Social marketing in the age of emojis
The saying goes that a picture is worth a thousand words. The same may not be exactly true for emojis, used with the purpose of getting a singular meaning across. The usefulness of these symbols for quick communication is quickly growing on social media. Marketers, according to an Adweek report, want in.
"Clients of ours definitely care about them," Ali Ardalan, director of product and strategy at Sprinklr, told Adweek. "Customers are using them to figure out how the campaign is performing and what the feedback is on the brand and also on the customer service side."
When Twitter introduced emojis last year, Wendy’s was among the first to hop on the bandwagon. The company’s marketers used symbols in tweets that translated into "burger plus burger equals happy."
Currently, Instagram is generating a good deal of marketing buzz. The platform debuted emoji hashtags back in April. An article on MediaPost’s Marketing Daily referred to Instagram as "the social network of choice for young consumers."
Instagram, according to parent company Facebook, has over 200 million active users on a daily basis and 300 million who use the site monthly. Roughly half of all communications on the site involve the use of emojis.
"Emoji usage is an evolution of how the younger mobile consumer communicates," Noah Brier, CEO of Percolate, told Adweek, "so it’s logical for brands to follow those conversations."
- Smile, Wink, Pray: Brands Decode the Enigma of Emojis – Adweek
- Twitter’s Redesign Speaks to Brands With Emojis, Vine Messenger, Video, Ads – Adweek
- Instagram Replete With Emojis – MediaPost’s Media Daily
- Brands Take Note: Emoji Thrives On Instagram – MediaPost’s Marketing Daily
What do you make of the growing use of emojis and their potential use in retail and brand marketing?