What do a taco, a unicorn, a lion and a crab have in common? All have been released in the form of emojs.
Emojis are “small images or icons that people use in messaging and social media -were created in Japan in the late-1990s. Most people in North America started noticing them in 2011, when emojis became available on Apple iPhones”, explains Sean Fitzgerald in his article “EMOJI MANIA: Is there any escaping the bizarre symbols?” published by 24hrs Toronto in November. http://www.toronto24hours.ca/2015/11/11/emoji-mania-is-there-any-escaping-the-bizarre-symbols
“In the past few weeks alone, more than 150 officially recognized emojis have been added by the Unicode Consortium -a non-profit organization that ensures the symbols are rendered correctly across different platforms. (…) Unicode is preparing more than 60 new emoji candidates for 2016 -including clown face, shark and bacon.” – says Fitzgerald.
A recent article from The Guardian suggests that emojis might just be the next evolution of communicating, sometimes even complex thoughts or emotions, because emojis can transcend language barriers.
The Oxford University Press announced that the 2015 Word of the Year is the “Face With Tears of Joy” emoji.
The CBC created an Emoji Keyboard featuring more than 60 symbols of CBC characters, personalities and symbols. On the October issue of our Newsletter, we mentioned that Tim Hortons released the “Ehmoji Canadian Keyboard”, now available at the App Store on iTunes.
What does that mean for your digital marketing strategies?
Top brands around the globe have started using emojis on their advertising campaigns to reach Millennials and the Generation Z.
Cited by ProfitGuide.com, Six billion emoticons are now sent by text each day and a recent report by ad agency Deep Focus found four of every ten young people would rather communicate by pictures than words,
The new generations are less predictable on their consumption patterns but they all have in common the avid use of mobile technologies to communicate: smartphones, tablets, wearables, etc.
Companies looking to grab the attention of younger audiences need to relate to them through multiple channels and creative content. An emoji can help add fun and emotion to a plain message.
A few good tips on how to use emojis:
As if working on your digital marketing strategies hasn’t become complicated enough, you now have to start considering adding some of these pictograms into your campaigns. Here are some suggestions that we’ve compiled to help you use them correctly:
- Consider your audience profile and what platforms are used to communicate. Does your audience prefer graphic over text content? Emojis in marketing are not for every business, and not every demographic segment will understand how they work.
- Insert a few relevant emojis on your messages; test, test and test.
- Use the appropriate emojis according to the context, tone and purpose of the message. Learn their meaning at Emojipedia.org
- Use emojis to be concise and shorten your messages, especially on Twitter where you only have 140 characters.
- Incorporate a few emojis on your Email Subject Lines, Social Media Messages and Press Releases.
- Encourage your audience to engage by sending messages using emojis or creating new ones.
- Link emojis to your sales process. Domino’s Pizza now lets customers place an order by Tweeting or texting the pizza slice emoji. In order to use this option, the client needs to set up an account on the company’s website, fill a Pizza Profile and the Easy Order option.
Can you think about other creative ways to use emojis in favour of your business? What about a contest?
- Do not overuse emojis. You don’t have to use them on every post or tweet, that could become annoying for your audience.
- Consider your audience reactions; are they well received?
- Do not encrypt your message in a way that makes things more complicated to understand. For instance, Chevrolet released the 2016 Cruze model with a Press Release created entirely of emojis, but the company had to provide a decoded explanation and a series of videos with the title Emoji Academy.
Using emojis like a Pro:
For some examples of campaigns developed by WWF, Domino’s Pizza and The White House see The Verge’s article: 20-Tools-and-Resources-for-Emoji-Marketing
Learn about campaign examples from Oreo, PETA and GE – The rise of the emoji for brand marketing – The Guardian
By Aida Guerra, Founder & Digital Marketing Consultant, email@example.com