What’s not to love about Emojis? They’re fun, easy and bringing in the dollars. They’re everywhere and brands are now using these popular emoticons in emails, Instagram posts, Snapchat pictures and more.
But, as with any digital trend, businesses need to know how to incorporate them properly into their strategies. That’s why we, at The Greenhouse Advertising Agency, have decided to put together a quick do’s and don’ts guide, to ensure your brand uses emojis in a way that helps your marketing efforts.
Understand your Audience
If you’re primarily targeting millennials, crank up the creativity and fire away with the various emojis at your disposal. However, it’s best to stick to the more traditional emoji icons when targeting more senior consumers, as they’re less likely to be as accepting and comprehensive towards the different uses of emojis.
Keep it Relevant
It’s usually best to use emojis at the end of a sentence rather than in the middle or separately, as they were created with the intention of enhancing a word or sentence. Remember, however, to use emojis that are relevant to the message you are communicating: the grinning cat means a different thing to a smiling cat, just like a grin and a smile have different meanings in real life.
Use Emojis to Add Character and Emotion
One of the biggest problems concerning all electronic communication is that it’s toneless and thus easily misunderstood. But with the use of emojis, one can help make the tone clearer. In fact, emojis were designed to help electronic communication convey more emotion.
Over Do It
Too much of a good thing can lead to disinterest and even alienation among your targeted audience. So remember to avoid overloading someone with emojis at all costs.
Assume the Meaning of an Emoji
Something that looks like a peach to you, may not look like a peach to society. Ensure the emoji you use correctly conveys the meaning you originally intended. It’s also important to remember that emojis display differently, depending on the viewing platform, which can cause a consumer to misunderstand the intent behind the message and reduce the effectiveness of your campaign; or worse, offend a potential or existing customer.
Be so serious
Although there’s a wide selection of sad-faced emojis, research suggests that they’re most effective when used in a fun and light-hearted way.