These fun, tiny images are the next big thing in online marketing. According to a study from Emogi, a real-time emotional marketing platform, about 92% of the online population uses emojis in texts and social media. These small pictures that are known to express someone’s feelings more accurately than words, can even transcend language barriers. For example, a smiley face is universal, and now there are hundreds of emojis allowing everyone to communicate across borders.
Brands are turning to Emojis
Brands are recognizing the power of emojis as a language and a medium of communication. They 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 elegantly simple ways.
Knowing this, here are some instances when your brand should consider including emojis to better connect with your audience.
1. To Stand Out
Domino’s Pizza is the standout example of brands turning to emojis, building a system that allows users to text a pizza emoji and place their regular delivery order. The campaign earned Domino’s the Cannes Titanium Grand Prix for top breakthrough idea of the year.
2. To Be Concise
Emojis takes simplistic messaging to a whole new level. When challenged with using 140 characters or less on Twitter, emojis cut the fluff. General Electric is a great example of utilizing emojis to shorten their tweets. Who needs extra words when the images say it all?
3. To Market the Millennials
Chevrolet used emojis within their campaign to market their 2016 Cruze to their core demographic, teens and young millennials. They put out a press release composed entirely of emojis and encouraged readers to attempt to decode the news ahead of the real announcement. Emojis are being used more often within this demographic, so when Chevrolet decided to only use emojis, it was a home run.
4. To Mobilize Supporters
The World Wildlife Federation (WWF) created a set of 17 emojis of endangered animals. The WWF encouraged people to donate 10 cents for every emoji they tweeted. The #EndangeredEmoji Twitter campaign brought attention to the animals’ plight every time one of their cartoon versions popped up online and, perhaps, brought the WWF closer to saving them from extinction.
5. To Tell Stories
General Electric launched the #EmojiScience campaign, which prompted people to send emojis to receive short video lessons by Bill Nye the Science Guy. Research shows that the presence of emojis in online communication can help the people reading or viewing it remember the content better than messages without emojis.
6.To Elicit Joyful Emotion
Using emojis makes it more personal and more fun. It also gives us the unique ability to make digital communications feel and act more human. Sometimes businesses can fall into the trap of being a little stuffy, and this gives them an opportunity to show off their personality more.
Emojis represent the future of marketing: expressing emotion, which builds trust: exactly what we as marketers aim for! They are trendy, and they are probably here to stay.