Pictures speak a thousand words. Especially if those pictures are fun, cute and engaging.
We’re bombarded with marketing messaging every single moment of the day, whether on our smartphones or listening to music streaming services… we can never escape from the noise. For me, that’s a great thing. It means I still have a job in marketing. For the average consumer though, it’s flat-out annoying. 😒
Millennials and Gen Z find this noise more annoying than any other generation. These two groups are game-changers who challenge traditional convention. They think outside the box 📦 and don’t take themselves so seriously. They also have completely different patterns of consuming content from any other generation. For example, they seldom watch traditional television, listen to traditional radio or read traditional newspapers.
Today, most of their content is consumed on smartphones. In fact, 1 in 5 consume their content exclusively on smartphones and do not even own a desktop computer. 📱 In the United States, younger millennials (aged 18 to 24 years old) spend an average of 91 hours a month using smartphone apps. That’s a lot of hours spent staring at a small screen! 😦
And that’s where emojis come into play. You’ve got to ensure that you’re using the latest platforms and apps to communicate (ex. Snapchat, Instagram and Periscope) in a style that’s familiar to the every day tone of your audience. This makes my job as a marketer more fun as I’m able to communicate in a style that is peppered with a casual tone and a light-hearted sense of humour.
One of the greatest benefits of using emojis in your social posts is that they transcend language barriers. Emojis are the worlds first truly global language. For international brands, this is a wonderful thing. But brands should be wary about overuse of these little symbols. They’re the salt and pepper of your tweets and posts, but shouldn’t be served as the full dish. 🍝
While there have been several high-profile success stories when it comes to emoji brand messaging (ex. Coca-Cola and Chevrolet), tread carefully when crafting strategies involving emojis. Start small and ease your audience in. Overuse of emojis will make your messaging feel foreign. Test which emojis your audience responds to, just as you would conduct any other type of brand testing. 📈
With an estimated 12,500 emojis tweeted every minute, be a part of the phenomenon, but do it in a genuine way that creates a two-way conversation. If there’s one thing we know for sure about Millennials and Gen Z, it’s that they loathe inauthenticity. If you want to get people talking about your brand using emojis, give them a compelling reason to talk to you first.