Hey, hey, hey. If you wonder why the hell I am starting with number 3, well I assure you that I know how to count in 99% of current life situations and this article is the second (and last) part of the Emoji Marketing saga. Should you want to read the whole story check the first part here.
3. Social media platforms seem like Emojis too
Let’s take them in turns.
Father Facebook was the first who spotted the trend and made the best out of it. They were the first to enable the users to use emoji in their status update back in 2013, then in a few years Facebook implemented “reactions emoji”, 6 reactions the users can use to express themselves about the posts and last but no least implemented them in the Messenger keyboard.
Emoji on Facebook get very simple, posts get a like rate which is 57% higher, also comment rate as well as the share rate increase increases with 33%, soo worth trying some shots here, no?
If you do a quick check you’ll find out that Instagram is the fastest growing Social Media platform. Apart from their parent company, Facebook, they’ve enabled users to place emoji into a hashtag and it paid off. Using and mastering emoji-hashtags will enable you to reach out to a more niche audience.
Currently more than half of Instagram posts are containing a least one emoji and to be honest, that is a double-edged sword. Blend emoji with the rest of the copy or in the stories, sound natural and followers might pick that up, otherwise you would sound like the dad who tries to be cool in his teenage kid’s eyes. Of course you naturally like the new-age-mumble-rap … thing, don’t you?
Twitter enables emoji in their posts not for long , also users can express approval to a Tweet with the help of the heart shaped emoji. A study did by Larry Kim and a post that include an emoji had more than 25% higher engagement also, this might help your budget so pay attention to this, you get 22% lower cost per engagement. So, big ups for using emojis on Twitter.
4. Use the emojis that are most appropriate for you, not the most popular ones
Emoji marketing is a thing for some time and of course, that means that some emojis are being used more frequently than the others. But the fact that an emoji is more popular does not mean that it will make you or your brand more popular. There are various charts that classify emojis based on their popularity top three are of course smiley face, crying with laughter and love heart. If you want to see what are the most used emojis on Twitter, you can access http://emojitracker.com/ and it will show you a report on the usage of a wide range of emojis.
5. Better use fewer emojis, but in the right context
There are some voices that say that “emoji is the fastest growing language in the UK”. No, it’s not. Indeed, emojis are fun and kind of expressive, but you can’t say that if I showed you a page full of emojis you will easily understand what I wanted to tell you. Chevy tried to do it, but did it work? No, it didn’t, even if they released the English-translated version afterwards. Even me, as a marketer hungry for new trends could not give a try to read the whole thing. Was it good enough PR, not at all? People usually tend to get frustrated about the things that they don’t know.
What is the conclusion? Emojis need words, expressions, phrases that they can relate with, they need a context, otherwise people will run past them like Road Runner past Wile E. Coyote’s trap.
6. Push notifications and email titles
Emojis can really do a difference here. One particular app that I use and constantly places emojis both in the push notifications and email titles is Wuntu. Even though their copy might draw attention because it is an app that informs you about discounts, I definitely think that the fact that they use the 1-2 exceptionally placed emojis per post contributes with even more to its success
Just to add on that, a test ran by Rene Kulka shows that the am animated emoji inserted into an email test could increase your open rate with almost 20%. So, is that worth a try? Definitely yes.
7. How about creating a whole campaign only to use emoji? But how about creating my own emoji?
No and no.
When inserting emoji into a project/campaign, don’t do it for the sake of it and don’t overuse because people, will see it and will make you pay. A far stretched example is Emoji Movie, seriously if you haven’t heard about it, don’t even bother to look for the trailer. They did it just to promote some brands and from my point of view it did not work.
Why not create your own branded emoji? Unless you are a top notch brand like Domino’s, Star Wars, Burger King (brand that actually did that and rocked it) nobody will associate that emoji with you.
And here we are done with my 5/7 on Emoji Marketing. Split in two parts. Almost 3 weeks apart from each other. What are your thoughts about it?
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