Do you know the word of the year-2015 according to Oxford Dictionary? You definitely know it, as this word is rather popular today among all social media, email or messengers users.
In this article, I will share when and why a small emoji evolved from a fun thing into a marketing tool and a business “lever”. So, if haven’t marked the International Emoji day on your calendar, then hurry up to be ready – July,17 is soon 🙂
Emoji is a digital image or an icon that assists users to communicate and express thoughts or emotions. (A “smile” is a synonym). The roots of this modern phenomenon lead to Japan and date back to 1998.
Human communication had passed a great evolution even before the invention of languages. Emotions, gestures and cave paintings were assisting in communication for a long time.
Nowadays emotions help your message to be seen, read and perceived better and faster.
Small icons and emotional pictures actively turn from teen entertainment into the effective business tool. This is confirmed by many successful stories of brands and influencers who showed how a small picture can become a real communication bridge between companies and clients.
The official register counts more than 2,600 emoji (May 2017). Smiles are presented in a gender variation, with different skin tones for portraits. According to Emojipedia, the most popular emoji of the past years are a red heart symbol and a smirking smile:
In 2017 emoji continue to increase popularity. This video shows the latest emoticons of 2017:
A little earlier this month, Facebook announced the access to the latest emoji version 5.0. Now users of the popular social network can add to their posts new emotions, fantasy characters with male and female versions, and many other small images.
In June, Emojipedia announced the list of the most popular requests for this year’s emoji. So, the most popular among them were a heart, folded from fingers, a badger, a broom, and other interesting images.
According to the latest statistics of this year, marketers of mobile apps using emoji can increase the percentage of open rates by 4.5%. It looks like the important step towards monetization.
Online communication with emoji acquires expressiveness, humanity, and closeness to recipients. It doesn’t matter whether it is an email, SMS, social posts or chatting. It’s not difficult to notice that your client or a partner starts reacting to your message, in the same way, using emoji.
Here is the example of communication between KUKU.io support and a client:
The study by Florida Institute of Technology demonstrates how experts tested 2 types of the email text, which reported the inability to attend one important event. The first business mailing contained just an ordinary text, in the second one a simple smile 🙂 was added. The results showed that the second mailing with the smile caused less negative.
Thus, emoji can affect the mood and emotions of message recipients.
Over the past few years, many global brands have been remembered for their bright campaigns that drew attention with the help of emoji. Let’s recollect Pepsi, Dove, IKEA, WWF, Burger King, Coca-Cola, General Electric, Toyota and many others.
The excellent example was created by Domino’s. Thanks to the efforts of marketers, Domino’s clients may order pizza via SMS with just one icon representing a piece of pizza.
Sports marketers do more. The baseball club from Cleveland uses club emoji on social networks to communicate with fans and distribute branded clothes with the corporate emojis offline.
Observing brands’ effects and results, small companies, and start-ups also try to attract designers and creators to make their own emoji sets.
If you do not have opportunities to create your own smiles and images, you can always use available emoji in communication with your customers. Try to focus on emoticons in your publications and analyze the results of such posts using social media analytics. For example, if you manage a restaurant, it is not difficult to find some fun emoji:
Promoting online clothing shop on social media, do not hesitate to add bright elements:
It seems that there are so many emojis that it is easy to find something suitable for any business. And some images have already become native to some brands. For example, a bright donut, which is constantly used on social networks by Dunkin Donuts.
Today many celebrities and opinion leaders can boast of their emoji: famous sportsmen, TV performers, Kim Kardashian, Justin Bieber, and even the Patriarch of Rome.
Most of the popular social networks propose to use emotional icons. For example, here’re Facebook emoticons for responding to posts:
Popular tools for postponed posting on social media also offer users affordable emoji for creating and planning bright and colorful posts.
Creating a post on KUKU.io, you can accompany your content with any emoji from the list.
As you can see, emoji market looks rather promising today. I think in the near future the popularity of smiles and visual marketing will grow.
Do you use emoji on social media? We are waiting for your interesting stories!