Getting emojional
Emojis have come a long way in 30 years. An economical way to introduce nuance into text-based conversations, they’re finding their way into everything from ad campaigns to webinar invites. So how can brands harness these small but powerful icons – and successfully ‘speak’ emoji?
With over one in five Tweets containing emojis, it’s a trend that no brand can afford to ignore. They’re proven to increase engagement on your posts, and are a low-effort way for social teams to engage with other companies and position your brand with others who share your values. Emojis transcend language barriers, and can help brands sound more human and build customer rapport.
But… handle with care
Subculture-specific, the meanings move fast. 🍉 quickly became a viral symbol of support for Palestine, 🍆 stopped referring to an aubergine a long time ago – and we’re all aware of celebrities who have “accidentally” (or intentionally) hit ❤️ on a post that aligns them with a controversial standpoint on a topical issue.
Corporate value
A quick look at a couple of recent campaigns indicates that emojis absolutely have corporate relevance. From good times at McDonalds to the WWF Endangered Emoij campaign, they’re becoming part of the public consciousness. In fact, they’re so prominent in our culture that Duolingo have even made a ‘Learn Emojis’ course to teach people the subtleties behind the icons.
So why are emojis evolving outside of messaging apps and social media? Audience preference? Quantifiable value via engagement stats? Or is it simply that, like all forms of language, it’s just changing? With millennials now rising up the corporate ranks and Gen Z using emojis with “much more nuance and creativity than prior generations” we’re looking at a significant cultural shift.
Harnessing the power of the emoji
Emojis tie in with your tone of voice – not just for brands but people too. Whether we use them or not, they’ve become an integral part of how people communicate digitally. Why wouldn’t they be part of how we communicate as brands?
But bear in mind that although emojis transcend the language barrier, they don’t always bridge cultural and generational gaps. With a wider audience comes a greater risk of that nuance being mistranslated. Your ‘free 🍑 with every purchase!’ supermarket promotion might well go viral, but not necessarily for the reasons you intended…
Navigating the grey area
Where and when to use emojis depends entirely on your goals for your brand, your platform and your message. Looking to grow your following on TikTok? Absolutely appropriate. T&Cs & warranties? Probably not.
Where it gets interesting is the grey area in between. Ten years ago the thought of having emojis in your website’s cookie disclaimer was unheard of. Now it’s such a well-used emoji, it’s got branded alternatives.
Want an expert opinion on your company’s emoji personality, and how it ties in with your corporate voice? Talk to us.
