji). The first sounds like a forced procedure, while the second conveys excitement.
4. Create your emojis
While not many brands have the power and pull of Taco Bell, which officially got the Unicode Consortium to add the taco emoji in 2015, it doesn’t stop you from designing your own emojis.
Brands like Sephora have created their own emoji keyboard full of emojis inspired by their products. The emoji keyboard allows users to customize emojis, making the experience more exciting and personalized.
Having your own emojis is a great way to strengthen your brand presence and turn your customers into brand advocates.
5. Emoji polls
You already know that emojis can increase your engagement. In addition to adding emojis to your captions and image text, another great way to integrate them into your marketing strategy is through interactive stickers on Instagram.
Use emojis to differentiate a “this or that” vote on your Instagram stories and find out how your audience feels about your products. The combination of interactive stickers and emojis can capture your audience’s attention and deliver valuable information in a fun and interactive way.
Related: 5 Etiquette Rules for Using Emojis at Work
But is the emoji for you?
While the data may convince you that all those emoticons are worth the chances of being off-brand, it’s still important to understand the playing field. If you’re in a more traditional industry, like banking, you might want to keep emoji free. Otherwise, you risk looking unprofessional.
Like anything, moderation is key. Adding too many emojis can make your brand look like junk. Consider A/B testing your ads to find out how your audience responds to the change. Emojis should not be randomly added just for the sake of engagement. Always consider context and content, and remember that some emojis can have double meanings.
Now that emojis have become ingrained in our daily communication, it’s time for brands to catch up. Use these tips to guide you and create an emoji marketing strategy that works.