Although they have been around for a fair few years now, you may have noticed that emojis are becoming more and more commonplace nowadays. After all, 2017 was the year that saw the release of “The Emoji Movie” and that was a film entirely populated by animated emojis, and the latest Iphone model has hundreds of emoji variations. For better or worse, emojis aren’t going anywhere soon.
As a result you may also have noticed more and more marketing departments attempting to incorporate emojis into their campaigns. This may seem like a simple thing to do, but it can be difficult to use emojis in a way that enhances your brand without making your business seem out of touch or even desperate.
This has proven to be a tightrope many brands fail to walk effectively. In fact, using emojis at the wrong time could actually have a negative impact on your brand image.
According to a new survey from martech company Pure360 and YouGov, found that although 77% of respondents use emojis in messages to their family and friends, only 5% would be more likely to buy from a brand that uses emojis in their marketing.
Further, 39% of those surveyed thought that using emojis made brands appear less serious, and 29% thought that using emojis devalues a brand.
So, it may be best to err on the side of caution and refrain from using emojis in your marketing campaigns, If you do think emojis can be used to market your business, here are a few tips to keep in mind when creating content:
Keep the tone light
The light nature of emojis makes them perfectly suited to social media posts, because content on these channels is often more personal and informal in tone. Emojis can be a great way of humanising your brand, especially if your post is communicating directly to one person.
Use the right emojis
One of the hardest things to get right when using emojis is to pick the right emoji that clearly conveys the exact meaning you want it to. Since one single emoji can have different meanings for different people, this can be easier said than done.
So you should try to use emojis in a way that ties directly ties in with the message of your marketing, so there can be no confusion about its meaning.
At their base level, emojis are meant to enable us to convey feelings or reactions in a concise image, rather than having to type out the text. This is why it can be so offputting when companies use too many different emojis in one piece of content.
Something that is meant to be quick and easy to understand becomes a complex process as people have to decipher the meaning behind the emojis in your post.
Treat emojis like a strong seasoning, while a little goes a long way, too much can ruin the dish.
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