Whether you like it or not, emojis, smileys and other emoticons are slowly creeping into our business content.
For some, watching people communicate in the form of cartoon faces and symbols can seem like trying to understand a foreign language. While most assume emojis and emoticons should be reserved for teens and group chats, more and more businesses are starting to utilise icons in their social media strategy – you can even order pizza from Domino’s by texting them a pizza emoji!
Not sure what the correct practices are, or even where to begin? Take a look at our business tips, do’s and don’ts below!
Make sure you understand what certain emoji’s actually mean
One of the biggest mistakes people often make when using emojis is the fact that the cute little signs and symbols often don’t mean quite what you think they do – think your mum texting you about dinner, and sending you an aubergine emoji.
Emoji’s-as-language is a hard subject to understand as it’s very user-determined. Emojipedia’s study of the peach emoji showed that as many as 93% of tweets with 🍑 have nothing to do with the actual fruit.
When using emojis in social media marketing, brands need to make sure they’re using the correct icons for their desired use. If you’re not a natural emoji user, or you’re struggling to understand the meaning, or when you would use certain images, Emojipedia is a great tool as it has a huge index of all the uses, meaning and statistics.
Know your demographic
As Userlike points out, older people might not know what certain, or even all emjois mean, and so might be uncomfortable or annoyed with them being used within business, which could lead to them having a less than favourable view of your brand. Knowing which emojis connect with your target audience, therefore, is key. As there are so many emojis currently available, marketers need to ensure the emojis they’re using within their marketing strategy are going to connect with the right people. Do your research – we suggest making a list of the emoticons that will best align with your audience, and then use these frequently. For example, a company looking to target millennials will use more quirky emojis than those whose audience might be mothers or families – it’s all about knowing what’s best for your brand.
Using emojis adds a human element to your marketing
With nearly 6 billion emojis sent between mobile phones each day, it’s easy to see how they can help your brand or business keep up to date with current trends and practices. By using emojis for real-time engagement – such as replying to comments on Facebook or Twitter – it can help you to express real human emotions and can help make your business more real. When using emojis on social media platforms like Facebook Messenger, it can instantly put the customer at ease and break the ice, highlighting that you are just like them: approachable and real.
Emojis help to improve engagement
It’s no secret that, today, people love to have a quick scroll through social media, and will often skim past posts rather than truly reading them. Emojis are a simple and great way to quickly draw user’s attention to your post or call-to-action, and there’s loads of research to suggest that using emojis strategically can improve your engagement and conversion rates. Simply put: users are more likely to click, comment and share posts that feature emojis.
Social media is meant to be fun and entertaining and encourage communication between brands and between customers themselves. Even if your business doesn’t scream ‘exciting’ social media is a place where it’s acceptable to have a slightly more relaxed and friendly approach.
Our top do’s and don’ts:
Do: use emojis to convey the tone of your brand – remember emojis can convey a lot more than words
Don’t: confuse your audience by using too many emojis, stick to a few relevant emoticons per post
Do: make sure you know what the emoji is actually expressing – if you are unsure, Emojipedia can help with this
Don’t: use emoticons during serious situations, such as dealing with complaints or communicating formal business deals