Emoji’s In Marketing: Use Them The Correct Way
Emojis aren’t just for friends; they’re also dynamite at capturing your customers’ attention, increasing user engagement and even helping to close sales.
The funny thing is that most businesses think emojis are best left to 16-year old girls:
“We want to maintain a professional appearance to our customers which is why we will never use emojis in any of our communications,” said the out-of-touch company executive to the marketing team struggling to increase lackluster sales.
In the last 100 years of advertising, there has NEVER been a time when the personal touch didn’t increase the value of business-to-consumer communication. It doesn’t matter if it’s an email, a social media post, an article or a sales letter. Giving all of your communications a personal touch with emoji’s just makes good marketing sense.
What are emojis? ????
Emojis are small icons and images using Unicode Standard. They’re used in all forms of digital communication.
Emojis can be yellow smileys or represent common objects such as food, animals, sports, transportation and more.
In marketing, the vast majority of the emojis you use will be emoticons – emojis that represent emotions with facial representations. ???? And it’s emoticons we’ll be referring to in the rest of this article, even though we’ll still use the term emoji.
Why do emojis enhance your marketing message?
There are many reasons emojis improve marketing, and here are a few:
They capture attention. You receive a hundred new emails. 99 use 100% text in the subject line while one uses a smiley face or a heart. All else being equal, which one do you notice first?
They convey meaning. A text message that ends with a period gives a slightly different feeling than one ending with an exclamation point. Let’s see what happens if we use an emoji, too.
“I’m excited about this.”
“I’m excited about this!”
“I’m excited about this!????”
The sentiment is the same but the conveyed feelings vary between the 3.
Visual is faster than text. Your brain processes visuals 60,000 times faster than text. And since emojis are images, the brain can process emojis in a flash.
More likes, more shares, more comments. Based on multiple studies, emojis in Facebook posts lead to 57% more likes, 33% more shares and 33% more comments compared to Facebook posts with no emojis. Do you use emojis in your Facebook ads? If not, you might want to start.
Your brain sees emojis as an actual face. A study from the School of Psychology in Flinders University, Australia shows the brain behaving the same way regardless of whether it’s seeing a human face or an emoji. That’s why emoji user engagement is higher than plain text user engagement.
Human faces – and now emojis – increase engagement. For decades we’ve known that people will look at human faces longer than at almost any other image in an advertisement. And now that we know the brain sees emojis the same way it sees faces, it’s pretty obvious we need to use them in all of our written communications.
Emojis make your customers happy. ???? Not only do your customers feel happier when they use emojis, they also feel happier and like the sender more when they receive emojis, too. And happy customers are almost always more likely to convert, whether it’s to join your mailing list, forward your message or buy your product.
Humanizes your business. Emojis can be the perfect way to convey the fact there is a real live person sending the message, rather than some faceless company.
Better connections. According to the Emoji Trend Report, emojis help users better communicate their thoughts and feelings and connect to people.