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Kirsten Rostrup
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Make Emojis Part of Your Business Marketing

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Love them or hate them, they are everywhere. The emoji has become increasingly popular since their international inclusion in Apple’s iPhone and Android OS shortly thereafter.

More than 2 billion smartphone users across the world send 6 billion emojis on mobile messaging apps every day. Their impact on popular culture is undeniable. The Oxford Dictionary went as far as naming “emoji” as it’s 2015 word of the year.

Used initially when sending text messages, the emoji has become a staple on social media channels and a mainstay in email correspondence. They’ve become such a phenomena that brands frequently integrate them in their marketing messages to communicate with younger audiences.

It’s obvious why emojis have become a popular feature, especially when communicating with diverse multi-lingual audiences. No matter how succinct your message is, using images can help to convey your message faster, while casting a friendly, visually stimulating brand image.

At the same time, it is important to be careful when using emojis. Make sure they’re relevant with an aim to increase your engagement and help indicate to your users that you’re on board with marketing trends.

The key takeaway here is: do not bombard your audience with emoticons; use them wisely. Consider their purposes – they’re processed as a form of visual information, an efficient way to communicate your message.

Reactions11-1024x768

Image courtesy of Facebook

Where and how to use Emoji’s to increase your conversion rate: 

Facebook:

The new Facebook reactions are finally here – the launch of six new emojis allow you to respond to someone’s status with love (“love”), laughter (“haha”), astonishment (“wow”), sadness (“sad”), or anger (“angry”).

Users have been able to express “how they feel” with Facebook for some time now, but this is the next step in communicating thoughts and feelings quickly and succinctly.

These richer emoticons present an exciting opportunity for brands. You can now find out more from your users from a single source, allowing you to get additional personalised data and conduct sentiment analysis on your audience.

We all know that plain text is boring. It does not convey your emotions and enthusiasm. Emojis are a great way to humanise your brand and set a tone for your post.

Be sure to remember that it is all about context and quantity of their usage. The grinning emoticon does not fit every post, so don’t add it in every update, or or add lots to a single post.

Instagram:

Fuelled initially by the emoji keyboard for iPhone, emojis have exploded on Instagram with over half of their posts containing emojis as of March 2015. It’s now hard to view a post without them, whether it’s an uploaded post or a comment.

The best ways to use emojis in Instagram:

  1. Your bio – use them to emphasise key words
  2. Calls to action – attract attention to a link, form or to post a comment
  3. Your comments – make your comments stand out and get noticed

Twitter:

Emojis work perfectly when posting a message with 140 characters or less. This allows you to convey the missing context of emotion in your tweets, and increase social engagement with your audience.

The key here, once again, is to stay relevant to the update.

Email Marketing: 

Emoticons are normally used on mobile devices and, now that over half of emails are opened on such devices, it makes sense to use them as part of subject lines. However, remember relevance is key; don’t use a Christmas tree when talking about a Valentine’s Day special.

If you use MailChimp for your email marketing, you can access emojis under the smiley face tab. However, not all email accounts will receive them in the same way. For example, Gmail might display them in colour but others might not.

mailchimp-top-emojis-subject-lines-1024x356

Source: MailChimp February – May 2015

A last word of warning

Make sure you test the use of emojis before you make them a recurring element of your digital marketing. Nobody says that the most popular emoji will increase your conversions, but the right one or two at the right time can certainly help.

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By Kirsten Rostrup


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