The Power of the Emoji in Marketing

How effective is the use of an emoji in marketing efforts? Is it unprofessional? And can you be taken seriously? According to Larry Kim, founder of Wordstream, regardless of how you feel personally towards using emoticons, when using them professionally, they actually work. One of the major perks is the universality of the emoji, which is why several different social media platforms have created some form of emoticons. Although it may not be perfect for all industries, this raises the question should you be using emojis too? 

“Think of the sheer volume of words people sift through in a day…” says Kim, “especially online across media, websites, email and text messages. People are overwhelmed with words. We know that people process visuals 60,000 times faster than plain text, and emojis are a great way to tap into that image power in your social posts, where space is at a premium.” Their rising popularity has increased engagement and interaction on all social media platforms, including Facebook who recently introduced their ‘Reactions’ tool to give users a new “expressive” form of responding to posts. Twitter has taken a page out of the Facebook and Instagram playbook and switched the star used to save a favorite tweet to a heart to "like posts," which is the most popular emoticon on their platform. By giving users the ability to use emojis, these huge social media companies have allowed their customers to be creative and more colorful with their posts.

Now that we know how marketing with emojis can be beneficial, how can you implement them in a way that is sincere and isn’t too cheesy? A blog post last week by Twitter UK suggests 5 ways brands can succeed through the utilization of emojis, one being that it is a great way to showcase your brand’s personality. 

“The stats underline the emoji trend, the data suggests they could help generate significant boosts in engagement, when done well. More and more consumers are using them, more and more discussions are being conducted via combinations of images and text. As younger consumers move into more commercially significant demographic brackets - those target sectors of most interest to your brand - it may just make sense that you communicate with them in the means they’re most accustomed.”

So, if you have been on the fence about whether or not to use them, take the risk and let the results (and emojis) speak for themselves.