According to the social listening platform Newswhip, Emoji use on social media has grown rapidly to a huge 766%.
Emojis are a massive part of the day to day communication for millennials and Generation Z users. These generations have grown up with smartphones and because of this emojis have become a crucial part of their language with each other.
Learning to understand the language of emoji is now something that could significantly help your brand with this digitally-evolved audience.
It’s clear that posts which include videos and images gather a lot more attention than those that just contain text, and this is the same for posts that also include emojis. Studies have shown that by including emojis on Twitter, engagement saw a 25.4% increase, and on Instagram, the interaction rate increased 47.7%.
Not only that, but another study from Quintly found that headlines which include emojis attract more engagement. This rise in engagement can more than likely be put down to brands being able to connect with consumers in a fun and creative way by using them.
Studies have found that rather than an overload of information, consumers rely on emotions when making brand decisions. It has even been found that looking at a smiling face online has a real effect on us as human beings, triggering the same parts of the brain as when we look at a human face.
This information can be used to your advantage; by using emojis you are able to drive brand messages much more effectively and create a greater emotional connection with your consumers.
With emojis there is no language barrier – they say that a picture is worth a thousand words and emojis prove it. Because of this, emojis present the perfect way for brands to communicate and connect with their audience. With thousands of different emojis available, finding one that will correctly fit the purpose of your brand message shouldn’t be a problem.
The rise in new technology over the last decade has also brought with it a shortening of attention spans. According to research, the average human span is now eight seconds long, whereas in 2000 at the beginning of the mobile revolution this was measured at around twelve seconds long.
To make the most of this information and fully capture the attention of your audiences it’s important to keep content short and engaging. A prime example of a brand utilising the power of emojis in communication is Domino’s Pizza.
Back in 2015, they created an emoji pizza campaign that enabled customers to order a pizza with a simple tweet of the pizza emoji. They did this by enabling customers to register their pizza preferences in their Domino’s account and then connecting this up to their Twitter account.
It’s important to remember before you start using emojis in your marketing strategy that while they are a big part of the digital communication for many people, especially Millennials and Generation Z, not everyone will enjoy them, for some of the older generations they may be viewed as an annoyance.
Make sure before using them you know what message you are trying to convey is and if it really makes sense to include them. Gauging the audience reaction to the emojis is also extremely important as a recent survey by YouGov found that 59% or people aged 18-34 feel companies are trying too hard when using emojis in campaigns.