Do you speak emoji? With almost all of the online population using these cartoon-like images in their texts and social media, many brands have become fluent in the language.
People use emojis to:
- Help them better express themselves and understand others
- Create a more personal connection with others
- Replace wordy texts or overused shortcuts
- Simply communicate with others who often use them
- Humanize boring text and social media posts
Brands are using emojis to communicate with their target audience, to infiltrate their mobile phones, to demonstrate that they are on top of the latest communications trends, and also to convey messages in appealing, simple ways.
The wealth of information that’s available makes the battle for customer attention even tougher. This is driving brands to relate to their audiences with short, honest, and emotional images. Here are a few examples:
Although emoji marketing started with using these cute generic images on social media, now many brands are making their own personalized emoticons and using them in apps and on their websites. Here are a few examples:
When brands offer mobile app users the imagery of their favorite brands, they don’t see it as advertising, they see it as self expression. It’s a little sneaky, consumers express themselves with these emoticons, and brands are able to track usage, location, age, frequency, and most popular emoticons sent.
So, what are the top things a brand should consider when thinking about marketing with emojis?
- Use the latest technology to reach your audience. Understand which platforms are new and prominent. Pick platforms that your audience is using to connect, consume, and share.
- Think mobile first. People are on their phones more than ever, so brands should start any marketing activity with a strategy that supports mobile access first.
- Tap into emotion to help drive brand messages. Emotions are more powerful than promotion. Find our what your audience cares about and make sure the messages will relate.
- Keep it simple. Deliver an easy, effective, and quick customer experience.
- Test it. Start small and test an approach that may work for your brand.
It seems like with the growing popularity, emojis are here to stay… at least for now. What are your favorite examples of emoji marketing? Let us know in the comments below.